CO-OP stepping-up cooperative ad campaigns

ONTARIO, Calif. – The CO-OP Network’s vision of leaving its national footprint across the country will now expand to include advertising. According to CO-OP Network Communications Manager Rick Danzey, since making its successful 2001 debut, the cooperative advertising program pilot is set to build a larger following with credit unions in such states as New Hampshire and Las Vegas next year. “We felt there was a significant opportunity to align CO-OP Network marketing and advertising with our biggest asset – member credit unions,” said Danzey. How the program works is simple: individual credit unions match funds with CO-OP Network for up to $75,000 each. A customized program can then be created to suit each participant’s needs of publicizing the credit union while highlighting CO-OP Network member benefits. “We left the options wide open and this allows the flexibility for credit unions to do anything they want from traditional print, radio, direct mail to bus and billboard advertising,” said Danzey. With a support team consisting of strategic counsel, media planning, and shared billing for promotions each credit union can address their specific market. Seven credit unions participated in the pilot program, including American First Federal Credit Union, Financial Partners Credit Union, First Technology Credit Union, Marine Corps West Federal Credit Union, Mission Federal Credit Union, Mountain America Credit Union and Provident Central Credit Union.