CU Difference Committee

September 21, 2010Michigan Credit Union League

Web/Phone Conference Guidelines

Muting and UnmutingA. On the phone, participants can mute their own lines by

pressing *6 B. Unmute your line by pressing #6C. Please do not place your phone on hold

i. Other participants will hear on-hold messages/music

Agenda

I. Call to Order/Roll CallII. Meeting Minutes – June 2, 2010III. Reports

A. CU Difference Committee Chairman Darren CameronIV. Informational Items A. Spring Campaign Wrap-Up

B. Fall CampaignC. ResearchD. 2011 CampaignE. FundraisingF. 2010 Meeting Dates

V. Adjournment

Call to Order/Roll Call - Minutes - Reports

I. Call to Order/Roll CallII. Meeting Minutes – June 2, 2010III. Reports

A. CU Difference Committee Chairman Darren Cameron

IV. Informational Items/Spring Campaign

DMA

Beginning Account Balance Interest

2010Contributions

(includes Rebates)

MatchingFunds from

MCULTotal Media

BudgetAlpena $4,286 $5 $14,901 $14,901 $34,094 Cass/Berrien $1,087 $1 $11,303 $11,303 $23,694 Detroit $31,433 $76 $357,724 $356,724 $745,958 Detroit/Lenawee $0 $0 $5,917 $5,917 $11,834 Flint $47,243 $55 $161,157 $155,793 $364,249 GR $22,324 $45 $198,378 $198,378 $419,125 Lansing $27,641 $32 $85,062 $85,062 $197,797 Marquette $8,713 $15 $50,515 $48,301 $107,544 Traverse City $2,212 $8 $53,310 $53,310 $108,840 TOTAL $938,268 $929,691 $2,013,134

IV. Informational Items/Spring Campaign

DMAAmount Raised

Total Spent

TV/Cable Weeks

Radio Weeks

4th of July Sponsorships

Alpena $34,094 $34,084 8 8Cass/Berrien $23,694 $23,396 8 8Detroit $745,958 $745,958 8 8 yesLenawee $11,834 $11,567 -- 8Flint $364,249 $361,061 13 13 yesGrand Rapids $419,125 $419,125 9 9 yesLansing $197,797 $197,181 7 7 yesMarquette $107,544 $102,675 9 9 yesTraverse City $108,840 $105,212 8 8Total $2,013,134 $1,999,437

IV. Informational Items/Chapter Participation

Chapter Affiliated CUs CUs Paid Total Paid Participation Battle Creek 7 5 $39,914 71%Blue Ox 9 8 $50,683 89%Downriver 18 10 $26,595 56%Flint 12 5 $28,397 42%Grand River 27 15 $73,991 56%Huron Valley 8 1 $4,000 13%Jackson 7 6 $14,588 86%Kalamazoo 14 8 $32,866 57%Lansing 11 8 $72,391 73%Metro East 39 19 $88,007 49%Metro West 23 11 $97,579 48%Mid-Michigan 25 21 $111,578 84%Moon 22 8 $51,608 36%Oakland County 28 18 $145,543 64%Paul Bunyan 12 3 $30,053 25%Southwestern 6 5 $11,303 83%Upper Peninsula 31 23 $59,171 74%TOTAL 299 174 $938,268 58%

IV. Informational Items/Fall Campaign

A. MCUL & Affiliates is funding a fall advertising campaign

B. CU branding messages part of campaign focused on Sprint and Save to Win

C. Not part of CU Difference Campaign; no CU funding being used

D. Michigan Fall Campaign1. Radio

a. Save to Win

b. Invest in America – Sprint focus

2. Out Of Home (Val-pak mailers and solo cards)a. Save to Win

IV. Informational Items/Fall Campaign

E. National Digital Campaign1. Display ads, targeted by:

a. Behavior – Consumers that are in-market for new cars, cell phones, shopping and financial services

b. Context – Consumers seeking information on mortgages, loans, investing and financial news (Yahoo and AOL)

c. Repeat visitors – Retarget users who visited the site previously

d. Niche sites – Bankrate.com, edmunds.com, Cnet.com

2. Streaming Radio during key daypart 9 a.m. to 5 p.m.

3. Searcha. Google, Yahoo and Bing

b. Strategic keyword and copy mix

c. Paid search ads

IV. Informational Items/Scripts“Invest in America—Sprint” – :60 Radio

 

VO: Everybody knows it’s good to support American companies—it’s good for the economy, it’s good for your community, and now, it’s good for you, too.

 It’s a program called Invest in America—with special savings just for credit union members.

With Invest in America, credit union members get big discounts when they buy goods and services from American companies.

 Like Sprint, based in Kansas City, home to America’s only 4G Network--where you can save up to 10% on your monthly bill, plus other discounts.

 The great thing about Invest in America is you don’t have to go out of your way to save—you save on the things you buy every day and the bills you pay every month, like your wireless bill.

 And keeping your money close to home, where it can do the most good.

 When you join a credit union, you don’t just save your money. You own your money.

 Join the 5,000 people who join a credit union every day.

 Finding one is easy at lovemycreditunion.org.

 Federally insured by the NCUA.

IV. Informational Items/Scripts“Save to Win” – :60 Radio

VO: If you belong to a big bank, you probably participate in some kind of rewards program. And they all pretty much work the same way: they reward you for spending your money. The more you spend, the bigger the rewards.

At credit unions, we do things a little differently. We don’t just reward you for spending. We actually reward you for saving, too. It’s a program we call Save to Win.

Simply visit a participating credit union. Start saving with as little as $25. And you’ll be entered to win up to $100,000.

 What happens if you don’t win? Are you out $25? Quite the contrary. Your account is $25 richer.

 And every $25 deposit is another entry to win.

You can earn up to 10 entries per month. At that rate, you’ll be paying yourself a bundle. A lot of savings. And a lot more chances to win a whole lotta money.

 This year’s Save to Win drawing runs through December 31st, 2010 with our Grand Prize drawing in January, 2011.

 Don’t just save your money. Own your money.

 For more information, visit savetowin.org

IV. Informational Items/Val-Pak

IV. Informational Items/Web banners

IV. Informational Items/Web banners

Versions for Chevrolet, Buick and GMC

IV. Informational Items/Web banners

IV. Informational Items/Web banners

IV. Informational Items/Research

A. Online survey deployed in August1. Online interviews conducted August 20 to August 30

2. 850 Michigan residents respondeda. 419 bank customers

b. 409 credit union members

c. 24 unbanked

B. Final results expected in October1. Plan to present results at November CU Difference

Committee meeting

IV. Informational Items/2011 Campaign

A. Spring campaign, roughly April to June

B. $1 million matching funds submitted as part of budget1. Approval expected December/January

C. Planning to use same theme as 20101. Same TV and radio spots

2. Possibly new radio spots

D. Working on revamp of lovemycreditunion.org 1. To be launched January 1

2. Own Your Money theme

E. Is new collateral needed?1. Will you use it?

2. What’s target demographic? Focus on members or non-members?

F. Hopeful that we will run another supplemental campaign in fall 2011

IV. Informational Items/Fundraising

A. October budget email1. From CU Difference Committee Chairman and/or members

2. Asks CUs to consider CUD funding during budget planning

B. Membership packet1. Contribution request on dues invoice

2. Separate letter for CU Difference campaigna. Personalized with amount due and how to pay

b. Details of media plan

3. Executive summary of the research results (1-2 pages)

C. December email1. Committee members talk about why their CUs support CU Difference

campaign, both with contributions and their time commitment

IV. Informational Items/Fundraising

D. January weekly emails1. Different focus each week, 4 great reasons to support the campaign

a. Jan. 7 – Reason #1: We know credit unions are the best choice, but there are many misperceptions out there. Let’s challenge those misperceptions with our facts

b. Jan. 14 – #2: Statewide advertising can take a lot of pressure off your marketing budget.

c. Jan. 21 – #3: Cost to each CU is unbelievably low. You pay what you can afford, and get much more TV and radio exposure than you could ever dream of.

d. Jan. 28 – #4: Since we started advertising just five years ago, we’ve changed many minds about credit unions (cite some research stats)

e. Feb. 4 – To all CUs. Amount raised and thank you to supporters

IV. Informational Items/Fundraising

E. Talk to your colleagues at Chapter Meetings and other events

F. Contact Maureen Lafrinere (mml@mcul.org) or your League Rep with any questions or concerns

G. Remember January 31 deadline for contributions

H. Thanks for your support!

Remaining 2010 Meeting DatesWednesday, November 10, 2010

V. Adjournment

IV. Informational Items