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Who’s
the best of the best in credit union marketing?
Find out at MAC’s Annual
Banquet and Awards Ceremony, to be held
May 28-30, 2003, at the Westin Horton Plaza in San Diego, California. We hope
to see you there!
CLICK HERE FOR A PDF OF THE 2002 ENTRY FORM!
AWARD ELIGIBILITY
All credit union marketing-related materials introduced
and marketing programs implemented during the 2002 calendar year are eligible.
Entries must not have been previously entered in a Marketing Association
of Credit Unions (MAC) awards competition. Co-op advertising, in any form,
is ineligible.
The competition is open to any credit union, advertising agency,
production company, or other organization producing material for a credit
union during 2002.
There is no limit to the number of entries that can be
submitted. An item can be entered into more than one category, if so qualified.
Each entry must be accompanied by a completed Summary of Results form.
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AWARD CATEGORIES
All categories are divided into two types: results categories
(which are easily tracked) and non-results categories (activities that create
a positive marketing environment but which do not readily lend themselves
to quantitative tracking).
Results Categories
Activities easily tracked:
• Single Direct Mail: Entry to consist of description,
samples, and results of all items included in one mailing.
• Direct Mail Series: Entry to consist of description, samples, and results
of all items mailed during a promotional period, exclusive of statement stuffers.
(For statement stuffer, see below).
• CUSO Programs: Entry to consist of description of, and samples from, credit
union service organization and benefits it provides members.
• Business Development: Entry to consist of description, samples, and results
of brochures or kits, or description and results of orientation programs, used
to increase market penetration of member base by signing up new members and/or
soliciting new business (SEGs).
• CUSO Materials: Entry to consist of description, samples, and results
of brochures produced by your credit union to promote your CUSO products. (Marketing
materials produced by CUNA, CUNA Mutual, Plan America, the California/Nevada
Credit Union Leagues, or the CUSO vendor are ineligible).
• Newspaper/Magazine Ads: Entry to consist of description, tear sheets/samples,
and results of black-and-white and/or color advertisements.
• Broadcast and Video: Entry to consist of description, samples, and results
of radio, television, and/or video materials produced by credit union or its
agency which was broadcast or narrow cast to any audience.
• Non-Agency Materials: Entry to consist of promotional materials that have
been developed (concept, copy, and design) in-house. (Typesetting, printing,
recording, etc. may be from outside suppliers).
• Statement Stuffers: To qualify, the piece must have been mailed as a companion
to your regular monthly or quarterly statements. Entry to consist of description,
samples, and results of promotional or informational statement stuffers. Stuffers
may be entered individually, or as a series if they follow one theme.
• Comprehensive Campaign: To qualify, a minimum of three different media
must have been used (e.g. statement stuffer, newsletter brochure, radio, etc.)
with a coordinated theme. Entry to consist of description, samples of all media,
and results.
• Internal Marketing: Entry to consist of description, samples, and results
of your internal marketing program. The program must not have been entered
previously. Entry may consist of employee newsletters, marketing-related training
programs, incentives, awards, staff parties, posters, and other activities
or materials produced by the marketing staff only for credit union employees,
volunteers, and elected officers.
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Non-Results Categories
Activities that create a positive marketing environment but which do not readily
lend themselves to quantitative tracking:
•
Products/Service Brochures: Entry
to consist of description and samples of brochures (single or series) that
explain your credit union's products and services.
• Logos: Entry to consist of description and samples of a newly-created
logo used by your credit union to support its corporate identity, or the identity
of one of its products, services, or programs. Include no more than three different
samples of logo use.
• Newsletters: Entry to include the goals and objectives of your credit
union's newsletter. Please submit two (2) consecutive issues per entry.
• Annual Reports: Entry to consist of your 2001 Annual Report, if it has
not been entered previously. The Annual Report must have been available to members
by December 31, 2002.
• Alternative Media: Consisting of non-traditional and new-technology media,
such as outdoor (billboards), bus bench and bus ads, multi-media, and interactive
personal computer programs (websites), etc. Entry to consist of description,
available photography, and/or example.
• Image Enhancement: Entry to consist of description, samples, available
photography, impact of community involvement, annual meetings, grand openings,
mixers, and other special events. Entry must demonstrate personnel commitment,
time, and effort by your credit union; strictly monetary gifts or donations will
not be considered. Category also includes materials and programs that would typically
fall within a results category but that were created and implemented primarily
for image enhancement purposes and were not intended to be trackable for results.
• Editorial Public Relations: Editorial media coverage by the print and electronic
press that deepens public understanding and acceptance of credit unions. Entry
to consist of clipping, 1/2" VHS video cassette, or audio cassette of
article, interview, news story, or feature placed on behalf of credit union.
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AWARD ENTRY FEES
Single Medium
Asset Division
MAC Member Non-Member
A Less than $75 million $50 $80
B $75 million to $200 million $60 $95
C $201 million to $500 million $70 $110
D More than $500 million $80 $125
Comprehensive Campaign
Asset Division
MAC Member Non-Member
A Less than $75 million $65 $125
B $75 million to $200 million $75 $145
C $201 million to $500 million $85 $165
D More than $500 million $95 $185
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ENTRY RULES
To qualify, entries must comply with all requirements for the competition:
Payment
of fees must accompany the awards entry form.
Each entry must be accompanied by a completed Summary of Results form and must
be prepared as specified under Preparation for Entries. Support statistics,
results (where applicable) and costs must be included.
Each entry must have been created by or for a credit union.
There is no limit to the number of entries which can be submitted.
Items may be entered in more than one category, if so qualified.
Submit one sample of each item in an entry.
Each entry may be submitted only once for each category. In the event of duplicate
or multiple entries, the entry with the earliest postmark will be the entry
judged.
Cooperative advertising in any form is ineligible.
If a credit union's entry was produced by an advertising agency (including
an internal advertising agency), that agency must be listed on the Summary
of Results. Similarly, an advertising agency must list the credit union in
the Summary of Results. An agency is considered to be any firm or internal
department which performs work for companies or credit unions other than the
entering credit union.
All materials submitted become the property of the Marketing Association of
Credit Unions.
By submitting material, you agree that MAC may reproduce copies of your work
samples for information-sharing purposes to foster marketing professionalism
in the credit union movement. MAC will not grant permission to any third party
to reproduce these materials in any way.
Please photocopy and complete (typed or printed clearly in black ink) one Summary
of Results for each entry. This Summary of Results should be paper-clipped
or taped (no staples) to the appropriate entry. Entries which consists of multiple
pieces should have the Summary of Results attached to the back of each piece
and should be labeled "1 of 3," etc. Entries which do not comply
with all competition rules will be disqualified without a refund of entry fees.
PREPARATION
OF ENTRIES
Complete one Summary of Results form for each entry. Explain the
credit union's goals for the promotion/program and describe the specific strategies
or steps used to achieve those goals. Use statistics to verify the results
(where applicable) and costs. You may attach your own computer-generated Summary
of Results form; however, use the same format.
Complete one Entry Form for all entries and attach to payment of fees. You
may make copies of the form if necessary.
All entries are to be mailed with corresponding Summary of Results sheets attached
by paper clip or tape (no staples) to the back of each piece of each entry.
Please do not mount entries.
Each radio, television or video entry must be submitted on a separate, standard
audio cassette tape or VHS video tape. A single category entry means just one
spot not an entire tape.
An 8" x 10" color photograph may be substituted for extra large or
specialty items.
SPECIAL MAC MEMBER OFFER
If you are not already a MAC member, you can join MAC
and take advantage of the discounted MAC member rates on all award competition
entries! You'll also be entitled to an immediate discount on your registration
fee for the MAC Conference. Just call MAC at (925) 472-5913 (or email mac@hp-assoc.com),
and we'll send you a membership application and sample of our monthly newsletter,
MAC Mentionables.
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