LEXINGTON, Ky. — The University of Kentucky Federal Credit Union wants the viral video it made to be viewed by as many eyeballs as possible, particularly its target audience of college students, said Director of Marketing John Heimlich. The making of the video was a truly collaborative effort, he said, as it was dreamed up, scripted, starred in, and made by employees in the CU's marketing department.
"The Winning Team" is now showing on UKFCU's MySpace and Facebook pages and can be watched at: http://youtube.com/watch?v=TGiLJETHpiQ. Katy Slay and Megin Morgan, who work with Heimlich, came up with the idea. "Our credit card vendor PSCU offered free webinars on making videos and we thought, hey, we need to do one for use on campus. So I was recruited. I'm the blonde!" said Morgan. "We wanted something that was a take off on the TV show 'The Office' which we think is hilarious."
Once a concept was formed, production moved along fast. "Katy said she had a friend from church, Kendra White, who is a media communications major at Asbury College in nearby Willmore and we asked her to help with it. She's using it for credit in a school project, and because we have all professional video equipment here at the credit union, we wrote a script and did it. Kendra's brother, Jeremy is the guy who slides into home," Morgan said.
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The collaborative project reflects the way the CU approaches its marketing strategies, Heimlich said. "Me? I can program a VCR," he joked, "but it was really fun to get into a brainstorming session with our staffers and then make this happen so quickly. It just shows the excitement young people develop when you include them in things. They have plenty of insight on how to reach people in their age group."
There weren't any directorial airs, either, it seems. "We wrote the script, it was approved; we shot on a Saturday and did the editing in just a few weeks. We were pleased with the first cut, actually," said Morgan.
The theme works well with UKFCU's sports themed branches and uses the same "join a winning team" slogan it's branded in all other marketing. It will also do double duty as a comical introduction when the CU does personal finance sessions with students. So far it has received over 1,130 views on You Tube since it was added in November.
The video takes place in the credit union's marketing department. Two employees are working on a project, but seem to be stumped and not getting much accomplished. The bored co-workers start an impromptu baseball game with office supplies, which sparks the interest of two other employees who become fans in the crowd. This appears to be just what they need to revive their creativity, until their CEO stops by to see what all the noise is about. In the end, UKFCU CEO Dave Kennedy plays umpire, yelling "Safe!"
Kennedy said the goal of the video was to show that "we are not some inflexible establishment. Instead, we are 'real people', just like the members we serve. We believe a fun work environment translates into great member service." He said the CU would make more videos in the future.
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