Diamonds and Golden Mirrors are Credit Union Marketers' Best Friend
WEST PALM BEACH - It is once again that time of year when marketers can step out into the spotlight to be recognized for their efforts with Diamonds or Golden Mirrors. Both the CUNA Marketing Council Marketing and Business Development Conference and the CUES Marketing, Operations & Technology Conference presented their awards to the cream of the credit union marketing crop recently. In Phoenix, the CUNA Marketing Council presented a total of 91 Diamond Awards and 230 Awards of Merit. A record 1,337 entries were received for the 2003 competition. Diamond awards are offered in 30 categories, offering credit unions multiple opportunities to enter and win. Entries are judged against others in its category and asset division based on criteria such as strategy, creative concept, design, copy, and results. This year Middletown, Connecticut-based Middlesex Federal Credit Union walked away with the Best of Show honors. Other honorees in the overall competition included: CommunityAmerica CU for Best Use of Humor for its "Nice Radio Spots" and the Maine Credit Union League for Best Association Entry for its "2002 Maine CUs Ending Hunger Walking Tour." In addition, Langley FCU Vice President/Chief Marketing Officer Brett Noll was named Marketing Professional of the Year and Texans CU Business Development Manager Tim McCoy was named Business Professional of the Year. Over in Las Vegas, CUES presented the Golden Mirror Awards Phil Davies Memorial Best of Show to Naperville, Illinois-based Hawthorne CU for its "Signature Smile Campaign." The campaign communicated to those in the highly bank-competitive Chicago suburbs that Hawthorne CU is a friendly alternative; and, that its loan rates and customer service make members smile. The increased name recognition resulted in a return on investment averaging more than 400%, and more than 215% over marketing goal. Greenville, South Carolina-based Greenville FCU Vice President of Marketing Matt Tebbetts was named GMA Rookie of the Year. Tebbetts was responsible for Greenville FCU's four 2003 GMA awards, including honors for the credit union's redesigned newsletter, print advertising, radio, and a coordinated campaign. The results were clear, not only did the sale of adjustable-rate mortgage products exceed goals by 30% but also the effective use of auto loan promotions brought in 102 new members, and resulted in auto loans that exceeded marketing goals by a whopping 304%. In addition, CUES singled out SAFE CU Vice President of Marketing Faith Galati as CUES Marketer of the Year; Capital City Savings and CU Senior Vice President of Operations as CUES Operations Professional of the Year; and Technology CU Vice President of Delivery Systems Michael Luckin as CUES Technology Executive of the Year. The CUES Golden Mirror Awards annually recognize the credit union industry's most creative and results-producing marketing efforts. This year, CUES received a record 1,313 entries in the competition's 26 categories. A complete list of Diamond Award winners is available online at www.cunamarketingcouncil.org. The complete Golden Mirror list of winners can be found at www.cues.org.