CUNA Diamond Awards Awarded for Marketing Prowess
The CUNA Marketing and Business Development Council has once again honored the best and the brightest in marketing during its 18th annual conference.
The Diamond Awards featured 33 categories, ranging from direct mail and website marketing to public relations and social media. Judges evaluated entries based on strategy, design and production, creative concept, copy and communication, and results.
This year’s awards competition received nearly 1,000 entries. Judges awarded four entries as best of show, along with 146 Diamond Awards and 237 awards of merit.
Linn Area Credit Union was named the competition’s best.
Entered in the television series category, Linn Area Credit Union looked to increase the number of new accounts through testimonials of real members in a series of television commercials. The approachable, feels-like-family branding image helped the credit union exceed its goal of new members by 104%.
Other best of show honorees included California and Nevada Credit Union Leagues' Re-Imagine campaign for best association entry; Texas Trust CU’s Spirit Card contest for best use of art; and Central Credit Union’s fall vehicle event campaign walked away with best use of humor.
Singled out for best practices in business development was Partners FCU for its synergy program. As a result of its efforts, in 2010 Partners FCU had a positive net member growth for the first time in three years. Not only has the credit union experienced membership growth, but product and service referrals have increased dramatically.
Also recognized in the miscellaneous category was Erie FCU for its growing business account services program through a combination of targeted business ads, partnerships with business organizations and realigning its employees to better serve their business members. The effort resulted in a 4.55% increase in business membership growth, a 7.37% increase in business deposit growth and $1.05 million in new business loans.
In addition, Pioneer WV FCU was honored for developing and implementing a new brand designed to help steer members in the financial direction they wish to go. Pioneer WV FCU changed all print collateral and updated their branches to reflect the new brand. An auto lending campaign around the new brand resulted in more than double the loan volume of past years.
Also taking center stage were Joye Cox, Amy McGraw and Brynn Ammon.
Vice president of marketing for SAFE Federal CU, Cox was named the 2011 Hall of Fame inductee. McGraw, marketing director for Public Service Credit Union, won the marketing professional of the year award for helping her credit union grow in members and assets. Ammon, project manager for Pen Air Federal Credit Union, was presented with the business development professional of the year award.