Awareness Campaign Director’s Forum – October 2014
The ALOCU Story – Ontario Awareness • DICO - April 2012 meeting of 10 largest Credit Unions for system issues and taking a leadership position for Ontario • ALOCU formed but expanded to 12 largest Credit Unions • FirstOntario used this opportunity to broach province-wide advertising again • This time success! • New eyes at the table • Economy bouncing back and new view toward opportunity • FirstOntario example of what could be..... • January 2014 province-wide advertising launch • Alocu funded initial campaign and looked for proportional participation from other credit unions
31 Participating Credit Unions • Alterna Savings • Bayshore Credit Union • ComTech Credit Union • DUCA Financial Services Credit Union • FirstOntario Credit Union • Frontline Financial Credit Union • Ganaraska Financial Credit Union • Hald-Nor Credit Union • Italian Canadian Savings& Credit Union • Kawartha Credit Union • Kingston Community Credit Union • LibroCredit Union • Luminus Financial • Mainstreet Credit Union • Member Savings Credit Union • Mennonite Savings • Mennonite Savings • Meridian Credit Union • Momentum Credit Union • Motor City Community Credit Union • Northern Credit Union • Oshawa Community Credit Union • PenFinancialCredit Union • QuintEssentialCredit Union • Sudbury Credit Union • Tandem Financial Credit Union • The Credit Union • The Police Credit Union • Windsor Family Credit Union • Your Credit Union • Your Neighbourhood Credit Union Over 80% OntarioSystem Assets Participating!
Inspiring a Movement • Our mission is to improve the sustainability, growth and stature of the Ontario Credit Union movement • By collaborating to • Increase awareness and relevance of Ontario credit unions • Translate awareness to member & asset growth • Improve the movement’s financial performance • This is a 5 year commitment
Why Start With Awareness? • Ontarians don’t know about us • Only 20% know difference between credit unions and banks • Less than 30% are knowledgeable – many don’t know we exist • Only 3% of Gen Xers use credit unions as primary FI • We aren’t relevant to enough people • We cannot attract new members unless they know about us and value how we are different
Awareness Makes a Difference B.C. credit union membership growth is due, in part, to consistent awareness advertising over two decades.
Goal Engineer and inspire the rise of a strong co-operative banking movement in Ontario.
Co-operative banking: the concept • An awareness campaign must establish credit unions as different and relevant • Co-operative banking is a new way of defining our category
Media strategy - roles Use the proven power of Televisionto tap into emotional concerns of Ontarians about their financial well being Engage Gen Xer’s Onlineto build a community of conversation and advocacy as they search for financial advice and tools Television Online
How Credit Unions Got Involved • Placing logos/links on advertising and websites • E-mail signatures • Window clings • Posters in branches/head offices • Social media postings
Digital Analytics Results • January 20 – June 23 (First wave of media) • Website: • 59,243 total sessions; 47,595 Unique visitors • 41 second visit duration *Primary referral source: digital advertisements
Findings of Mid-Campaign Awareness Tracking • Surveyed 512 Gen X respondents across Ontario during spring, following first wave of media. This exercise was an interim pulse check on the advertising. • Findings: • Creative platform is working well • Creative platform is communicating on strategy – good understanding of co-operative banking • Once seen, advertising is effective • Proportion of Gen-X who have seen the ads can be improved
Government Relation Initiatives • Central 1, Kelly Harris leveraging the Credit Unions of Ontario logo to assist in lobbying efforts and government relations • Petitions signed by CU employees and sent as Credit Unions of Ontario • Representation at political events • Fundraising dinners for all political parties • Association of Municipalities Ontario Conference
How can you help? • Continue to spread the word by being part of growing a larger province-wide movement • Leverage the material available to its full extent • Sharing tools and techniques – ideas, collaborating, benefiting from communications plans for staff, etc. • Participate in activities such as “Hike the Hill”, “My CU Matters” • Consider joining the Province Wide program if you’re not already involved
Outlook for 2015 • Evolve the creative approach but still focus on co-operative banking message • Integrate stronger public relations efforts • Evaluate the media mix and plan based on results from Fall • Continue to leverage digital media (web & social) • Continue to monitor and measure our efforts