Young &
FREE
CHALLENGE MARKETING EXPLAINED

Tim
McAlpine
President &
Creative Director
Currency Marketing

twitter.com/currencytim

VIDEO: The Difference Between Banks and Credit Unions Part 1 by Larissa

“While they were much better known
companies, your Young & Free Alberta
entry was better – and better proof of
value. So, nice work.”
Josh Bernoff
Vice President & Principal Analyst, Forrester Research
Co-author of Groundswell

35
North American’s average age:
THE GREAT DIVIDE
47
Credit union member’s average age:

WHO?

GEN Y MEMBERS
Percentage of adult CU members
10.0
7.5
18 to 24 now
represents
5.0
17% 4%
of the
population
2.5
0
1989 1996 2000 2002 2006 2008
Percentage of adult CU members aged 18 to 24
Source: CUNA Market Research

“ o hear
like t
would
We n help
ncy ca
Curre
how ealth
mon W
Com arket
outh m
n the y
ow berta!
ern Al
north
”
in ION
REDIT UN 06
WEALTH C 0
AUGUST 2
N
O
TT, COMM
KE
KIM CROC
–

WHERE?

Alberta:
Launched October 2007

Texas:
Launched August 2008

South Carolina:
Launched February 2009

HOW?

March 1999 April 2005
PERFECT TIMING
November 2006 January 2007

REALITY CHECK

PEOPLE RELATE TO PEOPLE

WHY?

SOCIAL COMPUTING ACTIVITIES
Use Web-based e-mail
Use instant messaging
% Involved in monthly online activity
80 Use social networking sites
Read blogs
Comment on blogs
60
40
20
0
Gen Y Gen X Boomers Senior
Source: Forrester Research

SOCIAL MEDIA MYTHS

90-9-1 PRINCIPLE
1%
CREATORS:
EDITORS: 9%
AUDIENCE: 90%
Source: www.90-9-1.com

WHAT?

1 2 3
PRODUCT
SITUATION REGIONAL
RECOMMENDATIONS
ANALYSIS LOOK & FEEL
& BUSINESS CASE
2 WEEKS 2 WEEKS 2 WEEKS
PROCESS
6 5 4
PUBLIC SPOKESPERSON SEARCH & PLANNING &
VOTING PRODUCT LAUNCH IMPLEMENTATION
3 WEEKS 7 WEEKS 8 WEEKS
7 8
HIRING THE
SPOKESPERSON TERM
SPOKESPERSON
2 WEEKS UP TO 52 WEEKS © Copyright 2009 Currency Marketing

ALBERTA
1 SITUATION ANALYSIS

TEXAS
1 SITUATION ANALYSIS

SOUTH CAROLINA
1 SITUATION ANALYSIS

FREE NO
HEAD CROSS
UNLIMITED HIDDEN
START SELL
FEES
ALBERTA
2 PRODUCT RECOMMENDATIONS & BUSINESS CASE

UNDLE
COLLEGE FREE
STUDENT FREE
SURVIVAL CREDIT
LOAN CHECKING
KIT CARD
TEXAS
2 PRODUCT RECOMMENDATIONS & BUSINESS CASE

SUITE ONLINE
THREE OOPS FINANCE
ACCOUNT
ACCOUNTS REFUNDS WORKS
OPENING
SOUTH CAROLINA
2 PRODUCT RECOMMENDATIONS & BUSINESS CASE

ALBERTA
3 REGIONAL LOOK & FEEL

TEXAS
3 REGIONAL LOOK & FEEL

SOUTH CAROLINA
3 REGIONAL LOOK & FEEL

ARE YOU THE
VOICE
FOR ALBERTA’S 25 AND UNDER CROWD?
YOUNG
&FREE
CHEQUING
ACCOUN T
FREE
Powered by
Common Wealth Credit Union
25
FOR THE
AND UNDER CROWD
Powered by
Common Wealth Credit Union
ALBERTA
4 PLANNING & IMPLEMENTATION

YOUNG
&FREE
TEXAS
ARE YOU THE
VOICE
OF THE 25 AND UNDER TEXAS CROWD?
YoungFreeTexas.com
Powered by
Federally Insured by NCUA
TEXAS
4 PLANNING & IMPLEMENTATION

YOUNG
&FREE SM
SOUTH
CAROLINA
YOU THE
ARE
VOICE?
Powered by
YoungFreeSC.com
YOU THE
Powered by
ARE
MY
MY
VOICE?
ACCOUNTS
ACCOUNT
YoungFreeSC.com
S
YoungFreeSC.com
SOUTH CAROLINA
4 PLANNING & IMPLEMENTATION

ALBERTA
4 PLANNING & IMPLEMENTATION

TEXAS
4 PLANNING & IMPLEMENTATION

SOUTH CAROLINA
4 PLANNING & IMPLEMENTATION

11
YOUNG PEOPLE
APPLIED
ALBERTA
5 SPOKESPERSON SEARCH & PRODUCT LAUNCH

11
YOUNG PEOPLE
APPLIED
TEXAS
5 SPOKESPERSON SEARCH & PRODUCT LAUNCH

VIDEO: DeAndre’ Upshaw’s Application for 2009 Young & Free Texas Spokesperson

21
YOUNG PEOPLE HAVE
APPLIED SO FAR
SOUTH CAROLINA
5 SPOKESPERSON SEARCH & PRODUCT LAUNCH

Thank you so much for
“
being so quick to do all
! You are wonderful!”
this
Gloria Hiatt
Young & Free SC applicant

VOTING
AND WEB
ACTIVITY
REACHED
A FEVERED
PITCH
ALBERTA
6 PUBLIC VOTING

The three 2008 finalists in Alberta appeared on a popular morning TV show

OUR THREE
FINALISTS
PRODUCED
66
PIECES OF
MEDIA
TEXAS
6 PUBLIC VOTING

Jason Smith, a finalist for the 2009 Young & Free Texas Spokesperson

LARISSA
WALKIW
EARNED
49 %
OF THE VOTES
ALBERTA
7 HIRING THE SPOKESPERSON

DEANDRE’
UPSHAW
EARNED
47 %
OF THE VOTES
TEXAS
7 HIRING THE SPOKESPERSON

Surprising Myles, the 2009 Young & Free Alberta Spokesperson

LARISSA
PRODUCED
45
VIDEOS
ALBERTA
8 SPOKESPERSON TERM

DEANDRE’
HAS CREATED
20
VIDEOS TO
DATE
TEXAS
8 SPOKESPERSON TERM

ALBERTA
8 SPOKESPERSON TERM

TEXAS
8 SPOKESPERSON TERM

LARISSA
WROTE
183
BLOG
POSTS
ALBERTA
8 SPOKESPERSON TERM

DEANDRE’
HAS WRITTEN
130
BLOG POSTS
ALREADY!
TEXAS
8 SPOKESPERSON TERM

VIDEO

Does it
WORK?

OUR VISION

LivingYoungAndFree.com

Thank
YOU!

Tim McAlpine
tmcalpine@currencymarketing.ca
currencymarketing.ca