CommunityAmerica Article
CommunityAmerica Credit
Union ($1.3B, KS) approached its media strategy with an idea straight out
of left field, literally. Baseball lovers both young and old, male and female,
members and non-members, head to 'CommunityAmerica Ballpark' to see the Kansas
City T-Bones, a minor league baseball team, and enjoy America's favorite pasttime.
After CommunityAmerica
Credit Union went through a merger and name change in 1989, the credit union
put brand awareness at the forefront of its media strategy. It searched for
the most effective media channels to create a presence in the community. In
2002, CommunityAmerica signed for 10-year naming rights on the ballpark. These
naming rights mean more than a sign in the stadium. Whenever the T-Bones are
mentioned on TV, the radio, or in print, the name 'CommunityAmerica' is quick
to follow which has led to additional welcomed exposure such as a picture
of the stadium, and of course the name, on the cover of the local phone book!
"CommunityAmerica Ballpark
achieves several company goals," says Jean Hughes, Senior VP of Strategic
Services. "It increases brand awareness with a large audience through a
channel that aligns with our core values of building communities and family."
This 10-year partnership and the use of other mass media channels - such as
TV and radio - is a long-term proposition with a rather intangible ROI.
The views and opinions expressed in this article are solely those of the author and do not represent the position of Callahan & Associates, Creditunions.com or their affiliates. If you are a credit union employee interested in submitting an article to be featured on creditunions.com, please submit a proposal to editor@creditunions.com.
