Numerica Credit Union Partners with Lifetime Television to Give Financial Makeover to Member Family
Lifetime’s report on the makeover will be featured on air August 8 and 15, giving credit unions a public awareness win. Numerica offers advice to credit unions considering similar partnerships.
Spokane-based Numerica Credit Union leveraged a partnership with Lifetime Television, resulting in a financial makeover for a young family, and the national broadcast of a program that will raise awareness about credit unions going the extra mile for members.
The “Dream Big Money Makeover” is a 30-minute program featuring families in need of financial planning assistance. When Lifetime contacted Numerica earlier this year to see if there was any interest in featuring a Spokane-area member, the credit union strategized to make the national program a win in its local region.
“There definitely is value in the national airing, but we care most about what our members will see,” said Kelli Hawkins, Communications Director.
“Everyone’s looking at how to make finances easier and wondering where to start,” said Elizabeth Giles, Media Relations Liaison. “While Numerica has many one-on-one conversations with our members, this was an opportunity to start having a larger conversation about financial well-being with our entire community. Both members and the general public were encouraged to submit applications to be featured on the show.”
The Lifetime Television opportunity, like many other broadcasts these days, comes with costs for production and “elbow grease” for local partners who help to identify recipients of the makeover. Hawkins and Giles have great advice for credit unions considering similar offerings.
First, they weighed the costs and negotiated the initial national-sized fee down to fit their regional budget. They will also receive additional edited videos and raw footage they will own, for use on their social media platforms and beyond. Credit unions approached with similar opportunities should weigh production costs and ask for extra video assets they can share online, in financial education classes, and in other venues.
Giles said Numerica opened the “Dream Big Money Makeover” opportunity to the public and engaged a local radio station to help publicize the opportunity. When “Dream Big Money Makeover” host Natali Morris traveled to Spokane to tape the episode, local media turned out to cover the story—another win that helped to raise credit union awareness.
Cameron and Erica Johnson were selected to receive the makeover. The young couple has two children and owns a growing business—Young Buck Brewery. The Johnsons received financial planning services from Numerica, and were surprised during the taping to receive a $2,500 deposit into their credit union account.
The episode will air August 8 and repeat August 15, at 7:30 a.m. on Lifetime. The program can be accessed online following the final broadcast.
“When it came to the storyline, we were the fit to start the conversation about financial well-being for the entire community,” said Hawkins. She added that the program will show viewers everywhere that they can go to their local credit unions for financial guidance, business loans, home loans, and more.