Eleven credit union representatives have been hard at work serving on the Statewide Consumer Outreach Campaign committee. The group encompasses a variety of credit union asset sizes, geographic location and charters.
The committee was established as a committee subordinate to the MCUA Board of Directors. The group is charged with providing professional expertise, stakeholder perspectives, market intelligence, innovation and vision to the development of a multi-year, high quality awareness campaign with its related programs and resources. Committee members include:
"I'm thrilled to be part of such ground breaking work on behalf of the credit unions in Missouri," says Judy Hadsall, CU Community president/CEO and chair of the committee. "The group of people we've put together that make up the committee represent credit unions from across the state and have varying perspectives and experiences to ensure we have the best possible campaign moving forward. It's time for credit unions to shine, and we're prepared to do our part."
From evaluating the marketplace, determining size and scope of the project, interviewing and selecting an agency partner and approving the campaign theme, committee members have been hard at work since coming together in late Spring 2012.
One decision of major impact was the timing to launch the campaign balanced with the 2012 Olympics and fall elections. Through data collected from media partners, the cost in obtaining ad space due to the volume of ad buys anticipated from these two events rises to almost double in the late summer and into late fall.
With significant concerns about the saturation of advertising for these two events and that consumers will "tune out" advertising even as costs go sky high, the committee determined the campaign and credit unions in Missouri would best be served by using the remainder of 2012 to design and develop the campaign – creative, strategy, message testing, media mix and buying, systems, tracking, etc. – so that it start in February 2013 with the components fully developed and ready to hit the market.
With the timeline established, the committee sent a Request for Proposal (RFP) to 12 agencies from Missouri and beyond. Eight agencies provided proposals for review. Through a thorough evaluation process, the top four proposals were selected and three agencies were invited to pitch their ideas in-person to the committee. After careful debate and consideration, the committee selected APCO Worldwide from Washington, D.C. as the agency recommendation to the MCUA Board.
Stay tuned for more information next week when we’ll introduce you to APCO. Also, mark your calendar for an upcoming town hall meeting in your area when we’ll go into detail about the campaign and timeline. We'll be in:
|September 17 in St. Louis||
|September 18 in Jefferson City||
Capitol Plaza Hotel
|September 19 in Kansas City||
Adams Pointe Conference Center - Courtyard Marriott
1500 North East Coronado Drive
Blue Springs, MO 64014
|September 20 in Springfield||
The Hammons Tower
901 St. Louis Street
Springfield, MO 65806
Each town hall meeting takes place from 10 a.m. to 2 p.m. and includes lunch. To register for a town hall meeting, click on your preferred date and location in the above table.
If you have any questions about the Consumer Awareness Campaign, send an e-mail to Amy Bucaida, VP of Marketing and Communications, or call 314.542.1346.