2013 Diamond Awards
Early Bird Deadline: Receipt by 11-16-12
Final Entry Deadline: Receipt by 1-4-13
Payment Deadline: Receipt by 1-4-13
Enter the 2013 Diamond Awards:
Award Categories | Eligibility | Timeline | Rules | Fees | Membership Judging | Entry Procedures
1. Annual Reports
Entries for the annual report category should cover the 2011 calendar year. (All other entries should be from 2012.) Results are optional.
2. Brand Awareness
Marketing efforts to increase brand awareness. May include any type of media. Email to firstname.lastname@example.org in one of the following formats: Mp3, .wav file, or YouTube. Results are optional.
3. Branding/Corporate Identity
Redesign/makeover of corporate identification, may include tag line and/or jingle. Send both old and new elements. Supporting documents should include, as applicable to the submission, print materials, DVD, CD or USB flash drive/memory stick. Results are optional.
4. 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.
5. 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 or CUSOs may enter in this category. Results are optional.
6. 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.
7. 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 or USB flash drive/memory stick; TV entries must be on a DVD. Results are required.
8. Credit Union Association/League or CUSO 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).
9. Credit Union Association/League or CUSO 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).
10. Diamond in the Rough
Awarded to the credit union that displays exemplary results and creativity with a limited budget. Results are Required
11. Direct Mail (single)
Solicitation mailed to members or potential members. Results are required.
12. Direct Mail (series)
Series of solicitations mailed to members or potential members. Results are required.
13. Electronic Marketing
Any electronic marketing tool that promotes a credit union product or service. Examples include a single web site page (or series of pages), microsites, web site banner ads, podcasts, vodcasts, interactive flash ads, and electronic presentations created for websites or CD. Email to email@example.com in one of the following formats: Mp3, .wav file, or YouTube. Results are optional.
14. Email Marketing
Any E-Mail activity or offer originating from your credit union that promotes benefits or services. Results are required.
15. Financial Education
The steps you have taken to educate members on how to effectively manage their personal finances and make sound financial choices. Results are optional.
16. 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.
Graphic used for corporate identification, or to promote a service or program. Results are optional.
18. Membership Packets, Brochures, or Booklets
Printed information intended to introduce new or potential members to the credit union and its services. Results are optional.
Other marketing, public relations or business development materials not covered in another category. An example for this category is calendars. Results are optional.
20. Newsletters or Magazine Publications
Regularly scheduled newsletters or magazines from the credit union to its members. Send two consecutive issues. Results are optional.
Advertising using outdoor media such as a billboard or transit system. Please submit a photograph. Results are optional.
22. Plastic Access Card Design
Credit, debit, ATM, smart, or phone card. Please submit either a sample card or a color copy. Results are optional.
23. Point of Sale Display
This category includes lobby posters, teller counter displays, banners, kiosks, etc. Please send a photo that represents the display well. Results are optional.
24. Print Ad
Paid space advertisement(s) run in a publication. Results are required.
25. Radio (single)
A single spot carried on paid time. Email Radio ads to firstname.lastname@example.org in one of the following formats: Mp3 or .wav file. Results are required.
26. Radio (series)
A series of spots carried on paid time. Email Radio ads to email@example.com in one of the following formats: Mp3 or .wav file. Results are required.
27. 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.
28. 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 “Youth Marketing” category.) Results are required.
29. Social Media
Marketing efforts using social media tools such as YouTube, Facebook, twitter, blogs, etc. Please send printed copy of screen page and include links to the videos, blogs and sites used in your campaign. Results are optional.
30. Television (single)
Single spot carried on paid time. Email TV entries to firstname.lastname@example.org in the following format: YouTube. Results are required.
31. Television (series)
Series of spots carried on paid time. Email TV entries to email@example.com in the following format: YouTube. Results are required.
32 Website Marketing
The total website concept with all its elements. Pages developed for use in promoting the credit union (microsites should be entered into category #13). Send a hard copy of initial screen and web page address. Results are optional.
33. Youth Marketing
This category was designed for the marketing efforts you have made to attract and retain youth under age 18. Results are required.
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Any CUNA-affiliated credit union or credit union association/league may enter (Credit union Associations/Leagues or CUSOs may only enter categories 5, 6, 8, 9, 13, 15 and 17). Agencies may enter the competition on behalf of their clients, and pay the non-CMBDC member fee.
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November 16, 2012
Save! Entries received November 16, 2012 or earlier qualify for discounts.
January 4, 2013
Entries must be received by CUNA no later than 5:00 p.m. Central Time on January 3, 2013 to be accepted into the competition.
January 4, 2013
Payments must be received by this date in order for your entries to be included in the competition.
January 23-25, 2013
Judging will take place.
February 1, 2013
Winners will be notified via email.
March 1, 2013
A representative from the winning credit union must register for the conference to be announced and recognized from the stage during the awards ceremony.
March 26, 2013
Awards will be announced at the Recognition Dinner on Tuesday evening during the CUNA Marketing and Business Development Council's 20th Annual Conference in Anaheim, CA.
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All fees are non refundable.
Entries must have been distributed to your members for the first time and final results obtained during 2012. Entries distributed in 2011 with final results in 2012 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, please 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.
Awards will carry the credit union or association/league name. No individual entrants' names will appear on the award.
Judges reserve the right to move entries to categories they feel more accurately reflect the nature of the entry.
All judges' decisions are final.
A representative from the winning credit union must register for the conference by March 1 to be announced and recognized from the stage during the awards ceremony.
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It pays to enter early! Discounted rates apply only if your entry is received by November 16, 2012.
|CU Asset Size
|Fee Per Entry
(if entries received by
|Fee Per Entry
(if entries received
Less than $100 million, or CU Association/League
$100 – $499 million
More than $500 million
Non-CMBDC Member, or Agency Submission
Please add $20 per complete campaign entry (category #7).
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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 the membership benefits and join or call the Councils at 800/356-9655, ext. 4047 to join today.
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The judges are a mix of nationally acclaimed credit union marketers and other marketing professionals familiar with the credit union industry. They will judge each entry against other entries in its category and asset division (if applicable), considering each of the following criteria equally:
Strategy and Results: What was the strategy and objective(s) behind the entry? Does the entry produce the results it was supposed to given the credit union’s position in the marketplace and competitive factors?
Creativity: How does the creative concept position its offer to its target audience? Is the overall concept consistent with the stated strategy and objectives? Does the design and creativity enhance the idea and message to connect and communicate clearly?
Design and Production: How effective are the entry's design elements (typography, art, color, white space, quality of printing); or in the case of electronic, the entry's use of talent, visuals and sound and reproduction quality? Does the design and creativity 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 and producing the results? Are products clearly stated or obscured?
Results: How did the entry do, given its objective, budget and credit union's strategy? Did the idea behind the entry produce the results it was supposed to?
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Step One: Type the entry form
- 2013 Diamond Award Entry Form
Please download this form, type your entry information, and print two copies to submit along with one set of your entry piece(s).
Step Two: Mail two entry forms and one set of your entry piece(s)
- Please mail two copies of the completed entry form and one set of entry pieces:
CUNA Marketing & Business Development Council
Attention: CUNA Council Diamond Awards
5710 Mineral Point Road
Madison, WI 53705-4454
Step Three: Submit payment
- 2013 Diamond Award Payment Form
- If you are paying via credit card, you can complete and 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 any of the categories or information needed for the entry form, please contact Nancy Hutchinson of Minnesota Power ECU at 218.336.1808 or via email at firstname.lastname@example.org.
If you have questions about packaging your entry, please contact CUNA Councils at 1-800-356-9655, ext. 4018 or via email at email@example.com.
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