POUGHKEEPSIE, N.Y. -With its latest campaign, Hudson Valley Federal Credit Union makes an appeal to those members who expect more. "Last quarter we launched a one-tough-customer campaign that emphasized demanding members whose needs would always be satisfied by our credit union, and it did very well," said HVFCU Marketing Manager Kelly Outwater. "This time we wanted to build on that concept with the idea that members who expect more of themselves can expect excellence from us." Created by West Sand Lake, NY-based marketing communications firm Smith & Jones, the campaign revolves around the tagline, "When you challenge yourself to do more, it's natural to expect more from others." Images of people pushing themselves while enjoying leisure activities such as rock climbing, cycling or coaching a girl's soccer league help reinforce the message. "We wanted to increase overall usage of our products," said Outwater. "So the ads invite members to discover a higher level of service, and financial products at our credit union that will ultimately help them reach their goals." The campaign promotes such products as home equity loans, mortgages, auto loans and even credit cards. The promotion includes branch displays, two black-and-white newspaper advertisements, two radio spots, a television spot and direct mail brochures. "So far the preliminary response has been great, but it is still too early to tell," said Outwater. [email protected]