Minnesota Network Advertising Program (MNAP)
The Minnesota Network Advertising Program (MNAP) is a voluntarily-funded, cooperative advertising program for Minnesota credit unions. MNAP benefits all credit unions by promoting the uniqueness of financial cooperatives and spreading the word about the credit union difference.
Each December, a MNAP solicitation is sent to all Minnesota credit unions in conjunction with the annual MnCUN membership dues. The dues statements contain a suggested contribution, which is calculated by $0.05 per $1,000 in assets with a $20,000 cap. A member of the MnCUN Board of Directors sits on the committee, and MnCUN staff report to the full Board on a quarterly basis MNAP’s activities and advertising.
2013 MNAP Initiatives
In 2013, MNAP’s activities will closely align with MnCUN’s broader public affairs and awareness strategy, using the Bankziety platform to communicate that credit unions are trusted, reliable and relevant financial institutions.
Throughout the year, MNAP will fund statewide consumer research to measure Minnesotans’ awareness and perceptions of credit unions, using benchmark data that was collected through a similar effort in 2010. In addition, MNAP will use a variety of radio, social media and website channels to educate consumers and public opinion leaders about credit unions. The Bankziety website will continue to encourage consumers to switch to a credit union.
Previous MNAP Initiatives
In the past, MNAP has utilized credit unions' donations to conduct research on Minnesota consumers' awareness of, perceptions about, and attitudes toward credit union. The data from this research is available to credit unions in three formats.
- Research & Recommendations on Attracting Gen Y: Working with the Filene Institute, in 2012 MNAP funded research focused on providing credit unions' resources on how to attract younger members. The project developed a customized, Minnesota-specific research report that presents case studies and recommendations on how to appeal and market to young adults.
- Consumer Awareness Campaign: In 2012, MnCUN and MNAP launched a statewide consumer awareness campaign. This online-based campaign engages consumers age 21-35 in conversation about their financial stresses and anxieties – or their Bankziety.
- Research Findings: Provides statistical information regarding consumers knowledge and trust of credit unions and the factors that are important to them when choosing a financial institution.
- Research & Communications Recommendation Report: Uses the information from the consumer research to provide credit unions with tangible results, ideas and messages to help them move their existing and prospective members from awareness to action.
- "Credit Where Credit is Due" Presentation: Outlines how to use the data from the Network's 2010 consumer research in communicaitons with legislators. Led by the public relations firm Padilla Speer Beardsley, this session investigated how credit unions can use the positive research data to their advantage in their interactions with critical audiences – whether they are legislators, regulators or consumers.
2013 MNAP Contributors
Historically, MNAP has utilized traditional advertising channels to deliver its message, including radio, billboards and sponsorships. However, MNAP has departed from its typical strategy in 2010 and adopted a broader focus, working in concert with the Minnesota Credit Union Network’s strategic plan.
The strategic plan consists of four over-arching goals established to ensure the success, growth and vitality of MnCUN’s member credit unions. One of those goals – shaping public opinion to build support for and use of Minnesota credit unions – ties in closely with MNAP and has been endorsed by the committee. In 2010, much of MNAP’s resources have been dedicated to surveying Minnesota consumers to discover how much they actually know about credit unions. This information will be shared with credit unions for use in individual marketing programs.
With questions about MNAP, its overall strategy, and how to contribute, please contact MNAP Committee Chair Marty Kelly or Kelli Sandhurst at the Network office.
Marty Kelly, Chair
First Alliance CU
North Memorial FCU
Greater Minnesota CU
Minnesota Catholic CU