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Jan. 22, 2007
Melanie- Use a dot-org suffix (NOT dot-com) and you'll get the real little guy's story
All of the comments above are right on. This site should define our differentiators clearly. We did this with a site that we leverage through all of our mass marketing at www.WhyWeAreBest.org. The content to build a robust message is there, it just needs built out...
Great article, Melanie. What a terrible call for CUNA to have that URL redirect to the main CUNA site! Wasted opportunity. What would the ideal site look like? It would present credit union vs. bank rate averages. It would show the amazingly high customer loyalty scores that CUs get vs. banks. It would focus on initiatives like the NCUF's REAL Solutions project. It would provide a simple zip code locator for consumers to find local credit unions and see if membership requirements could be met. It would speak in plain language and incorporate social media elements like a blog/podcast dealing with financial literacy. And it would focus on telling real stories about CUs standing up for the little guy.
Interesting commentary on a lot of levels. One, maybe it is a little presumptive to hope that listeners will make the leap from the "looking out for the little guy" message to CUNA's general mission as displayed by its homepage. Even a small splash at the "littleguy" URL that eventually leads to CUNA might better assist the transition from message to opportunity. Second, while I'm not sure how to fit the little heart symbol in the URL, there is a opportunity here to capitalize on growing concern about banking options. Someone just needs to pick it up and run with it! Good insight.
Gotta say I disagree on the updated: "The .org site is a great start on a consumer-oriented site." CUNA has stated that the site isn't consumer-oriented, but rather aimed at members of Congress and their staffs. To CUNA's credit they've been talking publicly about the campaign and hopefully is receptive to advice on how to make it better.
Does it bother anyone else that the Little Guy is a balding white 47 year-old man? The typical credit union member. Why would we lead with that image? www.bankerspank.com -- I have no idea who made these (I doubt it was CUNA) but these rock my world. Best advertising I've EVER seen about the movement -- because young people (who we so desperately need to appeal to) will relate to it, it's smart and funny.
Community Reinvestment In The New Year
Fictionalize Your Social Marketing Strat...
Share Growth, American’s’ Personal Savin...
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