SWAP: State-Wide (CU) Awareness Program
The Dakotas have been part of the national CU consumer awareness campaign since 2019. In fact, our association was one of the first leagues to sign on to this valuable initiative! The initiative has made significant strides nationwide - strides that cannot be ignored. While there has been progress in increasing consumer consideration and awareness including double-digit growth in some states, DakCU believes that we can do even better!
In early 2022, DakCU’s leadership and board of directors decided to “take the campaign local” – using a multi-tiered approach to local media, advertising, and other resources to generate more regional awareness and to support local businesses at the same time. Doing so also allows our member credit unions to keep their money right in their communities.
Our new focus on a State-Wide Awareness Program (SWAP) will help Dakota credit unions break barriers by putting them at the center of consumer consideration for financial services. In a licensing agreement with CUNA, we have access to their creative assets. This allows for more control over the assets increasing the opportunity to customize them to speak directly to Dakota consumers – which makes it easier for our member credit unions to utilize those relevant resources as well! SWAP allows for more input, more recognition, and a more cohesive marketing campaign larger than just the digital platform.
Local financial support of SWAP is a must, and costs are weighted equitably between small and large credit unions, based on asset size. There will be no further pledges or invoicing from CUNA.
Together, we can bring more Dakota consumers to their best financial partner - their local credit union!
In early 2022, DakCU’s leadership and board of directors decided to “take the campaign local” – using a multi-tiered approach to local media, advertising, and other resources to generate more regional awareness and to support local businesses at the same time. Doing so also allows our member credit unions to keep their money right in their communities.
Our new focus on a State-Wide Awareness Program (SWAP) will help Dakota credit unions break barriers by putting them at the center of consumer consideration for financial services. In a licensing agreement with CUNA, we have access to their creative assets. This allows for more control over the assets increasing the opportunity to customize them to speak directly to Dakota consumers – which makes it easier for our member credit unions to utilize those relevant resources as well! SWAP allows for more input, more recognition, and a more cohesive marketing campaign larger than just the digital platform.
Local financial support of SWAP is a must, and costs are weighted equitably between small and large credit unions, based on asset size. There will be no further pledges or invoicing from CUNA.
Together, we can bring more Dakota consumers to their best financial partner - their local credit union!
For questions regarding DakCU's SWAP Program or the CU Awareness initiative, please contact:
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