CU Difference Committee February 18, 2009 Michigan Credit Union Headquarters Lansing, MI

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Agenda I.CALL TO ORDER II.ROLL CALL III.MINUTES IV.REPORTS A. MCUL President & CEO/Committee Ex-Officio David Adams V.INFORMATIONAL ITEMS A Media Plan B Creative Plan C.Funding D.Next Meeting VI.ADJOURNMENT

CU Difference Committee Meeting I.Call to Order II.Roll Call III.Approval of January 22, 2009 Meeting Minutes IV.Reports A. MCUL President & CEO/Committee Ex-Officio David Adams

 Working on mix of TV and radio GM and Chrysler Invest in America deals are a great opportunity for credit unions Mix of TV and radio will help increase reach and frequency of our message Most DMAs have sufficient funds for TV/radio plan –All-radio plans will be used where funds dictate MCUL matching dollar-for-dollar at this point Also looking at billboards  Discussion of Media Plan (sent separately) 2009 Creative Plan V. Informational Items A Media Plan

V. Informational Items B Creative Plan  TV and radio scripts being finalized this week  2 television spots Chrysler deal GM deal  4 radio spots GM deal Chrysler deal Invest in America in general CU branding – credit unions are loaning money for small businesses, mortgages, autos, etc.  All spots will Promote Invest in America Drive consumers to lovemycreditunion.org Include “Credit Unions, Where People are Worth More Than Money”

V. Informational Items B Creative Plan  Review of storyboards and scripts (sent separately)  Campaign Timeframe  Script, casting approvals due this week  Production expected week of Feb. 23  Media launch planned for March 9

V. Informational Items C Funding 2009 DMA Chart as of # of Cus # of Cus PaidDMA 2009 Supplemental Voluntary Dues Assessment SVDAInterestPaid Matching FundsBalance 60ALPENA53,257.07$3.72$0.00 $ CASS/BERRIEN (SOUTH BEND)8,450.00$5.66$5, $10, DETROIT1,096,019.67$168.49$211, $424, DETROIT/LENAWEE25,915.89$ FL-SG-Bay382,272.33$56.65$136, $272, GR-KA-BC550,287.89$91.86$140, $280, Lansing181,999.63$22.75$48, $96, MARQUETTE40,067.07$12.78$23, $47, MARQUETTE/GOGEBIC362.35$ MARQUETTE/MENOMINEE1,704.98$ TRAVERSE CITY186,839.48$17.81$47, $94, TOTAL2,527,176.36$ ,799.03$612,799.03$1,225, To date we have received an additional $48,476 carried over from the 2008 fall campaign. We have also received commitments of $18,532 from credit unions for the 2009 campaign. This brings our total to $679,807 not including the matching dollars.

V. Informational Items VI. Adjournment V. Informational Items D. Next meeting Wednesday, May 20, 2009, at 10 a.m. Michigan Credit Union League Livonia Office VI.Adjourn