2. CU PARTNER since 1996 1st Financial Building Corp.Affinity CU Bay CUCanal City Savings & CU Cataract Savings & CUCapital City Savings Community Savings & CUCo-operators Trust Concentra FinancialCredit Union Central of Ontario Credit Union Central of Canada CUMA (Ontario) CUETSCUMIS Desjardins CUDesjardins Group Eastern Edge CUGanaraska Financial Services Grand River CUGreat Lakes Community CU Guelph & Wellington CUHeartland CU InfonancialInnisfil CU Kootnay Savings CUMinnedosa CU Motor City CUMountainView CU Northern CUNorthern Lights CU Northridge Savings & CUOsoyoos CU Peoples CUProsperity One Public Service CU QuintEssential Rochdale CUSudbury CU Superior CUTeachers CU The Personal United Employees CU West Fort William CUYour CU

4. BRAND IMAGE Your “brand image” is more than your logo, web site or marketing materials.

5. BRAND IMAGE Your “brand image” is the overall experience your Members have with… …your credit union …your products/services …your people

6. BRAND IMAGE Image is everything your existing and potential members… …THINK YOU ARE

7. IMAGE DEFINED Your image can be defined as: The management of ways in which your corporate activities are perceived.

8. PERCEPTION How you are perceived may not be a true reflection of who you really are. …BUT IT MUST BE!

9. The CU Experience For the most part, banks & credit unions see eye-to-eye on basic core values… “INTEGRITY is #1”

10. The CU Experience Core values not shared… Co-operation, collaboration, ethical, environmental, employees, fun.

11. The CU Experience What are the core values that shape your Credit Union? What makes your Credit Union Unique? What makes them want to come back?

12. The CU Experience To a prospective member, how would you define… “YOUR Credit Union Experience”

13. Objectives - market share Improve “overall brand recognition”. Promote “all-inclusive banking services”. Appeal to “younger members for growth”. Be the “first call” - not lender of last resort. Time to “enhance or re-fresh” our CU image.

14. Objectives - wallet share Promote the services “members are not familiar with”. Recognize “opportunities for added services”. They won’t know what we do “unless we tell them!” Better communicate “who we are & what we do”.

15. To be Effective… Your image must be distinctive. Have impact. Form the foundation of all marketing. Leave a positive lasting impression. Be consistent.

16. BRAND IMAGE “In order to enhance our Brand Image & Member Marketing Program, we need to add impact to our…”

19. THE RESULT Assets increased 260%. Wallet share increased from $ 21,000 to $ 36,000/member

20. THE RESULT “The professional image from the physical branding provided us the critical first elements to begin to present Prosperity One as a viable alternative to other financial institutions.” Michael Shephard, President & CEO ProsperityOne

21. THE RESULT “Our focus has not been on attracting large numbers of members, but the type of members that will connect with our brand.” Michael Shephard, President & CEO ProsperityOne

39. What are we doing? Promoting the positive benefits. Enhancing top-of-mind awareness. Creating opportunities for exposure. Drawing attention to ourselves!

40. Image Building Results A higher level of internal morale. Improved standards of performance. Better recruitment. Increased productivity & profitability.

41. Continuity In order for your Credit Union image to be effective, it must be consistent. Consistency enhances credibility, reliability, security and commitment.

42. PHASE 1 Image Assessment & Review Business Development Objectives, Challenges, Perceptions. Review of Product & Service Verticals Calculated Growth & Expectations Review of current marketing streams Member Care Program

43. PHASE 1 Creative Strategy Strategy to “re-fresh” Credit Union image Creative foundation for all marketing initiatives Determine style of campaign Theme development Visuals & copy Brand reinforcement

44. PHASE 1 Brand & Member Marketing Initiative Determine positioning statement Determine items for roll-out (internal/external, member/non-member) Critical path for implementation Development of brand guidelines

45. PHASE 2 - Brand Development Brand Re-design: Enhanced Name, New Name?, Logo & Name Design, Impact Positioning Statement, Identity System, Graphic Standards Guide Member Kit: New Member Kit Product Flyers: Products & Services, RRSP, Mortgages, Commercial Services, etc Member Communication: Communication Guide

46. PHASE 2 - Brand Development Direct Marketing: Parallel campaigns to attract new members, commercial, increase wallet share In-branch Promotion: Image campaign signage, posters, member cards Advertising: Direct mail, design of media campaign (radio, print, etc) Displays: Design of In-branch and Community Displays

47. PHASE 3 - Annual Campaigns Campaign Planning & Development RRSP, Deposit, Lending, High Interest Savings, Mortgage, etc Creative Campaign theme, campaign creative, direct mail, statement stuffers, flyers, in-branch signage/posters, print ads, media, promotional items

48. The CU Difference “How do you think your Credit Union is perceived?”

49. The CU Difference “How do you want to be perceived?”

50. The CU Difference “What makes your Credit Union Unique?”

51. The CU Difference “Would you say Members are fully aware of the scope of your banking & financial services?”

52. The CU Difference To non-members, would you say… “Your Credit Union is well known…but NOT known well?” 19%: know what you do. 57%: CU could accommodate them.

53. The CU Difference “Are there any misconceptions or negative issues about your Credit Union?”

54. The CU Difference “Are there any misconceptions about the term Credit Union?”

55. The CU Difference “What don’t members know about your Credit Union that they should?”

56. REMEMBER People have an overwhelming selection of choice when it comes to where they will bank and which FI they will bank with. You have to be distinctive & creative.

57. REMEMBER It’s not what you say. That is what they will believe you said. It’s what they thought they heard you say.

59. thank you