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2012 Diamond Award winners honored by council
MADISON, Wis. (3/29/12)--Listerhill CU in Muscle Shoals, Ala., was awarded the "Diamond Award Best of Show"--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 19th annual conference, March 7-10 in New Orleans.

Entered in the Complete Campaign category, the $541 million asset Listerhill CU looked to increase the number of new loans through a promotion that offered low rates and an immediate cash back incentive to those interested in refinancing. To achieve its goals, Listerhill employed a mix of media, including radio, billboards, newspaper ads, video, coffee sleeves and Facebook.

This year's awards competition received more than 1,100 entries. Judges awarded five entries as Best of Show, along with 87 Category's Best and 260 Diamond Awards.

Other Best of Show honorees included:

  • Color Award for Best Use of Art: Delta Community CU in Atlanta, Ga., for its entry in the Annual Reports category. The credit union showcased elements of its "Where Life Comes Together" marketing campaign in its annual report by using die-cut holes and integrating campaign images such as toy cars, doll-house figures and building blocks.
  • Best Use of Humor: America First CU in Riverdale, Utah, for its "Penny & Buck TV Ads" campaign. The credit union used fun, light-hearted TV ads featuring piggy bank characters named Penny & Buck discussing the benefits of membership instead of a more traditional spot using a spokesperson.
  • Cut Award for Most Edgy: Generations FCU in San Antonio for its youth logos. Generations conducted focus group research to determine what the youth market, the Millennials, looked for in a financial institution. The compass 'g' logo was created to speak directly to this group of members. The logo has been well received and has become recognizable to students and younger members.
  • Clarity Award for Most Sentimental: Alabama CU in Tuscaloosa, Ala., for its Community/Public Relations Program, "Secret Meals for Hungry Children." The program helps to discreetly feed hungry schoolchildren throughout Alabama with packets of food in their backpacks for the weekend. Alabama CU promotes and administers the Secret Meals program on a volunteer basis, with 100% of the donated funds going directly toward food purchases.
The Diamond Awards, representing credit union marketing and business development, 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.

A complete list of award winners is available at the link.
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