CUES Young & Free Presentation - Part 1

transcript

GENYEngaging

on their own terms

PART 1

Larissa Walkiw19-year-old member of

+ Spokesperson

+ Artist

+ Filmmaker

+ Musician

+ Writer

Tim McAlpine

38-year-old member of

+ Credit union advocate

+ Creative leader

+ Marketer

+ Speaker

+ Blogger

+ Cheerleader

FACTSThe

“An estimated 40 million Americans are unbanked. What

are we doing to reach out to these people and make them

credit union members? Or consider the need to attract

younger members. Yes, the population is aging in general

—but the average credit union member is now nearly 50

years of age and our lowest rate of market penetration is

for people under the age of 25. These ‘Generation Y’ young

adults are the people who are just starting out on their

own, buying cars, buying appliances, buying homes.

They’re a loan and mortgage officer’s dream, and too many

of them are going to banks, finance and mortgage

companies.”Allan Kemp McMorris, CUNA Chairman

Credit unionsneed to connect with new young members

Our goal:

To get you thinking differently about

how you can make these new

connections

Generation Y

A.K.A.Millennials

A.K.A.Echo Boomers

14 to 28years oldin 2008

Distrust media

KEY VALUES & CONCERNS

Technologically savvy

Authenticity and autonomy

important

Question traditional racial

categories

Entering middle school and high school

CURRENT & NEXT LIFE STAGES

Finishing college and university

Planning five years ahead

Looking forward to long-term relationships

Confident but wary

EMOTIONS & AFFINITIES

Practical World view

Goal oriented

Respect parents and education

Friends are very important

Role reversal: males coloring their hair and wearing jewelry, females doing home repairs

PHYSIOGRAPHIC PROFILE

Not health obsessive; they have their own lives ahead of them

PHYSIOGRAPHIC PROFILE

Shopping is an event,

not a chore

SOCIAL ACTIVITIES & LIFESTYLE

Raised in an instant message,

e-mail, social network global

community

Aware of their personal brand

Quality is cool

PURCHASING BEHAVIORS

Spend to have fun

Heavily influence family purchases

Respond to truthful advertising; aware of image and celebrity hype

2.0WEB

Courtesy of Brent Dixon from Trabian

SOCIAL MEDIA

Keep track of chaos!

RSSSOCIAL MEDIA

SOCIAL MEDIA

Vlogs & Podcasts

SOCIAL MEDIA

Diggnation has 400,000subscribers

SOCIAL MEDIA

CNN has 400,000 average

daily viewers

SOCIAL MEDIA

Social networks

The new

TRUTHS

Old marketing is dead!

‘Bank Junior’ is not a

sustainable position

You are not the only author of your brand

Everyone has a voice!

Geeks will rule the world!

Social media and credit unions can build community

And...Social media can

drive sales!

ALIGNStars

PERFECT SCENARIO

Relevant product

Differentiated brand

Real budget

Integrated marketing

Defined market

Social media & Web 2.0

Authentic voice

Senior-level involvement

Long-term commitment

Freedom & trust

Courageous credit union

PITCHThe

Agency brief:

We want to connect

with the youth market

in Northern Alberta

Introduce a free youth account

product to the 17–25 group

Raise awareness and acceptance

of under-the-radar credit union

Create excitement and

understanding with all 400 staff

members

Connect with a under-served

segment in an authentic voice

Direct prospects to the website that

is full of user-driven content

Bring a vibrant youth brand to life in

a way young people would accept

PROGRAM OVERVIEW

Young & FreeThe Launch Story

Larissa Walkiwyoungfreealberta@gmail.com

YoungFreeAlberta.com

Tim McAlpinetmcalpine@currencymarketing.ca

currencymarketing.ca

CUES Young & Free Presentation - Part 1

Business