From the Archives: October 2012

Fall Radio Ads Focus on Business Loans, Invest in America 

If you’ve been hearing commercials about credit union business loans on the radio, that is thanks to CUcorp. CUcorp has funded a $1.1 million fall radio buy for the Michigan credit union industry that started on Oct. 8 and runs through Dec. 23.

During October, two radio spots will help raise awareness that credit unions have increased business lending during the last few years, and have continued to support local businesses and Michigan’s economy. The radio buy is supported with print ads in business publications and digital ads on business publication websites. Click here to listen to the radio spots.

This radio buy complements and supports the MCUL’s highest legislative priority of lobbying Congress to raise the member business lending cap to 27.5 percent of assets.

The buy is funded by CUcorp, the MCUL's wholly owned subsidiary, without using any cooperative advertising dollars. These CUcorp-funded supplemental media dollars are used to promote causes that are important to our industry such as Invest in America, member business lending, mortgage lending and Save to Win. These additional advertising messages are made possible by the success of the MCUL subsidiary businesses, largely driven by the very successful Invest in America program. Cooperative advertising dollars are a completely separate fund used for the main brand advertising campaign that assists all credit unions.

The business lending radio ads will drive consumers to to learn more about credit union business lending, where we have a large banner ad on the home page and a page on business lending page. From the business lending page, consumers will be able to run a search by ZIP code that generates a list of credit unions that do business lending.

On, all credit unions that contributed to the CU Difference campaign are provided a profile page. Credit unions that have profile pages on and want to be visible in the search results are encouraged to update their pages.

  1. Under “Search Product Selector,” check “Business Loans and Services.” This will ensure that your credit union is included in the search results.
  2. You may also want to update your profile page to include Business Loans and Services as one of your featured products, which would allow you to include a sentence about business loans on your profile page and a link to the business lending area of your website.

The business lending radio spots will run through Dec. 23, with print and digital advertising in October, November and December in Crain’s Detroit Business, Corp! magazine, MiBiz, Grand Rapids Business Journal, Business Update, and the Greater Lansing Business Monthly. The spots will run in major metro areas of Detroit, Flint, Grand Rapids and Lansing and in other counties where most credit union branches offer business loans and services.

A second phase of the fall advertising buy will begin after Election Day and will focus on discounts for credit union members from Sprint and GM. The spots will begin as consumers turn their attention from politics to holiday shopping, and will continue through Christmas to take advantage of holiday gift buying and year-end auto sales.
Scripts are being refined and spots produced during October.

If you have questions about this media buy, contact Maureen Lafrinere at

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