SWAP Kicking off 2023 with GSTV!

​After last year’s success with our awareness program, we are headed into summer with some exciting changes tailored to our Dakota audience.  

by Lindsey Hefta, Director of Marketing & Communications

We had such great success with SWAP last year that we are ready to hit the ground running this summer with our new campaign! As you may recall, we had more than 24.4 million impressions in the Dakotas – each a potential credit union member (or existing member), reaffirming that credit unions are a better choice for consumers!

Kicking off this year’s SWAP campaign is Gas Station TV (GSTV) ads that will launch on Memorial Day weekend across both states. The GSTV ads will deliver full sight, sound, and motion video impressions at the pumps for the next 90 days – while travel is at the highest peak throughout both states during the summer months. So while you are filling up your tanks this summer, keep an eye out for those ads that are now all across the Dakotas promoting credit unions and YourMoneyFurther.com. (Bonus points if you catch one in a photo or video and share on Facebook – be sure to tag DakCU!)

You can check out our all-new 2023 featured videos here:

• Ready to have your money work for you? (To run in both states.)
• Credit unions $ave North Dakotans…
• Credit unions $ave South Dakotans…

Plus, MORE exciting changes are coming in the form of billboards! We heard such great and powerful feedback about our billboards last year (not to mention nearly 6 million impressions) – so we are once again putting that into high gear. This year, we are expanding our markets based on where we have contributing credit unions. We will have an added billboard presence in Bismarck, Huron, Watertown, and Grand Forks this fall alongside continued placement in Dickinson, Fargo, Mandan, Minot, Rapid City, and Sioux Falls.

To help drive even greater consumer consideration, we also took contributing credit unions’ advice and are shifting away from college sports media placements. We are now moving those funds to geofencing and geovideo ads. The objective of this change is to achieve a “smarter strategy” with targeted impact on a more concise audience. This change allows us to channel our ads to a larger, wide-spread but more precise consumer market, and meet them where they are – on their smart devices.

In addition to these three MAJOR coordinated media placements, we will also be continuing both printed and digital newspaper ads across both states, organic social media posts, and digital placement on channels like YouTube, Google Display Network, Google Search, Instagram and Facebook, through at least December via CU Awareness.

As you may have already heard, some other exciting news as we head into this next year, in addition to taking over placement of ads, we are also taking over the creative. All of the ads to be shown across the Dakotas will be created right here at DakCU. While you will still have access to all CU Awareness assets, you will also have access to DakCU’s custom made assets – simply by reaching out to me. (We will still be using CU Awareness to handle the digital component.)
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While research shows that too many Americans believe they can’t join a credit union and don’t think credit unions have the scale and technology to meet their needs for financial services, we are showing them otherwise! Let’s continue to move that needle on consumer consideration. If you are a participating credit union and would like to submit yourself or a staff member to be involved on our SWAP advisory team, please contact me and don’t hesitate to reach out if you have any questions!