2021 Minnesota Credit Union Marketing Awards
The Minnesota Credit Union Network is pleased to announce the recipients of their annual Minnesota Credit Union Marketing Awards. Winners were honored during a webinar on December 14.
Branding
Less than $100 million: NorthRidge Community Credit Union, "Member Stories"
$100 million to $250 million: Financial One Credit Union, "Journeys"
$250 to $500 million: SouthPoint Financial Credit Union, "Billboards"
$500 Million to $1 billion: TopLine Federal Credit Union, "Passionate About Helping People"
More than $1 billion, City & County Credit Union, "Inspiration Straight from our Members"
Community Impact
$100 million to $250 million, Financial One Credit Union, "Together"
$250 to $500 million, SouthPoint Financial Credit Union, "Virtual Santa Day"
$500 Million to $1 billion: Ideal Credit Union, "Cybersecurity and Fraud Community and Education Program"
More than $1 billion: Wings Financial Credit Union, "Financial Education"
Complete Campaign
Less than $100 million: North Star Credit Union, "Switch / Wizard Campaign: It's Like Magic"
$100 million to $250 million: Centricity Credit Union, "CU up North Kids Club & Wanderlust Young Adults Account"
$500 Million to $1 billion, TopLine Federal Credit Union, "New Credit Card Rollout"
More than $1 billion: City & County Credit Union, "Your ride. Your rules. Our low-rates. "
Digital
Less than $100 million: North Star Credit Union, "Drowning in Debt, We have you covered umbrella campaign"
$100 million to $250 million, Fulda Area Credit Union, "Comprehensive Marketing Plan Digital Ads"
$250 to $500 million: SouthPoint Financial Credit Union, "Member Help"
$500 Million to $1 billion: TopLine Federal Credit Union, "Instagram Following (Contests)"
More than $1 billion: Royal Credit Union "Geofencing Campaign"
Printed Material
$250 to $500 million: SouthPoint Financial Credit Union, "Every Door Direct Mail"
$500 million to $1 billion: TopLine Federal Credit Union, "HELOC Staycation Direct Mail"
More than $1 billion: City & County Credit Union, "2020 Annual Report | See it, share it, love it."
Video
$250 to $500 million: First Alliance Credit Union, "Advisor Supported Kiosk Video Series"
More than $1 billion, Wings Financial Credit Union, "Member of Opportunity Commercials"
The nearly 50 applications were evaluated by volunteer judges:
LeAnn Case, Senior Vice President of Marketing and Communications, The Servion Group
John Coleman, Marketing Communications Manager, MD/DC Credit Union Association
Lindsey Hefta, Director of Marketing, Dakota Credit Union Association
Carole Langui, Director of Communications, Cooperative Credit Union Association
Sam Plester, Marketing and Communications Director, National Credit Union Foundation
Branding
Less than $100 million: NorthRidge Community Credit Union, "Member Stories"
$100 million to $250 million: Financial One Credit Union, "Journeys"
$250 to $500 million: SouthPoint Financial Credit Union, "Billboards"
$500 Million to $1 billion: TopLine Federal Credit Union, "Passionate About Helping People"
More than $1 billion, City & County Credit Union, "Inspiration Straight from our Members"
Community Impact
$100 million to $250 million, Financial One Credit Union, "Together"
$250 to $500 million, SouthPoint Financial Credit Union, "Virtual Santa Day"
$500 Million to $1 billion: Ideal Credit Union, "Cybersecurity and Fraud Community and Education Program"
More than $1 billion: Wings Financial Credit Union, "Financial Education"
Complete Campaign
Less than $100 million: North Star Credit Union, "Switch / Wizard Campaign: It's Like Magic"
$100 million to $250 million: Centricity Credit Union, "CU up North Kids Club & Wanderlust Young Adults Account"
$500 Million to $1 billion, TopLine Federal Credit Union, "New Credit Card Rollout"
More than $1 billion: City & County Credit Union, "Your ride. Your rules. Our low-rates. "
Digital
Less than $100 million: North Star Credit Union, "Drowning in Debt, We have you covered umbrella campaign"
$100 million to $250 million, Fulda Area Credit Union, "Comprehensive Marketing Plan Digital Ads"
$250 to $500 million: SouthPoint Financial Credit Union, "Member Help"
$500 Million to $1 billion: TopLine Federal Credit Union, "Instagram Following (Contests)"
More than $1 billion: Royal Credit Union "Geofencing Campaign"
Printed Material
$250 to $500 million: SouthPoint Financial Credit Union, "Every Door Direct Mail"
$500 million to $1 billion: TopLine Federal Credit Union, "HELOC Staycation Direct Mail"
More than $1 billion: City & County Credit Union, "2020 Annual Report | See it, share it, love it."
Video
$250 to $500 million: First Alliance Credit Union, "Advisor Supported Kiosk Video Series"
More than $1 billion, Wings Financial Credit Union, "Member of Opportunity Commercials"
The nearly 50 applications were evaluated by volunteer judges:
LeAnn Case, Senior Vice President of Marketing and Communications, The Servion Group
John Coleman, Marketing Communications Manager, MD/DC Credit Union Association
Lindsey Hefta, Director of Marketing, Dakota Credit Union Association
Carole Langui, Director of Communications, Cooperative Credit Union Association
Sam Plester, Marketing and Communications Director, National Credit Union Foundation
The Minnesota Credit Union Marketing Awards acknowledges the outstanding programs credit unions have created to grow brand awareness and market to members and nonmembers alike.
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Branding - Branding includes the identity of the credit union and the resources created to express that image. Examples may include a combination of tag lines, logos, promotional items, advertisements, or any visual or audio representation of the organization’s brand identity.
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Complete Campaign - Types of media include the following, but are not limited to direct mail, point-of-sale, print ads, digital marketing, broadcast, and newsletters. Judges will consider the number of media used in each campaign. If submitting radio, television, or audio-visuals, upload a copy of each script. Videos should be uploaded to a host site (YouTube or Vimeo for example) and a link to the video should be included in the application.
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Community Impact and Outreach - Advertising and awareness campaigns around community impact and outreach. This may include raising funds for charity, educational activities, or community involvement projects, such as a volunteer fair, building low-income housing, or loaning employees a few hours a week to work in hospitals, retirement homes, schools, etc.
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Digital Advertising - Social media campaigns, electronic billboard, web-based marketing, viral marketing, audio advertising, email marketing, mobile advertising, or online interactive are examples for this category.
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Printed Material - May include print ads, annual reports, mailings, etc.
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Video - Entry may be one of several video options produced by or for the credit union: venue to highlight staff or member stories, how to instructional content, financial education, brand awareness. Videos should be uploaded to a host site (YouTube or Vimeo for example) and a link to the video should be included in the application.
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Judging Criteria
Applications will be evaluated by judges based on the following criteria. Each section is weighted equally with a maximum of 20 points.
Strategy and Results: What was the strategy and objective(s) behind the entry? Did the entry produce the expected results, given the credit union’s position in the marketplace and competitive factors?
Creativity: How did the creative concept position its offer to its target audience? Is the overall concept consistent with the stated strategy and objectives? Does the design and creativity enhance the idea and message to connect and communicate clearly?
Design and Production: How effective are the entry's design elements (typography, art, color, white space, quality of printing); or in the case of electronic, the entry's use of talent, visuals and sound and reproduction
Quality: Does the design and creativity enhance the idea and make it better? Is attention paid to the “fit and finish” of the final product? Is the quality of the printing, lighting, recording and reproduction polished?
Copy and Communication: Is the writing effective in helping sell the idea and producing the results? Are products clearly stated or obscured?
Strategy and Results: What was the strategy and objective(s) behind the entry? Did the entry produce the expected results, given the credit union’s position in the marketplace and competitive factors?
Creativity: How did the creative concept position its offer to its target audience? Is the overall concept consistent with the stated strategy and objectives? Does the design and creativity enhance the idea and message to connect and communicate clearly?
Design and Production: How effective are the entry's design elements (typography, art, color, white space, quality of printing); or in the case of electronic, the entry's use of talent, visuals and sound and reproduction
Quality: Does the design and creativity enhance the idea and make it better? Is attention paid to the “fit and finish” of the final product? Is the quality of the printing, lighting, recording and reproduction polished?
Copy and Communication: Is the writing effective in helping sell the idea and producing the results? Are products clearly stated or obscured?
Frequently Asked Questions
How many applications may my credit union submit?
Credit unions may submit 1 entry into each of the 6 submission categories. However, a single project can only be entered into a maximum of two categories.
What time period should my submission be from?
Material included in applications should be from campaigns active in the last 12 months.
My submission includes audio or video, how should I include this asset?
Audio or video files should be uploaded to a web host, Vimeo or YouTube for example, and a link to the resource should be included in the application. If the asset is private, please include a password.
I submitted an asset to one category; do I need to submit it again for a different category?
Yes. Judges will look at each application separately and will not cross reference materials submitted to separate applications. A single project can only be entered into a maximum of two categories.
I missed the deadline; can I submit my application late?
Applications must be submitted by 11:59 p.m. Central Standard Time on Friday, October 29, 2021.
. No late applications will be accepted.
When will winners be notified?
Winners will be notified in December 2021.
Who should I contact with additional questions?
Contact Minnesota Credit Union Network Director of Communications Julia Miller by email.
Credit unions may submit 1 entry into each of the 6 submission categories. However, a single project can only be entered into a maximum of two categories.
What time period should my submission be from?
Material included in applications should be from campaigns active in the last 12 months.
My submission includes audio or video, how should I include this asset?
Audio or video files should be uploaded to a web host, Vimeo or YouTube for example, and a link to the resource should be included in the application. If the asset is private, please include a password.
I submitted an asset to one category; do I need to submit it again for a different category?
Yes. Judges will look at each application separately and will not cross reference materials submitted to separate applications. A single project can only be entered into a maximum of two categories.
I missed the deadline; can I submit my application late?
Applications must be submitted by 11:59 p.m. Central Standard Time on Friday, October 29, 2021.
. No late applications will be accepted.
When will winners be notified?
Winners will be notified in December 2021.
Who should I contact with additional questions?
Contact Minnesota Credit Union Network Director of Communications Julia Miller by email.
