Campaign Book

ADVERTISING

PROPOSAL

Martin Dudek Delena Pinkney Bobby Claeys Justin Crawford Trista Kempa

MEMORANDUM Dear April, Sarah, and the rest of the MSUFCU team, Thank you for your confidence in our ability to provide you with a professional and innovative campaign. Working with MSUFCU has been a pleasure! We could not have worked with a more organized or supportive company. This was an exciting and valuable learning experience for all of us. After hours of hard work, dedication, and enthusiasm, Infinite Media presents you with a campaign proposal we proudly stand behind. We first utilized strategic research tactics to construct a specialized situation analysis. Upon reviewing our findings, we were inspired to create a new slogan and creative advertising pieces with a strong positioning strategy. With this position, we aim to stop graduating MSU seniors from closing their accounts. We are confident that our proposal will offer you several ideas for your future advertising and marketing with MSUFCU. Please enjoy our proposal and thank you again for providing us with the opportunity to work with you. It’s an honor to be a member of the MSUFCU family! Sincerely, Trista Kempa, Martin Dudek, Bobby Claeys, Delena Pinkney, and Justin Crawford

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TABLE OF CONTENTS

SITUATION ANALYSIS

STRATEGIC RESEARCH

CREATIVE BRIEF

CREATIVE WORK

MEDIA PLAN OVERVIEW

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SITUATION ANALYSIS

SITUATION ANALYSIS

Michigan State University Federal Credit Union (MSUFCU) opened in 1937 in the MSU administration building and has undergone a number of changes over the last century. It is now managed out of their new GOLD LEED certified headquarters. Owned and operated by the members of Michigan State and Oakland Universities, MSUFCU is the largest

university-based Credit Union in the world. It maintains over $1.6 billion in assets from over 148,000 members from eight different branches. MSUFCU pushes for member convenience, offering more ATMs than any other institution in the Greater Lansing area, as well as Totally Green Checking online.

SERVICE DESIGN Michigan State Federal Credit Union was designed with the student in mind. It caters strictly to Michigan State students, employees, and alumni. Furthermore, it has student specific accounts as well as low interest rates on loans. With branches located

on campus as well as the greater Lansing and East Lansing area, the Credit Union is very convenient and accessible for its members. MSUFCU is also accessible around the United States through the Co-Op Network.

KEY CHALLENGES • “Misconception” – Considering the name of the Credit Union, most members view MSUFCU as location specific. It remains in their minds as a great resource for the duration of their education at MSU, but in their minds, moving away requires a new bank or credit union.

• Competition – Banks such as Comerica, Chase, National City, Fifth Third and Bank of America provide a great deal of competition for MSUFCU. These banks have branches and ATMs located throughout the United States and are easily recognized by logo and even ocassional slogans.

• “Grown-up Bank Syndrome” – After college, it is expected that students are to “grow up.” By associating itself with MSU, MSUFCU is linked with a period of life decidedly deemed as childish. After graduating, members feel the need to upgrade to a financial institution that they consider an “adult” bank or credit union.

• Uninformed Members – Students do not know what MSUFCU offers them. This is especially significant when they are graduating and need loans for postgraduation necessities. They are also unaware of their affiliation with the Co-Op Network, shared branching, and online banking utilities.

BARRIERS TO OVERCOME • Students are unaware that they can access their accounts anywhere in the United States through the Co-Op Network’s shared branching and nationwide ATMs.

• Raising the retention rate of graduating seniors who maintain their membership has been another challenge of Michigan State Federal Credit Union.

• Furthermore, figuring out how to lower the negative perception of the new GOLD LEED building has proven to be difficult.

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SITUATION ANALYSIS

CLIENT HISTORY

SITUATION ANALYSIS FUTURE GOALS • To make graduating seniors aware of the services available to them with the Co-Op Network, iPhone application, and online banking utilities.

• To increase the percentage of students who keep their accounts after they graduate.

COMPETITION ANALYSIS There are many banks and credit unions in the market, but MSUFCU’s main competitors are Chase, Comerica, Fifth Third, National City, and Bank of America. According to our primary research, 90% of students who have an account with MSUFCU have another account with one of these five banks. • Chase has recently merged with JP Morgan making it one of the richest financial institutions. Their slogan is “Freedom” and they focus on providing an array of programs to fit their customer’s needs. They have a small section on their website that is dedicated to students, but they do not primarily focus on student needs. However, they do offer a student credit card. • Comerica caters to individuals with small businesses by providing safe and easy banking. They also provide free checking and savings accounts, web banking and over-draft protection. As a popular financial institution, they have a large corporation feel. • Bank of America offers student financial packages, online banking, and a couple over-draft protection freebies. They focus on being the “Bank of Opportunity” by given their many different banking choices. Their uniquely designed ATMs set them apart from other financial institutions by providing safe and easy check and cash deposit options.

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• Fifth Third offers several studentbanking programs. They pride themselves on providing everything you need in life, whether you are a student or an established adult. They prove to be MSUFCU’s biggest competition when catering to students’ needs. However, the bank’s brand, name, and logo have been exploited by scam emails and as a big corporation. This has had a negative impact on the bank’s publicity. • National City has recently partnered with PNC, increasing the number of banking locations worldwide. This provides the customer with a larger base of banks around the country. They also offer an online experience that explains, in detail, how to use various programs on their website. They are not student focused, however, they do supply students with free checking and savings accounts.

STRENGTHS Michigan State Federal Credit Union is a successful financial institution that has been around for many years. It is tailored to serving Michigan State students and alumni with the best service. The Credit Union prides itself on treating individuals like members and not customers. Late hours in the call center are in place for members in different

time zones to address their questions, comments, or concerns. They also provide instant messaging on their website to assist members. The Credit Union is a part of the Co-Op Network, which offers ATMs and shared branching all over the country at no additional charge.

WEAKNESSES Although MSUFCU provides its members with quality service, they only operate full service branches in the Lansing and East Lansing area. Because they are only operated locally, students frequently cancel their accounts post-graduation and switch to banks and credit unions that are less location

specific. Students are also unaware that MSUFCU is part of the Co-Op Network and what special programs and opportunities the Credit Union offers. Additionally, MSUFCU’s current advertising campaign is seen as amateur, which associates MSUFCU with the immaturity of college.

OPPORTUNITIES According to our research, Michigan State graduates would like to stay associated with the university and its related programs. MSUFCU members are automatically members of the Co-Op Network, which gives them access to service centers and ATMs

throughout the entire country. There is also an opportunity to increase the awareness of the network and MSUFCU’s affiliation with them. Additionally, we have an opportunity to create a campaign that isn’t seen as amateur and college-related.

THREATS Banks such as National City, Chase, and Comerica have fully operational branches around the country making them a more desirable financial institution. The students’ parents are generally members of these banks, which also give them an advantage. According to our primary research, 66 percent of students are members of their parent’s bank and will be likely to use only

that institution after graduation. In addition, students who leave Michigan after graduation frequently cancel their membership to sign up with a bank that has full-service branches in the location they are living.

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STRATEGIC RESEARCH

PRIMARY RESEARCH In February 2010 Michigan State students and graduates were polled regarding their use of their MSUFCU accounts via an online survey passed out by way of Facebook and face-to-face interactions. The survey was filled out by a total of 160 individuals. Here are the results.

What is your year in school? Nearly half (45%) of the respondents are college seniors, the target market for our campaign. The other half was split between Juniors (17%), Sophomores (17%), MSU graduates (14%), and finally Freshman (4%).

Do you have a Michigan State University Federal Credit Union (MSUFCU) account? Half (52%) of the individuals polled currently have an MSUFCU account. The individuals who do not are split between individuals who have an account at the same place as their parents (19%), and individuals who have an account at another institution independent of anyone else.

How long have you had your account? The vast majority of individuals got their account their freshman year (69%), and those that didn’t predominantly signed up before their freshman year (17%). Junior year (8%), sophomore year (5%), and senior year (1%) round out everyone else.

Female Male

STRATEGIC RESEARCH

What is your gender? Despite our group consisting of 3 men and 2 women, the survey responding individuals were slightly disproportionate female, 60% female to 40% male.

Graduate Senior Junior Sophomore Freshman

Yes No, account with my parents No, independant bank account

Senior year Junior year Sophomore year Freshman year Before going to MSU

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STRATEGIC RESEARCH Why did you choose to make an account with MSUFCU (please check all that apply)? Convenience is the number one reason people have accounts with MSUFCU (54%). Others noted that an employee approached them (4%) and that prompted their interest in the institution. Some liked the MSU association (22%), while other simply needed a bank account (11%).

Other Needed a bank account

How often do you use your account? Most accounts are being used at least once every week, with 39% noting that they actually used theirs nearly everyday 39%. Some only needed to check their money once or twice a month (17%), while 5% said that they never or very rarely used it.

Never or very rarely Once or twice a month Once or twice a week Nearly everyday

After you graduate from MSU, do you plan to cancel your MSUFCU account? The majority of individuals (43%) plan on cancelling their MSUFCU accounts. This breaks down into 14% cancelling because they want a local bank when they move out of state, 19% want a local bank when they move across Michigan, and 10% simply planning on going back to a different account. Only 30% plan on keeping their MSUFCU accounts.

Not Sure No

If you answered yes to the last question, what benefits could MSUFCU provide that would make you want to keep your account? The vast majority of the things that would make people keep their accounts are actually already available, they just aren’t aware of them. They want local ATMs across the country (37%), which are available through the Co-Op Network, and low interest rates (22%), which are already available. Others are asking for special 24-hour services (16%) or a points rewards system (25%).

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MSU association Approached by employee Convenience

Yes, I would rather be a member of a bank

Yes, I plan to move out of East Lansing and want a local bank Yes, I plan to move out of Michigan and want a local bank

A points/reward system Special 24-hour services Low interest rates on credit cards and loans Local ATMs wherever I live

Have you had any issues with your account? Only 7% reported having any issues with their MSUFCU accounts, and most of those that did admitted that it was not MSUFCU’s fault, such as an instance of identity theft.

Do you understand the difference between a bank and a credit union? Many (63%) reportedly do know the differences (and benefits) of a bank and a credit union.

Are you currently a member of a credit union or bank other than MSUFCU? Which? Only 30% of respondents use MSUFCU exclusively. The remaining 70% is split between Flagstar, Citizen’s, Charter One, Comerica, Chase, Fifth Third, National City, and Bank of America. Comerica was the stand out alternative.

Yes No

Yes No

Yes No

Flagstar Citizen's Charter One Comerica Chase Fifth Third National City Bank of America

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STRATEGIC RESEARCH If you answered yes to the previous question, is this your parents’ bank? Most (66%) people responded that their alternative bank was also their parents’. Of those that said that it was not, their parents use Citizens, Charter One, Comerica, Chase, Fifth Third, National City, and Bank of America. However the biggest response for a different parental bank was the use of other local credit unions.

Yes No

Citizen's Charter One Comerica Chase Fifth Third National City Bank of America Other local credit unions

If you are a member of both MSUFCU and another bank/credit union, which do you use more regularly? A relatively even split, with 55% using MSUFCU most, while 45% said they used their home bank more.

MSUFCU

What MSUFCU promotions have you noticed on or off campus? More than any other response, 40% said that they could not remember any MSUFCU promotions at all. Following that was individuals noticing commercials, paper ads, or billboards. Radio and various promotions followed. Additionally many mentioned that the quality of the advertising was low or “amateurish.”

None

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My other account

Radio Sponsorships Special deals Senior makeover Paper ads and billboards Commercials

Do you know that MSUFCU offers lowinterest loans for post-graduation necessities such as cars, apartments, and clothing? Two-thirds (64%) of respondents had no idea that loans were available for post-graduation necessities.

Yes

Will you need a post-graduation loan for any of the things listed in the previous question? The vast majority (86%) said that they would not be looking for post-graduation loans. Of those that did, most said they would need car loans, with a pretty even split for graduate school loans, rent, or a new wardrobe.

Yes

No

No

New wardrobe

Rent Car loans Grad school loans

How do you do most of your banking? Most people have moved online for their banking (65%), which keeps open the opportunity to market online banking to everyone moving away after graduation. The remaining third is split between using ATMs (20%) and going inside the actual location (15%).

Inside the building

How would you rate your knowledge of finance overall? Half (54%) of the respondents say they have an advanced or above average knowledge of finances. The other half admitted a lack of knowledge and an interest in learning more.

Advanced

ATMs Online

Above average Below average Horrible

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STRATEGIC RESEARCH SECONDARY RESEARCH MSUFCU hosts a food drive • MSUFCU teamed up with Lupe Izzo, the wife of MSU men’s basketball coach Tom Izzo, and the MSU Rebounders Club to host a food drive. The drive helped collect food, personal care items and other contributions for the MSU Student Food Bank and the Greater Lansing Food Bank. MSUFCU donates $2.5 million to the arts • MSU’s Warton Center received a $2.5 million gift from MSUFCU. The money will go towards the new Institute for Arts and Creativity and to continue their support for the Broadway arts. MSUFCU ads turn to their members • MSUFCU’s new $1.5 billion campaign relies on their members. The credit union will use member testimonials as an effective way to get past the advertising clutter. Members will also be used in media to promote the benefits of being a member. Credit Unions and Twitter • MSUFCU is no stranger to the Twitter world. They are seen as “veterans” when it comes to credit unions interacting on Twitter. MSUFCU uses Twitter as tool for posting updates and conversing with members.

MSUFCU receives environmental award • MSUFCU’s new headquarters has received recognition for Leadership in Energy and Environmental Design (LEED). This recognition was bestowed by the U.S. Green Building Council . MSUFCU helps Tsunami victims • The employees, and members, of MSUFCU donated money from their own pockets to the Red Cross. These proceeds will help those that were affected by the Tsunami that wiped out communities on the Indian Ocean. Credit Unions and convenience • When it comes to service and building relationships, credit unions stand out from the rest. MSUFCU’s campaign “one + one = 19,864,000” showed just that. This campaign was used to remind members that they could use their check card anywhere Visa is accepted. They are accepted at over 19 million retailers and 864,000 ATM’s worldwide. MSUFCU donates to MSU study abroad • MSUFCU donated $2.5 million to the MSU study abroad programs.

SWOT ANALYSIS Strengths • People are treated as members • Members of the Co-Op Network providing ATMs and service centers all over the country with no charge • Your ATM card can be printed instantly • Selective on members and loans • Instant messaging and helpful tech support • Late call hours for members in different time zones • Tailored to MSU students and alumni • Board of directors is made up of volunteers

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• Convenient check deposit cards instead of deposit slips • High brand recognition with students/alumni • High community involvement with local arts, entertainment, charity, and educational programs • Active use of social media • There is a branch on campus for students • Lower rates than other institutions • Can access your accounts nationally

Weaknesses • Walk-in full-service locations are only in the Lansing and East Lansing areas • Full service is only available at MSUFCU • Barrier for entry for post graduates not a part of the Alumni Association • No awareness outside of Lansing • Current advertising is seen as amateur, low budget, and of poor quality

• Students drop accounts for less location specific banks and credit unions • Students don’t know the difference in price for loans and rates • Website is weak and difficult to use • Co-op database is not always updated • Map of ATMs is out of date

Opportunities • Associated with the University • Educate students on the differences between MSUFCU’s interest and loan rates and other banks/credit unions as well as the Co-Op Network • Campaign to promote new and improved MSUFCU website • Students need post-graduation loans, like cars and wardrobe • Branch out to MSU grads outside East Lansing area • Most MSU graduates would like to stay associated with the University and its programs • More creative advertising possiblities

• MSUFCU can promote their policy of having reasonable fees compared to other institutions • Growing interest in finance due to the economy • Increase awareness of the Credit Union Co-Op network • MSU celebrity spokes person options • Make students aware that MSUFCU membership is exclusive • Connect with the telemarketers to provide information to Alumni that they can keep their accounts even though they have graduated

Threats • Many students after graduating move back to their home towns and therefore open an account that is close to them • People are getting bank accounts earlier and earlier in their lives, and stay associated with that bank • A lot of students that are coming to MSU already have bank accounts and don’t see the reason for opening another account in East Lansing • Big name banks have more branches around the country

• People like the convenience of having their bank near them wherever they go • Out-of-sight, out-of-mind • E-mail reminders are off putting • The fear of identity theft invokes less online banking • Due to Michigan’s poor economy, graduated students are more likely to leave the state to seek employment, therefore canceling their accounts

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STRATEGIC RESEARCH CUSTOMER PROFILE The consumer segment of MSUFCU is soonto-be graduating Michigan State students. Their ages range from 21-23 years old and they live in the East Lansing and Lansing areas. These individuals are strivers and achievers whose purchase decision is influenced by the latest fashion, entertainment and

social activities. They are considered “brand switchers” because cost and price play a role when making decisions. Furthermore, they are heavy users of their MSUFCU accounts. Finally, they consider low interest rates, customer service, and local ATM availability to be the most important benefit segment.

Demographics MSUFCU is targeted towards Michigan State students, ages 21-23, who are nearing graduation.

Benefit Segment

Institution

Geographics The greater Lansing and East Lansing area.

Local ATMs

All

Psychographics The VALS profiles that pertain to our customer profile are: Strivers and Achievers. Graduating students are strivers and experiences. They want a financial institution that provides them with the functionality and convenience of new possibilities and excitement. Because they spend a large amount of income on entertainment, fashion, and social activities, they would prefer to be a member of an institution that is flexible and nationwide.

Low interest rates

MSUFCU

Points System

National City, 5/3, Chase

Card Customization

Bank of America

Overdraft Protection

Bank of America, Comerica

Location

Bank of America, 5/3, National City, Chase

Customer Service

MSUFCU

Financial Security

National City, Chase

Loyalty Members of MSUFCU are considered “Brand Switchers.” They are influenced by cost and price when making their brand decisions. Usage Members are heavy to regular users of their MSUFCU accounts.

Our Consumer Segment prefers the Low rates, Customer Service, and Local ATMs benefits.

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CREATIVE BRIEF

CLIENT: Michigan State University Federal Credit Union What do we want thE advertising to do?

Persuade students to keep their MSUFCU accounts activated post-graduation.

Who is our target market for this campaign?

Graduating seniors looking for a bank or credit union post-graduation. Students drop their accounts because MSUFCU is seen as a ‘college’ bank, as opposed to a ‘grown-up’ financial institution.

How do we want them to describe the brand?

Professional yet personable. We want their membership to remind them of their college, home, and family without being seen as ameatur.

What is the single most important thing to take out of the advertising?

How can we make this believable?

By showing members how we have treated them over the past 4 years, and how we will continue to treat them with support and financial security.

Is there anything else that may help us get creative work?

The client is excellent at targeting specific markets through direct mail pieces. The client has expressed interest in using guerilla marketing tactics.

Are there any executional manditories or limitations? The logo cannot be changed.

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CREATIVE BRIEF

MSUFCU has treated you like family, and family sticks together even after your possible postcollege relocation.

CREATIVE WORK

CREATIVE WORK

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PRINT ADS When you’re family,

you’re always

connected

And that’s how MSUFCU has strived to treat you over the past four years. As family. And we’ll still be in touch once you’ve graduated. Internet banking is easier than ever, and because MSUFCU is part of the Co-Op network you can use thousands of other banks as easily as you could use any of our East Lansing locations while keeping all of MSUFCU’s awesome rates and perks. And definitely check out the MSUFCU/ Co-Op ATM locator app from the Apple App Store. Free ATMS are just as everywhere in the rest of the world as they are in the dorms. So stick around. Just because you’re moving on doesn’t mean we still won’t be just around the corner, no matter where you end up. After all, when you’re family you’re always connected.

www.msufcu.org

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PRINT ADS When you’re part of our family,

we’re always listening

After college life can get a little rough. Your rent is more

Saturday’s we’re a call away from 9 a.m. to 3 p.m. We’re

than you’re making at the bottom of the corporate ladder,

here to answer any financial question you have. And

loans are starting to pour in, and your parents want to

you’ll have them. College taught you about your career,

help but they’re just as strapped for cash as you are.

but we’ll give you a few tips about life. Check us out onlne at www.msufcu.org.

Give us a call. Our contact center is open from 7 a.m. to 9 p.m. Monday through Friday; before you get to work and (hopefully, for your sake) long after you’re done.

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When you’re part of our family,

help is only a touch away

Cash is only a touch away with the free MSUFCU ATM Finder Apple App no matter where you end up after graduation. Just click “Current Location” to look at a list of all the nearest ATMs or to check out a Google map. You’re family to MSUFCU and when you’re part of our family, you’re connected. Keep in touch at www.msufcu.org.

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OUTDOOR ADS When you’re part of our family,

you’re always connected

www.msufcu.org

When you’re part of our family, we’re aways listening

www.msufcu.org

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TV COMMERCIAL TITLE: Billy Callister TV SPOT: 30 Sec VISUAL

AUDIO

A school photo of Billy Callister (22-year-old boy) wearing a nice suit.

SFX: Classic 1950’s t.v. music Anncr: “Meet Billy Callister.”

8 year old Billy working on classwork at his desk. Billy looks up, smiles, and gives a thumbs up.

SFX: Music continues Anncr: “Since the age of 6, Billy has been a striaght “A” student...”

17 year old Billy on the football field throwing a pass. Looks at the camera, smiles, and gives a thumbs up.

SFX: Music Anncr: “MVP in every sport,”

20 year old Billy with a lady on each side of him walking on campus. Has a smile on his face. Gives a thumbs up.

SFX: Music Anncr: “And a ladies man.”

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VISUAL

AUDIO

22 year old Billy on stage (wearing a cap and gown) receiving his diploma. Has a sad face and thumbs down.

SFX: Graduation music Anncr: “Now Billy is graduating from MSU at the top of his class. But wait, why are you so sad, Billy?”

Camera zooms in on Billy’s sad face.

SFX: 1950’s music (with a sad tone) Billy: “I don’t have any money for a car, a place to live, or business clothes. I’ve got nothing.”

Billy looks at the camera feeling a little better. Billy looks up and throws his green cap (the only thing that is in color) towards the camera. The cap stops and has the MSUFCU logo on top of it.

SFX: 1950’s music picks up Anncr: “Well sure you do, Silly Billy. You have MSUFCU. They’ll help you with all your financial needs, no matter where you go. Because that’s what family does.” Billy: “Gee Wiz!”

(In color) All of a sudden Billy is outside (California environment) with a nice suit on. Hops into a convertable with a lady, drives off into the sunset and gives a thumbs up.

SFX: MSUFCU Jingle Lady Singing: “MSU Federal Credit Union. When you’re part of our family you’re always connected.”

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RADIO COMMERCIAL TITLE: “Bedtime Story” RADIO SPOT: 30 Sec Children: “Dad, can you tell us a bed time story?” Dad: “Sure kids.” Children: “YAAAAAY.” Dad: “I’ve got a story for you. Once upon a time there was a young handsome man in college. This young man worked very hard in school so he could have a great job in the future. Then he graduated and was in the real world.” Dad con’t (starts to talk faster and faster with an angry tone): “All of a sudden this young man didn’t have any money. Next thing he knew he’s working the third shift at the gas station, his girlfriend left him, his dog ran away to live with the neighbors, the only thing he had to eat was ketchup packets and stale bread, his car exploded, and…” Children: “DAD!...we’re asleep now.” Dad: “Oh…ok. Good night.” Announcer: “Don’t let the real world hold you down. MSU Federal Credit Union can help you get a jump-start in life. Visit www.msufcu.org to see how we can help you. Jingle: “MSU Federal Credit Union. When you’re part of our family you’re always connected.”

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DIGITAL MEDIA As members of the Co-Op Network, every MSUFCU member has access to thousands of ATMs all across the United States. However, most of the current members are completely unaware of this (to the point where it’s one of the major requests members would like to see added). There is currently an ATM search function on www.msufcu.org through the Co-Op Network, but it does not work very well. We’re proposing to take advantage of the already existing Co-Op Network ATM Locator App for the Apple iPhone and modifying it slightly so it’s easier to find for MSUFCU members. By making an alternative, but informationally identical, “MSUFCU ATM Finder” application, members will be able to locate it easier while continuing to push the MSUFCU brand.

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DIRECT MAIL Direct mail is often criticized as junk and a waste of money. However, if the piece can create enough interest and intrigue before the recipient even opens it, it has the potential to be very successful. What we’re proposing is sending out a “graduation present” the February before a student’s graduation. Inside will be close to life-size objects which would normally be traditional graduation presents. Instead of being the actual objects, these would be die cut handouts. On the back would be an explaination of MSUFCU’s ability to support the student as well as give helpful life tips. The direct mail package will be an 8 1/2 by 12 inch bubble #2 envelope, with a printed leather briefcase-like design. The contents to the right and on the pages below will fit inside the envelope.

To: Jessica Smith 555 W. Grand River East Lansing, MI 48823

e ... r ’ u o So yduating gra

RETURN ADDRESS: 3777 West Rd., East Lansing, MI 48823

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GO GREEN! GO WHITE!

............................................

ww w.m suf cu. org

r family, When you’re part of ouec ted. nn co ays alw e u’r yo

WW W.MSUFCU .ORG

WW W.MSUFCU .ORG

.........................................

..............

80 0.6 78 .49 68

Get mo for your dollar witre car an MSUFCU Auto Loan.hThe re are no application fee prepayme pe s, no nalties and flexiblentter ms with one low rate for both new and use d vehicles.

MSUFCU l he lp customizewil a loan to help you fin d your firs house , apartmetnt, or loft in the big city.

When you’re part of our family, you’re always connected.

.............................................

GO GREEN! GO WHITE! MSUFCU.ORG

................

..........

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DIRECT MAIL 10 March 17, 20 TE

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April 1, 2010

Professional Young Spartan #1 Monthly Promo 12345 A US re, he Anyw

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DATE

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cup of Joe. For: One warm

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2.) Pre ga me. Rese arch the who you company are intervi e wing for. impress t It will hem if yo u bring u about the p somethin ir compan g y.

In this cyclinder there is a seedling of a bon sai braided money tree. No, the tree doesn’t bare real money, but let it represent your journey into the professional wo rld. As your success and car eer ambitions grow, so will your money tre e!

mily, a part of our fa When you’re ted. ec nn co s ay you’re alw at strived to tre w MSUFCU has family! And And that’s ho four years; as st pa the ate r you ove ’ve gradu d. touch once you we’ll still be in than ever and ng is easier the Co-Op Internet banki is a part of CU e UF MS because nds of servic can use thousa as easily jus Network, you ionwide, t nat s ATM ns. centers and sing locatio of our East Lan as you do in any w MSUFCU ne the t ck ou the Definately che ator App from Loc ATM ork n Co-Op Netw are as commo re. Free ATMs Sto p Ap s. ple rm Ap in MSU do are y the as nationwide ving se you’re mo d. Just becau d So stick aroun be right aroun an we won’t me ’t erall, Aft esn ! do up on end you r eve ere d. the corner, wh ays connecte ily, you’re alw when you’re fam

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PROMOTIONS & P.R. MSUFCU has spent a considerable amount of effort prior to this campaign to present themselves as caring supporters of their members, always available to help. To further extend this familial characterization of the brand, we’re proposing for MSUFCU to sponsor cab rides for MSUFCU members on days that traditionally involve drinking. We’ve designed a car magnet to be placed on the cabs MSUFCU has partnered with (we suggest Green Cab) for days like St. Patrick’s Day and home football games during tailgating. By providing these “MSUFCU Events Responsible Drivers” we hope to strengthen MSUFCU’s relationship with its customers and make apparent that there are a lot more benefits of being a member than most people originally think.

MSUFCU Events Responsible Driver when you’re part of our family you’re always connected

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New Release FOR IMMEDIATE RELEASE

CONTACT



April 15, 2010



MSUFCU





800-678-4968





www.msufcu.org

Michigan State Federal Credit Union to Sponsor Responsible Driving The Credit Union is exclusively offering free cab rides to members after special events EAST LANSING, Michigan — MSUFCU has kicked off a new campaign to keep its members safe. They will be partnering with Green Cab taxi service to provide Credit Union members a safe reliable ride home.

The Credit Union will sponsor five Green Cabs to transport Credit Union members from

events to their homes in order to support responsible driving. MSUFCU will sponsor transportation during all home MSU football games, on St. Patrick’s Day, and other holidays and functions.

The launch of this campaign will ensure the safety of MSFUCU members in addition to

keeping them connected. The Credit Union would like to show its members that they are not just customers but family, and members of a family take care of each other.

This event is just one of the many new promotions that the Credit Union will be sponsoring

to go along with their new campaign: “When you’re part of our family, you’re always connected.”

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NON-TRADITIONAL MEDIA Guerrilla marketing uses unconventional tactics and surprise to offset price. By making something unusual worth investigating the consumer generates the buzz for the brand. Our plan is fairly simple and unusual; we’ll take a clear tube and fill it with printed fake MSUFCU themed dollars, placing it in a popular spot on campus, like the Sparty statue. Attached to the rim will be a motion sensor, which upon detecting someone reaching in the tube to grab the money, would yell out “Enjoy your tip!” Each dollar bill would have a tip about spending money wisely.

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To help push the MSUFCU ATM Locator app out in the world, we’ve designed a gator boardbacked graphic to attract attention and hold up our tear off message. The arm and hand would be positioned at places around campus and East Lansing where it would poke around corners or pop out of unexpected places, creating attention. The iPhone part of the graphic would be a pile of tear off messages that each passerby could grab and read at their leisure. The front of the tear off is just a simple iPhone with the app on the front page, while the back describes the app, what it does, and where they can find it.

ne! Take o

When you’re a part of our family, you’re always connected.

e! Take on

And that’s how MSUFCU has strived to treat you over the past four years; as family! And we’ll still be in touch once you’ve graduated. Internet banking is easier than ever and because MSUFCU is a part of the Co-Op Network, you can use thousands of service centers and ATMs nationwide, just as easily as you do in any of our East Lansing locations. Definately check out the new MSUFCU CoOp Network ATM Locator App from the Apple App Store. Free ATMs are as common nationwide as they are in MSU dorms. So stick around. Just because you’re moving on doesn’t mean we won’t be right around the corner, where ever you end up! Afterall, when you’re family, you’re always connected.

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MEDIA PLAN OVERVIEW

Jan Feb Magazine Advertising

Mar April May

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x

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June July

Aug Sept. Oct. Nov.

x

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x

Dec.

Television

x

x

x

x

x

x

x

x

x

x

x

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Radio

x

x

x

x

x

x

x

x

x

x

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Billboard

x

x

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Car Wrap

x

App Arm

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Direct Mail

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Press Release

x

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MEDIA PLAN OVERVIEW

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Money Can D.M Car

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