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Unity One CU's Early Success Using New 'Feel the Difference' Tools
Thursday, February 2, 2017 6:50 AM

Unity One CU

At the end of 2016, the Cornerstone Credit Union League unveiled its multi-tier “Feel the Difference” awareness initiative for delivery to member credit unions. The campaign delivers branded marketing materials through an online marketing toolkit that will assist credit unions in their efforts to acquire and retain members. Paid digital advertising will begin in 2017 to grow awareness of the key differences that make credit unions better than other financial services providers.

“The goal continues to be to support individual chapter and credit union advertising, marketing, and awareness efforts through this coordinated 'Feel the Difference' initiative,” explains Cornerstone Senior Vice President – Communications & Outreach Jon Gorman. “We are not trying to create a new brand for credit unions, but to build on the knowledge that consumers have of general financial services providers and explain how credit unions are different, while supporting individual credit union efforts with easy-to-understand narrative and creative materials that can be incorporated into their existing efforts, or that can be used to begin advertising and marketing in a credit union’s local market.”

Credit unions have begun to use the materials found at the online marketing toolkit at www.cornerstoneleague.coop/ftd_campaign.html.

Unity One Credit Union
Erayne Gee Hill, vice president of marketing for Unity One Credit Union in Fort Worth, reports that they began using the Feel the Difference materials in December 2016.

Of the options, available, Hill said they're using research, print, social media, and digital (video) tools. "We have used the campaign materials to enrich our social, retail (banners, in-branch fliers), and digital efforts," Hill said. "We had pop-up banners produced for our branches, particularly those that serve a younger audience."

Unity One CUAnd what's been the reaction from credit union members? "Observers think the campaign is very clever," Hill said. It's probably too early to record upticks in service usage or product sales as a result, she notes. "However, the posts performed extremely well—above normal—on social media, with no boosting needed. Our primary focus has been on brand awareness and not product sales at this time."

"I’m extremely impressed by the amount of research that the league’s partnering agency put into finding the right messaging, or one that resonates," said Hill. "That way we are a bit more confident about pursuing the campaign and potential results."

Unity One CEO Gary Williams said, "I'm delighted that the league answered the call from its constituency in regard to helping promote the industry. It's nice to know that we have advocates."

Want to Feel the Difference?
To see how the Feel the Difference CU Awareness campaign can benefit your credit union, just go to the website and choose the assets and information you like, then use them how you see fit:

  • You can download and add your logo and call-to-action to the materials as they exist;
  • You can pull messaging, concepts, and headlines to use in your own marketing materials; or
  • You can simply use the strategy documents to help guide your future independent marketing efforts.

To access the consumer-facing "Feel the Difference" campaign website, please visit credituniondifference.com.