cues young & free presentation - part 1
DESCRIPTION
Currency is in the middle of a wonderful social media experiment with Alberta’s Common Wealth Credit Union. To promote Common Wealth Credit Union’s new Young & Free account to Alberta’s 17 to 25 crowd, Currency has created an integrated marketing program centered around the youngfreealberta.com microsite. The thrust of the program is finding and hiring a spokesperson from Gen Y to represent the product, the credit union and their generation. Tim McAlpine and the 2008 Y&F Spokesperson, Larissa Walkiw, spoke about the Web 2.0 dos and don’ts that they have learned and how this program is authentically appealing to a new generation of potential credit union members.TRANSCRIPT
![Page 1: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/1.jpg)
GENYEngaging
on their own terms
PART 1
![Page 2: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/2.jpg)
Larissa Walkiw19-year-old member of
Gen Y
![Page 3: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/3.jpg)
+ Spokesperson
+ Artist
+ Filmmaker
+ Musician
+ Writer
![Page 4: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/4.jpg)
Tim McAlpine
38-year-old member of
Gen X
![Page 5: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/5.jpg)
+ Credit union advocate
+ Creative leader
+ Marketer
+ Speaker
+ Blogger
+ Cheerleader
![Page 6: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/6.jpg)
FACTSThe
![Page 7: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/7.jpg)
“An estimated 40 million Americans are unbanked. What
are we doing to reach out to these people and make them
credit union members? Or consider the need to attract
younger members. Yes, the population is aging in general
—but the average credit union member is now nearly 50
years of age and our lowest rate of market penetration is
for people under the age of 25. These ‘Generation Y’ young
adults are the people who are just starting out on their
own, buying cars, buying appliances, buying homes.
They’re a loan and mortgage officer’s dream, and too many
of them are going to banks, finance and mortgage
companies.”Allan Kemp McMorris, CUNA Chairman
![Page 8: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/8.jpg)
Credit unionsneed to connect with new young members
![Page 9: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/9.jpg)
Our goal:
![Page 10: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/10.jpg)
To get you thinking differently about
how you can make these new
connections
![Page 11: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/11.jpg)
YGEN
![Page 12: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/12.jpg)
Generation Y
![Page 13: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/13.jpg)
A.K.A.Millennials
![Page 14: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/14.jpg)
A.K.A.Echo Boomers
![Page 15: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/15.jpg)
![Page 16: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/16.jpg)
14 to 28years oldin 2008
![Page 17: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/17.jpg)
![Page 18: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/18.jpg)
Distrust media
KEY VALUES & CONCERNS
![Page 19: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/19.jpg)
![Page 20: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/20.jpg)
Technologically savvy
KEY VALUES & CONCERNS
![Page 21: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/21.jpg)
Authenticity and autonomy
important
KEY VALUES & CONCERNS
![Page 22: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/22.jpg)
![Page 23: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/23.jpg)
Question traditional racial
categories
KEY VALUES & CONCERNS
![Page 24: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/24.jpg)
![Page 25: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/25.jpg)
Entering middle school and high school
CURRENT & NEXT LIFE STAGES
![Page 26: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/26.jpg)
![Page 27: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/27.jpg)
Finishing college and university
CURRENT & NEXT LIFE STAGES
![Page 28: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/28.jpg)
Planning five years ahead
CURRENT & NEXT LIFE STAGES
![Page 29: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/29.jpg)
Looking forward to long-term relationships
CURRENT & NEXT LIFE STAGES
![Page 30: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/30.jpg)
![Page 31: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/31.jpg)
Confident but wary
EMOTIONS & AFFINITIES
![Page 32: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/32.jpg)
![Page 33: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/33.jpg)
Practical World view
EMOTIONS & AFFINITIES
![Page 34: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/34.jpg)
![Page 35: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/35.jpg)
Goal oriented
EMOTIONS & AFFINITIES
![Page 36: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/36.jpg)
Respect parents and education
EMOTIONS & AFFINITIES
![Page 37: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/37.jpg)
Friends are very important
EMOTIONS & AFFINITIES
![Page 38: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/38.jpg)
![Page 39: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/39.jpg)
Role reversal: males coloring their hair and wearing jewelry, females doing home repairs
PHYSIOGRAPHIC PROFILE
![Page 40: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/40.jpg)
Not health obsessive; they have their own lives ahead of them
PHYSIOGRAPHIC PROFILE
![Page 41: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/41.jpg)
Shopping is an event,
not a chore
SOCIAL ACTIVITIES & LIFESTYLE
![Page 42: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/42.jpg)
Raised in an instant message,
e-mail, social network global
community
SOCIAL ACTIVITIES & LIFESTYLE
![Page 43: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/43.jpg)
Aware of their personal brand
SOCIAL ACTIVITIES & LIFESTYLE
![Page 44: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/44.jpg)
![Page 45: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/45.jpg)
Quality is cool
PURCHASING BEHAVIORS
![Page 46: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/46.jpg)
Spend to have fun
PURCHASING BEHAVIORS
![Page 47: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/47.jpg)
![Page 48: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/48.jpg)
Heavily influence family purchases
PURCHASING BEHAVIORS
![Page 49: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/49.jpg)
Respond to truthful advertising; aware of image and celebrity hype
PURCHASING BEHAVIORS
![Page 50: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/50.jpg)
2.0WEB
![Page 51: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/51.jpg)
![Page 52: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/52.jpg)
Courtesy of Brent Dixon from Trabian
![Page 53: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/53.jpg)
Courtesy of Brent Dixon from Trabian
![Page 54: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/54.jpg)
Courtesy of Brent Dixon from Trabian
![Page 55: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/55.jpg)
Courtesy of Brent Dixon from Trabian
![Page 56: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/56.jpg)
Courtesy of Brent Dixon from Trabian
![Page 57: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/57.jpg)
OLD
![Page 58: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/58.jpg)
NEW
![Page 59: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/59.jpg)
SOCIAL MEDIA
Keep track of chaos!
![Page 60: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/60.jpg)
![Page 61: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/61.jpg)
![Page 62: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/62.jpg)
RSSSOCIAL MEDIA
![Page 63: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/63.jpg)
![Page 64: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/64.jpg)
SOCIAL MEDIA
Blogs
![Page 65: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/65.jpg)
![Page 66: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/66.jpg)
SOCIAL MEDIA
Vlogs & Podcasts
![Page 67: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/67.jpg)
![Page 68: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/68.jpg)
![Page 69: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/69.jpg)
SOCIAL MEDIA
Diggnation has 400,000subscribers
![Page 70: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/70.jpg)
SOCIAL MEDIA
CNN has 400,000 average
daily viewers
![Page 71: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/71.jpg)
SOCIAL MEDIA
Social networks
![Page 72: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/72.jpg)
![Page 73: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/73.jpg)
![Page 74: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/74.jpg)
![Page 76: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/76.jpg)
![Page 77: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/77.jpg)
![Page 78: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/78.jpg)
![Page 79: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/79.jpg)
The new
TRUTHS
![Page 80: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/80.jpg)
Old marketing is dead!
![Page 81: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/81.jpg)
![Page 82: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/82.jpg)
‘Bank Junior’ is not a
sustainable position
![Page 83: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/83.jpg)
![Page 84: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/84.jpg)
You are not the only author of your brand
![Page 85: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/85.jpg)
Everyone has a voice!
![Page 86: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/86.jpg)
Geeks will rule the world!
![Page 87: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/87.jpg)
Social media and credit unions can build community
![Page 88: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/88.jpg)
![Page 89: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/89.jpg)
![Page 90: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/90.jpg)
And...Social media can
drive sales!
![Page 91: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/91.jpg)
ALIGNStars
![Page 92: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/92.jpg)
PERFECT SCENARIO
Relevant product
Differentiated brand
Real budget
Integrated marketing
Defined market
Social media & Web 2.0
Authentic voice
Senior-level involvement
Long-term commitment
Freedom & trust
Courageous credit union
![Page 93: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/93.jpg)
PITCHThe
![Page 94: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/94.jpg)
Agency brief:
We want to connect
with the youth market
in Northern Alberta
![Page 95: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/95.jpg)
Introduce a free youth account
product to the 17–25 group
Raise awareness and acceptance
of under-the-radar credit union
Create excitement and
understanding with all 400 staff
members
![Page 96: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/96.jpg)
Connect with a under-served
segment in an authentic voice
Direct prospects to the website that
is full of user-driven content
Bring a vibrant youth brand to life in
a way young people would accept
![Page 97: CUES Young & Free Presentation - Part 1](https://reader033.vdocuments.mx/reader033/viewer/2022061209/548ca773b4795931018b47f2/html5/thumbnails/97.jpg)
PROGRAM OVERVIEW
Young & FreeThe Launch Story