Building long-term awareness
Campaign taps into the power of AI-driven, targeted digital advertising.
Creative from the Open Your Eyes to a Credit Union campaign
Building consumers’ consideration of credit unions isn’t a quick process, it’s a long-term strategy, says Madison Homan, awareness brand manager for CU Awareness LLC.
That’s why the CU Awareness team is taking the long view with steady, targeted digital outreach to grab the attention of the 56% of U.S. consumers who don’t have a credit union relationship.
Homan shares how the Open Your Eyes to a Credit Union® campaign is evolving to boost consumer consideration of the credit union brand for the ultimate benefit of the credit union movement.
CUNA News: Why are you doing this campaign?
Madison Homan: Credit unions’ share of the financial services marketplace has been stagnant at roughly 7% for 25 years. In addition to market share stagnation, fintechs like Marcus and SoFi quickly ramped up as major competitors, making 36% of the personal loans in 2019—no branches, no paperwork.