CU Link Marketing Integration

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1 Overview Thank you for your full share contribution to our 2014 CU Link Michigan cooperative advertising campaign. Based on the success of the credit union marketing integration in 2013, we will once again offer marketing reimbursement dollars to all full fair share contributors for the third straight year. Marketing integration provides you an excellent opportunity to leverage the statewide multi-media campaign, and utilize the CU Link brand to add value to your integrate your marketing efforts. In order to calculate the final marketing reimbursement incentive, the first thing that has to be done is to let us know if you plan to participate in marketing the campaign. The minimum established reimbursement rate for 2014 is $0.60 for every dollar contributed. Please take a moment to review this document to understand the requirement to receive the incentive dollars. Goals of Integration Hyper-localize a state-wide campaign Help credit unions leverage the messaging of CU Link in a cost-effective manner Build a connection between credit union marketing efforts and the efforts of the CU Link campaign How to Opt-In There are two ways to opt-in for the marketing reimbursement incentive: mculculink@mcul.org by June 10 to let us know if you plan to participate. Contact your League Representative by June 10. Process for Approval & Reimbursement The process for approval is easy. Just follow the table below as a guideline for tactics you are interested in using. If the tactic requires further discussion, please contact Marc Buchanan, Marketing Manager, at marc.buchanan@mcul.org for further direction. Otherwise, if the tactic is permitted, you can begin concept development without prior approval. Tactic Permitted Requires Discussion Not Permitted Radio TV / GSTV Outdoor Print Ads Digital Display Ads Newsletter/Statement Stuffer Branch Materials

2 Tactic Permitted Requires Discussion Not Permitted E-blasts Website Google Ad Words Sponsorships Swag/Giveaways Public Relations Social Media Financial Incentives (in conjunction with another tactic) All concepts should be submitted for an initial approval to Failure to submit concepts prior to production could result in your integration efforts being denied reimbursement. When in doubt, you should reach out to the MCUL campaign team for guidance and clarification. After integration efforts have been completed, credit unions will need to submit receipts/invoices and final artwork to Reimbursement may take up to 4-6 weeks to process payment. Integration Resources Integrating credit unions have several resources available to help you be successful. Templates and Artwork Free templates and artwork are available in the admin area of the CU Link Michigan website or by CU Solutions Group Marketing Through CU Solutions Group, credit unions have access to a full-service marketing agency. Services available include: Copywriting and Design Media planning and placement Campaign development and management One key benefit in working with CU Solutions Group is their knowledge and past experience with the CU Link campaign. Over the last several years, credit unions have turned to CU Solutions Group to help them integrate. With direct access to campaign artwork and staff, CU Solutions Group can quickly create a cost-effective campaign for you. Contact your League Rep for more information.

3 Integration Requirements and Reimbursable Expenses Each eligible tactic has a minimum level of integration required in order to qualify for reimbursement especially for credit unions not using one of our templates. The information provided below is meant to serve as a roadmap as you plan your integration. CU Link Logo Usage, Size and Placement Use of the CU Link logo is required on most print, digital and visual broadcast integration tactics in order to receive reimbursement. Because several variations of the CU Link logo have been created, the table below provides guidelines on which logos are acceptable for use. As a general rule of thumb, the CU Link logo should be more proportionate in size to your credit union s logo than the NCUA, Equal Housing/Opportunity Lender and other network logos (like CO- OP). As such, its placement should not be treated as a disclosure. Preferred Acceptable Unacceptable Unacceptable Helps put context around what CU Link is While use of this logo variation is acceptable, credit unions are not required to promote the culinkmichgan.com website Doesn t put any context around CU Link Logo is no longer in use Integration Messaging If you plan to do more custom integration outside of our campaign templates, you will need to make sure you include the themes and messages of our campaign in order for your integration efforts to be reimbursable. This will ensure that consumers connect your marketing efforts to our state-wide campaign. At minimum, two key messages below must be included: The best place do all your banking is at credit union The more you credit union the more you save Auto loan rates on average less than banks Credit card rates on average less than banks More than 1,500 fee-free ATMs in Michigan Individual Credit Union Branding You are encouraged to incorporate your branding elements into your integration tactics when using our templates. This includes: Logo Phone Number Website

4 Location (if applicable) Corporate color Direct mail Direct mail is an excellent way to extend the reach of our campaign on a one-to-one level. It s also a tactic that is measureable, which means you can evaluate the effectiveness of your campaign. Several free templates exist if you wish to execute a direct mail campaign: Auto loans ATM fees / Fee-free ATMs General membership / belonging Real-life integration example shown A blank template is also available for credit unions wishing to create a more custom campaign. All expenses associated with a direct mail campaign are reimbursable as shown below: Expense Design Print List Mail Postage purchase Operations Reimbursable Y Y Y Y Y TV You are not permitted to tag our spots with your individual credit union information. You are welcome to build off the Realization theme of our 2014 campaign to develop a custom spot. If you want to utilize your marketing incentive for TV, you must at minimum must include the following integration tag in your spot along with the CU Link logo. Integration Tag With lower fees and better loan rates you ll realize... the best place to do all your banking is at a ( Credit Union). It s time to own your money. Visit WEB or call ### to learn more.

5 Reimbursable expenses associated with a TV campaign that are shown below: Expense Media Buy Production Talent Music Reimbursable Y Y Y Y Radio Because there are no visual elements with radio, integration is a bit trickier. You are welcome to build off the Realization theme of our 2014 campaign to develop custom spots, but are not permitted to tag our spots with your information. Instead, if you want to utilize your marketing incentive for radio, you must at minimum must include the following integration tag in their spots. Integration Tag With lower fees and better loan rates you ll realize... the best place to do all your banking is at a ( Credit Union). It s time to own your money. Visit WEB or call ### to learn more. Reimbursable expenses associated with a radio campaign that are shown below: Expense Media Buy Production Talent Music Reimbursable Y Y Y Y Billboard You may use our billboard artwork and customize the design with your branding elements as shown in the example below. When you do so, you may leave off the CU Link logo. However, if you plan a more custom billboard design, the CU Link logo is required. CU Link Artwork Integration Example Reimbursable expenses associated with a billboard campaign are shown below: Expense Media Buy Design Production Reimbursable Y Y Y Print Ads You should use our hi-res blank direct mail template as the basis for creating your print ad. Be sure to incorporate key messages from the campaign and the CU Link logo. You may incorporate your own branding elements, if desired.

6 below: Reimbursable expenses associated with a print campaign are shown Expense Media Buy Design Reimbursable Y Y Newsletter / Statement Stuffers Newsletters: For two-page newsletters, a minimum of a quarter page must be dedicated to our campaign. For four-page newsletters, a minimum of a half a page must be dedicated. Both copy/article and adstyle artwork are acceptable for newsletters. In both instances, the CU Link logo is required to be included with the story/artwork. Statement Stuffers: Statement stuffers are a great, cost-effective way to extend the messaging to your members in an effort to grow share of wallet by encouraging members to do more business with you to save more of their hard-earned money. Reimbursable expenses associated with a newsletters/statement stuffers are shown below: Expense Design Print Postage Statement Envelopes Production Reimbursable Y Y N N N Digital / Web This year, nearly 22% of our state-wide media buy is allocated to digital tactics. We recognize that credit unions are also shifting more of their marketing dollars to these tactics as well. You may use artwork developed for our state-wide buy for your integration efforts. You are welcome to substitute the campaign s colors with your corporate colors as shown below and include individual rate information, if desired. Please make sure all rate information has been reviewed by your compliance resource. CU Link Artwork Example Integration Example You may also create banners for your website as part of your integration efforts. The CU Link logo is not required on these banners provided: Our template and messaging is used. As previously stated, you are welcome to substitute the campaign s colors with your corporate colors. The CU Link logo is prominently placed on the banner click-thru page

7 shown below: GSTV Reimbursable expenses associated with a radio campaign that are Expense Design Digital Hosting Display Media Buy Reimbursable Y Y Contact MCUL for clarification Credit unions wanting to use GSTV are encouraged to leverage templates that have been developed around our 2014 CU Link campaign. Use of these templates means more dollars are available for actual media placement on GSTV. Reimbursable expenses associated with GSTV that are reimbursable are shown below: Expense Template Modification Copy Writing Production Talent GSTV Buy Reimbursable Y Y Y Y Y Branch Merchandising (Print and Electronic) Participating credit unions were sent a single marketing kit that included 22x28 and 8.5x11 posters for our campaign. Additional branch materials can be ordered at no cost based on your individual needs. You also have access to graphics designed for ATMs and branch video merchandising system. If you want to create more custom branch materials with your branding and logo, you may do so as part of your integration efforts. Reimbursable expenses associated with branch merchandising are shown below: Expense Design Print Poster frames or other hardware Reimbursable Y Y N N Video Merchandising Software, Licensing and Hardware (TVs, computers, etc) Questions Please direct all your integration questions to mculculink@mcul.org or to your League Representative.