CU Difference Committee June 2, 2010 Michigan Credit Union League Webinar

Web/Phone Conference Guidelines Muting and Unmuting A.On the phone, participants can mute their own lines by pressing *6 B.Unmute your line by pressing *7 C.Please do not place your phone on hold i.Other participants will hear on-hold messages/music

Agenda I.Call to Order/Roll Call II.Meeting Minutes – April 5, 2010 III.Reports A. MCUL President & CEO/Committee Ex-Officio David Adams B. CU Difference Committee Chairman Darren Cameron I.Informational Items A. Fundraising B Creative C Media Plan D Meeting Dates I.Adjournment

Call to Order/Roll Call - Minutes - Reports I.Call to Order/Roll Call II.Meeting Minutes – April 5, 2010 III.Reports A. MCUL President & CEO/Committee Ex-Officio David Adams B. CU Difference Committee Chairman Darren Cameron

IV. Informational Items/Fundraising A.Credit unions contributed almost $950,000!!! B.MCUL/CUcorp matched for $2 million campaign in Spring/Summer C.CUcorp is also contributing another $2 million for a late summer/early Fall campaign D.Production budget doubled for 2010 Campaign

IV. Informational Items/Fundraising DMA Participation Rate (contributions only) 2009 Rebate 2010 Contributions 2010 Total Received Total Budget (includes matching) Alpena83%$4,444$10,458 $14,901 $34,094 Cass/Berrien83%$2,795$8,508 $11,303 $23,694 Detroit33%$69,915$286,810 $356,724 $744,957 Lenawee50%$1,917$4,000 $5,917 $11,834 Flint55%$19,316$136,477 $155,793 $358,885 GR47%$32,364$166,014 $198,378 $419,125 Lansing56%$14,647$70,415 $85,062 $197,797 Marquette58%$19,989$28,313 $49,051 $105,331 Traverse City42%$6,659$46,651 $53,310 $108,840 TOTAL 45%$172,044$757,647 $930,441 $ 2,005,307

IV. Informational Items/Creative A.New TV spots 1.Theme: Own Your Money. Join a credit union. 2.One focused on CU brand, one on IIA 3.Shot as a series of quick cuts of familiar life moments B.New radio spots 1.Works in conjunction with the TV spots 2.Same theme and messaging 3.60-second format C.Key Messages 1.Credit unions are different from banks a.100% member owned, locally operated, better rates, lower fees and money to lend, over 5,000 people join every day 2.Invest in America a.Credit unions are investing in America and in members, exclusive savings on American products and services, helps stimulate the economy, credit unions support American jobs

IV. Informational Items/Revised Scripts MCUL “Own your money” :30 TV VO: You might own a house. You might own a car. You might even own a business. But do you own your money? Well, you do at a credit union. Because every credit union… …is 100% member-owned. So we, the owners… …reward ourselves, the members… …with lower fees… …better rates… …and money to lend. No wonder over 5,000 people join every day. Own your money. Join a credit union. Super: Own your money Lovemycreditunion.org

IV. Informational Items/Revised Scripts MCUL “Own Your Money” :60 Radio VO: You might own a house. You might own a car. You might even own a business. But do you own your money? Like, if your money’s in a bank, do you have anything to say about how they distribute the profits? Well, you do at a credit union. Because every credit union is 100% member-owned. So we, the owners, reward ourselves, the members, with lower fees for things like ATMs and overdraft protection. Better rates on savings accounts, car loans and mortgages. A nationwide network of ATMs…and all the online services you’ve come to depend on. And while a lot of banks got caught up in the problems of Wall Street, we were right here, serving our members like we always have. So today, unlike a lot of banks, we’ve actually got money to lend to people who need it. People like our members. No wonder over 5,000 people join every day. Don’t just save your money. Own your money. Join a credit union. Finding one is easy at lovemycreditunion.org. Federally insured by the NCUA.

IV. Informational Items/Revised Scripts MCUL “Invest in America” :30 TV VO: Big banks are owned by shareholders. Credit unions are owned by members. So we decide what to invest in. And we’ve decided to Invest in America. A program that offers big discounts when you buy from American companies. Save on your cell phone bill… … a brand new car… …even products at over 1,200 online retailers. We’ll let the big banks take care of Wall Street. We’ll be right here, taking care of Main Street. Own your money. Join a credit union. Super: Own your money lovemycreditunion.org

IV. Informational Items/Revised Scripts MCUL “Invest in America” :60 Radio VO: While big banks are investing in Wall Street… …credit unions are investing in Main Street. With our Invest in America program… …credit union members get significant savings when they buy products and services from American companies. …keeping more of your dollars close to home where they can work for all of us. And helping you spend less on the things you buy every day. Everything from your cell phone bill… …to online discounts at over 1,200 major retailers… …to a brand new car… Where you can save thousands. Figure in the lower rates credit unions offer on car loans, and you save even more. That’s real money, for real people, supporting real American jobs. Because now more than ever, we’re all in this together. And that’s exactly what credit unions are all about. So we’ll leave the big banks to take care of Wall Street. We’ll be right here…taking care of Main Street. Own your money. Join the 5,000 people who join a credit union every day. Finding one is easy at lovemycreditunion.org. Federally insured by the NCUA.

IV. Informational Items/TV Spots

IV. Informational Items/Media Plan A.Campaign dates: June 7 to August 1 B.Effective frequency (7+ times) 1.Goal is to hit 50% of target audience at least 7 times 2.Detroit: 82% 3.Grand Rapids: 78% 4.Lansing: 78% 5.Flint: 78% 6.Traverse City 79% 7.Marquette 57% (TV only; radio will provide additional freq) 8.Alpena 41% (TV only; radio will provide additional freq)

IV. Informational Items/Media Plan *Spot buy market

IV. Informational Items/Media Plan C.Additional sponsorship idea 1.WDIV-TV and ClickonDetroit.com a.Biggest site in state 2.“Vote 4 the Best” online interactive guide to the best businesses 3.TV :30 3x during Detroit Fireworks, TV promo spots 4.11-week voting period kicks off June 21 during fireworks a.Ties well with Americana theme of Main Street/Invest in America 5.Best Guide to be promoted consistently on WDIV throughout year a.4 million impressions on ClickonDetroit.com

IV. Informational Items/Media Plan D.Additional sponsorships – Other markets 1.Goal: Generate positive brand awareness 2.Strategy: Associate credit unions with local fireworks shows and Fourth of July events 3.Mix of on-air, on-line and on-site promotion a.Sponsor online guide to local fireworks shows b.Fourth of July-themes giveaway with online entry and on-air promotion c.On-site remotes at a fireworks show d.Interview with local CU reps e.On-air sponsorships of weather reports for day of show f.On-site signage 4.Where funds are not available, similar elements would be part of value-add negotiations

D. Remaining 2010 Meeting Dates Tuesday, August 17, 2010 Wednesday, November 10, 2010 V.Adjournment IV. Informational Items