There’s Real Strength in Our Numbers

Campaign Highlights

This campaign provided current and potential members with tangible proof of the impact credit unions have across the state, within communities, and in everyday lives. The strength is in OUR numbers.

The CU Link Campaign focused on two primary objectives:

  • B2C: Increase awareness among Michigan residents about the benefits of credit unions while driving member acquisition and deepening relationships to expand their share of wallet.

  • B2B: Strengthen market position by uniting Michigan credit unions under a cohesive message, enabling them to compete more effectively against banks and other financial institutions.

As part of the campaign’s fundraising and development efforts, Michigan credit unions received additional advertising collateral to enhance brand recognition, maximize media presence, and ensure consistent messaging statewide.

(Campaign digital video samples below)

Campaign Deliverables

B2B: Michigan Credit Unions

  • Market Research: campaign satisfaction and obstacles for fundraising

  • Campaign integration assets and guidelines [PDF]

  • Quarterly Committee and Board meetings/reports

  • Monthly Executive Office reports

  • Presentations to credit unions on the benefits of the campaign

  • Sales kit/fundraising packet

B2C: Credit union members and non-members, 18-45

  • Market Research: awareness of credit union benefits and obstacles [PDF]

  • Scripting and tangible resources (photography, video, audio)

  • Year-round media plan [PDF] (divided into quarterly buys with new collateral each quarter):

    • watch: digital video

    • listen: digital audio

    • read: paid social & search

  • Campaign media metrics/KPIs