The Ohio Credit Union League recently said that its top priority for 2013 is to earn $1 million in media coverage in order to encourage more members to bank with credit unions.
“Between the relationships we have developed, the opportunities to develop more, and the large number of Ohioans who do not utilize a credit union, we have plenty of room to grow,” Patrick Harris, the league’s media and public relations director, said.
Last year, the league generated media coverage amounting to an $825,000 advertising campaign. The league used software to track every print article and TV news segment related to credit unions and assigned an advertising value to each mention based on the positive impression left on news readers or viewers, the number of likely viewers or readers, and the item’s placement.
Several news outlets, including ClearChannel radio stations, the Columbus Dispatch and the Dayton Business Journal have already mentioned Ohio credit unions since the beginning of the year. As of November, credit unions across the U.S. had 93.9 million members despite a decline in the number of federally insured financial institutions. Credit union membership increased in July, August and September by 742,847 members.