How to Enter Helpful Hints Technical Specifications Judging Frequently Asked Questions

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1 Diamond Awards Thirty categories, 1,000+ entries, big bling and bragging rights. The most prestigious annual credit union industry competition, the Diamond Awards recognize and reward creative excellence and outstanding results. Jump to Sections using these links: Categories Who May Enter Winner Recognition Entry Fees & Payment Eligibility & Rules How to Enter Helpful Hints Technical Specifications Judging Frequently Asked Questions Categories More details in the category description section. 1. Annual Reports 2. Brand Awareness 3. Brand/Corporate Identity 4. Business/SEG Development 5. Community/PR-Ongoing Event 6. Community/PR-One-Time Event 7. Complete Campaign 8. Credit Union Association/League or CUSO Marketing 9. Diamond in the Rough 10. Digital Advertising 11. Direct Mail Single or Series 12. Electronic Marketing 13. Financial Education 14. Internal Marketing Recognition/Incentive Campaign 15. Logos 16. Member or Trade Publications 17. Membership Packets, Brochures or Booklets 18. Microsite 19. Miscellaneous 20. Mobile 21. Outdoor 22. Plastic Access Card Design 23. Point of Sale Display & Retail Merchandising 24. Print Ad 25. Radio Single or Series 26. Segmented Marketing 27. Social Media 28. Television Single or Series 29. Video (new for 2016) 30. Website Who May Enter Any CUNA-affiliated credit union or credit union association/league may enter (Credit Union Associations/Leagues or CUSOs may only enter categories as noted). Agencies may enter the competition on behalf of their clients and pay the non-mbd Council member fee.

2 Winner Recognition Winners notified via on or about February 5, Specific awards will be announced at the CUNA Marketing & Business Development Council Conference. Awards will carry the credit union or association/league name. (No individual entrants names will appear on the award). Winning entries will be posted on the Council s website. A representative from the winning credit union must register for the conference by February 19, 2016 to be announced and recognized from the stage during the awards ceremony. Entry Fees and Payment CU Asset Size Less than $100 million, or CU Association/League Fee Per Entry (if entries received by ) Fee Per Entry (if entries received to ) $55 $80 $100 $499 million $85 $110 More than $500 million $115 $140 Non-MBD Council Member, or Agency Submission $125 $150 Please add $20 per complete campaign entry (category #7). All fees are non-refundable. Payment Entry fees must be made online through the submission process. All entries must be paid in full by Friday, January 8, 2016 or your entry(s) will not be allowed into the judging process. Questions? About categories or results required, please contact either:

3 Diamond Awards Co-Chair: Nancy Hutchinson of Minnesota Power ECU at or Diamond Awards Co-Chair: Amber Scott of 1st MidAmerica at , ext or About the online entry process or general questions: Contact CUNA Councils at , ext or Eligibility & Rules To be judged or to receive an award, an entry must be from a CUNA-affiliated credit union. All entries require digital files to be submitted and entries must conform to defined submission requirements. (See Technical Specifications and Accepted Formats for Entries). Hard copies, will not be accepted for any entry. Entries must be original and not part of a co-op effort (unless noted in entry category). No predesigned art or materials are allowed. (Stock art and photography as a single component of originally designed pieces are permitted.) No materials originally produced for another organization are allowed in any category. Entries must conform to all copyright laws. Entries must have been distributed to your members for the first time and final results obtained during (Entries distributed in 2014 with final results in 2015 are also accepted.) Entries must be entered in the correct category and be correctly identified. An incomplete entry form is grounds for disqualification. Unless otherwise stated, an entry consists of only one component. If you enter a piece in more than one category, complete the requirements and entry form for each category. Judges will not cross-reference pieces from one entry to another. If the quality of entries in a given category is not strong enough, no awards will be given in that category. All judges' decisions are final. Entries become the property of the CUNA Marketing & Business Development Council. Images, audio and video provided may be used at the awards ceremony at the annual conference and on the Councils website.

4 How to Enter Early Bird Deadline: December 11, 2015 Final Entry Deadline: January 8, 2016 Payment Deadline (receipt by): January 8, 2016 Winners notified via on or about: February 5, 2016 Awards announced at Annual Conference Recognition Dinner: March 22, 2016 Complete and submit the online entry form by 1/8/16. Please read the eligibility & rules and category descriptions as well as the technical specs before you begin. The steps below outline exactly how to enter. 1. Register an Account 2. Create Your Entry 3. Upload Digital Files 4. Submit Entry 5. Pay Entry Fees to begin the entry process Helpful Hints Entry Form Use one standardized credit union name for all entries. For example: use XYZ Credit Union on all entries instead of XYZ CU on some and XYZ Credit Union on others. (There is no preference between Credit Union or abbreviated CU. It just needs to be a consistent entry name.) Entry Form Do not use ALL CAPS. Entry Form Include entry title. For example Wedding Commercial TV Series vs. TV Series. Entry Files Images that are collaged look best with a white background and include a short description of each item. The short description is useful in categories that have multiple entry types whether the images are a collage or individual item. Example: postcard, billboard, web banner, etc. See examples of a JPEG collage with description and JPEG with description. For Annual Reports, Magazines, Booklets, etc. PDF is preferred format (this would be anything you would flip a page). See example of a PDF page flip vs. Item that would not require a page flip. If item does not require a page flip, upload a JPEG or PNG instead.

5 Technical Specifications and Accepted Formats for Entries All entries require digital files to be submitted. Hard Copies, will not be accepted for any entry. Images, audio and video provided may be used at the awards ceremony at the annual conference and on the Councils website. If you re unable to upload files, please check your browser's settings (manage pop-ups) or contact CUNA Councils at , ext or Digital Files: File type: PDF, JPEG or PNG High-resolution RGB JPEG or PNG (minimum 72 dpi) All winning entries will be displayed in a 1080x1080 pixel window on a vertical display. Maintaining aspect ratio, optimize your images to fit in this area. Optimized images will have a maximum height or width of 1080 pixels. Larger images are easier to view (recommended minimum of 400 pixels in either width or height). If the work requires multiple images, please upload each image as a separate JPEG or PNG. File size: up to 7 MB Video Files: Uploaded files must be WMV or MP4. YouTube links are not allowed. Resolution: 640 x 480 pixels (minimum) File size: up to 60 MB Upload the video ONLY. Do NOT include bars, slate or black at the beginning or end of the video. Script: PDF Audio Files: File type:.mp3 Sampling rate: 44 KHz (44,100 Hz) Bit rate: 196 KB/s (maximum) Sound: Stereo File size: up to 7 MB Script: PDF Website, Microsite or Mobile Application:

6 Provide URL link to the website, microsite, or mobile application. Password information must be provided for password protected sites: PDF Screen grab: JPEG Award Categories 1. Annual Reports Individual annual, semiannual or quarterly reports for the 2015 calendar year. 2. Brand Awareness Marketing efforts to increase brand awareness recognition to your current and/or potential members. It can either be associated with a particular product or the overall credit union brand. All forms of media are acceptable. 3. Brand/Corporate Identity What is brand? The perceived emotional corporate image as a whole. What is corporate identity? The visual aspects that form part of the overall brand. Everything a company does, everything it owns, and everything it produces, should reflect the values and direction of the business as a whole. A redesign/makeover of brand/corporate identification may include tag lines and/or jingles, or the fundamental idea and core concept behind having an image. Send both old and new components. 4. Business/SEG Development (Results required) Marketing effort specifically intended to increase penetration with existing SEGs or to gain new SEGs. Entry can be individual elements or coordinated campaigns. 5. Community/PR-Ongoing Event Activities or material related to a community/pr-ongoing event. Activities directed toward a field of membership group are acceptable. Photographs, newspaper ads, other media coverage and specialty items may be included. Credit unions, CU Associations/Leagues or CUSOs may enter in this category. 6. Community/PR-One-Time Event Activities or material related to a community/pr one-time event. Activities directed toward a field of membership group are acceptable. Photographs, newspaper ads, other media coverage and specialty items may be included. Credit unions, CU Associations/Leagues or CUSOs may enter in this category. 7. Complete Campaign (Results required) Campaign submissions require a minimum of three elements supporting one effort and must have been completed in Types of media include the following, but are not limited to direct mail, pointof-sale, newspaper, and newsletters. Judges will consider the number of media used in each campaign. If submitting radio, television, and audio-visuals, upload a copy of each script.

7 8. Credit Union Association/League or CUSO Marketing Coordinated effort using at least two forms of media sent by the association to its members. CU Associations/Leagues or CUSOs may enter in this category. Only one set of awards will be given in this category no asset level breakdown. 9. Diamond in the Rough (Results required) Awarded to the credit union that displays exemplary results and creativity with a limited budget. 10. Digital Advertising (Results required) Digital advertising refers to marketing that is digitally displayed. Electronic billboard, web-based marketing, viral marketing, audio advertising are examples for this category. 11. Direct Mail Single or Series (Results required) A single mail piece or series of pieces supporting one effort, mailed to members or potential members. Only submit the results that are directly related to the piece. 12. Electronic Marketing (Results required) Any e-channel marketing including podcasts, blogs, QR Codes, PURL, , Mobile, Interactive, and Smart Phone Apps. Include samples (URL, Google analytics, web analytics, on-site analytics, QR URL, etc.). Credit unions, CU Associations/Leagues or CUSOs may enter in this category. 13. Financial Education A program that provides financial literacy through your products, services and network; strategic partnerships and educational programs. Share the steps you have taken to educate members or potential members on how to effectively manage their personal finances and make sound financial choices. Credit unions, CU Associations/Leagues or CUSOs may enter in this category. 14. Internal Marketing Recognition/Incentive Campaign A program that enhances external marketing efforts by recognizing and/or incenting credit union staff over an extended campaign period. Single events will be excluded. Supplemental materials (employee newsletters, photographs, and other components) are encouraged. 15. Logos New logos that have been created exclusively for your credit union, product, promotion or effort and distributed for the first time in Include a variety of samples showing and explaining the different applications of the logo. Include an example of a previous logo, if applicable. Credit unions, CU Associations/Leagues or CUSOs may enter in this category. 16. Member or Trade Publications Member Publications is advertising that appears in periodic publications whose circulation/distribution

8 is made to the membership or general public, and/or an unspecified target audience. Trade Publications is advertising that is placed in periodic publications whose primary circulation/distribution is aimed at the specific credit union industry target audience. Frequency of publications can be anywhere between weekly to annually. Include two to five unique issues of your publication. 17. Membership Packets, Brochures or Booklets Printed information intended to introduce new or potential members to the credit union and its services. 18. Microsite (Results required) Subcategory websites launched in 2015, which include either small or freestanding sites and not created to function as an entire website. Small sites which are embedded as part of a larger site are also eligible. Entry should not include animated movies or intros. Indicate the direct URL of the site, not the main site URL of which the microsite is a part of. If you are including a microsite redesign, include digital pictures and information about the previous site as well as the redesigned site. 19. Miscellaneous Other marketing, public relations or business development materials not covered in another category. An example for this category is calendars, statement stuffers, holiday events and credit union anniversary celebrations. 20. Mobile Website designs for mobile websites should give priority to the features and content users are most likely to need when viewing this from a mobile device. Having insights into your members needs should dictate the content development as well as a site s architecture and screen layouts (While desktop websites often contain a wide range of content, mobile sites usually include only the most crucial functions and features). Provide URL. 21. Outdoor This category includes any type of outdoor media. This can include, but is not limited to billboards, transit vehicle ads, car wraps, and ATM wraps. For Digital Media, see category # Plastic Access Card Design Card designs that have been created exclusively for your credit union and distributed for the first time in These include credit, debit, Smart, or ATM card designs. Include samples of each design. 23. Point of Sale Display and Retail Merchandising Overall strategy designed to enhance member awareness of credit union services including, but not limited to tent cards, lobby posters or Dura trans. This should encompass the total branch sales

9 environment including kiosks, ATMs, and self-service displays. Entry may relate to a single event, part of a campaign or be educational in nature. 24. Print Ad (Results required) This includes newspaper, magazines, or paid-space advertisement(s) running in a publication. Only include the results that are directly related to the piece. Credit unions, CU Associations/Leagues or CUSOs may enter in this category. 25. Radio Single or Series (Results required) Entry may be either a single or series of spot(s) carried on paid time. Only include the results that are directly related to the piece. 26. Segmented Marketing (Results required) Entry will be judged on how well credit union benefits were matched with the group s needs. Entry should show activities related to projects or programs. Photographs, newspaper, other media coverage and specialty items may be included. An explanation of the program, up to five summary pages, plus support documents, may be included. Include a sample of each project/program element. 27. Social Media (Results required) The use of any social media platform, blog, forum, group site, the internet, or microsite that engages members to communicate about your credit union and/or the credit union movement. Must include the average number of comments received, time spent on site and use of links. Include samples (URL, Google analytics, web analytics, on-site analytics, etc.). Credit unions, CU Associations/Leagues or CUSOs may enter in this category. 28. Television Single or Series (Results required) Entry may be either a single or series of spot(s) carried on paid time. Only include the results that are directly related to the piece. 29: Video NEW this year Video entry may be an Internet advertising video to raise public awareness; for staff or member stories; or a social networking tool used at your credit union that are embedded in your website (e.g. YouTube, Vimeo, Webisodes, Facebook). You must provide the original video format; YouTube links are not allowed. Credit unions, CU Associations/Leagues or CUSOs may enter in this category. 30. Website Entry may be any use of your credit union s website, either internet or intranet. Each entry should relate to a specific promotion focusing on growth or retention. If the entry is a complete website

10 redesign, you must include screen shots of the former website so apples to apples can be compared (PDF or JPEG). Microsites should be entered into category #18. Provide URL. Judging Judges are selected from a pool of qualified experts, based upon credit union and marketing expertise; past honors/awards received; past judging/competition experience. A minimum panel of three judges scores every entry independently, based upon specific criteria and score values assigned to that category. Scores must meet a minimum percentage threshold to be recognized with a Diamond or to be recognized with a Category s Best. The criteria judges score includes: 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? Results: How did the entry do, given its objective, budget and credit union's strategy? Did the idea behind the entry produce the results it was supposed to?

11 Frequently Asked Questions Is an award given in each category? If the quality of entries in a given category is not strong enough, no awards will be given. What is the maximum number of awards that can be given per category? Up to four Diamond Awards may be given in each asset category and normally only one Category s Best is awarded per category. If the judges feel that no entry has risen to the level of a Diamond or Category s Best, no awards will be given. How are the judges chosen? A call for judges is sent and applications submitted to Council Administration. Judges are selected from a pool of qualified experts, based upon credit union and marketing expertise; past honors/awards received; past judging/competition experience. How are my entries judged? A minimum panel of three judges scores every entry independently, based upon specific criteria and score values assigned to that category. Scores must meet a minimum percentage threshold to be recognized with a Diamond or to be recognized with a Category s Best. The criteria judges score includes: 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?

12 Copy and Communication: Is the writing effective in helping sell the idea and producing the results? Are products clearly stated or obscured? Results: How did the entry do, given its objective, budget and credit union's strategy? Did the idea behind the entry produce the results it was supposed to? Will I receive written comments from the judges about my entry? The Marketing & Business Development Council receives up to 1,200 entries each year for the Diamond Awards. Because of the volume of entries, judges are not able to provide written comments on each individual entry. How do I calculate the results on the entry form? Please review the the Virtual Roundtable: How to understand the ROI of management tools when entering the Diamond Awards Here is a sample: Time Period of Entry Sept Oct 2014 vs. Sept Oct 2015 Member Growth Deposit Growth Base Figure 509 new $885,742 deposits at members opening Marketing Goal +10% or 559 members +10% or $974,316 Actual Volume 569 new $1,194,127 deposits at members opening % Over Base 12% 34.8% % Over Marketing 2% Goal 22.5% What are the due dates? The early bird due date is December 11, 2015; the final due date is January 8, Entries must be submitted online along with payment by January 8 for your entries to be included in the competition.

13 How many entries do you receive, and how many awards are given? Over the past 5 years, an average of 1,130 entries have been received per year, and an average of 310 awards were given per year, which is an average of 28% of entries that receive awards. Are the non-winners notified after the judging, as well as the winners? Only the award winners are notified that they've won something, but are not told what they've won. If I can't attend the conference to receive my award, how will I receive it? Approximately 4-6 weeks after the conference, the awards that were not picked up at the conference will be shipped via UPS to the credit union. If I can't attend the conference to receive my award, can a representative from my ad agency accept it on my behalf? The awards ceremony is streamlined by matching the attendee roster with the award winners and only those who are present are announced. Therefore, if your credit union is not listed on the attendee roster by Friday, February 19, your award won t be announced during the ceremony, but rather it will be shown at the beginning of the awards dinner. A representative from your ad agency would not have the opportunity to accept the award on your behalf. Last revised 9/1/15