South Carolina Federal Credit Union and the South Carolina Credit Union League may have the workaround for a national credit union brand awareness campaign.

In a bid to deliver a message as concise as "Got Milk" that taps into the rising tide of consumers interested in finding banking alternatives, S.C. Federal Chief Operating Officer Troy Hall and Senior Vice President Beth Jaskiewicz have applied to the U.S. Patent and Trademark Office to register "Every Day is Bank Transfer Day" for protected use by credit unions.

According to Steve Fowler, president/CEO of the S.C. Credit Union League, it is a simple, direct way to differentiate credit unions while promoting not just awareness but consumer action. The message can be freely used by credit unions and adopted into their own brand with the only restrictions that it include the proper trademark distinction and not be used to bash banks. Considering credit unions have historically struggled to agree on concise messaging, Hall and Jaskiewicz suggested credit unions focus more on philosophy as differentiation rather than price.