I was recently asked to by Credit Union Executive Society (CUES) to be a guest PR Insights columnist. You might be getting sick of all this Young & Free talk, but here is some more!
How do you garner significant unpaid media attention for your credit union? Create a compelling good news story with multiple chapters.
Here's how our marketing agency worked with $1.6 billion (U.S.) Common Wealth Credit Union, Lloydminster, Alberta, to create sustained media interest that has resulted in incredible unpaid coverage for the launch of a free checking account. While free checking accounts in the U.S. are commonplace, that isn't yet the case in Canada.
Common Wealth CU approached us with a simple brief, "We want to launch a free checking account for the under-25 group and connect with the youth market in Northern Alberta."
Our solution was to name the new product Young & Free and create a fully integrated marketing campaign, combined with a spokesperson search to find the voice of Alberta's under-25 crowd. The campaign comes to life on a dedicated microsite at www.YoungFreeAlberta.com. Public relations has played a significant role in the success of this initiative...