CommunityAmerica Credit Union ($1.3B, KS) approached its media strategy with an idea straight out of left field, literally. Baseball lovers both young and old, male and female, members and non-members, head to 'CommunityAmerica Ballpark' to see the Kansas City T-Bones, a minor league baseball team, and enjoy America's favorite pasttime.
After CommunityAmerica Credit Union went through a merger and name change in 1989, the credit union put brand awareness at the forefront of its media strategy. It searched for the most effective media channels to create a presence in the community. In 2002, CommunityAmerica signed for 10-year naming rights on the ballpark. These naming rights mean more than a sign in the stadium. Whenever the T-Bones are mentioned on TV, the radio, or in print, the name 'CommunityAmerica' is quick to follow which has led to additional welcomed exposure such as a picture of the stadium, and of course the name, on the cover of the local phone book!
"CommunityAmerica Ballpark achieves several company goals," says Jean Hughes, Senior VP of Strategic Services. "It increases brand awareness with a large audience through a channel that aligns with our core values of building communities and family." This 10-year partnership and the use of other mass media channels - such as TV and radio - is a long-term proposition with a rather intangible ROI.