Med Park CU Joins “Open Your Eyes” Campaign
by Shawn Marie Brummer
Communications & Media Specialist

CUAD is continuing to promote the “Open Your Eyes” national awareness initiative, with our ultimate goal to have every one of our member credit unions involved with the campaign! This week, we are very pleased to report that Med Park Credit Union of Grand Forks, North Dakota is the latest to join with their pledge of financial support.


“Ever since I started in the credit union movement, now 30 years, it’s always weighed on my mind that people just don’t know enough about credit unions and the services we provide,” says Cheryl Malm, CEO of Med Park CU. “It’s always been a ‘pet-peeve’ of mine – that there is not more awareness. For credit unions like ours, with a closed charter, it doesn’t really pay to advertise, even though we support more awareness. That is why for us, this will help by shining a light on the entire industry, and we’ll catch some of that light too. It’s a cost effective way to get the word out. People need to know more about us, and anything that will help us, we’ll embrace with open arms,” she added.


Jeff Olson, President/CEO of CUAD, agrees that a consistent message, and credit union branding, is what makes this initiative effective and unique. “This really is our ‘Got Milk’ moment, and we have an opportunity here to deliver a message that people will remember for a long, long time. This campaign will be seen and heard by consumers wherever they are – in the Dakotas or anywhere in the country. We couldn’t accomplish this without the support from our members, and we sincerely thank Cheryl and Med Park Credit Union for their pledge.”


Early campaign results were revealed during the CUNA GAC this week in Washington, DC. Within a few short weeks of the campaign’s debut, more than nine million digital impressions have been made with consumers. Four million people have seen the creative content and 1.5 million videos have been viewed to completion. These results are all higher than the campaign’s benchmarks. If you would like more information about the campaign, please contact Lori Welder, CUAD’s Director of Communications.


Be sure to visit the consumer-facing website that has been launched and explore how your credit union can be found using the locator function! Those credit unions that contribute financial support to the campaign receive priority placement on the locator.


Finally, it’s important to remember, what we receive for financial support in the Dakotas for this initiative will be spent right here in the Dakotas – in our target markets. Working together, this campaign can make a real impact in our communities!



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