Credit Union Awareness Program Exceeds Consumer Consideration Goals

Credit Union Awareness, LLC, formally announced that it has surpassed consumer consideration goals for the Open Your Eyes to a Credit Union campaign.

According to the second wave of research completed in November 2021, more consumers than ever are aware of credit unions. Unaided consumer consideration for credit unions as lenders has reached 22%, up 8 points from the baseline and exceeding the goal by 6 points. In addition, unaided consideration for checking/savings grew to 21%, an increase from the baseline and exceeding the goal by 6 points as well. For context, a 1-point increase in consideration is equal to roughly 2 million consumers.

While consumer consideration is the primary objective of the program, the research also measured consumer perceptions of the credit union brand.

“It’s clear that once consumers become members, they experience credit unions as exceptional, lifelong financial partners,” said Chris Lorence, Executive Director of CU Awareness. “We are proud of what Credit Union Awareness has achieved in just the three short years of the program. The investments that credit unions, leagues, CUNA, and industry partners have made are propelling the movement forward.”

CU Awareness plans to be running the campaign in 30 states by Q1 2022. Currently, the program is live in 27 states and has more than 1,100 contributing credit unions nationwide. To date, the campaign has resulted in 4 billion impressions and over 11 million visits to — the consumer-facing website that all Credit Union Awareness ads link to as a call to action.

Big changes are coming to the program in 2022. Watch a recap of the latest Northwest campaign update webinar, recorded Dec. 9, to learn more about the evolution of CU Awareness.

Have a question about the Open Your Eyes to a Credit Union campaign or want to become a contributor? Please contact Danielle Sittu, NWCUA SVP, Marketing & Communications.

Posted in Media & Public Awareness.