Advertising/Marketing Eagle Award Runner Up International Credit Union Week Insert

Chapter Contact: Jeanna Erwin
Phone Number: (815) 939-6049

1. Describe your BEST PRACTICE/HIGH POINT:

   In recognition of International Credit Union Week, the Kankakee Valley Chapter of Credit Unions produced a 12-page color 4-color newspaper insert. It was inserted in the Sunday edition of The Daily Journal, which has a circulation of over 40,000 readers.

   In years past, our inserts dropped on a weeknight. We chose Sunday edition in order to reap the benefits of the extended coverage. The Daily Journal also rewarded us for our continuing business by giving the insert a "bug" in prior editions ("Coming Sunday: Kankakee Valley Chapter of Credit Unions: Catch Their Spirit!" and on the front page of Sunday’s newspaper (Inside: Catch Their Spirit! Don’t miss the special insert for the Kankakee Valley Chapter of Credit Unions.) There was no charge for these promotions.

   With education and communication as the primary goals of our insert, this dynamic piece provided an overview of credit unions in general but focused specifically on the strength of our local credit unions.

   Our theme, "Catch Our Spirit!" and the related graphic design reinforced the direction and look of the international campaign but with a personal touch. As in the past, we extended the concepts of membership by personalizing the insert’s cover with a photo of local credit union members representing all ages and all walks of life… from professionals to children to retirees. In other words, everyone can catch the credit union spirit!

   Each of our Chapter’s 17 credit unions were encouraged to tell their story and to highlight their services in an ad in the insert. Various ad sizes were available, ranging in price from $175 to $475 to $875 for a full page.

   Because we wanted to create a lasting impression for our insert, we chose to invest in a higher grade of paper for our insert. By selecting a bright white stock, we felt our photos and editorial content would be crisper and sharper than they would on regular porons newspaper stock. While this course raised ad prices roughly 20% over the previous year, our credit unions felt the cost was more than justified in building value, image and memorability.

   Copywriting, graphic design, and photography were included in the ad prices.

   Interspersed among the ads were short informative stories about the credit union movement, about our local chapter and its directors, and about credit union products and services.

   Overall, the insert projected an enthusiastic, positive, inviting and professional image for our Chapter. And, its elevation to a magazine-quality insert demonstrated the progressive nature of our credit unions on the local front.

2. What made it a HIGH POINT or PEAK EXPERIENCE?

   This question can best be answered in one word: continuity! As in years past, our newspaper insert was a concerted and genuine effort that brought all of our credit unions together and projected a unified image to our community. It would not have been as powerful (or even affordable) for one, two, or even several credit unions to produce this piece on their own. Its impact and creativity as a group effort was achievable only through the power of 17 credit unions working together to educate and to communicate our message: Catch Our Spirit and Pass it along!

3. What POSITIVE IMPACT did it have for the participants and the Chapter?

An exceptional 98 percent of our chapter’s credit unions participated in the insert! There was much enthusiasm and energy among presidents, managers, employees, and directors to participate. Each credit union was thrilled to select a member to represent them on the cover of the insert.

Importantly, we put the credit union message in the hands of more than 40,000 people… instilling a sense of pride in those who already are members of credit unions and opening up new avenues of financial potential to prospective members.

A side note: a variety of credit union members have already asked if they can be on the cover of our 2002 insert!