Young & Free Challenge Marketing Explained

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:

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

March 1999 April 2005 PERFECT TIMING November 2006 January 2007

REALITY CHECK

PEOPLE RELATE TO PEOPLE

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

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

Does it WORK?

OUR VISION

LivingYoungAndFree.com

Thank YOU!

Tim McAlpine tmcalpine@currencymarketing.ca currencymarketing.ca

http://www.currencymarketing.ca	706
http://www.slideshare.net	2
http://74.125.47.132	1
http://www.google.com	1
http://currencymarketing.ca	1

Young & Free Challenge Marketing Explained

by Tim McAlpine on Mar 05, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 711

Statistics

Young & Free Challenge Marketing Explained — Presentation Transcript