DOXIM EXCHANGE 2008
Where doesTRADITIONAL
marketing fit in aWEB 2.0world?
Tim McAlpine
President & Chief Strategist
Currency Marketing
+ Credit union advocate
+ Creative leader
+ Marketer
+ Speaker
+ Blogger
+ Cheerleader
The new
TRUTHS
Old
is dead!
OLD
Bring Back the Love by Microsoft Digital Advertising Solutions
Your
is critical!
1Credit union branding is
about revealing and
promoting an easily
understood, authentic
difference over an
extended period of time
LESSON
2LESSON Your credit union
difference must be
extremely compelling to a
defined group of people
3LESSON A credit union must
create and promote
compelling products
and services to thrive
4LESSON
Better does not
make your credit
union different
5LESSON
Expanding your credit
union’s geographic
footprint and broadening
its field of membership
requires a extremely
differentiated brand
6LESSON
The built-in credit union
difference is no longer
readily understood and
even when it is
understood it is not
compelling
7LESSON
A credit union must actually
decide on its difference,
make fundamental changes
to support that decision
and grow into its brand
over time
New reality.
It’s a conversation.
Courtesy of Brent Dixon from Trabian
Courtesy of Brent Dixon from Trabian
Courtesy of Brent Dixon from Trabian
Courtesy of Brent Dixon from Trabian
Courtesy of Brent Dixon from Trabian
You are not the only author of your brand
Everyone has a voice!
OLD
NEW
Social media and credit unions can build community
And...Social media can
drive sales!
CU
Modern credit union marketing is
a two-way conversation that
utilizes traditional, digital and
social mediums to connect with
existing and potential members.
CHANGESome things never
Match strategy to brand position
Drive one key message
Be smart with your budget
Cross-channel integration
Agree on measurement
Involve the entire organization
2CASESTUDIES
Vancity’sChange Everything
BikeShare
BACKGROUND
Meant to be a
thought starter
45 bikes set free in Vancouver
Aligned with mission and
brand advertising
Defined market
Social media & Web 2.0
Authentic voice
Ask riders to blog
Born of the real world
Vancity Brand Advertising by TBWA\Vancouver
Vancity Bike Share courtesy of William Azaroff
45 bikes set loose
15 changed hands after 3 weeks
4X cost in earned media exposure
Social impact echoed brand
5% awareness growth of
changeeverything.ca
RESULTS
Courtesy of William Azaroff from Vancity
Common Wealth’s Young & Free
Alberta
Relevant product
Differentiated brand
Real budget
Integrated marketing
Defined market
Social media & Web 2.0
Authentic voice
Senior-level involvement
Long-term commitment
Freedom & trust
Courageous credit union
BACKGROUND
THEMicrosite
Y&F on theSocial Web
Social media meets real world
The E-mail Song by Larissa Walkiw
The Difference Between Banks and Credit Unions Part 1 by Larissa Walkiw
Difference Part 2 Teaser by Larissa Walkiw
Y&F Road Trip by Larissa Walkiw
35,713 unique visitors
109,505 page views
3:47 average visit
48,767 YouTube video views
RESULTS
October 1, 2007 to March 31, 2008
$179,000 unpaid media coverage
2,000,000+ impressions
1,607 Y&F accounts
$2,070,141 funds in Y&F accounts
RESULTS
October 1, 2007 to March 31, 2008
Thank
YOU!
