2015 Integration Standards

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1 Overview Thank you for your full share contribution to our 2015 CU Link cooperative advertising campaign. With your support, our CU Link campaign remains the largest voluntary credit union campaign in the U.S. We are again offering marketing reimbursement dollars to full-share contributors for the fourth straight year. The reimbursement rate has been standardized at 50% of your total CU Link contribution (including any rebates allocated to CU Link). Marketing integration provides you an excellent opportunity to leverage the statewide multi-media campaign, and utilize the CU Link brand to add value to your marketing efforts. Goals of Integration Get the most mileage out of our total advertising dollars and expand reach of the CU Link campaign to as many consumers as possible Help credit unions leverage the broad, omni-channel advertising buy that they helped to fund Provide a powerful and cost-effective marketing tactic for your credit union s specific products and offers Target your members and potential members Please take a moment to review this document to understand the requirements to receive the incentive dollars. Step 1: Opt-In For Your Share of Incentive Funds You must let MCUL know that you are planning to integrate with the 2015 campaign. We will earmark funds especially for your credit union s integration efforts, so that they will be available when you are ready for them. There are two ways to opt-in for the marketing reimbursement incentive: mculculink@mcul.org by April 15 to let us know you plan to participate Contact your League Representative by April 15 Step 2: Meet Integration Standards For integrating credit unions, we offer resources to make it simple and successful. Templates and Artwork Free templates and artwork are available in the administration area of the CU Link Michigan website or by mculculink@mcul.org. CU Link Logo Usage, Size and Placement Use of the CU Link logo is required on GSTV, print, digital and visual broadcast integration tactics in order to receive reimbursement. Because several variations of the CU Link logo have been created, the table below provides guidelines on which logos are acceptable for use. 1

2 As a general rule of thumb, the CU Link logo should be proportionate in size to your credit union s logo, and not treated like another disclosure, similar to NCUA, Equal Housing/Opportunity Lender. Preferred Acceptable Unacceptable Unacceptable Helps put context around what CU Link is While use of this logo variation is acceptable, credit unions are not required to promote the culinkmichigan.com website Doesn t put any context around CU Link Tagline is no longer in use Integration Messaging At minimum, two key messages below must be included in all advertising pieces that are to be reimbursed: The best place do all your banking is at XXX credit union The more you credit union the more you save Auto loan rates average less than banks Credit card rates average less than banks More than 1,500 fee-free ATMs in Michigan Taking a hit on your high-rate auto loan? Let us help you hit back Taking a hit on ATM fees? Let us help you hit back My credit union is for more than just car loans Individual Credit Union Branding You are encouraged to incorporate your credit union s branding elements into your CU Link tactics. This includes: Logo Phone Number Website Location (if applicable) Corporate colors Step 3: Consider CU Solutions Group Marketing Support Through CU Solutions Group, credit unions have access to a full-service marketing agency that has been working with the campaign for the past 11 years. Services available include: GSTV planning and placement Other Media planning and placement Copywriting and design Campaign development and management The key benefit to working with CU Solutions Group is their knowledge and past experience with the CU Link campaign. CU Solutions Group has direct access to campaign artwork and staff, which enables them to quickly and easily create a cost-effective campaign or marketing piece for you. You can reach CU Solutions Group through your League Rep. 2

3 Step 4: Select Your Tactics Gas Station TV Many credit unions are in a great position to take advantage of Gas Station TV media because they have branches located in proximity to a GSTV outlet. For these credit unions, the broad media tactics employed by the overall campaign will be leveraged by an integration campaign that focuses on the neighborhoods around your branches. By adding a strong action step into the GSTV videos, our goal will be to capture consumers who are running errands, and encourage them to add a credit union visit to their to-do list. Templates for GSTV have been developed around our CU Link campaign, and can be used at no cost. Use of these templates means more dollars are available for actual media placement. Reimbursable expenses associated with GSTV are shown below: Expense Template Copy Production Talent GSTV Modification Writing Buy Reimbursable Y Y Y Y Y Custom spots can also be created for your credit union, but should be built around the Realization theme, with messaging as noted above. Custom GSTV spots must include: Focus on a message that fits with the campaign, such as auto loans, credit cards, ATMs or share of wallet (lower fees and better rates) Visual cues from the campaign (border style/stripes, white background) CU Link logo and music This integration tag: With lower fees and better loan rates you ll realize... the best place to do all your banking is at (XXX Credit Union). It s time to own your money. Visit WEB or call ### to learn more. Branch Merchandising (Print and Electronic) Participating credit unions were sent a single marketing kit that included 22x28 and 8.5x11 posters for our campaign. Additional branch materials can be ordered at no cost based on your individual needs. You also have access to graphics designed for ATMs and branch video merchandising system. You may create custom branch materials as part of your integration efforts. Reimbursable expenses associated with branch merchandising are shown below: Expense Design Print Poster frames or other hardware Reimbursable Y Y N N Video Merchandising Software, Licensing and Hardware (TVs, computers, etc) Digital Display Ads This year, nearly 25% of our statewide media buy is allocated to digital tactics. We recognize that credit unions are also shifting more of their marketing dollars to these tactics as well. 3

4 Artwork has been developed for your integration efforts. You are welcome to substitute the campaign s colors with your corporate colors as shown below and include individual rate information, if desired. Please make sure all rate information has been reviewed by your compliance resource. CU Link Artwork Example Integration Example You may also create banners for your website as part of your integration efforts. The CU Link logo is not required on these banners provided: Our template and messaging is used. As previously stated, you are welcome to substitute the campaign s colors with your corporate colors. The CU Link logo is prominently placed on the banner click-thru page Reimbursable expenses associated with a digital campaign are shown below: Expense Design Digital Hosting Display Media Buy Reimbursabl e Y Y N Direct mail postcards Direct mail is an excellent way to extend the reach of our campaign on a one-to-one level. It s also a tactic that is measureable, which means you can evaluate the effectiveness of your campaign. Three pre-designed templates are available for integration: Auto loans ATM fees / Fee-free ATMs General membership / belonging Real-life integration example shown 4

5 A blank template is also available for credit unions wishing to use other messaging that coordinates with the campaign. All expenses associated with a direct mail campaign are reimbursable as shown below: Expense Design Print List purchase Mail Postage Operations Reimbursable Y Y Y Y Y Outdoor You may use our billboard artwork and customize the design with your branding elements as shown in the example below. The CU Link logo is not required, but the messaging and overall border design is required. CU Link Artwork Integration Example Reimbursable expenses associated with a billboard campaign are shown below: Expense Media Buy Design Production Reimbursable Y Y Y Print Ads You should use our hi-res blank direct mail template as the basis for creating your print ad. Be sure to incorporate key messages from the campaign and the CU Link logo. You may incorporate your own branding colors and logo. Reimbursable expenses associated with a print campaign are shown below: Expense Media Buy Design Reimbursable Y Y Radio Because there are no visual elements with radio, integration is a bit trickier. You are welcome to build off the Realization theme of our campaign to develop custom spots, but are not permitted to tag the CU Link spots with your information. Custom radio spots must also include Campaign music This integration tag: With lower fees and better loan rates you ll realize... the best place to do all your banking is at a (XXX Credit Union). It s time to own your money. Visit WEB or call ### to learn more. 5

6 Reimbursable expenses associated with a radio campaign that are shown below: Expense Media Buy Production Talent Reimbursable Y Y Y Statement Stuffers Statement stuffers are a cost-effective way to extend the messaging to grow share of wallet by encouraging members to do more business with you. Reimbursable expenses associated with statement stuffers are shown below: Expense Design Print Postage Statement Envelopes Production Reimbursable Y Y N N N Television/Cable Television or cable spots are a great way to get broad exposure to build your credit union s image and awareness in your market. Be sure to incorporate key messages from the campaign and the CU Link logo. You may incorporate your own branding colors and logo. Reimbursable expenses associated with a TV campaign are shown below: Expense Media Buy Production Talent Reimbursable Y Y Y Step 5: Approval The process for approval is easy. All creative should be submitted for an initial approval to mculculink@mcul.org. Failure to submit concepts prior to production could result in your integration efforts being denied reimbursement. When in doubt, you should reach out to the MCUL campaign team for guidance and clarification. If you have questions, please contact Maureen Lafrinere, Marketing Manager, at maureen.lafrinere@mcul.org for further direction. Step 6: Reimbursement After integration efforts have been completed, credit unions will need to submit receipts/invoices and final artwork to mculculink@mcul.org. Reimbursement may take up to 4-6 weeks, and the funds will be sent to you via check. Questions Please direct all your integration questions to mculculink@mcul.org or to your League Representative. 6