Minnesota Credit Unions are encouraged to continue financial support the Minnesota Open Your Eyes to a Credit Union® Awareness Initiative for 2021. The ongoing investment to boost consumer awareness is paying benefits in growth and knowledge of credit unions across the state.
Our recent, state-specific consumer research indicates that fifty-two percent of non-credit union members age 18-34-years-old are likely to consider joining a credit union. This percentage has increased significantly since 2017, when Minnesota Credit Unions initiated a statewide Consumer Awareness campaign targeting this age group. And familiarity of credit unions among all ages increased 10 points in the past 18 months alone. We are extremely pleased to see these results in a year with so many challenges. The 2020 Awareness Initiative has garnered over 42 million impressions as of the end of October.
As we enter 2021, we will continue to focus on reaching Minnesota young adults. The tactics include digital display ads and pre-roll video with audience targeting; social media ads on Facebook and Instagram targeting Minnesota consumers with financial interests; and Over-the-Top steaming video commercials (such as Netflix, Hulu, etc.).
Contributors to the campaign will have access to new branded marketing materials; plus preferred placement on YourMoneyFurther.com. We are excited to introduce a number of enhancements and new features coming next year for contributors, like "audience sharing”, "join now” buttons, a credit union matcher, and more.
The recommended contributions are noted on the 2021 pledge form. Please send your credit union’s pledge to Andrea Molnau, VP Communications & Engagement at firstname.lastname@example.org, by November 30, 2020.
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