The 2007 Diamond Awards

Are you an “Ace” of Diamonds?

Play your best hand and enter the 2007 Diamond Awards.

Award Categories

1. Annual Reports
Entries should cover the 2005 calendar year. Results are optional.

2. Branding/Corporate Identity -- New for 2007
Redesign/makeover of corporate identification, may include tagline and/or jingle. Send both old and new elements. Supporting documents should include, as applicable to the submission, print materials, VHS, DVD, CD. Results are optional.

3. 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.

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. Credit unions as well as CU Associations/Leagues may enter in this category. 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. If submitting radio ads in this category, they must be on compact disc; TV entries must be on ½” VHS or DVD+R. Results are required.

7. Credit Union Association/League Marketing Campaign
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/League 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. Diamond in the Rough
Awarded to the credit union that displays exemplary results and creativity with a limited budgeted. Results are Required

10. Direct Mail (single)
Solicitation mailed to members or potential members. Results are required.

11. Direct Mail (series)
Series of solicitations mailed to members or potential members. Results are required.

12. 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. Send hard copy of screen print and include CD. Results are optional.

13. Email Marketing
Any E-Mail activity or offer originating from your credit union that promotes benefits or services. Results are required.

14. Internal Marketing Incentive Campaign
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.

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) or Magazine Publications
Regularly scheduled newsletters, including e-newsletters, or magazines from the credit union to its members. Send two consecutive issues. Results are optional.

19. Newsletters (two-color or less)
Regularly scheduled newsletters, including e-newsletters, from the credit union to its members. Send two consecutive issues. Results are optional.

20. Outdoor
Advertising using outdoor media such as a 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. 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.)

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. Radio ads must be on compact disc. Results are required.

27. Radio (series)
A series of spots carried on paid time. Radio ads must be on compact disc. Results are required.

28. 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.

29. Segmented Marketing
This category is for any special marketing efforts you have made to reach a specific segment of your membership based on age or ethnicity or other criteria for a group you have identified. (For groups under age 18, please use the new “Youth Marketing and Financial Education” category.) Results are Required

30. Statement Insert (single)
Printed item inserted with member statements. Results are required.

31. Statement Inserts (series)
Printed items inserted with member statements. Results are required.

32. Television (single)
Single spot carried on paid time. TV entries must be on ½” VHS or DVD+R. Results are required.

33. Television (series)
Series of spots carried on paid time. TV entries must be on ½” VHS or DVD+R. Results are required.

34. 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 than Wednesday, December 20, 2006. Results are optional.

35. Youth Marketing and Financial Education
This category was designed for the marketing efforts you have made to attract and retain youth under age 18 and the steps you have taken to educate them on how to effectively manage their personal finances and make sound financial choices. Results are required.

Eligibility

Any CUNA-affiliated credit union or credit union association/league may enter (Credit union Associations/Leagues may only enter categories 4, 7, 8 and 23). Agencies may enter the competition on behalf of their clients.

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

Timeline

December 20, 2006 - Entries in the web site marketing category (#34) are due. This deadline is for this category only.

January 5, 2007 - Entries received January 5, 2007 or earlier qualify for a discount.

January 12, 2007 - Entries must be received no later than 5:00 P.M. Central Time on January 12, 2007 to be accepted into the competition.

January 25-26, 2007 - Judging will take place.

February 2, 2007 - Winners will be notified via email.

March 16, 2007 - Awards will be announced at the Recognition Dinner on Friday evening during the CUNA Marketing and Business Development Council’s 14th Annual Conference in Las Vegas, Nevada.

Rules

All fees are nonrefundable.

Entries must have been distributed to your members for the first time and final results obtained during 2006. Entries distributed in 2005 with final results in 2006 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 are 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.

Only typed entry forms will be accepted. No handwritten entry forms, please.

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 the property of the CUNA Marketing & Business Development Council and will not be returned.

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! Discounted rates apply only if your entry is received by January 5, 2007.

Please add $20 per complete campaign entry (category #6).

Membership

Why not become a member of the CUNA Marketing and Business Development Council? You’ll save on your entry fees, plus you’ll enjoy all the benefits of the world’s largest credit union marketing and business development association! Check out our web site at www.cunamarketingcouncil.org 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? (view sample)

ENTRY PROCEDURES:

Step One: Type the entry form

• Please go to www.cunamarketingcouncil.org/diamond2007 and click on “Entry Form.” Please download the Word form, type your entry information, and print two copies to submit along with your entry.
• Entering the 2007 Diamond Awards is quick and easy. There are no complicated rules or mounting requirements. You send us your best work and we'll take care of displaying it for our judging panel.

Step Two: Mail entry forms and entry piece(s)

• Please mail two copies of the completed entry form with each entry to:
  
  CUNA Marketing & Business Development Council
  Attention: Bobbi Bischke
  5710 Mineral Point Road
  Madison, WI 53705-4454

Step Three: Submit payment

• If you are paying via credit card, you can complete the transaction online or fax the payment form (separate from the entry form) with credit card information to: 608/231-4327.
• If you are paying by check, please complete the payment form (separate from the entry form) and mail it with your check to:

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

If you have questions about packaging your entry, please contact Bobbi Bischke at 1-800-356-9655,

ext. 4018 or via email at bbischke@cuna.coop.
Entering the 2007 Diamond Awards is quick and easy. There are no complicated rules or mounting requirements. You send us your best work and we'll take care of displaying it for our judging panel.

If you have questions about any of the categories or information needed for the entry form, please

contact Sandi Carangi, Erie Community Credit Union at 814/455-6400, ext. 112 or via email at scarangi@erieccu.org.

Marketing Professional
     of the Year

Business Development
     Professional of the Year

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