CU Difference Committee

January 22, 2009

Michigan Credit Union Center, Livonia, MI

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Agenda

I. CALL TO ORDER – ROLL CALL

II. MINUTES

III. REPORTSA.Chairman Darren Cameron

B.MCUL President & CEO/Committee Ex-Officio David Adams

IV. INFORMATIONAL ITEMSA.2009 Campaign Plan

V. ADJOURNMENT

I. Call to Order

Call to Order Roll Call

II. Minutes

Approval of the November 19, 2008, Meeting Minutes

Approval of the December 19, 2008, Meeting Minutes

Approval of the December 23, 2008, Meeting Minutes

III. Reports

Chairman Darren Cameron MCUL President & CEO/Committee Ex-Officio

David Adams

IV. Informational Items2009 Campaign Plan

Background CU Difference Campaign messages focus on

key credit union membership benefits:• Trust/safety• Deposits insured to $250,000 by NCUA• Better rates• Lower fees• Free ATMs• Everyone can join• Call to action: www.lovemycreditunion.org

IV. Informational Items2009 Campaign Plan

Addition to Campaign Add Invest in America as a key message

• Significant automotive discount program• Great member enhancement• Great potential to attract new credit union members• Fits with the CU mantra, especially in difficult times, CUs are here to

help• Short window of opportunity to make Invest in America successful so

that this membership benefit is not lost

IV. Informational Items2009 Campaign Plan

Creative Strategy Creative focuses on

various consumer segments and why they love and trust their credit unions

IV. Informational Items2009 Campaign Plan

Creative Strategy Adding Invest in

America is a natural fit with the creative strategy

IV. Informational Items2009 Campaign Plan

Creative Strategy All creative will utilize the theme

• 80% of messaging will focus on Invest in America benefits• 20% on other key benefits of credit union membership

IV. Informational Items2009 Campaign Plan

Media Strategy Primary medium: Radio

• One spot focused on Chrysler• One spot focused on GM• Two spots focused on brand messaging

Collateral materials• Considering Invest in America materials, what brand-focused

materials do we need?– Lobby posters– Direct mail postcards– Web banner for CU sites

Outdoor Advertising• Investigating outdoor media as part of plan

IV. Informational Items2009 Campaign Plan

Media Plan Interactive Media

• Content will support various interactive media components

Search Engine Marketing

Content and Unpaid Search

Online Ad Placement

Social Networking

Viral MarketingSocial and News

Media

Marketing Oriented Web

Site

GoogleYahooMSN

WrittenVideoPodcast

GoogleOther

Campaign FaceBook YouTube Flicker Blogger

Credit UnionsLeague &

PartnersDealershipMembers

Story StartersSocial MediaMass MediaAuto Sites

Existing Members

Potential Members

MediaPartners

IV. Informational Items2009 Campaign Plan

Media Funding $1.5 million to $2 million media spend

• MCUL/CUcorp had committed $1 million in matching funds• Need to raise $750k to $1 million from credit unions• Fundraising is underway with deadline of Jan 30

IV. Informational Items2009 Campaign Plan

2009 DMA Chart as of 01-21-2009

# ofCUs

# of CUs Paid DMA

2009Supplemental

Voluntary DuesAssessment (SVDA)

Previous Balance Interest Paid Balance

6 0 ALPENA $53,257.07 $8,043.04 $3.01 $0.00 $8,046.05

6 3CASS/BERRIEN (SOUTH BEND) $8,450.00 $231.84 $4.47 $2,279.12 $2,515.43

140 12 DETROIT $1,121,935.56 $53,848.17 $122.78 $115,555.03 $169,525.98

45 7 FL-SG-Bay $382,272.33 $62,257.47 $38.31 $22,062.99 $84,358.77

76 8 GR-KA-BC $532,651.17 $23,964.62 $67.35 $45,974.60 $70,006.57

23 1 Lansing $200,440.17 $42,407.47 $15.57 $2,867.40 $45,290.44

26 6 MARQUETTE $42,134.40 $8,503.75 $8.92 $10,688.89 $19,201.56

27 0 TRAVERSE CITY $186,839.48 $3,868.23 $12.44 $0.00 $3,880.67

349 37 TOTAL $2,527,980.18 $203,124.59 $272.85 $199,428.03 $402,825.47

Previous Balance column does not include some outstanding media invoices.

IV. Informational Items2009 Campaign Plan

Campaign Timeframe 10-12 weeks Beginning in February

• Targeting February 15 start

V. Adjournment

Next meeting Wednesday, Feb. 18, 2009, at 10 a.m. MCUL’s new headquarters in Lansing

101 South Washington Square, Suite 900

Adjourn