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2014 Diamond Awards


Due Dates:

Early Bird Deadline: Receipt by December 6, 2013
Final Entry Deadline: Receipt by January 8, 2014
Payment Deadline: Receipt by January 8, 2014

Enter the 2014 Diamond Awards:

About | Contact | How to Enter | Eligibility & Rules | Award Categories | Technical Specifications | Fee Structure | Payment | Timeline | Membership | Judging |


About

The CUNA Marketing & Business Development Council Diamond Awards are the credit union industry’s largest and most representative competition, attracting more than 1,200 entries every year. The mission of the Diamond Awards is to recognize and reward creative excellence in the industry of credit union marketing and business development professionals.


Contact

If you have questions about the categories or results required, please contact the Diamond Award Co-Chairs: Nancy Hutchinson of Minnesota Power ECU at 218-336-1808 or nhutchinson@mpecu.com; Sean McDonald of Mid-State FCU at 201-920-9328 or smcdonald@midstatefcu.org.

If you have questions about the online entry process (Register an Account, etc.) or general questions about the Diamond Awards, please contact CUNA Councils at 1-800-356-9655, ext. 4018 or diamondawards@cuna.coop.

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How to Enter

New this year! Online entry process. Submitting is now easier than ever. You can earn recognition, without the hassle of mailing in materials.

The entry form must be completed and submitted online. Please read the eligibility & rules and category descriptions as well as the technical specs before you begin. The steps below outline exactly how to enter.

  1. Register an Account
  2. Create Your Entries
  3. Upload Digital Files
  4. Submit Entry
  5. Pay Entry Fees

To LOGIN use this link https://cuna.nonprofitcms.org/awards/

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Eligibility & Rules

Who may enter:
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, 12, 13, 15, 24, 27). Agencies may enter the competition on behalf of their clients and pay the non-MBD Council member fee.

ALL Entries Must:

  • ALL entries require digital files to be submitted. Hard copies, will not be accepted for any entry.
  • Meet all eligibility and rules requirements.
  • Be entered in the correct category and be correctly identified.
  • Conform to defined submission requirements.
  • Conform to all copyright laws.
  • All fees are non-refundable.
  • Entries must have been distributed to your members for the first time and final results obtained during 2013. Entries distributed in 2012 with final results in 2013 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 component.
  • An incomplete entry form is grounds for disqualification.
  • 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 in that category.
  • Entries become the property of the MBD Council. Images and videos provided will be used for the awards ceremony in March.
  • 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 February 14 to be announced and recognized from the stage during the awards ceremony.

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Award Categories

Hard Copies: Will NOT be accepted for any entry. Digital Submission: See Technical Specifications and Accepted Formats for Entries. See Eligibility & Rules.

1. Annual Reports
Individual annual, semiannual or quarterly reports for the 2013 calendar year.

2. Brand Awareness
Marketing efforts to increase brand awareness recognition to your current and/or potential members. It can either be associated with a particular product or the overall credit union brand. All forms of media are acceptable.

3. Brand/Corporate Identity
What is brand? – The perceived emotional corporate image as a whole. What is corporate identity? – The visual aspects that form part of the overall brand. Everything a company does, everything it owns, and everything it produces, should reflect the values and direction of the business as a whole. A redesign/makeover of brand/corporate identification may include tag lines and/or jingles, or the fundamental idea and core concept behind having an “image.”  Send both old and new components.

4. Business/SEG Development (Results required)
Marketing effort specifically intended to increase penetration with existing SEGs or to gain new SEGs. Entry can be individual elements or coordinated campaigns.

5. Community/PR-Ongoing Event
Activities or material related to a community/PR-ongoing event. Activities directed toward a field of membership group are acceptable. Photographs, newspaper ads, other media coverage and specialty items may be included. Credit unions, CU Associations/Leagues or CUSOs may enter in this category.

6. Community/PR-One-Time Event
Activities or material related to a community/PR one-time event. Activities directed toward a field of membership group are acceptable. Photographs, newspaper ads, other media coverage and specialty items may be included. Credit unions, CU Associations/Leagues or CUSOs may enter in this category.

7. Complete Campaign (Results required)
Campaign submissions require a minimum of three elements supporting one effort and must have been completed in 2013. Types of media include the following, but are not limited to direct mail, point-of-sale, newspaper, and newsletters. Judges will consider the number of media used in each campaign. If submitting radio, television, and audio-visuals, upload a copy of each script.

8. Credit Union Association/League or CUSO Marketing
Coordinated effort using at least two forms of media sent by the association to its members. CU Associations/Leagues or CUSOs may enter in this category. Only one set of awards will be given in this category – no asset level breakdown.

9. Diamond in the Rough (Results required)
Awarded to the credit union that displays exemplary results and creativity with a limited budget.

10. Digital Advertising (Results required)
Digital advertising refers to marketing that is digitally displayed. Electronic billboard, web-based marketing, viral marketing, audio advertising are examples for this category.

11. Direct Mail – Single or Series (Results required)
 A single mail piece or series of pieces supporting one effort, mailed to members or potential members. Only submit the results that are directly related to the piece.

12. Electronic Marketing (Results required)
Any e-Channel marketing including podcasts, blogs, QR Codes, PURL, Email, Mobile, Interactive, and Smart Phone Apps. Include samples (URL, Google analytics, web analytics, on-site analytics, QR URL, etc.). Credit unions, CU Associations/Leagues or CUSOs may enter in this category.

13. Financial Education
A program that provides financial literacy through your products, services and network; strategic partnerships and educational programs. Share the steps you have taken to educate members or potential members on how to effectively manage their personal finances and make sound financial choices. Credit unions, CU Associations/Leagues or CUSOs may enter in this category.

14. Internal Marketing Recognition/Incentive Campaign
A 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, and other components) are encouraged.

15. Logos
New logos that have been created exclusively for your credit union, product, promotion or effort and distributed for the first time in 2013. Include a variety of samples showing and explaining the different applications of the logo. Include an example of a previous logo, if applicable. Credit unions, CU Associations/Leagues or CUSOs may enter in this category.

16. Member or Trade Publications
Member Publications is advertising that appears in periodic publications whose circulation/distribution is made to the membership or general public, and/or an unspecified target audience. Trade Publications is advertising that is placed in periodic publications whose primary circulation/distribution is aimed at the specific credit union industry target audience. Frequency of publications can be anywhere between weekly to annually. Include two to five unique issues of your publication.

17. Membership Packets, Brochures or Booklets
Printed information intended to introduce new or potential members to the credit union and its services.

18. Microsite (Results required)
Subcategory websites launched in 2013, which include either small or freestanding sites and not created to function as an entire website. Small sites which are embedded as part of a larger site are also eligible. Entry should not include animated movies or intros. Indicate the direct URL of the site, not the main site URL of which the microsite is a part of. If you are including a microsite redesign, include digital pictures and information about the previous site as well as the redesigned site.

19. Miscellaneous
Other marketing, public relations or business development materials not covered in another category. An example for this category is calendars, statement stuffers, holiday events and credit union anniversary celebrations.

20. Mobile
Website designs for mobile websites should give priority to the features and content users are most likely to need when viewing this from a mobile device. Having insights into your members’ needs should dictate the content development as well as a site’s architecture and screen layouts (While desktop websites often contain a wide range of content, mobile sites usually include only the most crucial functions and features). Provide URL.

21. Outdoor
This category includes any type of outdoor media. This can include, but is not limited to billboards, transit vehicle ads, car wraps, and ATM wraps. For Digital Media, see category #10.

22. Plastic Access Card Design
Card designs that have been created exclusively for your credit union and distributed for the first time in 2013. These include credit, debit, Smart, or ATM card designs. Include samples of each design.

23. Point of Sale Display and Retail Merchandising
Overall strategy designed to enhance member awareness of credit union services including, but not limited to tent cards, lobby posters or Dura trans. This should encompass the total branch sales environment including kiosks, ATMs, and self-service displays. Entry may relate to a single event, part of a campaign or be educational in nature.

24. Print Ad (Results required)
This includes newspaper, magazines, or paid-space advertisement(s) running in a publication. Only include the results that are directly related to the piece. Credit unions, CU Associations/Leagues or CUSOs may enter in this category.

25. Radio – Single or Series (Results required)
Entry may be either a single or series of spot(s) carried on paid time. Only include the results that are directly related to the piece.

26. Segmented Marketing (Results required)
Entry will be judged on how well credit union benefits were matched with the group’s needs. Entry should show activities related to projects or programs. Photographs, newspaper, other media coverage and specialty items may be included. An explanation of the program, up to five summary pages, plus support documents, may be included. Include a sample of each project/program element.

27. Social Media (Results required)
The use of any social media platform, blog, forum, group site, the internet, or microsite that engages members to communicate about your credit union and/or the credit union movement. Must include the average number of comments received, time spent on site and use of links. Include samples (URL, Google analytics, web analytics, on-site analytics, etc.). Credit unions, CU Associations/Leagues or CUSOs may enter in this category.

28. Television – Single or Series (Results required)
Entry may be either a single or series of spot(s) carried on paid time. Only include the results that are directly related to the piece.

29. Website
Entry may be any use of your credit union’s website, either internet or intranet. Each entry should relate to a specific promotion focusing on growth or retention. If the entry is a complete website redesign, you must include screen shots of the former website so apples to apples can be compared (PDF or JPEG). Microsites should be entered into category #18. Provide URL.

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Technical Specifications and Accepted Formats for Entries

ALL Entries require digital files to be submitted. Hard Copies, will not be accepted for any entry. Images and videos provided will be used for the awards ceremony in March.

If you’re unable to upload files, please check your browser's settings (manage pop-ups) using the following instructions or contact CUNA Councils at 1-800-356-9655, ext. 4018 or diamondawards@cuna.coop.

https://support.google.com/chrome/answer/95472?hl=en

Digital Files:

  • File type: PDF or JPEG
  • High-resolution RGB JPEG (minimum 96 dpi) with a minimum size of 2400 x 3000 pixels or of a "presentation board" with a minimum size of 3000 x 2400 pixels.
  • If the work requires multiple images, please upload each image as a separate JPEG.
  • File size: up to 7 MB

Video Files:

  • Uploaded files must be WMV, AVI, or MOV files.
  • YouTube links are not allowed.
  • Resolution: 640 x 480 pixels (minimum)
  • File type preference: .wmv
  • File size: up to 60 MB
  • Upload the video ONLY. Do NOT include bars, slate or black at the beginning or end of the video.
  • Script: PDF

Audio Files:

  • File type: .mp3
  • Sampling rate: 44 KHz (44,100 Hz)
  • Bit rate: 196 KB/s (maximum)
  • Sound: Stereo
  • File size: up to 7 MB
  • Script: PDF

Website, Microsite or Mobile Application:

  • Provide URL link to the website, microsite, or mobile application.
  • Password information must be provided for password protected sites: PDF
  • Screen grab: JPEG

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Fee Structure

It pays to enter early! Discounted rates apply only if your entry is received by December 6, 2013.

CU Asset Size
Fee Per Entry
(if entries received by
12-6-13)
Fee Per Entry
(if entries received
12-7-13 to
1-08-14)

Less than $100 million, or CU Association/League

$55

$80

$100 – $499 million

$85

$110

More than $500 million

$115

$140

Non-CMBDC Member, or Agency Submission

$125

$150

Please add $20 per complete campaign entry (category #7).

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Payment

All entry fee payments must be made online through the submission process. All entries must be paid in full by Wednesday, January 8, 2014 or your entry(s) will not be allowed into the judging process.

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Timeline

December 6, 2013

Save! Entries received December 6, 2013 or earlier qualify for discounts.

January 8, 2014

Entries must be received by CUNA no later than 12:00 pm (midnight) Central Time on January 8, 2014 to be accepted into the competition.

January 8, 2014

Payments must be received by this date in order for your entries to be included in the competition.

January 21-24, 2014

Judging will take place.

February 3, 2014

Winners will be notified via email.

February 14, 2014

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 14, 2014

Awards will be announced at the Recognition Dinner on Friday evening during the CUNA Marketing & Business Development Council's 21st Annual Conference in Orlando, FL.


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Membership

Why not become a member of the CUNA Marketing & 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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Judging

The judges are a mix of nationally acclaimed credit union marketers and other marketing professionals familiar with the credit union industry, and business development professionals. 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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