Creative Inspiration: Best of Canadian Credit Union Marketing

Last night, Canadian credit union marketers assembled in a conference hall in the Niagara Hilton to acknowledge their industry’s best work. Over the past few months, three judges from the Marketing Association for Credit Unions reviewed hundreds of entries, selecing 74 to honor with awards.

This year, MACU awards were divided into two types: Winning Results (activities which are easily measured) and Outstanding Creative (activities that create a positive marketing environment, but do not necessarily allow for quantitative tracking).

MACU recognized six categories within the Winning Results division, including coordinated campaigns, corporate communications, direct marketing, new product launches, print media and special events. There were nine categories within the Outstanding Creative division, including the $3,000 shoestring award, annual reports, electronic marketing, image enhancement, newsletters, posters and point of purchase, radio, television and website.

Here are some of The Financial Brand’s favorites from this year’s award winners.


Sunova Credit Union
Pawsome Term Deposits

Sunova, who has dogs at most of its branches (Directors Of Greetings, or DOGs), played off the canine meme with its Pawsome promotion for 29-month 3.25% term deposits. The campaign won Sunova a “Shoestring Marketing” award for one of the best costing under $3,000.

Product Launch

Coast Capital Savings
Launch of Investment Service – “Where You’re At Money Chat”

To draw attention to its investment and financial planning services, Coast Capital developed “Money Chats.” People were invited to come in to the credit union to discuss their plan and evaluate options.

Product Launch

Sunova Credit Union
Limited Edition MemberCard

The credit union already has some pretty cool card designs, but for those who want to show support for breast cancer causes, a pink version is available for an additional fee.

Financial cooperatives are sometimes criticized for not helping consumers view membership as a special benefit or privilege. Credit unions could make themselves feel more exclusive by issuing stylish membership cards (not debit/credit cards — a card that does nothing but prove membership). Designs supporting local charities and causes can be offered for “a donation.”

Annual Report

Mennonite Savings Credit Union
2011 Annual Report – “An MSCU Story”

Special Event

Beaumont Credit Union
Fat Cat Halloween Pool Party

What a strange and random — yet compelling — combination: fat cat bankers, Halloween and a pool party. But it sounds like fun. Why not, right?


Assiniboine Credit Union
Spring 2011 Member Newsletter – “Asterisk”

The credit union has published 16 issues of its Asterisk newsletter since its introduction back in February 2007. Its hallmarks are its large size (10.5” x 15.5”), its length (12 pages), and its bright, colorful community focus — a high caliber, professional publication.


Community First Credit Union
“Lets’ Be Clear” Posters

Website Design

Libro Financial Group
Corporate Website Redesign

Best in Show

Lakeland Credit Union
2011 Annual Report – “Geared for the Future”

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