Young & Free Challenge Marketing Explained

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Tim McAlpine from Currency Marketing presents an update on how credit unions are embracing Young & Free, a Gen Y member attraction program for credit unions. Learn more at http://www.livingyoungandfree.com

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Young & Free Challenge Marketing Explained

  1. 1. Young & FREE CHALLENGE MARKETING EXPLAINED
  2. 2. Tim McAlpine President & Creative Director Currency Marketing
  3. 3. twitter.com/currencytim
  4. 4. VIDEO: The Difference Between Banks and Credit Unions Part 1 by Larissa
  5. 5. “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
  6. 6. 35 North American’s average age: THE GREAT DIVIDE 47 Credit union member’s average age:
  7. 7. WHO?
  8. 8. 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
  9. 9. “ 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 –
  10. 10. WHERE?
  11. 11. Alberta: Launched October 2007
  12. 12. Texas: Launched August 2008
  13. 13. South Carolina: Launched February 2009
  14. 14. HOW?
  15. 15. March 1999 April 2005 PERFECT TIMING November 2006 January 2007
  16. 16. REALITY CHECK
  17. 17. PEOPLE RELATE TO PEOPLE
  18. 18. WHY?
  19. 19. 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
  20. 20. SOCIAL MEDIA MYTHS
  21. 21. 90-9-1 PRINCIPLE 1% CREATORS: EDITORS: 9% AUDIENCE: 90% Source: www.90-9-1.com
  22. 22. WHAT?
  23. 23. 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
  24. 24. ALBERTA 1 SITUATION ANALYSIS
  25. 25. TEXAS 1 SITUATION ANALYSIS
  26. 26. SOUTH CAROLINA 1 SITUATION ANALYSIS
  27. 27. FREE NO HEAD CROSS UNLIMITED HIDDEN START SELL FEES ALBERTA 2 PRODUCT RECOMMENDATIONS & BUSINESS CASE
  28. 28. UNDLE COLLEGE FREE STUDENT FREE SURVIVAL CREDIT LOAN CHECKING KIT CARD TEXAS 2 PRODUCT RECOMMENDATIONS & BUSINESS CASE
  29. 29. SUITE ONLINE THREE OOPS FINANCE ACCOUNT ACCOUNTS REFUNDS WORKS OPENING SOUTH CAROLINA 2 PRODUCT RECOMMENDATIONS & BUSINESS CASE
  30. 30. ALBERTA 3 REGIONAL LOOK & FEEL
  31. 31. TEXAS 3 REGIONAL LOOK & FEEL
  32. 32. SOUTH CAROLINA 3 REGIONAL LOOK & FEEL
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. ALBERTA 4 PLANNING & IMPLEMENTATION
  37. 37. TEXAS 4 PLANNING & IMPLEMENTATION
  38. 38. SOUTH CAROLINA 4 PLANNING & IMPLEMENTATION
  39. 39. 11 YOUNG PEOPLE APPLIED ALBERTA 5 SPOKESPERSON SEARCH & PRODUCT LAUNCH
  40. 40. 11 YOUNG PEOPLE APPLIED TEXAS 5 SPOKESPERSON SEARCH & PRODUCT LAUNCH
  41. 41. VIDEO: DeAndre’ Upshaw’s Application for 2009 Young & Free Texas Spokesperson
  42. 42. 21 YOUNG PEOPLE HAVE APPLIED SO FAR SOUTH CAROLINA 5 SPOKESPERSON SEARCH & PRODUCT LAUNCH
  43. 43. Thank you so much for “ being so quick to do all ! You are wonderful!” this Gloria Hiatt Young & Free SC applicant
  44. 44. VOTING AND WEB ACTIVITY REACHED A FEVERED PITCH ALBERTA 6 PUBLIC VOTING
  45. 45. The three 2008 finalists in Alberta appeared on a popular morning TV show
  46. 46. OUR THREE FINALISTS PRODUCED 66 PIECES OF MEDIA TEXAS 6 PUBLIC VOTING
  47. 47. Jason Smith, a finalist for the 2009 Young & Free Texas Spokesperson
  48. 48. LARISSA WALKIW EARNED 49 % OF THE VOTES ALBERTA 7 HIRING THE SPOKESPERSON
  49. 49. DEANDRE’ UPSHAW EARNED 47 % OF THE VOTES TEXAS 7 HIRING THE SPOKESPERSON
  50. 50. Surprising Myles, the 2009 Young & Free Alberta Spokesperson
  51. 51. LARISSA PRODUCED 45 VIDEOS ALBERTA 8 SPOKESPERSON TERM
  52. 52. DEANDRE’ HAS CREATED 20 VIDEOS TO DATE TEXAS 8 SPOKESPERSON TERM
  53. 53. ALBERTA 8 SPOKESPERSON TERM
  54. 54. TEXAS 8 SPOKESPERSON TERM
  55. 55. LARISSA WROTE 183 BLOG POSTS ALBERTA 8 SPOKESPERSON TERM
  56. 56. DEANDRE’ HAS WRITTEN 130 BLOG POSTS ALREADY! TEXAS 8 SPOKESPERSON TERM
  57. 57. VIDEO
  58. 58. Does it WORK?
  59. 59. OUR VISION
  60. 60. LivingYoungAndFree.com
  61. 61. Thank YOU!
  62. 62. Tim McAlpine tmcalpine@currencymarketing.ca currencymarketing.ca

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