Digital-first branding effort supports long-term growth
‘We’re not going to change consumers’ hearts and minds with a one-and-done effort.’
Credit union’s market share has hovered around 7% for 30 years, and big banks are outspending credit unions on marketing by a 43-1 margin.
What’s the answer to big banks’ competitive advantage?
One piece lies in the digital-first, category-level branding effort that supports long-term credit union growth: The Open Your Eyes to a Credit Union® Initiative.
The initiative is designed to change perceptions that block consumers’ consideration of credit unions for financial services, says Susan Toalson, CUNA’s vice president, creating awareness. It is different than direct response marketing and is meant to strengthen consumer perceptions as they see more content over time.
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