The Golden 1 Marketers Pull Out All the Stops for the CU's 75th Birthday Party
"We wanted the celebration of this milestone to help The Golden 1 stand out as a premier credit union in California, while emphasizing how long we've been a part of the history here," said The Golden 1 CU Vice President of Marketing Scott Ingram.
Ingram said plans have been in the works to recognize the special occasion since last year. More than just one event the credit union's 75th anniversary has been celebrated throughout the year. Not only with the creation of a 75th anniversary logo but also the rollout of a new radio jingle that's got members humming along.
"It's been a long time since we've used music as part of our radio spots, so with the help of a local production company we tied the lyrics to our anniversary," said Ingram.
The Golden 1 has also unveiled new animated television commercials featuring corporate mascot Goldie, the golden retriever, to talk up not just the 75 years of service but also that anyone can join the credit union. The spots have aired on cable and local TV stations and the credit union is also looking to run a few during Summer Olympics coverage. Goldie is also busy on weekends, hiding at local dealerships as part of the "Find Goldie and Win" promotion. The first 75 people to spot the mascot have a chance to win a $500 gas gift card.
Ingram said to really get members buzzing, The Golden 1 held a special 75th anniversary summer crossword contest where consumers and members have the chance to win 10 new cars valued at $20,000, 75 $1,000 IRA certificates or 75 $100 Visa gift cards.
Each week of the contest, which began June 1, questions and clues to the crossword puzzle entry blank appear on the CU's Web site ( www.golden1.com).
Winners are then selected from the correctly completed entries deposited into designated entry boxes at all of The Golden 1's 74 branch locations throughout California.
"We wanted to create a splash and get people talking while having some fun with it," said Ingram. "Instead of a standard blank entry form we saw an opportunity with the crossword puzzle to have people learn a little more about The Golden 1 along the way."
According to The Golden 1 CU President/CEO Teresa Halleck, the timing couldn't be better for a celebration.
"Our marketing department has had a lot of fun with this in creating more awareness that we've been here for 75 years and will continue to be here to serve our members' changing needs," said Halleck. "With all the bad economic news here in California and across the country, it is nice to give our members something good to look forward to."