CU Difference Committee November 18, 2009 Michigan Credit Union League Livonia and Lansing offices.
CU Difference Committee January 22, 2009 Michigan Credit Union Center, Livonia, MI.
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Transcript of CU Difference Committee January 22, 2009 Michigan Credit Union Center, Livonia, MI.
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CU Difference Committee
January 22, 2009
Michigan Credit Union Center, Livonia, MI
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Web/Telephone Conference Guidelines
Muting and Unmuting On the phone, participants can mute their own lines
by pressing *6 and unmute them by pressing *7. Please DO NOT place your phone on hold, as the
participants will hear any on-hold messages/music.
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Agenda
I. CALL TO ORDER – ROLL CALL
II. MINUTES
III. REPORTSA.Chairman Darren Cameron
B.MCUL President & CEO/Committee Ex-Officio David Adams
IV. INFORMATIONAL ITEMSA.2009 Campaign Plan
V. ADJOURNMENT
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I. Call to Order
Call to Order Roll Call
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II. Minutes
Approval of the November 19, 2008, Meeting Minutes
Approval of the December 19, 2008, Meeting Minutes
Approval of the December 23, 2008, Meeting Minutes
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III. Reports
Chairman Darren Cameron MCUL President & CEO/Committee Ex-Officio
David Adams
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IV. Informational Items2009 Campaign Plan
Background CU Difference Campaign messages focus on
key credit union membership benefits:• Trust/safety• Deposits insured to $250,000 by NCUA• Better rates• Lower fees• Free ATMs• Everyone can join• Call to action: www.lovemycreditunion.org
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IV. Informational Items2009 Campaign Plan
Addition to Campaign Add Invest in America as a key message
• Significant automotive discount program• Great member enhancement• Great potential to attract new credit union members• Fits with the CU mantra, especially in difficult times, CUs are here to
help• Short window of opportunity to make Invest in America successful so
that this membership benefit is not lost
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IV. Informational Items2009 Campaign Plan
Creative Strategy Creative focuses on
various consumer segments and why they love and trust their credit unions
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IV. Informational Items2009 Campaign Plan
Creative Strategy Adding Invest in
America is a natural fit with the creative strategy
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IV. Informational Items2009 Campaign Plan
Creative Strategy All creative will utilize the theme
• 80% of messaging will focus on Invest in America benefits• 20% on other key benefits of credit union membership
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IV. Informational Items2009 Campaign Plan
Media Strategy Primary medium: Radio
• One spot focused on Chrysler• One spot focused on GM• Two spots focused on brand messaging
Collateral materials• Considering Invest in America materials, what brand-focused
materials do we need?– Lobby posters– Direct mail postcards– Web banner for CU sites
Outdoor Advertising• Investigating outdoor media as part of plan
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IV. Informational Items2009 Campaign Plan
Media Plan Interactive Media
• Content will support various interactive media components
Search Engine Marketing
Content and Unpaid Search
Online Ad Placement
Social Networking
Viral MarketingSocial and News
Media
Marketing Oriented Web
Site
GoogleYahooMSN
WrittenVideoPodcast
GoogleOther
Campaign FaceBook YouTube Flicker Blogger
Credit UnionsLeague &
PartnersDealershipMembers
Story StartersSocial MediaMass MediaAuto Sites
Existing Members
Potential Members
MediaPartners
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IV. Informational Items2009 Campaign Plan
Media Funding $1.5 million to $2 million media spend
• MCUL/CUcorp had committed $1 million in matching funds• Need to raise $750k to $1 million from credit unions• Fundraising is underway with deadline of Jan 30
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IV. Informational Items2009 Campaign Plan
2009 DMA Chart as of 01-21-2009
# ofCUs
# of CUs Paid DMA
2009Supplemental
Voluntary DuesAssessment (SVDA)
Previous Balance Interest Paid Balance
6 0 ALPENA $53,257.07 $8,043.04 $3.01 $0.00 $8,046.05
6 3CASS/BERRIEN (SOUTH BEND) $8,450.00 $231.84 $4.47 $2,279.12 $2,515.43
140 12 DETROIT $1,121,935.56 $53,848.17 $122.78 $115,555.03 $169,525.98
45 7 FL-SG-Bay $382,272.33 $62,257.47 $38.31 $22,062.99 $84,358.77
76 8 GR-KA-BC $532,651.17 $23,964.62 $67.35 $45,974.60 $70,006.57
23 1 Lansing $200,440.17 $42,407.47 $15.57 $2,867.40 $45,290.44
26 6 MARQUETTE $42,134.40 $8,503.75 $8.92 $10,688.89 $19,201.56
27 0 TRAVERSE CITY $186,839.48 $3,868.23 $12.44 $0.00 $3,880.67
349 37 TOTAL $2,527,980.18 $203,124.59 $272.85 $199,428.03 $402,825.47
Previous Balance column does not include some outstanding media invoices.
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IV. Informational Items2009 Campaign Plan
Campaign Timeframe 10-12 weeks Beginning in February
• Targeting February 15 start
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V. Adjournment
Next meeting Wednesday, Feb. 18, 2009, at 10 a.m. MCUL’s new headquarters in Lansing
101 South Washington Square, Suite 900
Adjourn