CU Reality Check Coverage: The Who, What, Where and Why of an Eye-Opening Consumer Awareness Campaign
ATLANTIC CITY, N.J. - If credit unions are the better choice…​why aren’t more Americans choosing us?​ Susan Toalson and her team at CUNA vowed to get to the bottom of that very question by conducting thousands of interviews and dozens of focus groups...and they were surprised by what they heard.
file 19
In an interview on stage with NJCUL President/CEO David Frankil, Toalson reviewed the extensive market research that went into the foundation of CUNA’s “Open Your Eyes” campaign, results of which showed that Americans like and trust credit unions, but often do not consider them a viable option because of myths. 
All of this gathered information informed CUNA’s approach to marketing: who they’re targeting (Millennials and Gen Z​ and parents 35-55​), why they’re leading with digital, and the message they’re pushing (85% of consumers want to know more about credit unions after seeing the content​). 
She then framed this approach for credit unions across the country, including the three represented at the conference, to use that data to inform their own decisions when marketing to consumers. 
Additional photos are available online here