Learn What’s Next for the Open Your Eyes to a Credit Union Campaign

Northwest credit unions will find out what’s next for the Open Your Eyes to a Credit Union Campaign during an Aug. 19 webinar hosted by the Credit Union Awareness team, an LLC stood up by CUNA.

Taking place from 9:30 to 10:30 a.m. PDT (10:30 to 11:30 a.m. MDT), the webinar will share the latest data collected during Q1 and Q2, including paid media and regional impact, overall campaign performance, creative collateral metrics, and more. The Credit Union Awareness team also will provide an update on its 2021 bi-annual consumer consideration/brand development research and shed light on next steps for the initiative in the years to come.

Credit union leaders and marketers are encouraged to attend. There will be time at the end of the webinar for a Q&A session. Click here to register today.

The Open Your Eyes awareness campaign launched nationally in January 2019 and went live in Idaho, Oregon, and Washington the following year. Its mission is to increase credit union consideration among consumers and dispel the myths that they can’t join or that their funds won’t be secure at a credit union. The campaign is now live in 25 states with 1,111 contributing organizations.

Resources and Information for Northwest Contributors

PR/Communications Toolkit 

The Credit Union Awareness team recently launched a toolkit designed to offer messaging examples for both pre-launch contributors and contributors in launched regions. Help spread the word about how the Open Your Eyes campaign is promoting credit unions — access the toolkit on Contributor HQ.

Organic Social Media Creative – Now in Spanish 

Organic social media packs are now available in Spanish. Credit union contributors can use the new creative collateral in their organic digital channels. Access this resource and more on Contributor HQ.

Post-Pandemic Consumer Insights 

After a year of uncertainty and fear, data shows economic recovery is underway. The Credit Union Awareness team conducted research on the post-pandemic consumer environment and shared the following takeaways:

  • Safety and security are more important to consumers than ever. Google Trends Search Data shows that breakout search topics related to “credit unions” feature questions about safety, including “are credit unions safer than banks” and “are credit unions FDIC insured.”
  • Digitalfirst remains a priority. A perception gap still exists: Millennials view credit unions as friendly but not tech-savvy.
  • Younger consumers, particularly Gen Y women, appreciate “Finfluencers” (financial influencers) for their candid attitudes around financial stability, their willingness to be honest and vulnerable, and their ability to break financial taboos.

View the video presentation below from Katie Hankinson, Senior Vice President of Brand Strategy at The Sasha Group, for more insights.

Contributor Best Practices

As the initiative expands, the Credit Union Awareness team wants to ensure contributors are taking advantage of everything Open Your Eyes has to offer.

Check out the video below from Billings Federal Credit Union on how it is using contributor resources to drive the campaign locally.

If you have questions or your credit union would like to contribute to the Open Your Eyes to a Credit Union initiative, contact Danielle Sittu, NWCUA SVP, Marketing and Communications.

Posted in Public Awareness.