MADISON, Wis. (3/25/11)--Linn Area CU in Cedar Rapids, Iowa, 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 18th annual conference, March 16-19 in Las Vegas. Entered in the Television Series category, the $244.2 million-asset credit union aimed to increase the number of new accounts through testimonials of real members in a series of television commercials. By exuding their approachable, feels-like-family branding image, the credit union was able to exceed their goal of new members by 104%. This year’s awards competition received nearly 1,000 entries. Judges awarded four entries as Best of Show, along with 146 Diamond Awards and 237 Awards of Merit. Other Best of Show honorees included:
* Best Association Entry: California and Nevada Credit Union League in Ontario, Calif., for its Annual Meeting & Convention campaign, “Reimagine.” The theme captured the need for innovative thinking on the part of credit unions as they dealt with a changing industry and a down economy. The differing modes of member communication, including print pieces, e-mails, videos and a website, led to an increase of more than 100 attendees over the previous year. * Best Use of Art: Texas Trust CU in Mansfield, Texas, for its “Spirit Card Contest” entry in the Plastic Access Card Design category. By allowing students to submit a design for a Debit MasterCard, the “Spirit Card Contest” was a way to develop relationships with local school districts and businesses and a way to get students actively involved in the credit union. *Best Use of Humor: Central Credit Union of Illinois in Bellwood, Ill., for its “2010 Fall Vehicle Event” campaign. Using multiple mediums, the campaign emphasized a sense of urgency to act on the vehicle loan promotion with their use of a turkey living on borrowed time before the Thanksgiving holiday. The campaign brought in more than $1.9 million in vehicle loans, which was 195% over its marketing goal.
Diamond Awards feature 33 categories, ranging from direct mail and website marketing, to public relations and social media. Judges evaluated entries based on strategy, design and production, creative concept, copy and communication, and results. To see a complete list of award winners, use the link.