Hot Off the Press – Research Results Are In!

Lindsey Hefta has an update on the national CU Awareness campaign – and a preview of digital ads playing in the Dakotas as part of our own Statewide Awareness Program (SWAP). ​

by Lindsey Hefta, Director of Marketing
 
CU Awareness has recently completed their Q2 2022 Consumer Consideration Research, and I wanted to share the results with you. The increase in consumer consideration since launch is STELLAR in the Dakotas! This is how the program is designed to work, especially when there is sufficient budget and engagement with credit unions.
 
More consumers than ever are considering credit unions. The most recent wave of consideration research, completed in April, reinforces that the program is making significant strides with consumers.
 
With the help of our participating credit unions, leagues, and supporters, we have exceeded our national consumer consideration goals by 11 points from the 2019 baseline! Below are the national highlights: 
 

• Unaided consumer consideration for credit unions as lenders reached 25%, an increase of 11 points from the baseline. 
• Unaided consumer consideration for checking/savings also grew to 24%, an increase of 11 points from the baseline. 
• For perspective, an increase in consideration by 1 point = roughly 2 million people reached. An 11-point increase in consideration = 22 million people reached!  

​In addition to the national digital campaign, DakCU has also launched Gas Station TV (GSTV) ads across the Dakotas through the entire summer, so be sure to watch for those as you are filling up your tanks!
 
To add to our multi-tiered approach even further, we have also added digital billboards and static billboards in participating markets, statewide printed newspaper ads, statewide digital ad network advertisements, and more - all starting July and continuing into 2022. If you spy any of our SWAP ads, please take a photo or video and share with us – you can simply email to me or Shawn Brummer. 

​If you haven’t already checked them out, new (and customizable) CU Awareness assets were released in April for the new and improved YourMoneyFurther and are available on Contributor HQ. Contributing credit unions should still be able to login to Contributor HQ the same as always, or you can also reach out to me for any assets and I would be happy to assist you in getting them to help supplement our campaign here in the Dakotas!
 
Along with that, participating SWAP contributors in the Dakotas now have preferred listings on the updated YourMoneyFurther.com website! Participating credit unions can maximize their placement there by customizing their listing on the credit union locator. The enhanced listing lets credit unions showcase products and benefits they offer and allows them to add consumer tracking to their links. Plus, participants can now add their logo and a summary of their credit union. If you have any questions on how to update your preferred listing(s), please reach out to me at lhefta@dakcu.org or 701.250.3968.