young & free challenge marketing explained
DESCRIPTION
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.comTRANSCRIPT
FREEYoung &
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 BernoffVice President & Principal Analyst, Forrester ResearchCo-author of Groundswell
THE GREAT DIVIDE
North American’s average age: 35
Credit union member’s average age: 47
WHO?
0
2.5
5.0
7.5
10.0
1989 1996 2000 2002 2006 2008
Perc
enta
ge o
f adu
lt C
U m
embe
rs
Percentage of adult CU members aged 18 to 24
Source: CUNA Market Research
GEN Y MEMBERS
18 to 24 now represents
17% of the
population
4%
We would like to hear
how Currency can help
Common Wealth
own the youth market
in northern Alberta!
– KIM CROCKETT, COMMON WEALTH CREDIT UNION
AUGUST 2006
“
”
WHERE?
Alberta: Launched October 2007
Texas: Launched August 2008
South Carolina: Launched February 2009
HOW?
PERFECT TIMING
November 2006 January 2007
March 1999 April 2005
REALITY CHECK
PEOPLE RELATE TO PEOPLE
WHY?
0
20
40
60
80
Gen Y Gen X Boomers Senior
% In
volv
ed in
mon
thly
onl
ine
activ
ity
Source: Forrester Research
SOCIAL COMPUTING ACTIVITIES
Use Web-based e-mailUse instant messagingUse social networking sitesRead blogsComment on blogs
SOCIAL MEDIA MYTHS
90-9-1 PRINCIPLE
CREATORS: 1%EDITORS: 9%
AUDIENCE: 90%Source: www.90-9-1.com
WHAT?
2 WEEKS UP TO 52 WEEKS
2 WEEKS 2 WEEKS 2 WEEKS
3 WEEKS 7 WEEKS 8 WEEKS
PRO
CESS
PRODUCT RECOMMENDATIONS
& BUSINESS CASE
SPOKESPERSON TERM
SPOKESPERSON SEARCH & PRODUCT LAUNCH
SITUATION ANALYSIS
HIRING THESPOKESPERSON
PUBLIC VOTING
REGIONAL LOOK & FEEL
PLANNING & IMPLEMENTATION
1 2 3
6 5
7 8
4
© Copyright 2009 Currency Marketing
ALBERTASITUATION ANALYSIS1
TEXASSITUATION ANALYSIS1
SOUTH CAROLINASITUATION ANALYSIS1
ALBERTAPRODUCT RECOMMENDATIONS & BUSINESS CASE
FREE2
UNLIMITED HEAD START
CROSSSELL
NO HIDDEN
FEES
TEXASPRODUCT RECOMMENDATIONS & BUSINESS CASE
BUNDLE2
FREE CREDIT CARD
COLLEGESURVIVAL
KITFREE
CHECKINGSTUDENT
LOAN
SOUTH CAROLINAPRODUCT RECOMMENDATIONS & BUSINESS CASE
SUITE2
THREE ACCOUNTS
ONLINEACCOUNT OPENING
FINANCEWORKS
OOPSREFUNDS
ALBERTAREGIONAL LOOK & FEEL3
TEXASREGIONAL LOOK & FEEL3
SOUTH CAROLINAREGIONAL LOOK & FEEL3
FREEFOR THE
25AND UNDER CROWD
YOUNG&FREE
C H E Q U I N GA C C O U N T
P o w e r e d b yC o m m o n W e a l t h C r e d i t U n i o n
ALBERTAPLANNING & IMPLEMENTATION4
ARE YOU THE
VOICEFOR ALBERTA’S 25 AND UNDER CROWD?
P o w e r e d b yC o m m o n W e a l t h C r e d i t U n i o n
ARE YOU THE
VOICEOF THE 25 AND UNDER TEXAS CROWD?
YoungFreeTexas.comP o w e r e d b y
YOUNG &FREETEXAS
Federally Insured by NCUA
TEXASPLANNING & IMPLEMENTATION4
SOUTHCAROLINA
YOUNG &FREE
YoungFreeSC.com
P o w e r e d b y
SM
VOICE?ARE YOU THE
MY
ACCOUNTS
SOUTH CAROLINAPLANNING & IMPLEMENTATION4
P o w e r e d b y
YoungFreeSC.com
MY
ACCOUNTS
YoungFreeSC.com
VOICE?ARE YOU THE
ALBERTAPLANNING & IMPLEMENTATION4
TEXASPLANNING & IMPLEMENTATION4
SOUTH CAROLINAPLANNING & IMPLEMENTATION4
ALBERTASPOKESPERSON SEARCH & PRODUCT LAUNCH5
11 YOUNG PEOPLE
APPLIED
TEXASSPOKESPERSON SEARCH & PRODUCT LAUNCH5
11 YOUNG PEOPLE
APPLIED
VIDEO: DeAndre’ Upshaw’s Application for 2009 Young & Free Texas Spokesperson
SOUTH CAROLINASPOKESPERSON SEARCH & PRODUCT LAUNCH5
21YOUNG PEOPLE HAVE
APPLIED SO FAR
“Thank you so much for being so quick to do all this! You are wonderful!”
Gloria HiattYoung & Free SC applicant
VOTING AND WEB ACTIVITY REACHED
A FEVERED PITCH
ALBERTAPUBLIC VOTING6
The three 2008 finalists in Alberta appeared on a popular morning TV show
OUR THREEFINALISTS
PRODUCED
66PIECES OF
MEDIA
TEXASPUBLIC VOTING6
Jason Smith, a finalist for the 2009 Young & Free Texas Spokesperson
ALBERTAHIRING THE SPOKESPERSON7
LARISSAWALKIWEARNED
49%OF THE VOTES
TEXASHIRING THE SPOKESPERSON7
DEANDRE’UPSHAWEARNED
47%OF THE VOTES
Surprising Myles, the 2009 Young & Free Alberta Spokesperson
LARISSAPRODUCED
45VIDEOS
ALBERTASPOKESPERSON TERM8
DEANDRE’HAS CREATED
20VIDEOS TO
DATE
TEXASSPOKESPERSON TERM8
ALBERTASPOKESPERSON TERM8
TEXASSPOKESPERSON TERM8
LARISSAWROTE
183BLOG
POSTS
ALBERTASPOKESPERSON TERM8
DEANDRE’HAS WRITTEN
130BLOG POSTS
ALREADY!
TEXASSPOKESPERSON TERM8
VIDEO
WORK?Does it
OU
R V
ISIO
N
LivingYoungAndFree.com
Thank
YOU!
