Solutions › New Hampshire Credit Union League

Assignment: Rain was asked to create an image campaign to help communicate the intellectual benefits of joining a credit union and the emotional benefits of the credit union movement. TV and radio spots were produced. The spots reinforced the core benefit of credit union membership - which is that they act, “In Your Best Interest.” The spots directed the viewer to an easy to remember URL, www.goCU.org. This site aggregates information about credit unions and directs the user to specific credit unions in New Hampshire. Rain also developed a media plan that featured television and radio in order to efficiently reach the greatest number of New Hampshire residents within the target market.

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Results: The spots were extremely well received, and the spot entitled “CEO,” won a Merit Award at the CMBDC (CUNA Marketing and Business Development Conference) Diamond Awards for Credit Association/League Marketing. The spots were so successful that they formed the foundation of the 2006 -2007 campaign. In addition, the spots are being used to support Rhode Island's Credit Union League.