WASHINGTON-Co-op Services Credit Union was named "Competition's Best"-the highest "Best of Show" award in the CUNA Marketing and Business Development Council's Diamond Awards competition here last week.
Entered in the Complete Campaign category, Co-op Services sought to inspire people to give back to the community by randomly offering individuals $100 over 100 days, with a goal of increasing brand exposure and new members. The campaign netted 1.7-million non-paid media impressions throughout the Detroit-area media market. Other winners included:
• Best Association Entry: Richmond Chapter & Southside Chapters of the Virginia CU League in Richmond, Va., for its league marketing campaign, "What If Credit Unions," to educate locals about CUs.
• Best Use of Art: Dupaco Community Credit Union in Dubuque, Iowa, for its "Sycamore Street Experience" entry in the Retail Merchandising category. The campaign sought to educate members on the history and uniqueness of the credit union and preserve the memories of the Dubuque Packing Company for area residents.
• Best Use of Humor: Directions Credit Union in Sylvania, Ohio, for its "Life is Easier with Directions" TV spots. Through a series of TV ads, Directions emphasized that DCU is there for its members during different life stages. The spots helped increase membership by 5,526 members and name awareness by 37%.
Meanwhile, NAFCU recently recognized 14 promotional programs and materials as winners of its 2010 Marketing Awards Competition. Winners included:
• Best Annual Report: Valero FCU in San Antonio (less than $150 million), Dow Louisiana FCU in Plaquemine, La. ($150 million or more).
• Best Promotional Campaign: Atlantic Financial FCU in Hunt Valley, Md. (less than $150 million), CFE FCU in Lake Mary, Fla. ($150 million or more).
• Best Lending Promotion: Washington Gas Light FCU in Springfield, Va. (less than $150 million); Michigan State University FCU in East Lansing ($150 million or more).
• Best Membership Promotion: The New Orleans Firemen's FCU in Metairie, La. (less than $150 million), Mid-Hudson Valley FCU in Kingston, N.Y. ($150 million or more).
• Best Member Newsletter: E53 FCU in Linden, N.J. (less than $150 million), Securityplus FCU in Baltimore ($150 million or more).
• Best Product or Service Promotion: Premier FCU in Greensboro, N.C. (less than $150 million), Travis CU in Vacaville, Calif. ($150 million or more).
• Best Website: Actors FCU in New York (less than $150 million), Philadelphia FCU ($150 million or more).
