LIVONIA, Mich. – Credit Union Solution Group (CUSG) has entered into a multi-year partnership with Gas Station TV (GSTV) that hopes to benefit both convenience-store operators and neighborhood credit unions.
CUSG will market the CUSG membership enhancement program, Invest in America (IIA), exclusively with GSTV in the gasoline media space, it said.
The partnership provides CUSG with a marketing tool to broaden the reach for the products, services and discounts offered through IIA, an affinity program which enables credit unions to promote their own products and services in concert with those offered by collaborative American-based companies such as GM, Sprint, Intuit’s TurboTax and Dell.
The CUSG Invest in America campaign on GSTV will kick off this month with content focused on the group’s IIA partnership with GM. The campaign will continue throughout 2012 with content promoting additional IIA partners such as Sprint, Intuit’s Turbo Tax and Dell rotating through the schedule.
By hosting more localized content, c-stores hope to generate greater consumer loyalty and, potentially, higher inside sales.
“GSTV’s ability to target messages down to the individual station level gives us the ability to offer our clients the benefit and impact of broadcast marketing,” said CUSG CEO David Adams, adding that GSTV’s “ability to effectively reach consumers both nationally and locally is unparalleled.”
For GSTV, whose customers include Gulf, Speedway, Chevron and ExxonMobil, the move is about bolstering its content offer–one that dovetails national programming like ESPN and Bloomberg Television with local and c-store-related programming such as in-store promotions.
“GSTV,” said its CEO David Leider, “is able to drive consumers to a very specific destination–in this case, their local credit union branch.”
Birmingham, Mich.-based GSTV claims more than 34 million monthly viewers at the nation’s leading gas retailers in more than 100 U.S. designated market areas (DMAs). Along with ESPN and Bloomberg, it offers exclusive content from CNN, Showbiz Tonight and GSTV’s original Your Neighborhood, in addition to local AccuWeather updates.
Livonia, Mich.-based CUSG, which represents credit unions across the country through multiple services, hopes this novel relationship with GSTV will strengthen the network of local credit unions.