MADISON, Wis. (3/26/10)--Co-op Services CU, Livonia, Mich., was named “Competition’s Best”--the highest “Best of Show” award in the CUNA Marketing and Business Development Council’s Diamond Awards competition. The winners were acknowledged during the council’s 17th annual conference, which ended Thursday in Washington, D.C. Entered in the Complete Campaign category, Co-op Services sought to inspire people to give back to the community by randomly offering individuals $100 over 100 days to increase brand exposure and new members. The campaign netted 1.7 million non-paid media impressions throughout the Detroit-area media market. This year’s awards competition received nearly 1,000 entries. Judges awarded four entries as Best of Show, along with 165 Diamond Awards and 188 Awards of Merit. Other Best of Show honorees included:
* Best Association Entry: Richmond Chapter and Southside Chapters of the Virginia Credit Union League, Richmond, Va., for its league marketing campaign, “What If Credit Unions,” which aimed to educate locals about the credit union alternative and seize the opportunity created by the current economic environment. * Best Use of Art: Dupaco Community CU, Dubuque, Iowa, for its “Sycamore Street Experience” entry in the Retail Merchandising category. The “Sycamore Street Experience” branch tribute was a way to educate members on the history and uniqueness of the credit union and preserve the memories of the Dubuque Packing Company for area residents. * Best Use of Humor: Directions CU, Sylvania, Ohio, for its “Life is Easier with Directions” television spots. Through a series of TV ads, Directions emphasized that the credit union is there for its members during different life stages. The spots helped increase membership by 5,526 members and name awareness by 37%.
The Diamond Awards, representing the pinnacle of credit union marketing and business development, feature 34 categories, ranging from direct mail and website marketing to public relations and political action. Judges evaluated entries based on strategy, design and production, creative concept, copy and communication, and results. For a complete list of award winners, use the link.