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Brand
Blitz
Ohio League's
Cooperative Advertising Committee
wins top national award for 2001 Brand Blitz
(June 24, 2002 --
Washington DC) -- The Ohio Credit Union League's Cooperative
Advertising Committee has won First Place for its 2001 Brand Blitz
promotion in the 25th Annual Pro & Blockbuster Awards
competition sponsored by CUNA & Affiliates. The awards, which
recognize leagues and their affiliated organizations for
excellence in marketing and public relations, were presented June
24 in Washington, D.C., during a conference of league communications
professionals from across the country.
Ohio claimed five First Place
awards, including the top award for Best Use of the National
Credit Union Brand Signature and Slogan for the 2001 Brand Blitz.
The Brand Blitz was a three-month cooperative promotion engineered
by the League's Chapter Cooperative Advertising Committee and
administered by League Communications Director Becky Hart to brand
credit unions as places "Where people are worth more than money"
using the star-and-hands "America's Credit Unions" logo developed
by CUNA.
Hundreds of Ohio
credit unions participated in the 2001 Brand Blitz by featuring
the brand logo on give-away merchandise and on signage. Chapter
advertising committees promoted the credit union brand through the
use of billboards, television and radio
commercials. The League created a permanent online brand
merchandise store for the Brand Blitz. The promotion was so
successful, Hart was asked to speak on behalf of Chapter
Cooperative Advertising Committee about Ohio’s Brand Blitz at
national credit union meetings in the U.S. and in Canada.
CUNA reported
receiving a record number of entries from Leagues for this year’s
Pro & Blockbuster Awards competition. Judges included advertising
and communications consultants and professionals from across the
country.
2002 Brand Blitz runs through June
The Brand Blitz -- a three-month promotion to raise awareness of
credit unions across the state -- is underway from April through June
2002. The Brand Blitz is a three-month
promotion engineered by the League's Chapter Cooperative
Advertising Committee to brand credit unions as places "Where
people are worth more than money" using the star-and-hands
"America's Credit Unions" logo developed by CUNA. All Ohio credit unions are encouraged to use the national brand logo
in their promotions. Various formats of the logo can be
downloaded here. Visit the America's Credit Unions Virtual Brand Store to order
promotional items.
Brand Logo
flags now available from Ohio League
Outdoor flags are the newest addition to the line of
America's Credit
Unions merchandise available from the Ohio Credit Union
League. The 28-inch x 42-inch flags feature the two-color
America's Credit
Unions logo in red and blue with the slogan, "Where people are
worth more than money". The flag is bordered in red and features
two grommets for hanging. Flags are only $22 each plus applicable
sales tax. To order your
America's Credit
Unions flag, contact
Becky Hart at (800) 486-2917,
(614) 336-2894, or
rhart@ohiocul.org. For other
high-quality, reasonably priced merchandise, visit the Ohio
League's Virtual Brand Store at
www.OhioCreditUnions.org (click "For Credit Unions")
where you can place your order online by using a credit
card. Purchases can also be made by calling (888) 610-3890.
OCUL
Communications Director addresses Canada CUs on branding campaign
OCUL Communications
Director Becky Hart will be a guest panelist in May at a national
conference of Canadian credit unions to discuss CUNA's campaign to
create a national credit union brand. Read
more.
Prices
reduced for indoor/outdoor
all-weather banners
Outdoor banners featuring the national credit union brand logo are
now available for a discounted price of $51.50, a 26% reduction
from the original $69.50 price. The weatherproof 3-foot by 8-foot banners are hemmed and
grommeted for easy display. The League negotiated this special
price for the three-month Brand Blitz only. To order, call Bob
Sinacola at Sign-a-Rama at (877) 330-0332, and ask for the Ohio
Credit Union League's 'America's Credit Unions Outdoor Banner'.
Shipping takes about two weeks.
Background
information on the Brand Blitz
The League’s Chapter Cooperative Advertising Roundtable
planned a three-month promotion to raise awareness of credit unions across the state. The National CU Brand Blitz—
which ran April through June—was an “an all-out promotion of the brand logo using every possible medium,” according to the roundtable.
At the center of the promotion
was CUNA’s star-and-hands “America’s Credit Unions” logo and the slogan “Where people are worth more than money.”
The roundtable encouraged chapters and individual CUs to use the brand logo in their communities and credit unions on banners, billboards, TV & radio commercials, newsletters, and any other innovative media.
The national credit union brand logo is a simple way for credit unions to collectively market the benefits of membership to America’s consumers,
said Becky Hart, the Ohio Credit Union League’s director of communications. Credit unions across the country are already using the logo on newsletters, in their lobbies, and on their Web sites to “brand” the credit union movement. New television ads featuring the logo are now running in multiple Ohio markets.
The purpose of the campaign is to create a consistent national brand identity that credit unions, leagues, and related organizations can use locally.
“The brand strategy is designed to make more consumers aware of credit unions,” said Mark Wolff, CUNA’s senior vice president of communications. “And from awareness and understanding, it will prompt consumers to action to join a credit union or use it more frequently, and ideally become advocates.”
For the credit union brand to be successful, it must be repeated frequently to the public, legislators, and the media.
For more information, contact Becky Hart at the Ohio Credit Union League at (800) 486-2917, or
rhart@ohiocul.org.
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