UNITED FEDERAL CREDIT UNION ENCOURAGES GEN YERS TO SOUND-OFF
New Campaign Sets Record Straight Among Gen Y; Credit Unions Aren't Banks and Aren't Just For the Grandparents
ST. JOSEPH, MI (April 10, 2009) /PRNewswire/ — If you're between the ages of 18 and 30 and would like to express your feelings about the financial industry, United Federal Credit Union (UFCU) is empowering you to rant about it. This month, UFCU is launching a new "MATTER" campaign specifically targeting the Generation Y segment and their lack of confidence in the system. While the core of the campaign revolves around its new Web site, www.theantibank.com, set to officially launch on April 15, UFCU will also be targeting college campuses in their markets with a highly interactive guerrilla marketing experience, which will provide a blank canvas for Gen Yers to creatively speak their minds.
"As research shows, the Gen Y segment is made up of 71 million people; and that number is expected to significantly increase over the next several years, making the Gen Yers at least 30 percent of the U.S. population by 2015," said Gary Easterling, President and CEO of UFCU. "That said, we recognize there are a number of similarities between Gen Yers' principals and our business philosophy, which is why we felt developing the 'MATTER' campaign would be critical to the success of reaching the Gen Y segment," said Easterling.
UFCU's "MATTER" campaign is a multifaceted approach to gaining new members within the Gen Y segment and establishes credit unions as the trusted and genuine banking experience that is uniquely tailored for them. Research has shown that Gen Yers are highly skeptical of traditional corporate advertising; therefore, UFCU took a more liberal approach not only with the campaign's promotional materials, but also with the development of its Web site and college campus tour that features interactive multimedia kiosks. The campaign's unique and edgy home base, www.theantibank.com, was developed to position UFCU as being an alternative banking experience, and its goal is to create an opportunity for interactive dialogue with Gen Yers, as opposed to pushing a one way channel of information that would not speak to the authenticity of the campaign's overall message.
The core of the "MATTER" campaign revolves around three primary elements – the website, the Rant and MATTER t-shirt design components. Using an innovative graffiti themed backdrop, the website, which launches on April 15, is destined to be considered the most interactive and technologically stimulating website the U.S. credit union industry has ever seen. The Rant feature is designed to encourage Gen Yers to voice their frustrations and opinions about the banking industry. Rants videotaped on college campuses will be uploaded to the campaign's website. Additionally, Gen Yers not located on targeted campuses will have the opportunity to submit their rants online. The MATTER t-shirt design component encourages self expression through art and allows students to creatively convey what's on their minds.
The "MATTER" campaign kicks off with college campus visits to Arkansas and Michigan on April 15 this month and will continue to gain momentum throughout the country this fall.
About United Federal Credit Union
United Federal Credit Union has served its members since 1949 by helping them build a sound financial future. Presently UFCU consists of 80,338 member/owners worldwide, and manages assets in excess of $849,000,000. For more information about UFCU, call 1-888-982-1400, or visit www.unitedfcu.com.
