Dedicated to
attracting the
next generation
of credit union
members
DeAndré Upshaw
Young & Free Change Agent
       Currency Marketing
     @deandresays on Twitter
       (Actual member of G...
My generation
Gen Y
anti hype technology confident spenders savvy
cool goals college respect planning influence
truthful authenticity distrust...
“
    We actually
    believe we
    can change
    the world.
    Regardless of our
    agendas, beliefs, or
    reasonin...
89   %        Use social
              media sites
              regularly




 Source: The College Board Arts and Science...
NOPE
See right


“   through
    you like
    you’re
    bathing in
    Windex.”
           MARIAH CAREY
             “OBSESSED”
“   Don’t be
    stupid.”
         DEANDRE UPSHAW
            & OTHER GEN Y
                NOTABLES
Tim McAlpine
President & Creative Director
         Currency Marketing
        @currencytim on Twitter
               (Gen...
It’s a simple
math
problem
THE
GREAT
DIVIDE

          TEN
         YEAR
         GAP
60




45




30
     Credit union members
     aged 25 to 42
     have dropped by 17%
     in the past two decades
      ...
10




8




5



                        4                                  %


1
3




07
 1989   1996
                 ...
Based on 100 million members, the credit union movement should have




14
7
                                         mill...
40
$
BOOMERS   X+Y


     TRILLION
24
of Gen Y have no idea
 what a credit union is
                                          %
                             ...
5                   %        of Gen Y will
                             consider a credit
                             uni...
Going
social
“   An important,
    irreversible,
    completely
    different way
    for people to
    relate to
    companies
    and...
1999    2004




PERFECT TIMING
                 TM




  2005    2006
REALITY CHECK
PEOPLE RELATE TO PEOPLE
However, standing out is
    easier said than done



SOCIAL
NOISE
SOCIAL MEDIA MYTH
online ads billboards
statement stuffers Google Adwords
       plasma screensradio
  brochures sponsorships website
    ev...
Our solution
Young
& Free
Giving young
people a voice,
a head start and
useful information
8
regions live by
  June 2010
20,000
  new accounts have been
    opened by our partner
       Young & Free credit
           unions to date
Comes down to
strategy &
execution
90-9-1 PRINCIPLE
CREATORS:   EDITORS:     AUDIENCE:

 1%         9%           90%

                       Source: www.90-9...
1                                2                              3

                                                    PRO...
ALBERTA
1   SITUATION ANALYSIS




                             TEXAS
                         1   SITUATION ANALYSIS
FREE
UNLIMITED
               HEAD
               START
                              NO
                            HIDDE...
POWERFUL COMBINATION




 3   REGIONAL LOOK & FEEL
SOUTH CAROLINA
3   REGIONAL LOOK & FEEL




                               ALABAMA
                           3   REGIONAL...
YOUNG
              &FREE
              TEXAS



ARE YOU THE
VOICE
OF THE 25 AND UNDER TEXAS CROWD?




       YoungFreeTe...
Finding the
voice
“   Thank you so
    much for being
    so quick to do
    all this! You are
    wonderful!”

                           G...
$750,000 in unpaid media in Alberta
Highlights from our
Spokesters’
terms
Josh is a social butterfly!
    2,417 Twitter followers
    1,825 Facebook friends and 282 fans
    471 Flickr photos
    ...
Chris created a musical. Seriously!
DeAndré owned every
event he attended!
Myles can make a song
out of anything!
Joshua is banging up great
money-related blog posts
Larissa has proven the credit
union difference 125,000 times!
Sustaining
Momentum
SUSTAINING
MOMENTUM
Power of
Collaboration
Credit Union Central of Canada
• National Credit Union Innovation Award

CUES Golden Mirror Awards
• 1st place coordinated...
“
    You deserved to win.
    You did a great job and just as important,
    actually delivered business value with
    y...
YoungFreeHQ.com

   BeYoungAndFree
   BeYoungAndFree
DeAndré Upshaw
Young & Free Change Agent
       Currency Marketing
     @deandresays on Twitter
       (Actual member of G...
My experience as
2008 Young &
Free Texas
Spokesperson
ARE YOU THE
           VOICE
              OF THE 25
             AND UNDER
           TEXAS CROWD?



     YoungFreeTexas...
Tim McAlpine                    DeAndré Upshaw
President & Creative Director       Young & Free Change Agent
         Curr...
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
Young & Free Report 2010
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Young & Free Report 2010

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Young & Free is a movement dedicated to attracting the next generation of credit union members. This presentation is an update on the progress made by early 2010.

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Young & Free Report 2010

  1. 1. Dedicated to attracting the next generation of credit union members
  2. 2. DeAndré Upshaw Young & Free Change Agent Currency Marketing @deandresays on Twitter (Actual member of Gen Y)
  3. 3. My generation Gen Y
  4. 4. anti hype technology confident spenders savvy cool goals college respect planning influence truthful authenticity distrust forward thinking family questioning quality media university wary friends fun world view connected anti hype technology confident spenders savvy cool goals college respect planning influence truthful authenticity distrust forward thinking family questioning quality media university wary friends fun world view connected anti hype technology confident spenders savvy cool goals college respect planning influence truthful authenticity distrust forward thinking family questioning quality cool truthful truthful
  5. 5. “ We actually believe we can change the world. Regardless of our agendas, beliefs, or reasoning, we believe that we can make the world better than previous generations have left it. We will change the course of history.” JORDAN FLORA GEN Y BLOGGER
  6. 6. 89 % Use social media sites regularly Source: The College Board Arts and Sciences Group
  7. 7. NOPE
  8. 8. See right “ through you like you’re bathing in Windex.” MARIAH CAREY “OBSESSED”
  9. 9. “ Don’t be stupid.” DEANDRE UPSHAW & OTHER GEN Y NOTABLES
  10. 10. Tim McAlpine President & Creative Director Currency Marketing @currencytim on Twitter (Gen Y Wannabe)
  11. 11. It’s a simple math problem
  12. 12. THE GREAT DIVIDE TEN YEAR GAP
  13. 13. 60 45 30 Credit union members aged 25 to 42 have dropped by 17% in the past two decades 38 of credit union members are aged % 25 to 42 15 Where are our future prime borrowers? 0 1985 1995 2003 2007 Source: CUNA Market Research
  14. 14. 10 8 5 4 % 1 3 07 1989 1996 % of the population is between 18 and 24 2000 2002 2006 of credit union members are between 2008 18 and 24 Source: CUNA Market Research
  15. 15. Based on 100 million members, the credit union movement should have 14 7 million 18 to 24 year old members but only has million Source: CUNA Market Research
  16. 16. 40 $ BOOMERS X+Y TRILLION
  17. 17. 24 of Gen Y have no idea what a credit union is % RON SHEVLIN AITE GROUP ANALYST Source: Aite Group Engaging Gen Y: Cultivating a New Generation of Banking Customers
  18. 18. 5 % of Gen Y will consider a credit union the next time they need a financial product RON SHEVLIN AITE GROUP ANALYST Source: Aite Group Engaging Gen Y: Cultivating a New Generation of Banking Customers
  19. 19. Going social
  20. 20. “ An important, irreversible, completely different way for people to relate to companies and to each other.” JOSH BERNOFF CO-AUTHOR OF GROUNDSWELL
  21. 21. 1999 2004 PERFECT TIMING TM 2005 2006
  22. 22. REALITY CHECK
  23. 23. PEOPLE RELATE TO PEOPLE
  24. 24. However, standing out is easier said than done SOCIAL NOISE
  25. 25. SOCIAL MEDIA MYTH
  26. 26. online ads billboards statement stuffers Google Adwords plasma screensradio brochures sponsorships website events YouTube blog e-mail in-branch microsite newspaper PR Facebook Twitter transit on-hold message magazines ATM screens cinema ads TV word of mouth outdoor newsletter promotional items direct mail
  27. 27. Our solution Young & Free
  28. 28. Giving young people a voice, a head start and useful information
  29. 29. 8 regions live by June 2010
  30. 30. 20,000 new accounts have been opened by our partner Young & Free credit unions to date
  31. 31. Comes down to strategy & execution
  32. 32. 90-9-1 PRINCIPLE CREATORS: EDITORS: AUDIENCE: 1% 9% 90% Source: www.90-9-1.com
  33. 33. 1 2 3 PRODUCT SITUATION REGIONAL RECOMMENDATIONS ANALYSIS LOOK & FEEL & BUSINESS CASE PROCESS 2 WEEKS 2 WEEKS 2 WEEKS 6 5 4 PUBLIC SPOKESPERSON PLANNING & VOTING SEARCH & PRODUCT IMPLEMENTATION LAUNCH 3 WEEKS 7 WEEKS 8 WEEKS 7 8 HIRING THE SPOKESPERSON TERM SPOKESPERSON 2 WEEKS UP TO 52 WEEKS © Copyright 2009 Currency Marketing
  34. 34. ALBERTA 1 SITUATION ANALYSIS TEXAS 1 SITUATION ANALYSIS
  35. 35. FREE UNLIMITED HEAD START NO HIDDEN FEES CROSS SELL 2 ALBERTA PRODUCT RECOMMENDATIONS & BUSINESS CASE SUITE THREE ACCOUNTS ONLINE ACCOUNT OOPS REFUNDS FINANCE WORKS OPENING SOUTH CAROLINA 2 PRODUCT RECOMMENDATIONS & BUSINESS CASE
  36. 36. POWERFUL COMBINATION 3 REGIONAL LOOK & FEEL
  37. 37. SOUTH CAROLINA 3 REGIONAL LOOK & FEEL ALABAMA 3 REGIONAL LOOK & FEEL
  38. 38. YOUNG &FREE TEXAS ARE YOU THE VOICE OF THE 25 AND UNDER TEXAS CROWD? YoungFreeTexas.com Powered by Federally Insured by NCUA MY TEXAS ACCOUNTS 4 PLANNING & IMPLEMENTATION YOUNG &FREE SM SOUTH CAROLINA ARE YOU THE VOICE? ARE YOU THE VOICE? Powered by YoungFreeSC.com YoungFreeSC.com SOUTH CAROLINA 4 PLANNING & IMPLEMENTATION
  39. 39. Finding the voice
  40. 40. “ Thank you so much for being so quick to do all this! You are wonderful!” GLORIA HIATT YOUNG & FREE SC APPLICANT
  41. 41. $750,000 in unpaid media in Alberta
  42. 42. Highlights from our Spokesters’ terms
  43. 43. Josh is a social butterfly! 2,417 Twitter followers 1,825 Facebook friends and 282 fans 471 Flickr photos 40+ real-world events
  44. 44. Chris created a musical. Seriously!
  45. 45. DeAndré owned every event he attended!
  46. 46. Myles can make a song out of anything!
  47. 47. Joshua is banging up great money-related blog posts
  48. 48. Larissa has proven the credit union difference 125,000 times!
  49. 49. Sustaining Momentum
  50. 50. SUSTAINING MOMENTUM
  51. 51. Power of Collaboration
  52. 52. Credit Union Central of Canada • National Credit Union Innovation Award CUES Golden Mirror Awards • 1st place coordinated campaigns • 1st place segmented campaigns • 1st place for PR Forrester Research Groundswell Awards • 1st place in the talking category MAC Network Awards • Gold Award for market segment program • Gold Award for PR • Gold Award for websites • Best of Show MACQUEE MACU AIME Awards • Gold AIME new product launch • Silver AIME coordinated campaigns • Silver AIME radio • Silver AIME websites • People's Choice Award
  53. 53. “ You deserved to win. You did a great job and just as important, actually delivered business value with your application. The big companies did too, but your application was more impressive based on the creativity and the results delivered on a limited budget.” JOSH BERNOFF CO-AUTHOR OF GROUNDSWELL
  54. 54. YoungFreeHQ.com BeYoungAndFree BeYoungAndFree
  55. 55. DeAndré Upshaw Young & Free Change Agent Currency Marketing @deandresays on Twitter (Actual member of Gen Y)
  56. 56. My experience as 2008 Young & Free Texas Spokesperson
  57. 57. ARE YOU THE VOICE OF THE 25 AND UNDER TEXAS CROWD? YoungFreeTexas.com Apply for the ultimate job! Be the 2009 Young & Free Texas Spokesperson. Apply by October 1 for this one-year position with tons of cool perks.
  58. 58. Tim McAlpine DeAndré Upshaw President & Creative Director Young & Free Change Agent Currency Marketing Currency Marketing @currencytim on Twitter @deandresays on Twitter
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