What better way for credit union marketers to showcase the credit union difference than by creating campaigns for charities in need?
In Quebec City, Quebec, the Marketing Association for Credit Unions hosted the MACU Masters marketing competition to benefit Read Saskatoon, a community-based volunteer organization offering free literacy services to adults and their families, and Lloydminster Interval Home, a safe place for women seeking shelter from abusive situations.
The competition is held during the association's annual Strategic Marketing Conference.
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Fashioned after "The Apprentice" TV show, four teams, each comprising seven marketers and one graphic designer, had eight hours to create unique and effective marketing and communication material for nonprofit organizations that need help moving their causes forward.
Two teams of marketers worked on behalf of Read Saskatoon, while two teams worked on behalf of Lloydminster Interval House. Each team was given a detailed creative brief by presenting sponsor Arcas Advertising on what their charity was looking for in a campaign. The teams did not know in advance what charities they would be working for or who they would be working with.
The teams had to deliver everything from communication plans, creative layouts and graphics to low-cost ideas on how to engage media and consumers alike.
Winners are selected based on the artwork, the overall program designed by the teams, and how the charities can get their message out to their intended audience.
"This is the second year for the competition. It was developed last year by a MACU board member as a way to have a more interesting conference experience while doing something good for deserving charities," MACU Chairman and Central 1 Credit Union Research Manager Jim Walker said. "It's been such a hit and our participants get quite emotional. Our hope is to get other organizations and countries to do their own version of this. The more marketers that get involved the more charities we as credit unions can help."
Walker said now more than ever charities need help drawing attention to their organizations. While peers judge the final product, the charities get the last say in which, if any campaigns, they will use. This year's winning teams were Arcas Aces and Telus Trailblazers.
Sponsors of the event include Ipsos ASI, Telus, Arcas Group Inc. and Mail-O-Matic.
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