for Integrated Advertising, Promotion, and Marketing Communications, 7e Clow and Baack Advertising Agency Emogen Marketing Group 1 Centric Federal Credit Union

Integrated Campaigns In Action: Agency Background Emogen Marketing Group – Full-service creative marketing firm – Primary focus on increasing clients’ revenues – Started in 2007 – Current staff 4 full-time employees 1 part-time employee Various freelancers Brian Warren Owner; Account Exec & Creative Director Sarah Warren Owner; Marketing Consultant 2

Integrated Campaigns In Action: Client Background (Part 1) Member-owned, member-operated, and member managed Income generated through loans Loans constrained by deposit volume Centric provides same financial services as bank Since non-profit - profits paid back to members – Lower fees – Better interest rates – Dividend payments 3

Integrated Campaigns In Action: Client Background (Part 2) Membership requires application Deregulation increased flexibility in membership criteria 2005 name changed to Centric Federal Credit Union from Forest Kraft Federal Credit Union Adopted new technologies Remodeled locations Customer-focused in-center floor plan 4

Integrated Campaigns In Action: Client Background (Part 3) Public holds misconception of credit unions – Who can join? – Services offered? Low awareness of Centric High number of members who joined strictly to obtain loans – Held minimum in savings and/or checking 5

Integrated Campaigns In Action: Objective – Increase Deposits – Loans tied to level of deposits – Loans generate primary revenue 6 Agency Challenge

Integrated Campaigns In Action: Increase new memberships – Checking accounts Increase deposit accounts and balances – Current members Update website – Improve communications – Reflect advances in technology and services 7 Plan of Action

Integrated Campaigns In Action: Challenge – educate potential members – Who is eligible to join? – Why is Centric best option? Complex messages for traditional advertising 8 Increase New Memberships

Integrated Campaigns In Action: Focus on selling benefits of “banking” with Centric – not on selling a credit union. 9 Increase New Memberships

Integrated Campaigns In Action: Benefit of “banking” with Centric – Lower account fees – Higher dividend rates on deposit accounts – Lower interest rates on loans 10 Increase New Memberships

Integrated Campaigns In Action: “Redefining banking” “Just like a bank … only better” 11 Taglines

Integrated Campaigns In Action: Benefit focus: no-fee, basic checking account Campaign message: “Free-er Than Free Checking” Execution approach was humor Media – Television – Radio 12 Broadcast Campaign

Integrated Campaigns In Action: 13 Television Ad - Sasquatch

Integrated Campaigns In Action: 14 Television Ad - Leprechaun

Integrated Campaigns In Action: Longer commitment required Simplified message Focus on answering – “What is Centric?” – “Why choose Centric” – “What services does Centric offer?” Billboard Messages – Checking – Savings – Loans – Fewer fees. Better rates. Nicer people. 15 Billboard Campaign

Integrated Campaigns In Action: 16 Billboard

Integrated Campaigns In Action: 17 Billboard

Integrated Campaigns In Action: Direct mail campaign to members without checking accounts Telephone follow-up calls “Crack the Safe” promotion for each new account opened 18 Increase Deposit Accounts and Balances Current Members

Integrated Campaigns In Action: With each new account opened, member guessed digital lock on safe Winning code won new car valued at $40,000 Contest extended to new members 19 “Crack the Safe” Contest

Integrated Campaigns In Action: 20 Postcard (Page 1)

Integrated Campaigns In Action: 21 Postcard (Page 2)

Integrated Campaigns In Action: 22 Update Website