proposal FINAL

STATEWIDE IMAGE CAMPAIGN FOR CREDIT UNIONS

LEAGUE OF SOUTHEASTERN CREDIT UNIONS

REQUEST FOR PROPOSAL:

IN ALABAMA AND FLORIDA

| LSCU RFP THE CHALLENGE The financial meltdown and government bailout of big banks have left Americans wary of banks—and concerned about the security of their money and where best to safeguard their life savings. As a result of the economic crisis, more and more Americans are turning to credit unions and away from traditional banking institutions. According to the Credit Union National Association, more than 1.2 million people joined a credit union in 2009. Yet nearly one-third of those surveyed in the Southeast said that they were “not at all familiar” with credit unions. Clearly, credit unions still suffer from an identity crisis, and now is an excellent time to seize on the opportunity to educate consumers on the values and benefits of joining a credit union as opposed to using a traditional bank. Florida and Alabama credit unions have the additional challenge of merging their state credit union associations into one: the League of Southeastern Credit Unions. While the average consumer does not understand the function of a credit union league, it is more important that they understand the function of their local credit union—and why credit unions are highly regarded and trusted stewards of their members’ money. As the voice for credit unions in Florida and Alabama, the LSCU wants to improve consumer awareness of credit unions in these two states, and to increase credit union memberships across a broad spectrum. With research in hand, you know your situational analysis all too well. More than 60% of the opportunity segment is not familiar with credit unions and the LSCU wants to raise visibility primarily with the target audience most likely to join a credit union: GenX. The campaign will appeal to GenXers based on what we know about them. As a whole GenXers are:

• Largely in their 30s and 40s (born between 1965 and 1980) • Educated; over 60% have attended college • Independent, resourceful and self-sufficient as a result of coming of age in two-income

families • Technologically adept, as the first generation to grow up with computers • Flexible; they adapt well to change and are tolerant of alternative lifestyles • Ambitious and eager to learn new skills • Fun-loving; they work to live rather than live to work

Describing the situation in business terms is your expertise. Our expertise is applying our process to appeal to your target audience and to create behavior change—real change that not only raises visibility of credit unions but drives consumers to take action: become a credit union member.

OUR APPROACH

Phase One: Creative Concepts The process begins by mining the research and data already available, analyzing it from a behavioral perspective, then presenting our insights and initial diagnosis with your leadership team. Kickoff Meeting: We meet with your core team to gain insight into your issue and goals, and learn about what data you already have. Measurable goals are set or plans to set those goals are put in place.

SalterMitchell, Inc. Page 2 of 13 July 12, 2010

| LSCU RFP Rapid Research Review: We dive into an analysis of the factors at play. We examine a wide range of information sources from peer-reviewed research to existing data sets to social media analysis and web site analytics. We also review relevant articles and stories from a variety of media sources, and we research what “the competition” is doing: from trends in banking ads and services to what credit unions and other credit union leagues are doing across the country. Our goal is not to be exhaustive but to be efficient with our resources. We need to know the lay of the land before we can determine the exact focus of our strategy. Campaign Development: Once a rough strategy is in place, we begin refining that strategy, and design and test possible concepts and program components. This is when we develop the campaign messaging and focus along with creative materials and collaterals. We create a plan that details the overall strategy, measurable objectives, tactics, timelines and a budget for each phase. This process ultimately translates into actual products such as advertising, videos and web sites.

Phase Two: Executing the Campaign Every campaign is different, designed to meet the special needs and specific challenges unique to each client. But there is some consistency in tactical elements we tend to employ, and that’s where we have built capacity as a firm. Below is a list of the typical elements in a campaign, and ones we would recommend. Print, out-of-home and broadcast advertising. Salter>Mitchell will work with your team to develop a media plan strategy that fits within your budget to meet the set goals of the campaign. We regularly place spot advertising, and have built up a network of local buyers with experience in negotiating in markets across the eastern United States. Web sites and social media. From Facebook apps to interactive web sites, the signature element in our digital offerings is how they relate to the user’s needs. Nearly half of our creative services unit consists of web developers. Our goal is to build web sites that act like good friends—interacting with users, listening, responding, helping build things. We are adept at working within the confines of your existing site to build a specific campaign microsite that addresses the details of your branding campaign. Public relations, media training and earned media. Our experience tells us that image and awareness campaigns are most successful when they are integrated with a communications plan that incorporates earned media and social media into the plan. While this campaign will focus on paid media spots and messaging, earned media will reinforce the messages through testimonials, interviews with credit union members and information about the benefits that credit union membership brings. Newspaper and newsletter articles lend credibility to a campaign by providing third party endorsement, especially when they come from a trusted source such as a business writer at local papers across the region covered by LCSU. Salter>Mitchell has proven success in pitching and placing stories in various media outlets throughout the Southeast. We can also provide media training to key staff members who may be asked to provide interviews to the media. We help develop your messages and show you how to give an interview that conveys your messages in 30- and 60-second sound bites—just enough for news stories.


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Phase Three: Evaluation Evaluation is a critical component of any campaign, as it allows us to measure effectiveness of the overall messaging and strategy based on our research and findings. Since you have done some initial research on your market and brand awareness, we would like to be able to conduct post-campaign awareness tests to measure the effectiveness of the campaign. Depending on your budget, we can create evaluation plans that include success metrics and monitoring elements that anticipate the need for mid-campaign tweaking or provide measurables that you can share with members and shareholders. Regardless, we will establish measurable objectives at the outset that can be used to determine effectiveness of the campaign.

ABOUT SALTER>MITCHELL

Salter > Mitchell is a public relations, advertising and social marketing firm with offices in Washington D.C., Tallahassee and Orlando, Florida. The firm is led by April Salter and Peter Mitchell, two well-known and respected communications experts with national and international credentials. Known for our passion, strategic thinking and connections, our public relations and advertising team delivers results for our clients year after year. Our firm’s senior level staff draws from more than 100 years of combined media and public relations experience to create effective, memorable campaigns that influence outcomes. Our selling points are simple and direct: We create awareness and build support for our clients that position them to be successful in their market. Our network of contacts has been built over decades of experience, and we are well-positioned to make things happen. We take great pride in our ability to delve into our client’s issues, identify their needs and challenges with laser precision and create a strategic campaign plan that delivers results. We have on staff native speakers in Spanish and other languages, and we are experienced at reaching out to diverse multi-cultural communities. We view each client as a unique challenge – and we execute research, message development and communication strategies that take aim at meeting and exceeding their unique goals. We believe our team represents the best and brightest in strategic public relations and advertising minds. Our past and present working relationships with top media, business, non-profit and political leaders put us on the inside track. Most importantly, this team of 25 professionals is proven – we don’t just make promises, we deliver. We stay on top of trends and issues in the business community. We understand the economic climate and the challenges facing credit unions today—but we also see tremendous opportunities in the wake of failure after failure of “big banks.” We take pride in determining what drives consumer action in your business, and creating a plan that will meet your goals.

The challenges we’ve tackled have been ambitious, and our solutions have been too:

We created a unique and award-winning approach to help the largest credit union in North Florida to retain and recruit members, differentiating them from other financial institutions and establishing them as the “go-to” full-service financial solution for local families. Through a web-based reality series that allowed the community to follow families online as they tackled financial challenges, we were able to help increase FCCU’s household members from 25,000 to 32,000.


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Our team developed and implemented communications strategies for a public-private partnership that resulted in the largest preservation land acquisition in Florida history, while also securing local and state approvals for creation of a new city our clients are building from the ground up. We continue our work with Kitson & Partners as they work to attract the leading innovators in renewable energy to Babcock Ranch.

We’re helping the nation’s largest private landowner establish their identity in Florida, and build relationships and partnerships that will allow them to explore opportunities for economic development and other potential land use changes without stirring undue controversy.

Over the years we have been recognized for our work with many industry and association awards including the Silver Anvil (highest public relations award) from the Public Relations Society of America; several Grand All Image Awards (highest public relations honor for the state of Florida) from the Florida Public Relations Association; Gold Davey Award from the International Academy of the Visual Arts; an Emmy from the Suncoast Chapter of the National Academy of Television Arts and Sciences, and many others from our work on advertising campaigns, public relations programs and social marketing campaigns.

SALTER>MITCHELL CONTACTS April Salter, APR, CPRC, President and Chief Operating Officer (850) 681-3200 [email protected] Jennifer Pensy, Advisor (850) 681-3200 [email protected] Although many of the team members at Salter>Mitchell will be involved with this project, you probably won’t meet all of them. The following provides of key team members and the roles they will play for this project:

PETER MITCHELL Chairman & Chief Creative Officer A former journalist and legislative staffer, Peter got into social marketing more than a decade ago when he was asked to direct the marketing campaign for a new anti-tobacco initiative in Florida. The campaign became “truth” – an effort that transformed tobacco control and got replicated on a national scale after Florida showed the first statewide drop in teen smoking in 19 years. Since then, Peter has developed and directed dozens of social marketing campaigns across the globe, first for a large international non-profit and later as a founder of Marketing for Change, which is now part of Salter>Mitchell. He's developed dozens of social marketing campaigns over the years, including one to reduce fertilizer use near Chesapeake Bay that urged homeowners to "save the crabs, then eat 'em," and a pandemic-flu preparedness initiative that noted "four out of five people wash their hands after using the rest room. Could someone talk to the fifth guy?" He has won numerous awards (Emmy, Silver Anvil, Gold Davey, Telly, Addy, etc.) and designed behavior-change campaigns domestically and in Bangladesh, India, Jordan and Tanzania for such organizations as the U.S. Environmental Protection Agency, Florida Healthy Kids Corporation, the Massachusetts Institute of Technology, the Planned Parenthood Federation of America, and the U.S. Agency for International Development. A graduate of Colgate University, Peter also spent a decade as a reporter, including covering


| LSCU RFP Florida for The Wall Street Journal, and served as the policy coordinator for Florida’s Senate President.

APRIL SALTER, APR, CPRC President & Chief Operating Officer April Salter is a public relations veteran with extensive national and statewide experience developing creative, cutting-edge approaches to communications and marketing challenges. Known as a top crisis-communications and cause-related marketing expert, April is called on to consult on a variety of high profile issues and causes. April worked for eight years in key state agencies such as the Department of Environmental Protection, the former Florida Department of Commerce, and as communications director to Governor Lawton Chiles. She has worked on high-profile issues ranging from tourist murders, Everglades restoration, tort reform, healthcare, and natural disasters. She maintains extensive statewide and local contacts that benefit every client. When April launched her public relations firm in 1999, she built a team of senior-level media and public relations pros known for their strategic and creative planning, close attention to detail and relentless pursuit of communications and management objectives. April is accredited by the Universal Accreditation Board for public relations and is a Certified Public Relations Counselor. She currently serves as the chair of the Counselors Network for the Florida Public Relations Association, on the Board of Directors of Florida TaxWatch, and is the chair of the Southern Scholarship Foundation. She is a graduate of Florida State University in Tallahassee.

HEIDI OTWAY, APR Vice President & Director of Public Relations Heidi Otway is experienced in all aspects of campaign strategy, planning and social marketing. At Salter>Mitchell, Heidi manages the Public Relations team, overseeing all projects for clients in the education, government, finance, affordable housing and healthcare industries. Heidi has developed statewide campaigns and secured media coverage for clients such as Florida Department of Transportation, Florida Commerce Credit Union, NeighborWorks® America, Florida Housing Finance Corporation, Florida Healthy Kids and the Florida Retail Federation. Heidi has more than five years experience managing broadcast news operations and more than 10 years experience serving an Assignment Editor and Producer in television newsrooms across the country, deciding what made it on the air and what didn’t. She also worked with the major networks - CNN, ABC, CBS, NBC and Fox News - as a freelance producer, covering breaking news stories and securing interviews for national reports. Heidi earned her Bachelor of Science degree in Broadcast Journalism from Florida A&M University. She is accredited by the Universal Accreditation Board for public relations.

KAREN ONG Art Director Karen brings a wealth of graphic design experience to Salter>Mitchell, including previous work for national and international companies as well as a variety of non-profit organizations. Her clean approach to design takes breakthrough ideas and translates them into well-delivered print and online collateral. At Salter>Mitchell, Karen designs, manages and executes a wide range of creative, including print media and websites. She has been the lead designer for a variety of social marketing campaigns, including promoting healthy marriages via innovative (and humorous) skill-building websites; forging a market-based approach to wildlife conservation in Jamestown, R.I.; and reframing driving safety as a teen social norm for the Children’s Hospital of Philadelphia. She has designed print ads, outreach materials and websites in Spanish and English for organizations including Planned Parenthood Federation of America, the Florida Department of Financial Services, Click It or Ticket Florida and the Florida Healthy Kids Corporation. Karen earned a Bachelor of Fine Arts from Rochester Institute of Technology.


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ROBERT BAILEY Research Director With nearly 20 years’ experience as a behavioral researcher and marketing consultant, Robert employs both traditional and cutting-edge methods of investigation to pinpoint key insights that drive results. Robert focuses on dissecting decision-making down to its most fundamental components, then uses his findings to build targeted strategies for behavior change. Equally at home talking to scientists and to clients who need data explained in plain English, Robert has managed hundreds of qualitative and quantitative research studies as both a vendor and client. Before joining Salter>Mitchell, Robert’s work guided a diverse range of national brands, including Campbell’s Soup, Marriott, MasterCard and NASDAQ. His work has twice been honored by the Advertising Research Foundation. Robert holds a bachelor’s degree in Economics from the University of Maryland and is currently studying Communications Theory at Georgetown University.

JUDI SPANN, APR, CPRC Senior Consultant Judi Spann is a seasoned public relations professional with more than 20 years experience in communications, public relations, media relations, event planning, board relations, and marketing. Judi has used her public relations skills and expertise in the areas of tourism, higher education, health care, associations, non-profit organizations and government entities. She previously was Communications Director for the Florida Department of Children and Families, the Department of Health and the Department of State. Her husband was a career Naval officer, and they have traveled extensively. During her years as part of a Navy family, she worked in a variety of senior level communications and management positions including as director for the U.S. Naval Academy Foundation, the Monterey Bay Aquarium, the Virginia Aquarium and Marine Science Center, and the Florida State University Foundation. Judi is accredited by the Universal Accreditation Board for public relations and is a Certified Public Relations Counselor. She has a BA degree in English from Washington College in Maryland.

TYLER MULLIGAN Lead Web Architect Growing up with the emerging technologies of the Internet and home computers, Tyler quickly became fascinated with this new way to share information. After eight years in the field of web development, SEO and design, he has watched, learned and contributed to the art and code that stitches together the Internet. Using largely open-source standards to achieve his goals, he reduces overhead cost while increasing integration options with other open-source solutions. A former web developer for VGO Software who has worked in the Information Systems division of Staples Inc., Tyler is the type of guy who will whip up some code to complete a three-hour job in 20 minutes, with the utmost quality that can be achieved. Creative problem solving is what he lives for. In his free time, he's earned himself the position of Lead Web Developer and Interaction Designer for an international group of open-source game developers who call themselves Alientrap. He also practices his management and administration skills by running his own social network based around one of the games the team develops. Being no stranger to the command line and known for his smooth execution, he's earned one of the highest honors in the game world - being referred to as a "net ninja."


| LSCU RFP RANDY WASHBURN Media Planner Randy's responsibility at Salter>Mitchell is to ensure that our client's dollars are spent as effectively and efficiently as possible. Randy joined us with over 30 years’ experience in advertising most recently as a Senior VP/ Media Strategist at Carat USA, one of the world's top 10 media service agencies. He has also served as a Vice President for the Arbitron Ratings Company, Telmar Media Analysis Systems, and as an instructor for The Media School which conducts media planning and buying workshops across the nation. Randy first worked with Salter>Mitchell Chairman Peter Mitchell when he managed media buying for the first year of Florida's breakthrough 'truth' anti-tobacco campaign. Randy has spoken on media issues at numerous academic and business organizations.

SARA ISAAC Strategist & Senior Copywriter Sara is skilled at both the art and science of social marketing, formulating research-based strategy and tactics that connect with the target audience and drive voluntary behavior change. At Salter>Mitchell, Sara has led some of our most talked about campaigns and frequently lectures about social marketing to government agencies and community groups. Sara’s work includes IHateHimSoMuch.com, a healthy marriage initiative for Family Resources Inc.; Ride Like A Friend, a teen driver safety campaign for the Children’s Hospital of Philadelphia; and the Safest Generation tween traffic safety initiative for Safe Kids USA. As a copywriter, Sara uses engaging and imaginative language, drawing on her expertise as a former journalist to convey complex information to wider audiences. Sara has a working knowledge of written and spoken Spanish and Hispanic culture and has assisted with Spanish-language creative for clients including Planned Parenthood, Florida Healthy Kids Corporation, and Catholics for Choice. She holds a master’s degree in International Relations from the Johns Hopkins University School of Advanced International Relations.

JENNIFER TRAN PENSY Advisor and In-House Media Buyer Whether pitching stories to regional and national media outlets, organizing press conferences or coordinating statewide campaigns and events, Jennifer’s experience keeps Salter>Mitchell clients in the spotlight. Her energetic, take-charge approach means she also delivers exceptional results for a variety of public relations projects and campaigns. She has worked on public and media relations projects for the Florida Healthy Kids Corporation, 2010 U.S. Census, International Rhino Foundation, Florida Commerce Credit Union, Tallahassee’s Innovation Park and Apalachee Center. Jennifer also serves as the agency’s in-house media buyer handling all stages of the media buy, from conducting preliminary research to writing the media plan to negotiating rates with station reps. Jennifer holds a master of science in merchandising from Florida State University and a bachelor of arts in psychology from the College of William and Mary.

BRITTANY HINCE Graphic Designer Brittany brings a passion for simple, clean design to her work at Salter>Mitchell. Brittany works in print and online media, and has designed electronic newsletters, Flash graphics and eCommerce pages as well as traditional and targeted print materials for companies and nonprofits, including Utility Shareholders of Florida, Keefe, Anchors, Gordon & Moyle, Innovation Park and the 2010 U.S. Census. Before joining Salter>Mitchell, Brittany worked in marketing and graphic design while attending James Madison University. Brittany holds a bachelor’s of fine arts, and her work has been exhibited at shows in Virginia and Italy.


| LSCU RFP MICHAEL MEHLHORN Multimedia Editor/Producer As Salter>Mitchell's media production professional, Mike is working as lead producer on a new promotional video for Defense Technical Information Center with DoD. He served as lead producer on Florida Commerce Credit Union's WeLiveFit Challenge, a Tallahassee based web reality show, where he has produced and edited monthly webisodes as well as TV promos and other promotional material. Mike is skilled in post-production editing, compressing, exporting and encoding. He previously used his media production talents for a variety of activities during his time as a student at Florida State University, where he received a bachelor of arts in media production.

LEDVI BEZA Research Associate With a background in integrated marketing communications, Ledvi uses her research experience to add depth and insight to her creative work at Salter>Mitchell. She has created radio and TV spots and written copy for print ads and websites in Spanish and English for organizations including the Florida Department of Health, Planned Parenthood Federation of America, the Florida Department of Financial Services, the Florida Healthy Kids Corp. and Catholics for Choice. A native Spanish and English speaker, Ledvi is fluent in the research and methodologies of integrated marketing communications with a focus on the Hispanic market. She designs and manages research projects for a variety of commercial, nonprofit and government clients, ensuring data is analyzed and reported according to strict scientific standards. Ledvi earned a bachelor’s degree in International Affairs and a master’s in Integrated Marketing Communication from Florida State University.


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CASE STUDIES &

PROVEN RESULTS

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Florida Department of Health “THE FIFTH GUY” The Challenge The Florida Department of Health set out to prepare people for the potential of a flu pandemic, but they faced a tough challenge: No pandemic on the horizon. Qualitative research showed, and quantitative research confirmed, that most Floridians doubted a pandemic would happen or, if it did, affect them personally. And they had a point: No one knows when (or if) a pandemic might hit. Typical Approach Play up the risk. Hammer home some disastrous possibilities, and urge the prudent to prepare accordingly by taking steps to avoid passing on germs.

Our Approach Instead of pitching panic, we helped the health department focus on the behaviors they hoped to change -- a series of hygienic actions such as washing hands, covering coughs and staying home when sick. Then we built the campaign around what does matter to people: Fitting in. Four out of five people wash their hands after using the rest room. So the central character in the campaign became the proverbial fifth guy, who practices poor hygiene and suffers the immediate social consequences. We sent the comic actor who played the

Fifth Guy on a four week media tour around the state, his urinal prop in hand. He made dozens of appearances on local television, talk radio and gathering spots around the state. One Miami TV report got picked up by 110 stations nationwide, reaching an estimated audience of 3.8 million. Check out the Fifth Guy TV spots at www.5thguy.com.


http://www.5thguy.com/

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Florida Commerce Credit Union “WE LIVE FIT! CHALLENGE” The Challenge By the end of 2008, there was no question that America was in a recession. The collapse of the housing market, the rise in foreclosures, the failure of major financial institutions, and the declines in consumer wealth gripped our country and impacted nearly every household. Florida Commerce Credit Union (FCCU), the largest credit union in North Florida with seven branches and more than 38,000 members, wanted to retain and recruit members by differentiating itself from other financial institutions and establishing itself as a “full-service financial solution” for local families. Typical Approach Spend money on paid advertising for programs that don’t always translate into new members.

Our Approach FCCU launched the weLiveFIT! Challenge (WLF) to position FCCU as a leading financial institution committed to helping the community improve financially. SM created campaign messages to help consumers save money, reduce debt and boost their credit scores. SM didn’t want a commercial feel. We wanted a campaign that would entertain and educate, while attracting fans who would pick their favorite WLF contestants and cheer them to victory. We created a web-based reality series that allowed the community to follow the families online as they tackled their financial challenges through webisodes,

blogs and social media. Visitors were given free access to WLF tools such as budget worksheets and an expense tracker. At the final event in January 2010, FCCU revealed the $10,000 grand prize winner – a single mother of three who reduced her debt by $4,500, increased her savings by $30,000 and boosted her credit score from 662 to 758. FCCU’s household members increased from 25,000 to 32,000 during the campaign lifetime.



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Tall Timbers Research Station & Land Conservancy / Kokol & Associates LLC

“VISIT MY FOREST” The Challenge Public forests and wildlife areas in the Southeastern United States wanted to increase awareness of and support for the use of prescribed fires. But qualitative research showed that, no matter what the words actually said, any message using “fire” and “forest” was viewed through a perspective shaped by decades of Smokey Bear campaigns: Fire is to be prevented. Typical Approach Show a fire in a forest and explain how it keeps forests healthy and prevents wildfires.

Our Approach Rather than try to differentiate our fire messaging from Smokey Bear’s – which our research showed us would be difficult, if not impossible, to do – we instead promoted something the audience already was seeking: a closer relationship to nature. We also created a “product” our audience could use, designing an online tool that provided a quick way to find fun outdoor activities and ways to spend their free time. The Visit My Forest tool served to draw visitors to the website, and allowed us to collect emails for future messaging about prescribed fires. Once we had their attention on the site, we were able to engage them online in a deeper and more thoughtful conversation about the role of prescribed fire in maintaining forest health and wildlife habitat.

Documents

proposal FINAL