Illustration for Marketing Maven Column at Enterprise Magazine

A menagerie of creatures great and small is attracting new members to Kawartha Credit Union.Kawartha Credit Union ’s humorous, animal-themed marketing campaign continues to do a roaring business in Peterborough, Ontario. The inexpensive campaigns are so effective that Kawartha was the 2007 winner of a NOVA Award for Marketing from Credit Union Central of Ontario, now Central 1 Credit Union. The award acknowledged Kawartha’s light-hearted, low-cost marketing campaign

“Our marketing budget is not large but we probably do more marketing than other similar-sized credit unions,” says CEO Rob Wellstood. “You have to be clever about it because you can spend a lot of money unwisely.”

by Diane Luckow