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MNAP funds consumer research
Over the first quarter of 2010, MNAP had worked with the Minnesota Credit Union Network to commission a baseline research study to determine a baseline of consumers’ knowledge and perceptions of credit unions. In concert with the MnCUN's strategic plan, the public relations firm Padilla Speer Beardsley (PSB) conducted a statewide poll survey.
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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.
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 Kristina Wright at the Network office.
Committee Members
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Marty Kelly, Chair
US FCU
Lisett Comai-Legrand
First Alliance CU
Dawn Dunkelburger
North Memorial FCU
Glen Durbahn
Hiway FCU
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Sarah Mason
Affinity Plus FCU
Peter Masterson
Greater Minnesota CU
Marnie Perfetti
Mid-Minnesota FCU
Doug Ralston
Hermantown FCU
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David Sawin
St. John's CU
*Rachel Kuenzel
Network Staff
*Kristina Wright
Network Staff
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