SAN MATEO, Calif. -- U.S. First Credit Union has tapped SanFrancisco-based Gumas Advertising as its agency of record.

Gumas will be handling all marketing and advertising dutiesincluding traditional and interactive media.

"U.S. First is a smart company, and they're a perfect match forwhat we do best--helping companies anticipate cultural shifts tokeep their brands relevant," said John Gumas, president and founderof Gumas Advertising. "We understand the culture of credit unions,and we know how to make a difference."

Gumas Advertising is a full-service marketing and advertisingagency specializing in cultural branding. For 24 years, GumasAdvertising has served a diverse group of clients including TheGiants Community Fund, SanDisk, Yonex, Hewlett Packard, BPM, Skins,California Dental Arts and Mattel.

FedChoice FCU Takes Home Two American Marketing Assoc.Awards

WASHINGTON -- For the second year in a row, FedChoice FederalCredit Union has walked away a winner at the 2008 M Awards hostedby the American Marketing Association--D.C. Chapter.

This year, FedChoice won two awards--one for best directmarketing campaign and another for best printed marketingcollateral.

The first award, for the direct marketing campaign, honored aseries of four specialized letters, which FedChoice created inorder to both educate and engage members during the first 90 daysof their membership. The second award, for marketing collateral,recognized a new line of brochures, highlighting the products,services, features and benefits to FedChoice members, in aneasy-to-read format.

The AMA-DC entries were judged on the criteria of insight,objectives, strategy, tactics and results.

"We are incredibly proud to have won these prestigious awardsfrom the AMA-DC," said FedChoice President/CEO David Bunch. "And,more importantly we are delighted with the success of bothmarketing pieces, which have allowed us to engage our members in aprofessional, well-organized and credible manner."

Last year, FedChoice won an award for the best integratedmarketing campaign in the Washington-metropolitan area for its LiveSept. 5 marketing campaign that unveiled its new name, logo, colorsand themes, such as "altogether better" and "un-banking."

Innovations FCU Revamps Web Site

PANAMA CITY, Fla. -- Innovations Federal Credit Union hasunveiled its completely revamped Web site(www.innovationsfcu.org).

The new look and feel of the Web site and its user-friendlyinterface allows users to easily obtain information about thecredit union's products and services. Navigational aids are clearlyindicated, and the user experience is designed to be moreintuitive.

"Our Web site is one of our most important communication anddelivery channels; therefore, it was important for it to befriendlier and more functional, while more effectively supportingour brand position," said Innovations Chief Marketing Officer KarenHurst.

Member and employee feedback fueled the development of the newsite.

David Southhall, Innovations CEO, said, "Our goal is to developon-going dialogues with our members, so it was critically importantto ensure the site is

reflective of members' needs while supporting our goal of beingan advocate to all those we serve."

The credit union tapped Hampton, Va.-based branding firmRaoust+Partners to design, develop, build and wrap the new siteinto Innovation's new brand communication platform.

Snigglezoo Club Debuts at Two CUs

LOS ANGELES -- Snigglezoo Entertainment's Money Mammals SavingMoney Is Fun! Kids Club will be swinging into Paragon FederalCredit Union, Montvale, N.J., and 1st Advantage Credit Union,Newport News, R.I.

The program--designed for kids up to age 11 focuses on educatingwhile entertaining. The club's overall goal is to help creditunions build member loyalty early; retaining and attracting youthmembers while teaching them to share, save and spend wisely.

Once a Kid's Club member, children receive a passbook, coinpurse, membership card, punch card and a Money Mammals bracelet.For every dollar saved members receive a punch on their punchcards, which can then be used to spend on Money Mammals gifts,saved in their accounts or given to charity. In addition, membersreceive a quarterly newsletter along with access to a creditunion-customized Money Mammals Web site where they can watchMoney

Mammals videos, play games, download coloring pages and have funwhile learning about money.

Medford, Ore.-based ROGUE Federal Credit union first launchedthe program in January and youth membership increased by 20% injust the first quarter.

For Paragon Federal CU and 1st Advantage the move was a naturalfit, they said, and given the national trends regarding savingshabits teaching their youngest members the value of money andbenefits of savings is simply the right thing to do.

Ads Feature Testimonials to MSU FCU

LANSING, Mich. -- Michigan State University Federal Credit Unionis letting its members do the talking and turning them into campuscelebrities.

Member testimonials are helping others see how the credit unionhelped them live the theme of "Life made possible...every step ofthe way."

"Testimonies, especially from real members offer a sinceritythat few actors can duplicate. They really motivate prospectivemembers to visit MSUFCU and see what it is all about," said MSU FCUVice President of Marketing Joyce Banish.

Recognizing each member has different needs for their ownfinancial situations is why the credit union turns to members tohelp sell MSU FCU and its services to the public.

The commercials, billboards, brochures and radio advertisementsall feature members that have everyday needs and a personal historywith the credit union.

MSU Federal Credit Union also sends direct mail and e-mails tomembers on a regular basis to inform them about the different typesof programs and promotions.

According to Banish, the possibilities seem endless. Some of thepersonal testimonies include Ralph, a senior member at MSU FCU whohas been a member for over 35 years and received benefits rangingfrom discounted fees to free products. In addition, graduatingseniors, such as Kerri from Michigan State University, speak fromexperience about the perks of having an MSU FCU account, even ifthey are stepping out into the real world and moving out of state.In her spot, Kerri talked about being able to pay for her apartmentand other expenses with the help of MSU FCU.

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Simon Ad Agency to Invade Texas

AUSTIN, Texas -- Los Angeles-based advertising agency Simon +Associates Advertising is branching out to Austin, Texas.

The satellite office is designed to help build its presence andbetter to serve its wide variety of clientele.

"It's always been our plan to have presence in the West andSouthwest, so that we can continue to provide our clients withbroader exposure in key markets. We are right on plan in terms ofour growth strategy, which is to adapt to the market and grow withour clients," said Principal/Executive Creative Director JaneSimon.

Simon is a progressive, integrated marketing and advertisingagency that provides customized solutions. The firm offers a widevariety of services--from traditional print and broadcastadvertising, to viral and alternative marketing. Staffers servicingits financial clients hail from the credit union marketing tradeand include former credit union marketing directors andmanagers.