brand compass

LEADERS CREDIT UNION | BRAND GUIDELINES1

BRAND COmpASS

CREDIT UNION

UpDATED: NOVEmBER 2015


PART 01

IDENTITY

Thank you for choosing Leaders ................................................................ 4

Our history .................................................................................................... 5

Our mission and vision ................................................................................ 6

Our brand platform ..................................................................................... 7

Our brand essence & promise.................................................................... 9

Our brand personality ............................................................................... 10

PART 02

SALES AND SERVICE EXPECTATIONS

measuring performance ........................................................................... 12

Staff and brand actions ............................................................................ 13

Brand communication .............................................................................. 15

Skills: discovering and articulating solutions ...........................................20

product skills ............................................................................................... 21

Resolving conflict ....................................................................................... 22

Knowledge: becoming a financial champion ........................................ 23

promote technology first ............................................................................ 24

products and services ............................................................................... 25

Lifestyle solutions ........................................................................................ 26

Appendices ................................................................................................ 27

Acknowledgement .................................................................................... 29

TABLE OFCONTENTS

IDENTITy

PART ONE

CREDIT UNION


Whether you are a recent hire or you have celebrated 25 years at Leaders, we’re glad that you have chosen to spend your work day with us. Leaders Credit Union prides itself on being a professional organization that rewards loyalty and hard work, and together we win.

This publication is intended to guide your words and actions as you engage our member-owners and fellow team members. It’s also intended to give you a deeper understanding of who we are and why our brand distinguishes us from other financial providers in the marketplace. The following list provides brief descriptions of this and other resources to supplement your continued job learning.

bRAND COmPASSThis aid supports you in providing a distinctive level of service that complements

our brand. It helps to explain our identity and why we expect staff behaviors.

bRAND IDENTITY guIDELINES This resource provides an outline of our brand platform and guidance for use of

our visual brand assets.

PERSONNEL hANDbOOk Our handbook supplies all required forms for state and federal employment

regulations. It also provides guidance for workplace behaviors and decorum, as

well as acceptable use of corporate resources and technology.

wIkI INTRANET Our Wiki houses all product and service knowledge, job aids and bulletins related

to our operations. This resource can be accessed from any browser on the Leaders

network by typing in wiki.leaderscu.com.

ThANk YOu FORChOOSINg LEADERS


Leaders Credit Union is a rich part of the fabric of West Tennessee. Founded by five educators in 1957, Leaders was originally named Jackson Teachers’ Credit Union. Our humble beginning was a $5 contribution into a cigar box in a broom closet. Our charter members made a promise to protect one another and their families by ensuring collective financial wellbeing. Through continued investment from our membership and through cooperative partnerships with other credit unions, our seed of $25 has grown to over $250 million. Our five charter members have grown into nearly 40,000 members.

FIELDS OF mEmbERShIPOriginally chartered as a “single-sponsor” credit union for Jackson’s educators,

our field of membership (FOm) has expanded to include healthcare and

communications professionals, as well as those working in any of our 350+ Select

Employee Groups (SEGs). Additionally, we have “underserved” census tracts in

certain markets and “associational” memberships that allow a citizen to contribute

to non-profit organizations to qualify for membership. For more information about

our fields of membership, please refer to our wiki.

mERgERS AND ACquISITIONS Throughout our history, Leaders Credit Union has acquired other memberships

through mergers with credit unions. As of this writing, these include Jackson

General Hospital Employees’ CU (1983), Jackson Sun Employees’ CU (1985),

Harman Employees’ CU (1998), CECO Door Employees’ CU (2002), porter Cable

Employees’ CU (2010), peoples Choice CU (2011), and Sears FCU (2013).

OuR NAmE Leaders Credit Union was originally named Jackson Teachers’ Credit Union in 1957.

As the local city and county school systems consolidated, our name changed

to reflect the consolidation. After key mergers in the 1980’s, it was decided

that JmCTCU change its name to Leaders Credit Union to reflect our changing

membership delegation.

OuR hISTORY


History has shown us that great leaders are guided by more than whim or impulse. They are guided by a high degree of focus and purpose. Leaders Credit Union is no different. We have a keen understanding of our place in the landscape of financial services for West Tennessee. We are guided by principles that help to inform our daily decisions and our long-term goals. Our mission is a constant reminder of our purpose. We hope that you will take time to memorize our mission, and tether back to it when the time comes to make a decision in the best interest of our member. Our vision is an ideal future state that we hope to achieve through a constant focus on our member.

OuR mISSIONOur mission is to provide the highest quality financial services at the lowest

possible cost to our members while maintaining the safety and soundness of the

Credit Union.

OuR VISIONWe will be recognized by our members as a leader in service excellence. Our

focus will be on meeting the changing financial needs of members through

partnerships with the individual member, families, and the community. We will

become the financial institution of choice for the members we serve.

OuR mISSIONAND VISION


Our brand encompasses all the touch points and communication channels — anywhere our brand will be experienced by customers and non-customers. It includes the choices of when, where and how to advertise; branching strategies; community involvement; etc. The following elements work together to tell our Brand Story:

OuR bRAND ESSENCEOur brand essence defines our unique competitive difference, and promotes total

organizational focus to deliver on our promise.

OuR bRAND PROmISE Our Brand promise is the central driving principle of our brand. It helps our

organization create real brand value and guides our delivery and execution. At

the core of our brand is a promise to our customers.

PERSONALITY ATTRIbuTES personality Attributes describe the distinct characteristics of our brand—the look,

tone, style, and feel that reflects who we are. It is demonstrated in everything we

do, say, and sell.

kEY mESSAgES Key messages prioritize what our staff and marketing materials should say to

establish value and communicate key competitive differences to our customers.

CuLTuRE & ACTIONS Culture & Actions define who we are, and provide guidelines for staff interactions,

community involvement, and internal steps our organization can take each day to

grow and enhance our brand.

PRODuCTS & SERVICES products & Services should align tightly with the focus of our brand. What we offer,

how many choices we provide, and how much value we deliver speaks volumes

about our brand. These products and services should be tailored for the specific

audience we are targeting.

OuR bRANDPLATFORm


In 2015, Leaders Credit Union began the work of an organizational rebrand. This would be the third official rebranding effort in our history. There were several goals that we sought to achieve during this process. We wanted a fresh image to our markets; one that was more reflective of who we are and who we want to become. We also wanted a brand that all of our constituents could claim as their own. During our research, we found that while each of our business units may operate differently, we are focused on a common goal of service excellence and respect for our member. We are all Leaders. Some may lead out front with wisdom and guidance, others from behind with encouragement and support. Regardless of our approach to serving our member, we are committed to finding ways to become their Financial Champion. FORwARD AS ONE is more than a tagline. It’s our purpose, and motivation. We work together, cooperatively. We stand for our member, and pivot in unison when we see a need in our communities. moving Forward As One allows us to achieve greater success, and to help our member realize their full financial potential. When it comes to the Leaders brand, it’s the final word. The closing thought.

We are Leaders Credit Union, and together we’ll move Forward As One.


bRAND ESSENCE &bRAND PROmISEThE bRAND ESSENCE & bRAND PROmISE ARE A COmPASS AND guIDINg VISION FOR OuR ORgANIzATION.

They have far-reaching effects, and when utilized to their maximum potential, they impact everything from business planning and staff training to marketing materials and retail merchandising.

Our Brand Essence and promise remain fixed for many years while the execution (such as campaigns and promotions) has the flexibility to evolve within the framework of the brand platform.

bRAND ESSENCE

Financial Champion.

bRAND PROmISELeading the way on your behalf.


PERSONALITY ATTRIbuTES ARE ChARACTERISTICS ThAT DESCRIbE ThE STYLE, TONE, AND FEEL OF OuR ORgANIzATION IN humAN TERmS.

Below are the four core attributes of our brand personality, as well as corresponding characteristics that represent many other aspects of our brand personality. These secondary traits will have varying appeal to our target audiences.

OuR bRANDPERSONALITY

PASSIONATE » Energized » Dedicated » Committed » Attentive » Authentic » Loyal » Earnest

gENuINE » Real » Inviting » Caring » Warm » personable » Authentic » Trustworthy » Transparent » Attentive » Loyal » Integrity » Friendly

ASSERTIVE » Decisive » Fast moving » Confident » Adaptable » proactive » Flexible » Driven » progressive

ADVOCATINg » Guiding » Advising » Helpful » Committed » Responsive » Accountable » Trustworthy » Transparent

LEADERS CREDIT UNION | BRAND GUIDELINES11LEADERS CREDIT UNION | BRAND GUIDELINES11

CREDIT UNION

ExpECTATIONS SALES AND SERVICE

PART TwO


mYSTERY ShOPPINg

Our members participate in evaluating the service they receive through providing real-time survey responses based on our service standards. Depending on your job role at Leaders Credit Union, your performance may be evaluated using results from our mystery shoppers. please speak with your supervisor for additional details.

ONLINE RATINgS AND REVIEwS

Leaders Credit Union solicits new accountholders for feedback regarding their experience. If a member opens a new deposit or loan account, or enrolls for a new online service they will receive an invitation to share their experience. These interactions are evaluated and shared with our leadership to ensure high performance and member satisfaction.

RECORDED CALLS AND EmAILS

All staff correspondence from corporate telephones and workstations is recorded. Leaders Credit Union ensures that communication is professional, compliant and uniform. We also want to protect our Credit Union and its staff in the event that a dispute arises. Employees may request a copy of a recorded call from their immediate supervisor if needed. Depending on your job role at Leaders Credit Union, your performance may be evaluated using recorded telephone conversations. please speak with your supervisor for additional details.

bRAND ChAmPIONS

Each location in our network has been assigned a Brand Champion. This individual is responsible for reinforcing the standards outlined in this guide. Our Brand Champions are authorized to recommend disciplinary action if a member of our staff at their assigned location fails to comply with our brand guidelines on a recurring basis.

*Individual staff service scores are accessible by all internal employees, and may be published for public viewing by membership at the discretion of management.

mEASuRINgPERFORmANCE


STAFF &bRAND ACTIONSSTAFF ACTIONS These actions help communicate our brand promise and guide the way our employees think, how they act, and how they build relationships with members.

» Use every encounter with a member to make a difference in their relationship with us. » Deliver one extraordinary “trustworthy” experience each day. Share your successes with the team.

» Exploit opportunities to go “above and beyond” to convert transaction-based members into true believers.

» Earn members’ trust with hard work and dedication. » Do the right thing for the right reason. Don’t do it just to do it. » Say what you’ll do, and do what you say. When you make commitments with our members, follow through so that our brand promise is reaffirmed.

» Take a holistic approach. Ask questions that demonstrate understanding to earn members’ loyalty over time.

» Represent yourself with honesty and integrity. Ensure that the information you have provided is reflective of the truth and does not misguide a member in their financial decision-making.

uNIVERSAL bEhAVIORS Whether serving a member in-branch or representing Leaders in the community, our expectation is that you will always propel our brand forward with your actions. The following guidelines are provided as a minimum of standard behaviors that should be observed at each interaction.

» Attire: please observe all guidance provided in our personnel Handbook regarding dress. your nametag should be worn at all times during the work day, whether you are in-branch or representing Leaders Credit Union to the community. After-hours events do not require a nametag. A minimum of one item of brand apparel should be provided to you at hire, and additional pieces may be ordered at your own expense. Brand apparel is not required, but is encouraged.

» Our priority is the door: when greeting our members, make every effort to meet them as they enter. If your role dictates work behind a counter, focus on making eye contact early and greeting the member by name if possible.

» we stand for our members: we always greet our members by standing when they enter our branches. This is a sign of respect, acknowledging that they are our owners and demonstrating that we want to be attentive to their needs.

» Respect for needs and for time: our members bank to live, and we always respect their need to get back to daily life as quickly as possible. We promote technology first, because it allows our members to receive the most convenient service at the lowest cost to the Credit Union.


TRADITIONAL COuRTESIES

It all starts with a genuine desire to respect others.

•please - Anytime you make a request of another person, always say “please”.

•Thank you - Anytime someone provides information, always say “thank you”.

•I’m sorry - Anytime someone describes an inconvenience or loss, always express regret by extending an apology and offer to help find a solution for the problem.

ACTIVE LISTENINg

be focused and engaged.

•Call people by name - Any response to a member, co-worker or fellow citizen should begin by their name to call their attention and to confirm engagement.

•Clarify requests - mirror back requests to clarify. This shows active listening and commitment to accuracy.

ASSERTIVE AND PROFESSIONAL

Lead the way.

•Stepping away - If you have to step away from a conversation, you should first ask the other party’s permission, next explain why and finally advise approximately how long you will be away (e.g. mr. Smith, do you have a moment to wait? I need to step away and speak to my head teller about making an exception on this check. It will only take a couple minutes.).

•Taking responsibility - “We” should always take responsibility for any action taken by the Credit Union. Never refer to other departments as “They” or other people as “He” or “She”. “We” or “Us” are the terms that are acceptable; we’re moving Forward as One.

•maintain control - Be assertive in your interaction with members. We should always be one step ahead. Ask open-ended questions to uncover problems or member needs, and then provide a solution.

bRAND COmmuNICATION:A quALITY APPROACh


bRANDCOmmuNICATIONIN-PERSON COmmuNICATION

part of what makes Leaders Credit Union so successful is our ability to relate to our members on a personal level, while also delivering a high degree of professional service and respect. The following guidelines are provided as a minimum of standard communication that should be delivered at each interaction. Basic expectations include your ability to anunciate speech at an appropriate volume and pace, while delivering a message that is concise.

Traditional Teller Row physical Actions Verbal Actions

Greeting

Eye contact/smileOn your feet

Greet the member before they reach the service area

Good morning/afternoonWhat brings you in today?

Response Eye contact/smileOn your feet Absolutely! I’m happy to help

Closing Eye contact/smileOn your feet

What else can we do for you today?Have a great day, and thanks for

choosing Leaders!

Teller Pod physical Actions Verbal Actions

Greeting

Eye contact/smileOn your feet

Greeting should be AT THE DOOR, if no other members in line. Otherwise, before reaching

service area

Good morning/afternoonWhat brings you in today?

Response Eye contact/smileOn your feet Absolutely! I’m happy to help


What else can we do for you today?Have a great day, and thanks for

choosing Leaders!


bRANDCOmmuNICATION (CONT’D)IN-PERSON COmmuNICATION

member Service/Lending physical Actions Verbal Actions

GreetingEye contact/smile

On your feetShake hand

Good morning/afternoonIntroduce yourself - what brings you

in today?

Response Eye contact/smileOn your feet Absolutely, I’m happy to help


Here’s my card. Don’t hesitate to call if I can provide other solutions.

Have a great day, and thanks for choosing Leaders!


bRANDCOmmuNICATION (CONT’D)REmOTE COmmuNICATION (PhONE)

In the modern age of banking technology, many of our members prefer the convenience of allowing us to provide a solution by phone. The following guidelines are provided as a minimum of standard communication that should be delivered at each interaction. Additional physical expectations during phone calls are a smile, energetic responses, and a 100% focus on the other party with active listening.

Contact Center Verbal Actions

Greeting Thank you for calling Leaders Credit UnionIntroduce yourself - how may I help you today?

Response Absolutely, I’m happy to help

Closing[Recap services performed for member]

Are there any other solutions you would like to discuss today?Have a great day, and thanks for choosing Leaders!

Other Staff Verbal Actions

Greeting Thank you for calling Leaders Credit UnionIntroduce yourself - how may I help you today?

Response Absolutely, I’m happy to help

Closing Have a great day, and thanks for choosing Leaders!

Voicemail

Thank you for calling Leaders Credit Union. you have reached the voicemail of [name], [title]. I’m currently unavailable, but please leave your name, phone number and a brief message and I will

respond to your call as soon as I am able. Thank you for choosing Leaders Credit Union,and have a great day!


bRANDCOmmuNICATION (CONT’D)REmOTE COmmuNICATION (PhONE)

Like any business, Leaders Credit Union thrives on an aggressive sales initiative. We benefit tremendously from a great product/service mix and the trust of the members who bank with us. At times, a call to a member may be an appropriate way to inform them of a cost-saving solution (like a refinance or new account). The following guidelines are provided as a minimum of standard communication that should be delivered at each outbound interaction. please observe these tactics closely, as they help to preserve our members’ goodwill toward the Credit Union.

Outbound Calls Verbal Actions

Greeting

Hi, my name is... and I’m your... at Leaders Credit Union. may I speak with... ?

Thank you![Repeat initial greeting once desired party answers]

purposeI was reviewing your account recently and I noticed that you’re not

currently taking advantage of our... solution. Would you mind if I shared some information about... with you today?

positive Response Great! I promise to only take a few moments of your time because I know you’re busy.

Negative Response I completely understand. Is there a better time for me to call, or would you like for me to send some information over email to you?

Closing[Recap solutions discussed with member]

Are there any other solutions you would like to discuss today?Have a great day, and thanks for choosing Leaders!


bRANDCOmmuNICATION (CONT’D)REmOTE COmmuNICATION (wRITTEN)

In financial services, uniform, articulate written correspondence is critical to ensuring that your message is appropriately communicated and compliant. The following guidelines are provided as a minimum of standard communication that should be delivered in each correspondence.

Printed Recommendation

Approval

All written correspondence should be submitted to your supervisor, marketing, compliance and legal for review before reaching its final desti-

nation. If the correspondence is a form letter and has been previously approved, no further approval is necessary.

Greeting

Begin all correspondence with title and last name followed by a comma, if known (e.g. mr. Smith,)

If unknown, begin with “To Whom It may Concern:”See Appendix A for example

BodyBe concise and direct, focusing your message on facts. Avoid opinion and do not use any form of unnecessary acronyms and banker-speak

(e.g. mICR, LTV, DTI, etc.)

Closing Close all correspondence with “Kind regards,”See Appendix A for example

Email Recommendation

Approval

Review of email correspondence is unnecessary; however, a best prac-tice when you are uncertain of tone, accuracy, or content is to have an-other internal party review the message prior to sending. NEVER include pricing or a promise of credit without applicable terms and conditions. NEVER include personally-identifiable information in an email. Avoid us-

ing your Leaders email address for personal correspondence.

Greeting

Begin all correspondence with title and last name followed by a comma, if known (e.g. mr. Smith,)

If you have corresponded with an individual on a first name basis, their first name followed by a comma is acceptable.

BodyBe concise and direct, focusing your message on facts. Avoid opinion and do not use any form of unnecessary acronyms and banker-speak

(e.g. mICR, LTV, DTI, etc.)

Closing Close all correspondence with “Kind regards,”


CLARIFYINg NEEDS

It is helpful to categorize our members’ needs.

These needs can be categorized in terms of:

•Needs being met well by their current financial institution

•Needs which are being poorly met by their current financial institution

•Needs that are not being met at all by their current financial institution

By determining how satisfied your member is with their current financial institution, you can see how they will benefit from using Leaders Credit Union.

TYPES OF NEEDS

Tangible needs are clearly defined; something you can “put your hands on.” Examples are reducing cost or tax exposure, gaining interest or flexibility, saving time or moving funds.

Intangible needs a member cannot clearly define, but he “knows it when he sees it.” Examples are convenience, service, attentiveness, advice and courtesy.

SkILLS: DISCOVERINg ANDARTICuLATINg SOLuTIONS


mATChINg NEEDS TO PRODuCTS

Once you clarify needs, you must match them to the appropriate products or services. This requires knowledge of the products and Services offered by Leaders Credit Union.

FEATuRES AND bENEFITS

Features of a product or service simply describe how the product or service works. Features stay the same for each member.

benefits are positive results the member will derive from a feature. It is also the way a feature meets the members need. Benefits can be general or specific and can change from member to member. Choosing the Features and Benefits that important to your member is only part of the process. making clear and powerful benefit statements are the critical skill to apply.

One way to increase a member’s understanding is to give a feature/benefit statement.

Our (product) will help you to (benefit) because it (feature). OR

Our (product) does (feature) which will help you to (benefit).

PRODuCT SkILLS


DIFFuSINg, TROubLEShOOTINg AND DELIghTINg At Leaders Credit Union, we focus on providing solutions to our member. We understand and respect that, next to their religion and family, their money may be the most important

aspect of their lives. Our members may often become emotional when they experience fraud, a loan denial, or a check hold. your role is critical in helping to diffuse, troubleshoot, and ultimately delight our member by discovering a solution for them. First, express empathy - that you relate with their situation - and diffuse their emotion by reassuring them that you will work hard on their behalf. Next, search for a solution as though you were troubleshooting your own financial problem, and follow up with the member when you have answers. This may require research and contacting other team members in our organization. Finally, discover a way to delight our member by offering helpful tools and resources they might not be aware of.

POTENTIAL PITFALLS

getting “too technical”: while you are the financial authority to the member, they are certainly less interested in how a product/service achieves their goal. Focus on communicating only what is necessary for the member to make an informed purchase decision.

having little knowledge of the product: we have many products and services, and while we expect you to become a subject-matter expert (SmE), you may forget subtle nuances of each product. When in doubt, ASK.

member is an “expert”: it may be difficult to convince a member of the appropriate course of action for their household, if they believe their way is most fitting. provided their course is not reckless, simply comply with their request rather than becoming combative.

Product is not competitive: we seek to provide a very competitive rate and fee schedule for both deposit and loan products. However, we will never be the “cheapest”. your role is to position our products and services as having the most value (benefit relative to the money sacrificed).

RESOLVINg CONFLICT


kNOwLEDgE AND wISDOm Knowledge is the ability to understand and internalize information. Wisdom is the ability to discern how and when to use that information appropriately. part of your growth and development as a Financial Champion is realizing the perfect mix of the two. When an opportunity arises to make a business decision on behalf of our member, you must be equipped with the appropriate knowledge and wisdom to act.

uNDERSTANDINg LEADERS CREDIT uNION

The main focus of your credit union knowledge should be:

•Brand: a comprehension and articulation our brand promise. What makes us distinguishable from other financial services providers in the marketplace? What are the ways that we add value to our members and their household? How does your role at Leaders contribute to our brand’s success? you should always be able to answer these questions without hesitation.

•products and services: specifications, features and benefits, and how to articulate all of this to the appropriate audience.

•policies and procedures: understanding how to meet our members’ needs while protecting them by remaining compliant with state and federal guidelines.

•Institutional learning – discovering how all of our internal business units interact with one another and developing relationships with each unit to achieve success.

If EVER in doubt, ASk.

kNOwLEDgE: bECOmINgA FINANCIAL ChAmPION


EmPLOYEE uSE Regardless of your job role at Leaders Credit Union, our expectation is that you will make every effort to use our remote access points, such as our internet banking suite, our call center and our shared branches and ATms. Why is this an expectation? We understand that there is a difference between reading about how a service works, and actually using it. your best opportunity to become a Financial Champion is through experience.

REmOTE ACCESS

•Internet banking: Leaders eBr@nch online banking is the most convenient and robust way to experience financial management. Available from any web browser with an internet connection, you have access to all of your Credit Union accounts. you can also pay bills, view trends and set goals using our FinanceWorks tool, and request alerts for account activity. you can also redeem electronic coupons using our purchase Rewards program.

•mobile banking: available for iOS (iphone and ipad) and Android (smartphone and tablet) devices, our mobile banking suite offers all of the functionality of internet banking, the ability to geolocate branches and ATms, and deposit checks using your device’s camera. If you do not own an iOS or Android device, you can also use your device’s browser or receive text alerts.

•Call Center: If our member Contact Center were a branch, it would be the highest trafficked facility in our network. most sales and service requests that can be performed in branch can also be completed by our call center team by phone.

ShARED bRANCh AND ATm NETwORkS

Leaders participates in the Co-Op Shared Branch network, a coalition of over 5,400 credit union service centers (over 200 more locations than Bank of America). Additionally, Leaders extends over 85,000 surcharge-free ATm locations to our membership through Co-Op and Allpoint Network. These locations can be found by visiting our website or smartphone application.

PROmOTETEChNOLOgY FIRST


DEPOSITS prime Share Savings Side Share Savings Christmas Club Savings Vacation Club Savings platinum Shares Savings Rate Flex Savings Student eSavings Educational Savings Accounts Individual Retirement Accounts

Back to Basics Checking Simply Free Checking member protection Checking premier plus Checking member Rewards Checking Student eSpend Checking Term-Share Certificates-CDsmoney market Certificates

LOANS & LINES OF CREDIT

Auto Loans Graduate Auto Loans (HS and College) RV Loans motorcycle Loans ATV Loans Boat Loans personal Loans Launchpad micro Loans Share/CD Secured Loans

VISA® platinum Rewards Credit Cards Student VISA® platinum Credit Cards Home Equity SmartLine™ Equity Advantage Loan Overdraft Loans/Lines of Credit Student Choice Loans/Lines of Credit Debt protection Route 66™ Warranty Guaranteed Asset protection (GAp)

SERVICES

Debit masterCard™ ATm-only Cards prepaid Reloadable Debit Cards Gift Cards Travelmoney Cards Cashier’s Checks Notary public Greenpath™ Debt management

Safe Deposit Boxes personal Access Line (pAL) Overdraft privilege Financial Literacy Seminars FinanceWorks™

PRODuCTSAND SERVICES


LAuNChPAD Launchpad is our suite of student banking products. Each product is listed on the prior page, and you can learn more about our Launchpad program by visiting launchatleaders.com.

LEADERS INVESTmENT SERVICES

Leaders Credit Union is proud to offer Leaders Investment Services as an alternative to federally-insured deposit products to our members. This is our investment brokerage in conjunction with Investment Centers of America (ICA) that specializes in non-insured securities, life insurance and retirement planning. To learn more about Leaders Investment Services, please visit leadersinvestmentservices.com.

LEADERS mORTgAgE SERVICES

We offer a full portfolio of home loan products ranging from federal fixed-rate first mortgage loans (FHA, VA, THDA, Rural Development) to conventional fixed and adjustable rate mortgages. Our mortgages can be serviced in-house or sold on the secondary market, depending on the member’s preference. Additionally, we offer no-closing-cost pricing options and a Best Loan pricing Guarantee. To learn more about Leaders mortgage Services, please visit leaderscu.com/mortgages.

LEADERS INSuRANCE SERVICES

Leaders Credit Union has strategic partnerships with several insurance providers to give our members convenient access to insurance savings. We offer Health and Accidental Death & Dismemberment insurance through CUNA mutual’s TruStage program. We offer property & Casualty insurance through CU Alliance’s miQuotes program. We offer identity theft monitoring and prepaid legal services through LegalShield. Finally, Life insurance products can be purchased through Leaders Investment Services.

LIFESTYLE SOLuTIONS


APPENDIX b:EmAIL SAmPLEFrom: Jonathan Jones Sent: Friday, May 01, 2015 5:07 PMTo: ‘[email protected]’Subject: Welcome to Student e-Savings and e-Spend Checking with Leaders!

Ms. Smith, Welcome to Student Services with Leaders Credit Union! We look forward to help-ing you successfully manage, protect, and grow your financial resources for years to come.

Today we built on your Prime Share Savings Account by opening a Student e-Savings Account, which pays you 5% interest on the first $500 dollars in the account, and a Student e-Spend Checking Account. We also got you signed up for online and mobile banking with online statement delivery in my office. The checks we ordered should come in 7-10 business days. Remember that the first box is free with our Student Check-ing!

Students also can access their own website www.launchatleaders.com.

Thank you for the opportunity to serve you and your parents today. Let me know if you have any questions or if I can help you in any way.

Kind regards,

Jonathan Jones | Member Service RepresentativeLeaders Credit Union | LeadersCU.com731.664.1784 x108 | office731.668.6625 | fax

NOTICE: This message and any attachment(s) are intended only for the above-named individual and may contain information that is privileged and/or confidential work product. If you are not that individual, then you have received it in error and are requested to immediately call the sender at the phone number listed above and to delete from your system all copies of the message and any attachment(s). The review, copy-ing, retention or dissemination of this message or any attachment(s) by an unintended recipient is strictly prohibited. The transmission of this message and any attachment(s) to an unintended recipient shall not constitute a waiver of any applicable legal privilege.

NOTE: You should have received separate emails containing copies of your Deposit Account Contract for your accounts. Please find a PDF attached below that contains our Rate and Fee Disclosures and Part 2 of your Deposit Account Contract for all accounts (it is also available on our website –click to view).


RECEIPT I understand that I have received a copy of the Brand Guidelines and understand the requirements of branded service delivery at Leaders Credit Union.

COmPLIANCE

I understand that, as an employee of Leaders Credit Union, I am expected to comply with ALL guidelines set forth in the preceding document. I further understand that failure to comply with these guidelines may result in disciplinary action.

RESOLuTION

I understand that if I personally object to any of the guidelines set forth in the preceding document or am unable to fulfill the requirements of branded service delivery, I can resolve objections with my immediate supervisor, the Senior Vice president of Operations, the Vice president of marketing, or the Chief Executive Officer.

mODIFICATIONS

I understand that Leaders Credit Union reserves the right to add, remove or change guidelines as it deems necessary, and I will receive an updated version of the preceding document when any material modifications are made that impact my ability to deliver branded service.

Employee Name

Date

ACkNOwLEDgEmENT

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