Still Sparkling From CUNA Conference

We are back from the 2011 CUNA Marketing and Business Development Conference, where credit unions across the nation converge (this year in Las Vegas) to get innovative, get inspired, and get some sparkly sparkly Diamond Awards.

Photo collage courtesy of the only phone pics Amy sent me. Amy, aka our CU Cheerleader was too busy spreading the credit union spirit and pep to take me some decent pics! Left is Roy at the podium as he rallies the general session about the power of internal culture. Right is our sparkly sparkly Diamond Awards (more on those momentarily.)



Even though some of us could only be there in spirit, a handful got our cheesy mugs played for the general session crowd on what I imagine was a huge screen, to illustrate how we practice-what-we-preach at Third Degree by embracing the tools of internal communication, and empowering our credit union clients to do the same. Roy is passionate about this subject. The grainy collage pic doesn't do his enthusiasm justice (that's okay Amy, we know you were probably constructing a pyramid of credit union marketers in a cheer at the time). So just imagine lots of pounding on the podium as he presented this to the crowd, along with Evita-like hand gestures.



Pre-conference, Third Degree created this "Powerful People" ant-themed video for the CUNA Council to help generate buzz and boost conference registration in the months leading up to Las Vegas. It was one of the highest attended marketing and biz development conferences for CUNA in the past eighteen years!

But now for the (drum roll please) Diamond Awards!



The "10 Reasons To Switch in 2010" campaign we created for Delta Community Credit Union out of Atlanta, was a big winner for the night. In addition to some merits, it won a Diamond for Print Ad.





The "10 Reasons" TV Campaign also snagged a Diamond for TV Series! If you recall we had quite a time creating these larger-than-life number props.



The whimsy of Northwest Georgia Credit Union's new look and feel was not lost on the judges either. Along with merits, the commercial that first launched the credit unions branding makeover was awarded a Diamond for :30 TV Spot.



In fact, whimsy was a winner all around, as Tinker Federal Credit Union got a Diamond for The SaveAbles Youth Marketing campaign, including the irresistible SaveATron himself.




Photo by Zach Nash.

Photo by Zach Nash.

Shark victims and financially empowering thumb lifeguards were not anything to sneeze at either, as the Buck The Norm, Ghouls Gone Wild Parade Entry also brought home a bloody hard-earned Diamond for TFCU.





But we've got to give a hand to plain old fashioned emotional connection, people, as TFCU's "Get Back To You" Complete Campaign stole some hearts and at least one Diamond, too.

"Gabby Knows" Online Moms

A gal named Gabby has been gracing the screens of many a computer around Third Degree lately, as many of us have been working on launching her new campaign. (While drinking V8, from a can that happens to perfectly color coordinate with Gabby's web site and the conveniently staged desktop gerbers. We think Gabby would approve.)



Gabby is the co-creation of Third Degree and Fort Worth Community Credit Union – "a gal with the gift of gab who knows what she's worth" and she's the digital spokesperson of the credit union's initiative to reach women 30-38 years old, and connect with this "savvy mom" audience (since apparently these women make 80% of all household decisions, and we don't just mean buying veggie drinks and daisies).



In addition to her web site, GetYourWorthOn.com, Gabby is spinning all the social media plates, sharing financial advice, happenings around the community, Fort Worth Community products and services, and online deals and coupons on Twitter, Facebook and her blog: GetYourWorthOn.blogspot.com







Fort Worth Community launched Gabby in phases.

1. First they started with their internal team to get all the employees excited about Gabby. They gave all the staff training guides with the strategic low-down behind the campaign that Third Degree helped them create, plus gave them some Gabby "goodies" they created themselves as well, including notepads, bottled water, magnet shopping lists, etc...

2. We soft-launched Facebook and Twitter and began gaining followers as well as those that Gabby follows. Facebook: Gabby Knows / Twitter: @GabbyKnows

3. Then we kicked off the big Valentine's Day hard launch with a Spa Day Giveaway, adding internal merchandising like teller counter posters, drive-thru banners, on-hold messaging and lobby standees and external mediums like the web site and outdoor. We also used direct mailers, HTML emails online advertisements with Google, Facebook and the Fort Worth Star Telegram to get Gabby going.

And really, Gabby is just getting going. The goal is to continue to build a relationship with the women of the community (current members and non-members alike) who are making real financial decisions every day. And as Third Degree continues to help guide Gabby along the way, the long-term vision for the initiative hinges on Fort Worth Community's commitment to keeping the dialogue going, and keeping their internal staff as excited and "in-the-know" as that gal Gabby.