2012 Diamond Award Winners Honored at Council Conference

Jennifer Jackson
CUNA Councils
800-356-9655 ext. 4102
jjackson@cuna.coop

Madison, Wis. – Listerhill Credit Union 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, which took place March 7-10 in New Orleans.

Entered in the Complete Campaign category, Listerhill Credit Union 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. In order to achieve their goals, Listerhill employed a diverse mix of mediums, including radio, billboards, newspaper ads, video, coffee sleeves and Facebook.

This year’s awards competition received over 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 Credit Union in Atlanta, Ga., for its entry in the Annual Reports category. Delta Community CU showcased elements of their “Where Life Comes Together” marketing campaign in their Annual Report by utilizing die cut holes and integrating campaign images such as toy cars, doll house figures and building blocks.
• Best Use of Humor: America First Credit Union in Riverdale, Utah, for its “Penny & Buck TV Ads” campaign. America First CU 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 Federal Credit Union in San Antonio, Texas, for its youth logos. Generations conducted extensive focus group research to determine what the youth market, the Millennials, were looking 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 easily recognizable to students and younger members.
• Clarity Award for Most Sentimental: Alabama Credit Union in Tuscaloosa, Ala., for its Community/PR Program, “Secret Meals for Hungry Children.” This 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 towards food purchases.

The Diamond Awards, representing the pinnacle of credit union marketing and business development, features 33 categories, ranging from direct mail and Web site 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 online at www.cunamarketingcouncil.org, by selecting the “2012 Diamond Awards” link, located in the “Events” pull-down menu.

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