CU Message Shines in Times Square

High-profile billboard promotes CUs in New York City.

July 08, 2013
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The credit union message lit up Times Square in New York City during America’s Credit Union Conference (ACUC).

CUNA arranged an hourly ad on the iconic CBS video billboard in the highly visible and high-traffic Manhattan location. It began running April 15 and carried through ACUC and the Independence Day holiday.

"We all know we need to do a better job in spreading the word about credit unions. This is an important step to making our message more visible," said Paul Gentile, CUNA's executive vice president of strategic communications and engagement.

The 26-feet wide and 20-feet high billboard touted the credit union difference in colorful rotating messages.

MORE: View a GIF of the advertisement

It spread the message of two CUNA initiatives: “aSmarterChoice,” a comprehensive credit union locator that includes every credit union in the U.S.; and “Don’t Tax My Credit Union,” an effort to protect the credit union tax-exemption. The “Don’t Tax” message ran four times per hour.

In addition to encompassing the time frame of ACUC--from June 30 to July 3, and the subsequent July Fourth holiday--the billboard’s run occurred during high-profile events like the Tribeca Film Festival, Memorial Day, the AIDS Walk, and Father's Day.

Follow the links to read more ACUC coverage from News Now and Credit Union Magazine.

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Great article! Unfortunately, most employees don’t feel valued or appreciated by their supervisors or employers. In fact, research has shown that the predominant reason team members quit their jobs is because they don’t feel valued. This is in spite of the fact that employee recognition programs have proliferated in the workplace – over 90% of all organizations in the U.S. has some form of employee recognition activities in place. But most employee recognition programs are viewed with skepticism and cynicism – because they aren’t viewed as being genuine in their communication of appreciation. Getting the “employee of the month” award, receiving a certificate of recognition, or a “Way to go, team!” email just don’t get the job done. How do you communicate authentic appreciation? We have found people have different ways that they want to be shown appreciation, and if you don’t communicate in the language of appreciation important to them, you essentially “miss the mark”. Additionally, employees need to receive recognition more than once a year at their performance review. Otherwise, they view the praise as “going through the motions”. A third component of authentic appreciation is that the communication has to be about them personally – not the department, not their group, but something they did. Finally, they have to believe that you mean what you say. How you treat them has to match the words you use. If you are not sure how your team members want to be shown appreciation, the Motivating By Appreciation Inventory ( will identify the language of appreciation and specific actions preferred by each employee. You then can create a group profile for your team, so everyone knows how to encourage one another. Remember, employees want to know that they are valued for what they contribute to the success of the organization. And communicating authentic appreciation in the ways they desire it can make the difference between keeping your quality team members or having a negative work environment that everyone wants to leave. Paul White, Ph.D., is the co-author of The 5 Languages of Appreciation in the Workplace with Dr. Gary Chapman.

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