CUNA Targets Trust With Product Promos

CUNA is revamping how it promotes its products and services by adopting the well-tested trust theme. Under a retooling of its product promotions in the works for months, CUNA’s Madison office has undertaken a remake of brochures and ads touting the new “I Trust CUNA” brand. The new campaign will debut at America’s Credit Union Conference & Expo in Boston. The “I Trust CUNA” promotion is a refinement of CUNA’s existing “Your Trusted Resource” campaign but with a new emphasis on “more than just product availability but specifics on how we can help” in such areas as compliance, training, sales culture and online tools, said CUNA officials. Bonnie Bailey, director of corporate marketing in Madison, stressed that repackaged new audio and online services have particular value to CU management considering the number of regulatory initiatives coming from the Obama administration. She also noted, “We do not outsource our content development but rather have staff who are experts on the issues that credit unions deal with daily.” All audios are available live or archived for up to six months after the event. These audios are developed by CUNA’s content staff and cost $89 each. CUNA said it has also launched a training-on-demand program, providing an option for training without travel that all staff can use. Each course is priced at $199 for unlimited use. Offered courses cover the Bank Secrecy Act, Office of Foreign Assets Control requirements and Regulation CC. As part of promoting the “I Trust CUNA” brand, the trade group has recruited several CEOs over the last two months for testimonials on CUNA’s product line. “I think CUNA has hit the nail on the head by stating we, as credit union mangers, can turn to our mother ship for guidance and trust in how we position our credit unions for future growth,” declared James Gibson, president/CEO of the $157million Carter FCU in Springhill, La. –[email protected]