Statewide Awareness
Current  Campaign
Save by using a Maine Credit Union
In 2008, the Statewide Awareness Program will air more than 16,000 television commercials in the three Maine television markets: Bangor, Portland and Presque Isle. The Campaign airs two media buys: January 14 - June 30; and November 17 - December 30. In addition to the substantial television buy, the Statewide Awareness Campaign are again sponsoring several significant events/activities in Maine including the Maine Potato Blossom Festival, the Seventh Inning Stretch at all Portland Sea Dogs' games, the Maine Lobster Festival and the Bangor Folk Festival. During the year, Maine's credit unions will be highly visible through the strong media and sponsorship opportunities. Click here for an overview and update of the 2008 Fall Media Buy.
Background
The Maine Credit Union League's current Statewide Awareness Campaign features four new television spots that promote the message that Maine's credit unions are strong, convenient, and provide significant financial value. All of these spots use a creative approach combined with solid factual support to portray this message. Two of the spots are actor based, one of the spots uses testimonials from credit union members and employees, and one is entirely graphics based.
Past studies and surveys have proven that credit unions are well known in the State of Maine for providing outstanding service. The goal of the latest series of spots was to build upon this strong image and use facts to firmly establish credit unions as strong, convenient financial institutions that offer exceptional financial value to Maine consumers. Using feedback from four focus groups that were conducted in January, the spots were created to reflect Maine consumers' desire for specific, quantitative information that would help them choose a financial institution. The current spots do just that: they deliver a hard-hitting factual message that instills confidence in the financial discipline and institutional strength of Maine's credit unions. The facts included in the spots that support this message are:
- Maine consumers save $40 million a year just by using a Maine credit union;
- Credit unions offer the best rates and lower fees;
- You'll save when you use a Maine credit union for many things such as ATMs, auto loans, checking, savings, mortgage loans and home equities;
- We have more than 200 convenient locations from Kittery to Fort Kent;
- Everyone can use a Maine credit union;
- We offer online account access so managing your money has never been easier;
- Your money is federally insured, safe and well managed by Maine's credit unions; and
- There are 600,000 people who already save by using a Maine Credit Union.
A Statewide Program That Reaches A Statewide Audience
Thanks to the cooperative Statewide Advertising Program, the Maine Credit Union League has been able to launch the most aggressive awareness campaign in the history of the program. In addition to the television spots, the campaign also includes a radio presence and support of visible events and activities throughout Maine. This two-year, nearly $800,000 investment will bring greater awareness to Maine consumers, proudly promoting the strength, convenience, and financial value of Maine's credit unions.
Television script air times
In 2008, spots are being aired on the following television stations and networks: (Bangor Market) WABI, FOX 22, WLBZ, WVII; (Portland Market) WCSH, FOX 23, WGME, WMTW; (Presque Isle) WAGM; and (Statewide) Time Warner Cable. The spots will reach every Maine county and targets viewers 25-54. In addition to airing on network television, the spots are also airing on cable throughout Maine.
If you have questions about the Statewide Advertising Program, contact Debra Trautman, Marketing Manager, at 1-800-442-6175, ext 298.
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