The 2004 Diamond Awards - Rules

Award yourself in Miami! The Diamond Awards is the credit union industry's premier marketing recognition event. Credit unions both large and small will showcase their best work from the past year, and be rewarded with Diamonds! This is your annual chance to step into the national spotlight.to put your credit union in the marketing forefront.and be honored as the best of the best. But the only way you can WIN is to enter.

The following Call for Entries information details the 30 categories (separated by credit union size to "level the playing field"), instructions for entries, fees and more. Simply enter, and keep an eye out for "winner notification" via e-mail.

Enter today to for your chance to receive the premier award in the industry, to gain recognition for your credit union team, and to set a precedent for your credit union and credit unions across the nation.

The deadline for entry is January 16, 2004. (Early bird deadline is January 5, 2004)The CUNA Marketing & Business Development Council Diamond Awards will be presented during the CUNA Marketing & Business Development Conference, which will be held March 10 - 13, 2004 in Miami Beach, Florida.

Download the Entry Form (Microsoft Word format)

Download the Payment Form (Microsoft Word format). Must be sent separately if paying by share draft/check.

Award Categories

1. Annual Reports
   Entries should cover the 2002 calendar year. Results are optional.
2. Business/SEG Development
   Marketing effort specifically intended to increase penetration with existing SEGs or gain new SEGs. Entries can be individual elements or coordinated campaigns. Results are required
3. Political Action
   Marketing/public relations effort specifically intended to increase awareness and participation in political issues important to credit unions. Any form of media is eligible. Open to all credit unions, associations, and co-op efforts. Results are optional. Only one set of awards will be given in this category - no asset level breakdown).
4. Community/PR Program
   Activities or material related to a community/PR program. Activities directed toward a field of membership group are acceptable. Include supporting documents in a three-ring binder. Results are optional
5. Community/PR Single Event
   Activities or material related to a community/PR single event. Activities directed toward a field of membership group are acceptable. Include supporting documents in a three-ring binder. Results are optional
6. Complete Campaign
   Coordinated marketing effort using at least three or more forms of media. Results are required
7. Credit Union Association Marketing/PR
   Coordinated effort using at least two forms of media. Results are optional. (Only one set of awards will be given in this category - no asset level breakdown).
8. Credit Union Association Publications
   Publication sent by the association to its members. Results are optional. (Only one set of awards will be given in this category - no asset level breakdown).
9. Direct Mail (single)
   Solicitation mailed to members or potential members. Results are required
10. Direct Mail (series)
    Series of solicitations mailed to members or potential members. Results are required
11. Internal Marketing Recognition
    Program that enhances external marketing efforts by recognizing and/or incenting credit union staff over an extended campaign period. Single events will be excluded. Supplemental materials (employee newsletters, photographs, etc.) are encouraged. Results are optional.
12. Web site Marketing
    The total website concept with all its elements. Pages developed for use in promoting the credit union. Send a hard copy of initial screen and web page address. Due to the overwhelming response, entries must be received no later that Friday, January 5, 2004. Results are optional
13. Electronic Marketing
    Any electronic marketing tool that promotes a credit union product or service. Examples include website banner ads, interactive flash ads and electronic presentations created for CD or website. Results are optional. Entry must be submitted on CD or DVD.
14. Email Marketing
    Any E-Mail activity or offer originating from your credit union that promotes benefits or services. Results are required. Entry must be submitted on CD or DVD.
15. Logos
    Graphic used for corporate identification, or to promote a service or program. Results are optional.
16. Membership Packets, Brochures, or Booklets
    Printed information intended to introduce new or potential members to the credit union and its services. Results are optional
17. Miscellaneous
    Other marketing, public relations or business development materials not covered in another category. An example for this category is calendars. Results are optional
18. Newsletters (four-color)
    Regularly scheduled newsletter from the credit union to its members. Send two consecutive issues. Results are optional.
19. Newsletters (three-color or less)
    Regularly scheduled newsletter from the credit union to its members. Send two consecutive issues. Results are optional.
20. Outdoor
    Advertising using outdoor media such as billboard or transit system. Please submit a photograph. Results are optional.
21. Plastic Access Card Design
    Credit, debit, ATM, smart, or phone card. Please submit either a sample card or a color copy. Results are optional.
22. Point of Sale Display
    This category includes lobby posters, teller counter displays, banners, etc. When possible, please send the actual display or a photo that represents the display well. Results are optional.
23. Retail Merchandising
    Overall branching strategy designed to enhance member awareness of credit union services. This encompasses the totality of the branch sales environment, including kiosks, ATMs, self-service displays, etc. Photographs of the environment will be accepted. Photos should be a minimum of 8 X 10 and should be in color. Results are optional.
24. Print Ad (single)
    Paid space advertisement run in a publication. Results are required
25. Print Ad (series)
    A series of paid space advertisements run in a publication. Results are required
26. Radio (single)
    A single spot carried on paid time. Submit on labeled cassette(s) or CD. Results are required
27. Radio (series)
    A series of spots carried on paid time. Submit on labeled cassette(s) or CD. Results are required
28. Segmented Marketing
    Traditionally credit unions have had special programs for seniors and youth. But, the marketplace is much more fragmented today than ever before. This category is for any special marketing efforts you have made to reach a specific segment of your membership: generation X, generation Y, baby boomers, empty nesters, or any other group you have identified. Results are required
29. Statement Inserts
    Printed item(s) inserted with member statements. Results are required
30. Television
    Single spot or series of spots carried on paid time. Submit on one-half inch labeled VHS video cassette(s), CD or DVD. Results are required

Eligibility

Any CUNA-affiliated credit union or credit union association may enter (CU Associations may only enter categories 3, 7 and 8). Agencies may enter the competition on behalf of their clients.

Awards will carry the credit union or association name. No individual entrants' names will appear on the award.

Timeline

Entries must be received no later than January 16, 2004 to be accepted into the competition. Entries postmarked January 5, 2004 or earlier qualify for a discount. You will receive an email confirmation shortly after we receive your entry(ies).

Judging will take place January 22 - 24, 2004. Winners will be notified via email no later than February 4, 2004. Awards will be announced at the Recognition Dinner on Friday evening March 12 during the CUNA Marketing and Business Development Council's Eleventh Annual Marketing and Business Development Conference in Miami Beach, Florida.

Entries in the web site marketing category (#12) have a deadline of January 5, 2004. This deadline is for this category only.

Rules

All fees are nonrefundable.

Entries must have been distributed to your members for the first time and final results obtained during 2004. Entries distributed in 2002 with final results in 2004 are also accepted.

Entries must be original and not part of a co-op effort (unless noted in entry category). No pre-designed art or materials are allowed. (Stock art and photography as a single component of originally designed pieces is permitted.) No materials originally produced for another organization are allowed in any category.

Unless otherwise stated, an entry consists of only one ad, brochure, or other item.

An incomplete entry form is grounds for disqualification.

If you enter a piece in more than one category, make sure you complete the requirements and entry form for each category. Judges will not cross-reference pieces from one entry to another.

If the quality of entries in a given category is not strong enough, no awards will be given.

Entries become property of CUNA, unless you include the $30 return fee with your entry.

Judges reserve the right to move entries to categories they feel more accurately reflect the nature of the entry.

All judges' decisions are final.

Fees

It pays to enter early! These discounts apply only if your entry is postmarked January 5, 2004 or earlier.

Fee Per Entry (if postmarked by January 5, 2004)

Add $20 for each entry postmarked January 5, 2004 or later

Add $15 for "Complete Campaign" entries

Add $30 if you'd like your entry(ies) returned to you

Why not become a member of the CUNA Marketing Council? You'll save on your entry fees, plus you'll enjoy all the benefits of the world's largest credit union marketing association! Click here to view member benefits or call the Councils at 800/356-9655, ext. 4357 to join today.

Judging

The judges are a mix of nationally acclaimed credit union marketers and other marketing professionals familiar with the credit union industry. They are not permitted to enter the competition themselves. They will judge each entry against other entries in its category and asset division (if applicable), considering each of the following criteria equally:

Strategy: What was the strategy behind the entry? Does the entry make sense given the credit union's position in the marketplace and competitive factors?

Creative Concept: How does the creative concept position its offer to its target audience? Is the overall concept consistent with the stated strategy and objectives? How well do verbal and visual messages connect to communicate clearly? Are the ideas fresh or time worn?

Design and Production: How effective are the entry's design elements (typography, art, color, white space); or in the case of broadcast, the entry's use of talent, visuals and sound? Does the design enhance the idea and make it better? Is attention paid to the "fit and finish" of the final product? Is the quality of the printing, lighting, recording and reproduction polished?

Copy and Communication: Words, either in headlines, body copy or scripts, usually are the key to the success of the entry. Is the writing effective in helping sell the idea? Are products clearly stated or obscured?

Results: How did the entry do, given its objective, budget and strategy? Did the idea behind the entry produce the results it was supposed to?

Entry Procedures

1. Submit two copies of the entry form. In most cases, your answers should be brief enough to fit in the space provided on the entry form, but if you prefer, you add a separate page.

Download the Entry Form (Microsoft Word format).

Include one sample of your entry. Unmounted entries are preferred.

Mail your entry and entry form to:

CUNA Marketing & Business Development Council
Attention: Debbie Bergenske
5710 Mineral Point Rd.
Madison, WI 53705-4454

2. Complete the Payment Form (separate from the entry form) and mail with your check to:
Download the Payment Form (Microsoft Word format).

Credit Union National Association
P.O. Box 78546
Milwaukee, WI 53278-0546

If you are paying via credit card, you can send payment form with entry or fax the payment form with credit card information to: 608/231-4327.

If you have questions about packaging your entry, please contact Debbie Bergenske, Program Coordinator (phone: 800-356-9655, ext. 4357; email: dbergenske@cuna.coop).

If you have questions about any of the categories or information needed for the entry form, please contact Roger Buechler, Service First FCU (phone: 605/336-1047, ext. 138; email: rbuechler@servicefirstfcu.org).