2011 Marketer Meet-up Maine Presentation

2011 20122010

Maine

Y&F Maine – Facts

• Maine Credit Union League-Westbrook, ME

• Assets: $6.1 Billion

• Members: 610,000

• Branches: 194 (at 64 participating CUs)

• Launched: April 2011

Diana DionneMedia Relations

Title

Maine Media, Meet Young & Free Maine!

Diana Dionne Maine Credit Union League

Title

Title• 64 credit unions

• 610,000 members

• Statewide Awareness Program

• 70% of Maine CUs participating in marketing since April

Title

Strategy

Title• Ties to Media

• Leverage advertising relationships

• Radio vs. TV • Run ads/interviews on younger/Top 40 stations

Title•  Contact younger reporters

•  Think mornings

•  Get exclusive •  Be available

TitleFinalists Generate Excitement

Insert video clip here

Title$10,000 Media Buy - $250,000 in

publicity generated

Title• Plan ahead

• Winner interview scheduled in advance • Seth live on air Monday after Friday surprise

TitleLeveraging Location

Title40 media events and 29 events attended or

planned in 2011!

Title

Push for Product Penetration

Title•  Recent webinar on marketing

and leveraging program for new membership and account growth

•  Support from Media Buyer

•  Credit unions capitalize on contacts

TitleFocus on Product Penetration

Title

Results!

April – August 2011

Title• Average percentage of members 18-25 in CUs: 9.5% • Gen Y membership from April through August 2011 grew 11% or 3,073 members

• Total free4ME accounts: 1,507

* 70% of CUs reporting

Title

• 14% of accounts have auto loans • New relationships: 465 members in 5 months – 30% of accounts * 70% of CUs reporting

Title

Questions?

Diana DionneMedia Relations