PEA ZINE12 17

Good Natured Banking p. 8

Happy YOU Year p. 16

Don’t Miss the Signs p. 19

p. 5

AWARD WINNING GALLERY ALZHEIMER’S PROJECT thepodadvertising.com

VIDEOPRODUCTION

p. 24

BRANDING | PRODUCT DEVELOPMENT | ADVERTISING COMPLIANCE | SOCIAL MEDIA | WEB DEVELOPMENT | VIDEO & PHOTOGRAPHY

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SAMANTHA STRICKLAND | CEO

To refer to CEO Samantha Strickland as “award winning” is an understatement. Her years of credit union marketing leadership over the past 15 years have been recognized dozens of times on a local, state, and national level.

Sam started her credit union career at First Commerce Credit Union (formerly Florida Commerce) and spent 12+ years as a member of the executive team leading all aspects of marketing. It was during this period she built a relationship with Brian Ramos, as his firm served as agency of record for FCCU. For nearly a decade, the duo launched groundbreaking campaigns that helped grow the credit union from $80 million to $330 million in assets and from 18,000 members to nearly 40,000 when Sam left to begin her own agency in January 2011.

DID YOU KNOW?

While at FCCU, Sam conceptualized and directed every aspect of the award-winning weLiveFIT! Challenge for First Commerce Credit Union, an online

“reality show,” which is widely regarded as one of the most effective early uses of social media marketing in the state of Florida, winning the 2010 Dick Pope All Florida Golden Image Award from the Florida Public Relations Association, Louis Herring Award for

“Philosophy in Action” from the League of Southeastern Credit Unions, and a National “Merit Award” for a Social Media Campaign from the Credit Union National Association.

MEETTHE

TEAM

We can do this because we bring inside and outside perspective of the industry

– best of both worlds – to the table.

You see, in our industry, there are generally two types of firms:

Consulting firms comprised of generally 1-4 people headed by

someone who has been “in the industry” for decades.

Ad Agencies and Marketing firms who focus on the clever

headline, cool idea and neat ad campaign, but never get into the

nitty-gritty of product development or how to move the needle on

membership growth, or especially, how to help you make money.

We’re different.

We understand that Ideas are easy. Implementation is hard. So we

back-up our “blooming creative” ideas with tactical

implementation plans.

The following illustration shows you just how engaged we can get

with your credit union. It all starts with strategic planning and an

in-depth communication audit. But then how many marketing

firms do you know who also get into product development? Or staff

training? Or reward and recognition programs? How many have

in-house compliance - performed by an attorney?

Our expectation…few to none.

In February 2013, Brian joined Sam as a principle at The Pod. As credit union experts who have collectively consulted with dozens of credit unions, The Pod is quickly earning a reputation as a “best-in-class” service provider.

In fact, The Pod has received multiple local and national awards from the American Advertising Federation, CUNA Marketing Council, and the Credit Union Executive Society. Most recently, a brand video produced for Community South Credit Union earned national recognition from SpotTrender as the

“Best Business to Consumer” spot and has been nominated for an Emmy award (to be announced November 23 in Hollywood, Florida).

However, trophies don’t define talent; results do.

Since starting her own credit union-focused marketing firm, Sam and her team have launched effective product promotions, executed record-breaking social media campaigns, created new brand identities, developed innovative financial education products, and much more.

BRIAN RAMOS | Principal

Drawing since he was two and selling since he was 15, Brian found that Brand Development & Visual Communication was a perfect career to amalgamate his talents.

Brian has built successful brands and experiences for clients ranging from Sandals Resorts and Air Jamaica to Roadhouse Grill and Reebok, as well as credit industry clients like First Commerce, Entrust, Connect, League of Southeastern Credit Unions, Virginia Credit Union League, Alabama CU, and more.

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We’reconsultants who implement.

What makes The Pod different?

AMANDA BROADFOOTSenior Copywriter

USF, MA – Literature – 1993

Mandi is an internationally recognized

wordsmith. In 2002, she won the Variety

Magazine “Pitch Me” competition at

Cannes Film Festival. She has served as

editor of several national magazines,

served as an on-air correspondent, and

has had articles appear nationwide in

various publications.

MA[R]CO BARRETOCreative Director

FSU, MFA – Film – 2011

Hailing from Barranquilla, Colombia

Marco worked for 8 years as an art

director for major global brands such Jeep,

Dodge, Mercedes Benz, and Samsung,

before moving the United States to pursue

a graduate degree from the prestigious

Florida State University College of

Motion Picture Arts.

DEIRDRE MORALESSenior Content Producer

FSU, MFA – Film – 2012

Deirdre brings a combination of creative

and logistical skills to the team. Deirdre

worked as a story editor for various

unscripted shows for TLC, The Discovery

Channel, Bravo networks.

KRISTIN BASS-PETERSENProduction Director

FSU, M.A. - Media and Communication

Studies, Full Sail University, M.S. –

Internet Marketing

Kristin is a multi-talented video production and digital marketing expert. With a masters degree in Internet marketing, she develops social media strategies with a full understanding of the online -information consumer.

MAR GARCÍAImage Artist

El Poli, BS - Marketing and Advertising -

2006

After studying advertising and marketing

in South America, Mar decided to

specialize in photography. Her work

ranges from corporate headshots to brand

photography. In addition to being our

image artist and in-house photographer,

Mar also serves as camera operator for all

our video productions.

MELISSA LIDSKYGraphic Designer

FSU, Studio Art - 2014

With an artistic maturity beyond her years,

Melissa has quickly developed into a master

designer with a visual voice.

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FEE – FI – FO – FUM….YOUR BRANDING ADVENTURE HAS BEGUN!

Premiering soon at a screen near you: YOUR COMPANY

Earlier this year, a new film called “Jack, The Giant Slayer” hit theaters across the country. This movie follows a growing trend of taking classic tales and rewriting them in a modern way. In hopes of attracting a new generation to the story, Warner Bros. decided the story of Jack could use a brand makeover – to be a little edgier, a little scarier, and a lot bigger.

On the other hand, the classic “Jack” is a character any small business or organization can easily relate to. He’s a well-meaning little guy who makes a few mistakes along the way, but ultimately, finds himself fighting a giant in order to bring the Golden Goose home to his family.

Jack’s “brand” has remained the same throughout the generations: he’s the unexpected hero. But like the latest movie version of Jack, your company may need a makeover to be relevant to the audience you want to engage. And reintroducing yourself on-screen just like Jack did is as easy as “Lights, Camera, Action!”

Producing a video that showcases your company’s brand story is easier and more affordable than ever, and it’s not just for the elite, mega-budgeted, business giants anymore! The web has completely changed the video production cost and process. No longer are you relegated to 30-second TV spots with expensive media buys. The web allows you to produce any length video you want and release it for low or no cost.

Looking at your brand through the movie lens brings a deeper dimension to your brand. You gain the ability to engage your viewers through images, sounds, voices, and emotions in a fresh, exciting way to an audience who is seeking to learn more about you.

Whether you’re ready for a complete brand makeover or just want to reintroduce yourself through a brand video, you’re sure to have “peas of mind” when you’re with The Pod.

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WHO WE’VE WORKED WITH: WE KNOW CREDIT UNIONS!

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"The Pod quickly identified what makes United Solutions unique in our industry: our core values. They focused on a 'core' message and executed a communications strategy to get us recognized locally and nationally for the service we provide to clients from coast to coast."

- Jim Giacobbe, CEO United Solutions

About the 400+ people who came for the giveaway event of our Piece of a Lease Promotion: "This is the most number of people we have ever had turn out for one of our events. It's truly amazing. Great job."

Jeff Jakubik, VP of Marketing Orlando Federal Credit Union

"You helped open this organization’s eyes to the potential of social media. We truly appreciate the value you’ve given us...Thanks so much for your creativity."

- Ken Foster, Marketing Director Share the Road

"For a project this big, I couldn't have asked for it to go any better. Our members LOVE the new site and I fully expected someone to have an issue with it...and we haven't had a single negative response."

- Kelley Jones, Marketing Director Alabama Credit Union

About our work rebranding them to Connect CU:"You know. I've come to expect big things from you but even with my higher expectations...You still blew me away."

- Scott Meyer, CEO Florida Transportation Credit Union

- Jan Page, CEO Community South Credit Union

The Pod cared enough to understand who we are and who we aren't. Everything in our 'Good Natured Banking' brand showcases our community's easy-going Southern personality and the credit union's commitment to banking with good manners.

Learning is a constant evolution. It never stops. While each of our credit union clients does indeed have a core set of fundamental, universal needs... each also comes with their own unique set of challenges and goals. The narratives on the following pages illustrate our ability to meet these unique needs. Our strategic focus is the financial industry but we also work with a broader client base on the development of video production projects. Our non-profit clients tend to challenge our creative abilities in building compelling, visually striking campaigns that we then use to raise the bar for our credit union clients.

ALABAMA CREDIT UNION (CURRENT CLIENT)$600 Million in assetsKelley Jones(205) 348-9976KJJones@alabamacu.com

FIRST COMMERCE CREDIT UNION (PAST CLIENT)$350 Million in assetsKristin Richardson(850) 410-3553krichardson@firstcommercecu.org

REFERENCESCOMMUNITY SOUTH CREDIT UNION (CURRENT CLIENT)$92 Million in assetsJan Page(850) 638-8676jan.page@communitysouth.net

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GOOD NATURED BRANDING

WHAT WOULD YOU DO WITH YOUR SHARE OF Sometimes the inspiration for a brand is blooming

all around you. Community South Credit Union, based in Washington and Holmes Counties in Florida, identifies itself with the beautiful places and smiling faces of the area. As we discussed the credit union’s core values during one of our

“D.I.V.E.” sessions (Discovery, Innovation, Visualization and Execution) certain themes began to emerge: family, civility, history and good old-fashioned common sense. “Good natured banking” was the tagline that wrote itself.

STOP WISHING; START SMILING!

VISUALIZING COMMUNITY SOUTH

Part of the branding campaign encompassed the use of original photography to capture the unique natural environment of the rural areas. Inspiration for the colors was found in the natural palette of the trees, flowers and sand hills surrounding the community.

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FISH FOR THE FUTURE

Sometimes the inspiration for a brand is blooming all around you. Community South Credit Union, based in Washington and Holmes Counties in Florida, identifies itself with the beautiful places and smiling faces of the area. As we discussed the credit union’s core values during one of our

“D.I.V.E.” sessions (Discovery, Innovation, Visualization and Execution) certain themes began to emerge: family, civility, history and good old-fashioned common sense. “Good natured banking” was the tagline that wrote itself.

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This spring an award winning brand video was released to celebrate Community South’s good-natured mentality. Shot on location in Chipley, FL, the video clearly depicts that the area isn't a beach town; it's an outdoorsy,

"woods and lakes" community where old-timers sit in rocking chairs, drink coffee, and tell stories to their grandkids about the time they caught a "whopper." However more importantly, the core message of the spot

embodies passing down life lessons about loyalty, trust, patience, and grace. The narrative focuses on that generational transfer of knowledge. It shows how we sometimes learn the most during the simple, quiet moments and that some lessons last the test of time. Although told in metaphor, the story completely envelopes Community South’s mantra—“Banking, like living, is best done with good manners and a big smile.”

SPECIAL THANKSCommunity South Credit Union

Carol Park, Washington County Parks and RecreationAmanda Broadfoot

Bob Wattendorf, Florida Fish and WildlifeRonnie Finch, Ronnie B Goods

Katy ClarkVic and Heather Finch

Robin Thompson

CREW

CASTJerry CampbellBrady MitchellKenny Ray MitchellEmilie Grace ThompsonCoy Allen Clark

Samantha StricklandDeirdre MoralesKristin Bass-PetersenJason WhitmoreMa[R]co BarretoMar Garcia Alex MitchellRandy Simmons, Florida Fish and WildlifeKristin Bass-Petersen, Deirdre MoralesAlex MitchellJoe Davenport, Manship Films

GrandfatherYoung BoyAdult ManYoung Girl

Young Boy (double)

Executive ProducerProducer/1st AD

DirectorWriter

Cinematographer/DesignerCamera Operator

Gaffer/1st Assistant CameraFish Wrangler

Editors

ColoristOriginal Music

CREDITS

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AWARD WINNING GALLERY

FIT Weight Loss & More Inspiration Starts HereAmerican Advertising Federation (Capital Chapter) – Silver Addy

HAVANA NIGHTS AAF Tallahassee SilverMedal Award Party

THE POD PEAZINEAmerican Advertising Federation

(Capital Chapter) – Silver Addy

Envision Credit Union - Envisioneer VideoCUNA Marketing Council National Diamond Award

Fairy Loanmaker Campaign . CUNA Marketing Council National Diamond Award

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THE WORLD’S SMALLEST ANNUAL REPORT Last year, we introduced the “Think BIG. Bank small.” tagline for TLFCU, celebrating all the good things about being “the little guy” in town.

SUMMER SMILEAGE

Your family’s vacation photo could win you an iPad mini or a photo session!

Summer Smileage Social Media Campaign . CUNA Marketing Council National Diamond Award

Community South Video B2C - Spot Trender Award

MBA Camp (Mini Billionaires Academy) CUNA Marketing Council National Diamond Award

TALLAHASSEE-LEON FEDERAL CREDIT UNION

75th Anniversary Annual Report CUES Golden Mirror Award

CU of the YearLeague of Southeastern CUs

FSU COLLEGE OF MOTION PICTURE ARTS

The Pod proudly serves as “agency of record” for the Florida State University College of Motion Picture Arts, one of the top film schools in the world. Providing year-round marketing support, The Pod works hand-in-hand with the College to grow brand awareness on a regional and national level.

During the 2013 awards season, we paid tribute to “Lincoln” Executive Producer and FSU Alumnus, Jonathon King, with a “Historic Oscar Night” party. The promotional campaign featured dignitaries from government, business, media, and more. The result was a packed event with pre- and post-media coverage of the area’s most HISTORIC party ever.

The Pod also awards a $2500 Pathfinder grant twice a year to a graduating MFA and BFA filmmaker to help the winner “find their path” to greatness in the film industry.

KIDZ 1ST FUND

In March 2013, our client, Jersey Mike’s – Tallahassee, designated the Kidz First Fund, a national non-profit founda-tion to support Fancomi Anemia research, as the recipient of their annual Month of Giving. We created a PSA to showcase their commitment to tackling the devastating disease. The local franchise raised over $10,000 for the cause.

STEPPING UP & REACHING OUT

KIDS INCORPORATED & CHILDREN’S HOME SOCIETY

The Pod wants kids to “sleep in heavenly peas.” That’s why each holiday season, The Pod sponsors an annual P(ea) J Drive to provide over 200 children at Kids Incorporated and Children’s Home Society snuggly new pajamas. To learn how you can support our P(ea) J Drive, contact sam@thepodadvertising.com.

CAMP ESCAPEA NON-PROFIT SUMMER CAMP FOR KIDS WITH AUTISMApril is Autism Awareness Month, and each year The Pod sponsors a “Blue Carpet Bash” as part of our commitment to embracing neuro-diversity. Past activities include sensory-friendly movie screenings at the FSU Student Life Center and Movies 8. This year we’re working on a new project called “Puzzlepalooza,” a competition to see which team can put together the most puzzles in 15 minutes. The date for Puzzlepalooza has not been announced. To find out how you can get involved, contact sam@thepodadvertising.com

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HAPPY YOU YEAR!“The Year of YOU” campaign brings all the Tallahassee-Leon Federal Credit Union products under one member-centric umbrella, essentially re-branding the old product line, while providing a positive vehicle for the launch of new initiatives. “YOU” is an acronym: Your Opportunities Unleashed.

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The “little credit union that could” has defied all odds. Three years ago, Tallahassee-Leon Federal Credit Union was hanging on by a thread until Lisa Brown, CEO, arrived and altered the financial institution’s destiny. With full-time marketing support from The Pod, Lisa and her team managed to stabilize the financials, grow membership, and continuously introduce innovative new products and services (e.g. website, Youth Accounts, MBA Camp, Financial Literacy Video Challenge). For these reasons, TLFCU earned the distinction of 2013 Credit Union of the Year (assets below $100 million) from the League of Southeastern Credit Unions.

THE YOU REVIEW

Alzheimer's Project worked for many years to improve our agency profile and

highlight our social services to the Tallahassee community. The team at The POD

understood our challenges and took a personal interest in us. They have

redesigned our website, enhanced our logo and promoted our brand identity with

both social and print media. In addition they created a brilliant :30 second PSA

with local actors and an original score which has been a phenomenal success on

local TV. Working with Sam and her team has been a wonderful experience and has

significantly helped promote our visibility in the community.

- BILL WERKMAN, CEO

Alzheimer’s Project

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The theme “Havana Nights” perfectly suited the location – a pristine white airline hanger never before opened to the public. This non-air conditioned location required a “less in more” approach to wardrobe, which immediately added a sexy sizzle to the event.

To further build interest in the party, The Pod was tasked with taking photos and video of local industry leaders at the airline hanger. It’s hard to turn down a personal invitation to be featured in an ad campaign, so over a dozen industry and community leaders carved out valuable time in their schedules to attend our photo/video shoot.

The Pod attacked the photo / video shoot in a way to ensure the “players” would feel vested in the outcome of the event. We set a scene in the hanger to appear as though we’d stepped back in time to an airport lounge. Ad agency CEOs and other local influencers were featured in the photo spread wearing period clothing and speaking Spanish. Through the magic of creative direction and a little Photoshop, two days of shooting photos and videos turned into one magnificent piece of art in both video and photo form. The image was the “talk of the town.” The photos were shared all over Facebook and used a cover image and profile pics, so word about the upcoming party spread like wildfire and tickets sold out in record time.

The local Advertising Federation faced several problems they wanted to fix to ensure the longevity of the organization: reengage high profile members, refresh its brand image, and reclaim the organization’s “cool” factor. To achieve these goals quickly, the AdFed decided throw an event where they would bestow the prestigious Silver Award and raise money for college scholarships. The organization asked The Pod to develop the marketing campaign.

ADFED HOSTS HOT

HAVANA NIGHTS

HAVANA NIGHTS proved a success on many levels:

From the outset, it engaged high-profile members who hadn’t been involved in a long time.

Funds were raised for scholarships.

And most importantly, the event itself lived up to the hype and positioned the AdFed as host of the “most epic event of the year.”

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Photography & Video Production

DON’T MISS THE SIGNS“Don’t Miss the Signs” is a statewide campaign by Lauren’s Kids and the Florida Department of Children and Families. Educating the public of the specific signs for which they should watch, the campaign also made the point that reporting those signs is everyone’s responsibility – not just that of doctors and teachers.

The Pod supported the campaign with both video production and still photography, producing television commercials in both English and Spanish, radio spots, as well as billboards, print ads and web banners. A multi-location shoot utilizing children from 6 months through 17 years, the campaign launched on January 28, 2013, with a press conference at the Florida Press Center.

laurenskids.org

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Alabama Credit Union was selected Credit Union of the Year in both 2011 and 2012 by the League of Southeastern Credit Unions. They are a $600m credit union with the goal of hitting $1 billion in assets by the end of this decade.

We launched AlabamaCU.com in November of 2012 with the goal of drastically increasing the ease of use for its members and a similar goal as you to increase the % of Online Account Openings and Applications. Both of those items are incorporated into a fixed footer in the design beside. Additionally, we wanted to create a very succinct and “light” way for members to access the most pertinent information they come to look for: Contact Info, Locations, Rates. Lastly, we wanted to meet Alabama CU’s desire to appeal to people across the entire state (not just in Tuscaloosa). To meet this need and to give members a more personal feel, we incorporated a “Choose your Background” with imagery from all across the state.

The site was tested using Loop11 in advance of the launch with over 1000 members participating in the test. After launch, their marketing director told us:

“It is AWESOME! I have not fielded a single negative call or email about the new site...and I totally expected someone to complain.”

Kelley Jones - Alabama CU

Web Design

In 2012, the Florida Department of Transportation CU took a strategic look into future. With the DOT workforce dropping from over 10,000 down to around 7,000 in recent years, the credit union knew it was time to expand their reach to larger audience to ensure long-term survival.

In 2013, FDTCU worked with The Pod to develop their new brand identity, including a new name, logo, tagline, materials, branch merchandising, website, apparel, ATMs, signage, and more.

Name: Connect Credit UnionTag line: Together, on this road called life.Launch date: October 1, 2013 ABOUT WORKING WITH BRIAN RAMOS:

“Brian’s enthusiasm and passion for credit union branding comes through every step of the way. He pushed us to develop a new identi-ty that honors our past, present, and future.”

Scott Meyer, CEO, Connect Credit Union

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Share the Road. Share the Content.

(total number of people seeing content)

2011

The Pod launched an aggressive social media campaign for both Facebook and Twitter:

Orange Blossom Express

SOLD OUT

“People Talking About” the

content >1800/WEEK

THE “REACH” OF the content

20,000-80,000/WEEK

Bike Florida supports safe cycling education around the state via two important fundraising projects: The Share the Road specialty license plate, as well as the annual Bike Florida Cycling Tour.

In 2011, Bike Florida engaged The Pod to raise the profile of the struggling tour. Ridership had fallen off significantly ( to slightly more than 100 cyclists ) in previous years and the new leadership had a goal of 400-500 riders. They had a limited budget, and after a D.I.V.E. session with The Pod, decided to invest their dollars in the cost-effective tool of social media.

FUN FACTS:Most popular content marketing used today: 79% social media; 78% articles; 62% in person events; 61% enewsletters…

1/2 of social media users follow brands on social sites, more than 1/3 post brand-related content.

6 in 10 Twitter/Facebook users are more likely to recommend a brand they follow, and WoM is the primary factor behind up to 50% of buying decisions.

Interesting content is a top 3 reason people follow a brand on social media.

Video is the best storytelling medium for content marketing; it tells of both product/brand story from the beginning.

1,500 likes

over

600riders7,000 likesin less than 5 months750riders

2012

Slightly more than

100riders600 likes

Forgotten Coast Cycling Tour was named #1 on Bicycling Magazine’s “Top 10 List of Best Cycling Tours”

1#

3posts/day

The Pod UPPED THE ANTE ON THE SOCIAL MEDIA CAMPAIGN:

EDUCATIONAL + PROMOTIONAL

Bike Florida is a perfect example of The Pod’s favorite client: good people doing good in the world–and paying it forward. The Orange Blossom Express’s 750 riders will bring a literal economic boom to the small towns along the central Florida bike trail this year.

79%

50%

???

original “shareable images”

PROMOTIONAL

FUNEDUCATIONAL

Social Media

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Samantha Strickland and her team have collectively served hundreds of clients from the tourism, hospitality, association, non-profit, corporate, financial and other industries. Statewide and regional social issue campaigns for initiatives like Viva Florida, Lauren’s Kids and Department of Children and Families, Alzheimer’s Project, and Bike Florida showcase the firm’s range of services from message development to video production to social media to branding.

In the following pages, you’ll see a sampling of projects developed and executed by the expert strategic and creative teams at The Pod.

Previous Experience

Video Production

Branding

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THE SEARCH FOR

THE NEXT ENVISIONEER

Envision Credit Union began its life as the financial institution for area educators. While they are now community chartered, their connection to teachers is as strong as ever.

The Pod came up with the name “Envisioneer” and the idea for a video that would provide both DISRUPTION and information about the program.

The “Envisioneer” video became a 4-minute short film, featuring the fictional “Zoey Appleton” and her fruitless search for stardom via a series of failed attempts at reality shows. She bombs on American Ideal, Last Comic Sitting, Are You Smarter Than a High Schooler, Eligible Man, Older Sibling, America’s Next Best Model and Hades Kitchen. Ultimately, she finds her place when she finds out about the Envisioneer program – a place to use her passionate voice for good in the world.

The one - week “Envisioneer” shoot involved three locations, a cast of more than a dozen and ten different sets. Set design, costuming, on-screen talent and the full production crew came from The Pod’s team of in-house storytelling experts.

The results of the successful program? After receiving numerous entries from teachers around the county, Envision selected its first Envisioneer in January 2013 (and it’s now CUNA Diamond Award winning program).

This year, Envision began an ambassador program, hiring a local teacher to act as spokesperson for both the credit union and the education community. Their goal was to build some excitement and “buzz” around the search for the ideal candidate.

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VIDEO PRODUCTION

ANIMATION

COMMERCIAL

SPOTLIGHT

VFX

PSA

CORPORATE

WEB VIDEO

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STRATEGIC PLANNING

PRODUCT DEVELOPMENT

COMPLIANCE

STAFF TRAININGREWARDS & RECOGNITION

ATM & BRANCH DESIGN

MARKETING AND AD DEVELOPMENT

WEBSITE DEVELOPMENT

thepodadvertising.com