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News

To Know Bethpage is to Love Bethpage.

October 23, 2010

Branding campaign pushes consumer awareness to record levels.

The integrated marketing and branding campaign Austin & Williams created for Bethpage has pushed consumer awareness to their highest levels-and ahead of nearly every one of the Long Island credit union's "big bank" competitors-in record time, according to independent research.

While the campaign only launched in March 2010, results of the survey conducted in June in Bethpage's market area showed that the financial institution is "top of mind" with more consumers than ever before - and so is the advertising campaign created by Austin & Williams. In fact:

  • The Bethpage campaign has pushed unaided brand awareness to the highest level tracked so far.
  • Bethpage is more ‘top of mind' - and has greater unaided advertising awareness-than all but one of their "big bank" market competitors.
  • Nearly 8 in 10 consumers on Long Island recognize the credit union.
  • Over a third of banking consumers are aware of advertising for Bethpage.

"The branding initiative created by Austin & Williams has been extremely successful, as demonstrated by our awareness numbers and growth in 2010,"says Gerard Schmitt, Vice President, Marketing at Bethpage Federal Credit Union. "We thank everyone on the A&W team for their hard work and contribution to that success." Since launching the campaign, Bethpage has boosted membership, brought in millions in new CD deposits and exceeded all projections in both consumer auto loans and business lending.

The integrated multi-media initiative focuses on the iconic "Beth and Paige" who demonstrate the knowledgeable, approachable and service focus of Bethpage employees. The dynamic service duo is featured in a series of television spots, which earned the agency an unprecedented seven Telly Awards, as well as all print, radio and outdoor advertising, merchandising and collateral materials.