Young & Free Report 2010

Dedicated to attracting the next generation of credit union members

DeAndré UpshawYoung & Free Change Agent

Currency Marketing@deandresays on Twitter

(Actual member of Gen Y)

My generation

Gen Y

anti hype technology confident spenders savvy cool goals college respect planning influence truthful authenticity distrust forward thinking family questioning quality media university wary friends fun world view connected anti hype technology confident spenders savvy cool goals college respect planning influence truthful authenticity distrust forward thinking family questioning quality media university wary friends fun world view connected anti hype technology confident spenders savvy cool goals college respect planning influence truthful authenticity distrust forward thinking family questioning quality cool truthful truthfulYGEN

We actually believe we can change the world. Regardless of our agendas, beliefs, or reasoning, we believe that we can make the world better than previous generations have left it. We will change the course of history.” JORDAN FLORA

GEN Y BLOGGER

“

8 9%Use social media sites regularly

Source: The College Board Arts and Sciences Group

NOPE

“See right through you like you’re bathing in Windex.”

MARIAH CAREY“OBSESSED”

“ Don’t be stupid.”

DEANDRE UPSHAW& OTHER GEN Y

NOTABLES

Tim McAlpinePresident & Creative Director

Currency Marketing@currencytim on Twitter

(Gen Y Wannabe)

It’s a simple

math problem

10THE

GREAT DIVIDE

TEN YEAR GAP

0

15

30

45

60

1985 1995 2003 2007

Source: CUNA Market Research

38%

of credit union members are aged

25 to 42

Credit union members

aged 25 to 42 have dropped by 17% in the past two decades

Where are our future prime borrowers?

0

3

5

8

10

1989 1996 2000 2002 2006 2008

17of the population is between 18 and 24

%

Source: CUNA Market Research

4%

of credit union members are between

18 and 24

17Based on 100 million members, the credit union movement should have

million 18 to 24 year old members

4but only has million

Source: CUNA Market Research

40TRILLION

BOOMERS

$X + Y

24of Gen Y have no idea what a credit union is

%

Source: Aite Group Engaging Gen Y: Cultivating a New Generation of Banking Customers

RON SHEVLINAITE GROUP ANALYST

5of Gen Y will consider a credit union the next time they need a financial product

Source: Aite Group Engaging Gen Y: Cultivating a New Generation of Banking Customers

%

RON SHEVLINAITE GROUP ANALYST

Going

social

An important, irreversible, completely different way for people to relate to companies and to each other.”

JOSH BERNOFFCO-AUTHOR OF GROUNDSWELL

“

1999

2005

PERFECT TIMING

TM

2006

2004

REALITY CHECK

PEOPLE RELATE TO PEOPLE

SOCIAL NOISE

However, standing out is easier said than done

SOCIAL MEDIA MYTH

blog

Twitter

YouTube

Facebookmicrosite

TV

radio

newspaper

magazines

outdoor

billboards

sponsorships

cinema ads

direct mail

statement stuffers

websiteevents

online ads

promotional items

in-branch

brochurese-mail

ATM screens

plasma screensGoogle Adwords

word of mouth

on-hold message

newsletter

transitPR

Our solution

Young & Free

Giving young people a voice, a head start and useful information

8regions live by

June 2010

20,000new accounts have been

opened by our partner Young & Free credit

unions to date

Comes down to

strategy & execution

90-9-1 PRINCIPLE

CREATORS:

1%EDITORS:

9%AUDIENCE:

90%

Source: www.90-9-1.com

2 WEEKS UP TO 52 WEEKS

2 WEEKS 2 WEEKS 2 WEEKS

3 WEEKS 7 WEEKS 8 WEEKS

PR

OC

ESS

PRODUCT RECOMMENDATIONS

& BUSINESS CASE

SPOKESPERSON TERM

SPOKESPERSON SEARCH & PRODUCT

LAUNCH

SITUATION ANALYSIS

HIRING THESPOKESPERSON

PUBLIC VOTING

REGIONAL LOOK & FEEL

PLANNING & IMPLEMENTATION

1 2 3

6 5

7 8

4

© Copyright 2009 Currency Marketing

ALBERTASITUATION ANALYSIS1

TEXASSITUATION ANALYSIS1

ALBERTAPRODUCT RECOMMENDATIONS & BUSINESS CASE

FREE2

UNLIMITED HEAD START

CROSSSELL

NO HIDDEN

FEES

SOUTH CAROLINAPRODUCT RECOMMENDATIONS & BUSINESS CASE

SUITE2

THREE ACCOUNTS

ONLINEACCOUNT OPENING

FINANCEWORKS

OOPSREFUNDS

POWERFUL COMBINATION

3 REGIONAL LOOK & FEEL

SOUTH CAROLINAREGIONAL LOOK & FEEL3

ALABAMAREGIONAL LOOK & FEEL3

ARE YOU THE

VOICEOF THE 25 AND UNDER TEXAS CROWD?

YoungFreeTexas.comP o w e r e d b y

YOUNG &FREETEXAS

Federally Insured by NCUA

TEXASPLANNING & IMPLEMENTATION4

SOUTHCAROLINA

YOUNG &FREE

YoungFreeSC.com

P o w e r e d b y

SM

VOICE?ARE YOU THE

MY

ACCOUNTS

SOUTH CAROLINAPLANNING & IMPLEMENTATION4

YoungFreeSC.com

VOICE?ARE YOU THE

Finding the

voice

Thank you so much for being so quick to do all this! You are wonderful!”

GLORIA HIATTYOUNG & FREE SC APPLICANT

“

$750,000 in unpaid media in Alberta

Highlights from our

Spokesters’ terms

2,417 Twitter followers

Josh is a social butterfly!

1,825 Facebook friends and 282 fans

471 Flickr photos

40+ real-world events

Chris created a musical. Seriously!

DeAndré owned every event he attended!

Myles can make a song out of anything!

Joshua is banging up great money-related blog posts

Larissa has proven the credit union difference 125,000 times!

SustainingMomentum

SUSTAINING MOMENTUM

Power ofCollaboration

Credit Union Central of Canada• National Credit Union Innovation Award

CUES Golden Mirror Awards• 1st place coordinated campaigns• 1st place segmented campaigns• 1st place for PR

Forrester Research Groundswell Awards• 1st place in the talking category

MAC Network Awards• Gold Award for market segment program• Gold Award for PR• Gold Award for websites• Best of Show MACQUEE

MACU AIME Awards• Gold AIME new product launch• Silver AIME coordinated campaigns• Silver AIME radio• Silver AIME websites• People's Choice Award

You deserved to win.You did a great job and just as important, actually delivered business value with your application. The big companies did too, but your application was more impressive based on the creativity and the results delivered on a limited budget.”

JOSH BERNOFFCO-AUTHOR OF GROUNDSWELL

“

BeYoungAndFree

BeYoungAndFree

YoungFreeHQ.com

DeAndré UpshawYoung & Free Change Agent

Currency Marketing@deandresays on Twitter

(Actual member of Gen Y)

My experience as2008 Young & Free Texas Spokesperson

ARE YOU THE

VOICEOF THE 25

AND UNDERTEXAS CROWD?

YoungFreeTexas.com

Apply for the ultimate job!

Be the 2009 Young & Free

Texas Spokesperson.

Apply by October 1 for

this one-year position with

tons of cool perks.

DeAndré UpshawYoung & Free Change Agent

Currency Marketing@deandresays on Twitter

Tim McAlpinePresident & Creative Director

Currency Marketing@currencytim on Twitter