Whether it’s the morning news playing in the background, a favorite podcast on the commute, or social media scrolling during lunch, credit unions have more outreach opportunities than ever to connect with members where they are. Through strategic broadcast marketing — spanning TV, radio, streaming, and digital channels — credit unions can amplify their mission, build trust, and engage with their communities in meaningful ways.
It might seem like digital channels are the only place to go for news, but old media isn’t dead. A report from the Pew Research Center found 63% of Americans turn to television for their news at least some of the time. The numbers for radio are even higher, with traditional radio reaching approximately 92% of adults weekly.
“Given the area we live in, radio is still a strong way to reach members and non-members,” says Jerry Manor, business development manager at SeaComm Federal Credit Union ($776.4M, Massena, NY). “Most of our communities have what’s called a heritage radio station, or stations that have been around for a long time.”
Manor has spent a total of two decades discussing financial literacy on the radio. Today, he works with multiple radio stations spanning from Northern New York to Vermont.
Establish Real Relationships
Credit union leaders already know strong relationships with members, local organizations, and industry resources help build a strong cooperative. But strong relationships with local media can help credit unions, too.
Manor had prior radio experience when he connected with a local station at an event in 2017. At the time, SeaComm’s Plattsburgh branch had just opened, and he was attending a business expo hosted by the local chamber of commerce. A woman at the station asked if he would be speak with her.
“I did the interview, and then we got talking,” Manor says. “She said it would be a good idea for me to come on every once in a while to talk about different financial topics. I got a lot of feedback on it, and I decided to see if we can do this with the stations in our other markets.”
Manor approached the stations with which the credit union had an advertising relationship and proposed on-air content as a value-add for both the station and the credit union.
“It’s all about negotiation,” he says. “Stations are often open to it because it provides content without extra cost.”
Andy Mattingly, chief operating officer at FORUM Credit Union ($2.2B, Fishers, IN), has been making weekly television appearances since 2011. He says his outreach started thanks to his relationship with the general manager of WXIN, Indianapolis’s local Fox affiliate.
“We would meet for lunch every six months to discuss various initiatives,” Mattingly says. “One December, I was assisting him with something, and he suggested having me on the news for a segment once a week. That’s how it began. It was a guest spot on the 4 p.m. news.”
Education, Not Sales
Fourteen years ago, FORUM’s presence on Fox 59 was an earned media opportunity, or publicity gained organically through a brand’s reputation or actions. The idea was to offer comments as a local expert without directly promoting the credit union.
In 2019, shifting FCC regulations led FORUM’s segment to move to a paid, weekly format on Fox 59’s lifestyle show Indy Now. Still, Mattingly says the original reason for coming on air still applies.
“Our purpose is helping members live their financial dreams, so our goal is to educate — not sell,” he says. “Too many financial institutions approach media opportunities as a way to push products, but audiences respond better to institutions they see as genuine resources.”
A Knight Foundation and Gallup poll found 54% of Americans trust local TV news to provide accurate and fair reporting, compared to just 27% for national news networks. Thus, an appearance on a trusted platform can create credit union brand trust by association.
“In our market, we compete with large banks like Chase, and Regions,” Mattingly says. “Although we hold 5% to 6% market share, our awareness is much higher than our budget would typically allow.”
Today, FORUM’s Smart Money Minute airs live every Thursday at 10 a.m., with the segment airing again at 3 p.m. The credit union estimates the average reach to be more than 50,000 viewers, not counting those who view the segments online.
“Anecdotally, we’ve gained many new members since the segment has started,” Mattingly says. “People frequently approach me after segments, asking for financial guidance or referrals to specific departments at the credit union. Our call center even receives about two calls per week from viewers wanting to speak with me directly after seeing me on TV.”
For SeaComm FCU, what began as a singular appearance by Manor on a Plattsburgh radio show has since bloomed into regularly scheduled segments on six different stations. This includes three weekly appearances, one that is bi-monthly, and another that is once a month.
And Manor’s reach continues to grow.
“I just secured a new segment on CKON, the station at the Upper St. Lawrence Mohawk Nation,” Manor says. “Being on the air keeps us top of mind, so when local organizations, like libraries or schools, want financial literacy workshops, they reach out to us.”
The Right Topics
Tips To Make The Pitch Perfect
Keep It Simple: The pitch should be clear and concise.
Time It Right: Avoid outreach amid major news events or when shows air.
Know The Outlet: Analyze tone, audience, and show formats, then craft the pitch accordingly.
Reach The Right Eyes: Send the pitch to a specific producer, show host, or sales team member.
Make It Newsworthy: How does the audience benefit from the story? Make that apparent in the pitch.
News producers want stories that are guaranteed to engage their audience, which means they are looking for pitches that are timely and relevant to their market. Every pitch needs to consider the specific target market of each station and what financial challenges those listeners and viewers face.
“I try to keep the listening public updated about what’s most important to them,” Manor says. “If there’s anything pressing, like fraud or identity theft, I make sure to update the public regularly because that topic keeps morphing and changing.”
Manor and Mattingly both say the most popular topics they cover are those related to budgeting, credit, and fraud prevention. Sometimes, they discuss something timely like tax season, holiday spending, or awareness days, weeks, or months. For example, April is Financial Literacy Month.
Local media appearances are also an effective way to combat misinformation.
“Early on, I addressed a widespread myth that financial institutions won’t help borrowers in trouble,” Mattingly says. “Some people believe they should avoid contacting their lender when struggling with payments, which is the worst thing they can do. I made it clear that reaching out before they fall behind allows us to offer more options. That segment was so well received that I still revisit it whenever economic concerns rise.”
Financial misinformation spreads fast. Learn how two credit unions ensure their members receive accurate guidance in addition to quality services in “Misinformation Is Everywhere. How Can Credit Unions Fight It?”
Think Long-Term
Building brand awareness through takes time. According to Mattingly, FORUM’s on-air appearances are so powerful in part because they have been so consistent.
“I’ve been doing this for more than a decade, and every year, it strengthens our credibility,” the COO says. “We don’t do a lot of other TV advertising, so when people say, ‘Oh, are you from FORUM?’ we know it comes from these segments. This kind of exposure doesn’t work overnight, but over time, it makes a big difference.”
Even if a credit union does not have pre-existing relationships or experience with the media, Manor says the same opportunities are there for the taking.
“Stations are always looking for this type of thing,” he says. “You just have to start reaching out.”
Reach out, and don’t forget: The work isn’t over when the on-air light turns off.
Thank the outlet for inviting the credit union to speak and stay in touch with new contacts. Also, maximize press coverage by sharing on social media, newsletters, the credit union’s website, and more.
