Download - Young & Free Report 2010
![Page 1: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/1.jpg)
Dedicated to attracting the next generation of credit union members
![Page 2: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/2.jpg)
DeAndré UpshawYoung & Free Change Agent
Currency Marketing@deandresays on Twitter
(Actual member of Gen Y)
![Page 3: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/3.jpg)
My generation
Gen Y
![Page 4: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/4.jpg)
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
![Page 5: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/5.jpg)
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
“
![Page 6: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/6.jpg)
8 9%Use social media sites regularly
Source: The College Board Arts and Sciences Group
![Page 7: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/7.jpg)
NOPE
![Page 8: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/8.jpg)
![Page 9: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/9.jpg)
“See right through you like you’re bathing in Windex.”
MARIAH CAREY“OBSESSED”
![Page 10: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/10.jpg)
![Page 11: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/11.jpg)
“ Don’t be stupid.”
DEANDRE UPSHAW& OTHER GEN Y
NOTABLES
![Page 12: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/12.jpg)
Tim McAlpinePresident & Creative Director
Currency Marketing@currencytim on Twitter
(Gen Y Wannabe)
![Page 13: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/13.jpg)
It’s a simple
math problem
![Page 14: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/14.jpg)
10THE
GREAT DIVIDE
TEN YEAR GAP
![Page 15: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/15.jpg)
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?
![Page 16: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/16.jpg)
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
![Page 17: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/17.jpg)
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
![Page 18: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/18.jpg)
40TRILLION
BOOMERS
$X + Y
![Page 19: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/19.jpg)
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
![Page 20: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/20.jpg)
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
![Page 21: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/21.jpg)
Going
social
![Page 22: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/22.jpg)
An important, irreversible, completely different way for people to relate to companies and to each other.”
JOSH BERNOFFCO-AUTHOR OF GROUNDSWELL
“
![Page 23: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/23.jpg)
1999
2005
PERFECT TIMING
TM
2006
2004
![Page 24: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/24.jpg)
REALITY CHECK
![Page 25: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/25.jpg)
PEOPLE RELATE TO PEOPLE
![Page 26: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/26.jpg)
SOCIAL NOISE
However, standing out is easier said than done
![Page 27: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/27.jpg)
SOCIAL MEDIA MYTH
![Page 28: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/28.jpg)
blog
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
![Page 29: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/29.jpg)
Our solution
Young & Free
![Page 30: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/30.jpg)
Giving young people a voice, a head start and useful information
![Page 31: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/31.jpg)
8regions live by
June 2010
![Page 32: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/32.jpg)
20,000new accounts have been
opened by our partner Young & Free credit
unions to date
![Page 33: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/33.jpg)
Comes down to
strategy & execution
![Page 34: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/34.jpg)
90-9-1 PRINCIPLE
CREATORS:
1%EDITORS:
9%AUDIENCE:
90%
Source: www.90-9-1.com
![Page 35: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/35.jpg)
![Page 36: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/36.jpg)
![Page 37: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/37.jpg)
![Page 38: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/38.jpg)
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
![Page 39: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/39.jpg)
ALBERTASITUATION ANALYSIS1
TEXASSITUATION ANALYSIS1
![Page 40: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/40.jpg)
ALBERTAPRODUCT RECOMMENDATIONS & BUSINESS CASE
FREE2
UNLIMITED HEAD START
CROSSSELL
NO HIDDEN
FEES
SOUTH CAROLINAPRODUCT RECOMMENDATIONS & BUSINESS CASE
SUITE2
THREE ACCOUNTS
ONLINEACCOUNT OPENING
FINANCEWORKS
OOPSREFUNDS
![Page 41: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/41.jpg)
POWERFUL COMBINATION
3 REGIONAL LOOK & FEEL
![Page 42: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/42.jpg)
SOUTH CAROLINAREGIONAL LOOK & FEEL3
ALABAMAREGIONAL LOOK & FEEL3
![Page 43: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/43.jpg)
![Page 44: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/44.jpg)
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
![Page 45: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/45.jpg)
![Page 46: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/46.jpg)
Finding the
voice
![Page 47: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/47.jpg)
![Page 48: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/48.jpg)
![Page 49: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/49.jpg)
Thank you so much for being so quick to do all this! You are wonderful!”
GLORIA HIATTYOUNG & FREE SC APPLICANT
“
![Page 50: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/50.jpg)
![Page 51: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/51.jpg)
$750,000 in unpaid media in Alberta
![Page 52: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/52.jpg)
![Page 53: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/53.jpg)
Highlights from our
Spokesters’ terms
![Page 54: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/54.jpg)
![Page 55: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/55.jpg)
2,417 Twitter followers
Josh is a social butterfly!
1,825 Facebook friends and 282 fans
471 Flickr photos
40+ real-world events
![Page 56: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/56.jpg)
Chris created a musical. Seriously!
![Page 57: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/57.jpg)
DeAndré owned every event he attended!
![Page 58: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/58.jpg)
Myles can make a song out of anything!
![Page 59: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/59.jpg)
Joshua is banging up great money-related blog posts
![Page 60: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/60.jpg)
Larissa has proven the credit union difference 125,000 times!
![Page 61: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/61.jpg)
SustainingMomentum
![Page 62: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/62.jpg)
SUSTAINING MOMENTUM
![Page 63: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/63.jpg)
Power ofCollaboration
![Page 64: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/64.jpg)
![Page 65: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/65.jpg)
![Page 66: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/66.jpg)
![Page 67: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/67.jpg)
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
![Page 68: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/68.jpg)
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
“
![Page 69: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/69.jpg)
BeYoungAndFree
BeYoungAndFree
YoungFreeHQ.com
![Page 70: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/70.jpg)
DeAndré UpshawYoung & Free Change Agent
Currency Marketing@deandresays on Twitter
(Actual member of Gen Y)
![Page 71: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/71.jpg)
My experience as2008 Young & Free Texas Spokesperson
![Page 72: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/72.jpg)
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.
![Page 73: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/73.jpg)
![Page 74: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/74.jpg)
![Page 75: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/75.jpg)
![Page 76: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/76.jpg)
![Page 77: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/77.jpg)
![Page 78: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/78.jpg)
![Page 79: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/79.jpg)
![Page 80: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/80.jpg)
![Page 81: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/81.jpg)
![Page 82: Young & Free Report 2010](https://reader033.vdocuments.site/reader033/viewer/2022061210/548ca768b4795962278b4625/html5/thumbnails/82.jpg)
DeAndré UpshawYoung & Free Change Agent
Currency Marketing@deandresays on Twitter
Tim McAlpinePresident & Creative Director
Currency Marketing@currencytim on Twitter