As reported last month, South Carolina Federal Credit Union ($1.25 billion, Charleston, SC) launched a statewide initiative to trademark and promote the slogan, "Every Day Is Bank Transfer Day."

Jessica Jackson, VP/Corporate Communications said that the vigor and enthusiasm started when Bank Transfer Day in November spread like wildfire and the credit union’s COO, Troy Hall wanted to keep the party going by trademarking a special slogan.

Beth Jaskiewicz, CME, SVP/Marketing at South Carolina Federal says, “Every Day is Bank Transfer Day is a rallying cry. We continue to promote its use among the South Carolina credit unions.”  

In early January, South Carolina Federal's Troy Hall, Beth Jaskiewicz, Jessica Jackson, and Scott Blue, VP/Marketing met with Charleston area credit unions to discuss the campaign and how it might be incorporated into existing marketing efforts.

“We've included it (and continue to encourage other credit unions) to use the line as a branding overlay,” Jaskiewicz says. “For example, we include it in all of our existing advertising--print ads about our mortgage rate, radio spots, etc.”

To date, approximately 36 South Carolina credit unions have signed on to take part in the #BTDNOW Facebook group and Brandon Pugh Director of Public Affairs at the South Carolina Credit Union League prognosticated how the slogan could become appealing on a national scale.

“It certainly has all the necessary elements: flexibility of usage, universal application, and clarity,” he said during an interview with Credit Unions Online in December. “Without graphic standards there is minimal potential conflict with each credit union's own brand. A key to its acceptance will be credit unions' comfort with executing such a fluid, user-defined campaign.”

South Carolina Federal Credit Union is currently featuring a special video and easy switch kit when members click the “Every Day” banner on its website. Other South Carolina credit unions touting the “Every Day” idea include Greenville Heritage Federal Credit Union ($36.4 million  Greenville, SC) and Palmetto First Federal Credit Union ($24 million, Florence, SC), which prominently features a large #BTDNOW banner across the top of its home page along with a link to the Facebook fan site. Palmetto First invites consumers to “Unbank with Us.”

Jaskiewicz  says that one of the early adopters was Pee Dee Federal Credit Union ($20.3 million, Florence, SC). “They (Pee Dee) did a radio spot early on, she says. “They were already planning to promote it so it was nice they could use and integrate the materials right away.”

Pugh’s prediction that the slogan could go national was on the money as CUNA reports having an application for trademark protection. Jaskiewicz says she hopes the movement continues to grow throughout the country as it has in South Carolina. “We're in the process of transferring the trademark to CUNA,” she says.  “Our legal team is working closely with their legal team to make this happen as soon as possible.”