Best Of Credit Union Marketing: CUNA Diamond Award Winners 2012

CUNA Marketing and Business Development Council honored the credit union industry’s top marketers with Diamond Awards at its 19th annual conference, March 7-10 in New Orleans.

Judges bestowed Diamond Awards to 260 of the 1,100 entries received in 33 different categories, ranging from direct mail and website marketing to public relations and social media. Judges evaluated entries based on strategy, design and production, creative concept, copy and communication, and results. 87 were singled out for top honors, with five winning the coveted “Best of Show.”

Here’s a selection of some of this year’s winners. A complete list of all awards is available online at by selecting the “2012 Diamond Awards” link, located in the “Events” pull-down menu.

Best Campaign

Listerhill Credit Union (Muscle Shoals, AL)
“Just Move It” Campaign

Listerhill Credit Union looked to increase the number of new loans through a promotion that offered low rates and an immediate cash back incentive to those interested in refinancing. In order to achieve their goals, Listerhill employed a mix of media, including radio, billboards, newspaper ads, video, coffee sleeves and Facebook.

Most Edgy

Generations FCU (San Antonio, TX)
Youth Logos

Best Use of Humor

America First Credit Union (Riverdale, UT)
Penny & Buck – “Member of America” TV


America First Credit Union (Riverdale, UT)
Penny & Buck – “Just Smiling” TV

Best Use of Artwork

Delta Community CU (Atlanta, GA)
Annual Report


Arizona State CU (Phoenix, AZ)
University Checking Campaign – Door Hanger

Dupaco Community CU (Dubuque, IA)
Mobile App Billboard

St. Louis Community CU (Saint Louis, MO)
RedDough Reloadable Prepaid Card

SELCO Community CU (Eugene, OR)
Safari Savers Kids Club

Best Annual Reports

Mid Minnesota FCU (Baxter, MN)

InTouch Credit Union (Plano, TX)

America’s Christian CU (Glendora, CA)

Best TV

SACU (San Antonio, TX)
“Your Spurs Card Is Ready”

Delta Community CU (Saint Louis, MO)
“Fuzzy Dice…That’s How We Roll”

OnPoint Community CU (Portland, OR)
The Bakery & The Allowance

Best Direct Mail

A – Mid Minnesota FCU (Baxter, MN)
B – DHCU Community CU (Moline, IL)
C – Robins FCU (Warner Robins, GA)
D – Linn Area CU (Cedar Rapids, IA)
E – First Community CU of Houston (Houston, TX)
F – IH Mississippi Valley CU (Moline, IL)

Best Practices Winners

Business Development – Maps Credit Union in Salem, Ore., for its Buy Local program. The goal of the program was to increase the credit union’s relationships with local businesses, drive additional traffic to existing businesses, and engage the community with the idea of buying local. The success of the program can be seen in the 10% increase in participating businesses in 2011, a 95% renewal rate for 2012, increased web site traffic on the Buy Local page and approximately $2,500 infused into the local business community.

Community Outreach and/or Political Advocacy – Truliant FCU, Winston-Salem, N.C., for R.E.A.L. (Rural Entrepreneurship through Action Learning), a program that provided participants with networking opportunities, small business education, financial literacy and counseling to build their financial strength and business skills. There have been 126 graduates from the REAL program, with 8 individuals having already opened a new business and 22 planning to open a business within the next 5 years. For their efforts, Truliant FCU was honored as a 2011 recipient of the prestigious National Association of Housing and Redevelopment Officials (NAHRO) Merit Award for job creation and entrepreneurship training.

Miscellaneous – Fort Worth Community CU, Bedford, Texas, for the creation of their virtual spokeswoman “Gabby.” Through social media tools including Facebook, Twitter, a blog, Pinterest, and her own website (, Gabby engages and interacts with a targeted female audience (women 28-55) in order to develop relationships that will lead to membership growth and increased product/service usage among current members. In addition to features and accolades from various credit union organizations, the campaign has led to an 8.4% membership growth in less than 10 months and a 17.1% increase in loan growth over the previous year.

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