KILLEEN, Texas – A little girl eating ice cream looks down at drivers on roads surrounding the central Texas towns of Killeen, Belton and Copperas Cove. Her message is “Less in Fees. More for Treats.” She's part of the outdoor advertising Hoodview Federal Credit Union is using to build awareness of the credit union difference. Hoodview FCU is the first credit union to post billboards in support of the “Built by you. Owned by you” statewide ad campaign launched in late 2003 by the Texas Credit Union League. “The `Built by You. Owned by You' awareness campaign summarizes what credit unions are all about and illustrates how we're different from other financial institutions,” said Mary Ann Nickolai, Hoodview FCU marketing manager. “Many consumers are concerned about fees, so [`Less in Fees. More for Treats' is] a very appropriate message.” Hoodview FCU has purchased space on three area billboards and has customized the stock message with its own name and logo. The $90 million-in-assets Hoodview FCU holds a community charter that encompasses all persons living, working, worshipping or attending school in the counties of Bell, Coryell or Lampasas. In addition, credit union membership is open to some 90 select employee groups. The credit union also has placed “Built by You” posters in its lobby to reinforce the message. As its central element, the campaign uses photographs of people in varying stages of life enjoying the benefits and services associated with credit union membership. The tagline on all campaign material is, “Built by You. Owned by You.” Several versions of the ad highlight unique benefits of credit union membership. “The different versions of the campaign images appeal to all different generations and are demographically diverse,” said Nickolai. Nickolai emphasized the importance of Texas credit unions participating in the cooperative campaign to increase awareness among consumers. “I think it's a wonderful statewide campaign. As members and potential members travel the state, they'll see a consistent theme. The unified campaign puts us on a more level playing field with other financial institutions. Individually, this might be more difficult to achieve, but collectively, Texas credit unions can make it happen.” Collateral materials, such as statement stuffers and radio ads, have been produced and made available to credit unions by TCUL's Marketing Resources Department. Credit unions' response to the introduction of the campaign materials was favorable, according to Marketing Resources marketing manager Steve Stovall. “We have had a significant number of credit unions order statement stuffers to mail to their members and to distribute in their lobbies and drive throughs, but Hoodview was the first to take the message to billboards,” Stovall said. -

[email protected]