The Maine Credit Union League has decided “Now is the Time” tolaunch a two-year statewide awareness campaign.
|The “Now is the Time” campaign includes a media buy of $800,000,half of it dedicated to prime time television advertising. Five30-second spots were produced, targeting Gen Y and X and women up to age 50.
|The television spots were shot on location in Maine with stateresidents using credit union banking technology on a boat, forinstance, and engaging in healthy lifestyle activities.
|The campaign strategies are based on research that showed marketopportunities for showing the advantages credit unions offer,the league said.
|“We found that Maine credit unions are at a great advantage inthe current economic climate, with the percentage of Mainepopulation who are credit union members to be one of the highest inthe U.S. at nearly 47%,” said President/CEO JohnMurphy. “Additionally, our state has a large percent of ourpopulation that are Gen Y and who will soon be entering into keyborrowing age.” The campaign also incorporates the Young & Freeprogram, which is in its second year, and a strong online andsocial media presence, according to the league.
|“This media mix allows us to rotate messages with changes in themarketplace and share with consumers throughout the state, that nowreally is the time for Maine's credit unions,” Murphy said.
|Maine has 61 credit unions with about 627,000 members, theleague said.
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