DALLAS — CUES has once again recognized the credit unionindustry's top marketing talent with Golden Mirrors.

This year's GMA Best of Show award went to Carol Rogalski,manager of marketing and research of First Calgary Savings &Credit Union Ltd., Calgary, Alberta, Canada.

Taking home the GMA Rookie of the Year honor was Brad Blue,marketing specialist, Denver Community Federal Credit Union andLori McCloud, marketing manager of Monroe County Community CreditUnion, accepted the GMA Golden Shoestring award.

The prestigious GMA Best of Show honor is awarded each year toone of the first-place winners from the four asset divisions in thecoordinated campaigns category; it recognizes a single marketingeffort incorporating a variety of integrated approaches.

First Calgary Savings & Credit Union Ltd. was honored for asuccessful campaign that targeted first-time home buyers andhomeowners who were re-financing to increase the credit union'smortgage portfolio and attract new members. First Calgary Savings& Credit Union Ltd. offered a below-prime mortgage rate for upto a thirty-year amortization. Working with marketingcommunications agency Young & Rubicam, First Calgary Savings& Credit Union Ltd. released a multi-channel marketing approachincluding print ads, Web site promotion, radio spots, andtelevision and movie theater commercials. The campaign receivedmore than $92 million in mortgage loans, well over the goal of $35million.

“I need to thank the sales team. We had a great product and wepromoted it really well. But the sales team took it home,” Rogalskisaid upon accepting the award.

The GMA Rookie of the Year is selected from all first-timewinning entrants. As this year's honoree, Blue was responsible forthree successful campaigns.

A direct mail campaign to increase membership presented DenverCommunity Federal Credit Union as a fun, “unstuffy” financialinstitution, resulting in 154% more new accounts than the marketinggoal. Blue also won for Denver Community Federal Credit Union's“Build a Better Mortgage; Just Log On” coordinated campaign.Members received a mailer including a Lincoln Log, encouraging themto “log on” to the credit union's Web site to fill out a mortgageapplication. For a cost of $6,750, Denver Community received nearly$6.6 million in mortgage loans.

In addition, Blue was also honored for his credit union's annualreport mailing, created to make members feel appreciated by thecredit union and show how the members and the credit union are a“perfect blend.”

Golden Mirrors that Denver Community will proudly displayinclude two first place finishes in the Annual Reports and DirectMarketing/Mail series categories and both a second place and anaward of merit prize in the Coordinated Campaign category, winningfor their mortgage and youth campaigns.

In accepting the award, Blue said, “I'm usually big on words,but this time I'm shocked and stunned. I owe so much to my team,particularly my boss, Kirsta Ferndelli, our vice president ofbusiness development. Thank you.”

The GMA Golden Shoestring award is bestowed upon one entryproduced on a limited budget that showcases exceptional results andoutstanding creativity.

Michigan-based Monroe County CCU's entry was the “Proud Members”campaign, designed to increase recognition of the credit union'scorporate name in a more cost-effective way than large billboardadvertising. The credit union asked its members to post promotionalyard signs in their lawns for entrance in a cash drawing. MonroeCounty Community Credit Union distributed 662 signs in 2005 and 998in 2006.

McCloud said, “It's no secret that the credit union industry isa great one to be a part of, especially for marketers. Whenever Ihave an off-the-wall idea, thankfully I have a CEO who is flexibleenough to try it. Without that freedom, Monroe County CommunityCredit Union could not have won this award.”

The GMA program annually recognizes the credit union industry'smost creative and results-producing marketing efforts. This year,CUES received more than 800 entries in the 33rd annualcompetition's 25 categories. A panel of nine judges composed ofcredit union marketers, past winners and other advertisingprofessionals scored the entries.