As reported this spring, the Minnesota Credit Union Awareness Initiative shifted strategy to focus on how credit unions are supporting their members and communities through the pandemic. This included paid Public Service Announcements on web, social media and radio running throughout Minnesota. On the national level, CUNA paused the digital Open Your Eyes to a Credit Union® ads as of March 20 due to Covid-19. They have since retooled and calibrated the marketing assets, and have released updated ads into market in several states. Minnesota began transitioning our Public Service Announcements in July and have now relaunched the Open Your Eyes to a Credit Union digital assets.
The targeted digital campaign continues to focus on reaching Minnesota young adults to increase awareness and consideration of credit unions. The tactics include digital display ads and pre-roll video with audience targeting, leveraging contextual category and keyword retargeting; social media ads on Facebook and Instagram targeting Minnesota consumers with financial interests; and Over-the-Top video commercials (such as Netflix, Hulu, etc) targeted with the contextual audience parameters of the digital and social strategies. We continue to monitor results and sentiment to the messages and will be nimble with changes as needed.
A Minnesota specific consumer poll will be conducted in late August, with results shared with MnCUN members in mid to late September, which will provide further insight into consumer attitudes about credit unions and messages that resonate in the current environment.
Yourmoneyfurther.com remains live, and credit unions participating financially in the Open Your Eyes to a Credit Union campaign have access to social media tools and an updated messaging guide via the Contributor Headquarters portal.
With questions about the Awareness Initiative, contact VP Communications & Engagement Andrea Molnau.
The Pulse is MnCUN's newsletter that keeps credit union professionals and board members updated on current news and information.