2017 Statewide Awareness Campaign Update. Mainers are seeing the CU difference! Decide to put the bank fees. behind you. MEMBER-OWNED. Ownit.

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1 2017 Statewide Awareness Campaign Update Decide to put the bank fees behind you. Mainers are seeing the CU difference! MEMBER-OWNED Ownit. March 2017

2 Own It: 2017 Campaign Expands Messages, Channels, and Engagement in First Quarter The largest statewide awareness campaign comes at a time when the popularity of credit unions in Maine is at an all-time high with record statistics and growth, including credit union membership now at 685,000 members statewide. The Maine Credit Union League s Statewide Awareness Campaign kicked off in first quarter 2017 with 10 new spots and videos for broadcast and digital advertising. The ad series includes over 100 scenes visually illustrating the advantages of credit union membership and the Own It theme. The 21,614 spots running will be seen by 98% of the television-viewing public between times this year. Thanks to an additional voluntary contribution campaign to promote credit unions, the 2017 media plan includes a $1.1 million buy. Because of this commitment, the campaign is designed to utilize a variety of channels to deliver messages targeted to different demographics. From early indications, engagement is significantly up from consumers visiting the newly designed consumer-focused website, mainecreditunions.org, and in clicks through various sites that have ads. Connecting with consumers is constantly changing so we have tailored our new campaign to reach different audiences. From traditional media, including TV and radio, to online web banners, Facebook, Pandora, Google, YouTube and others, our reach is unprecedented. Digital ads are being placed on 14 mobile and social media platforms. Glacial Digital Marketing, a new digital agency for the campaign, is supporting the tracking of new ads, including Facebook Live and geo-fencing events. In addition to media and social media advertising, the 2017 Statewide Awareness Campaign also includes sponsorship and involvement in a variety of visible events and activities including the Portland Sea Dogs; Maine Red Claws; Cross Insurance Center signage; the Maine Potato Blossom Festival; the Maine Lobster Festival; the Whoopie Pie Festival; and several others. Being involved in community events that attract a large number of visitors not only brings our message to a big audience, but also supports things that are important to strong communities, which reinforces the credit union philosophy of people helping people. We hope you find this report helpful in illustrating how the campaign is working for Maine s Credit Unions, for members, and new members. David Desjardins Chair, Statewide Awareness Committee CEO, Acadia FCU Debra Trautman League Staff Liaison Maine Credit Union League Corporate Marketing

3 Background: A Campaign Based on Research & Strategy Source: 2016 Online Survey Conducted by Portland Research Group Important Financial Attributes for Maine Consumers Today Notable Changes since 2014 Research SERVICE Always easy to meet or speak with a person 8% Demonstrates a commitment to the community 8% Long term employees who know you 14% Locally owned and operated 12% Flexible with lending products 9% LOCATION Multiple ways to access my accounts 8% Many branches locally 9% Branches located statewide in Maine 12% Research Conclusions The competition continues to close in, especially local banks. The technology is not a feature anymore; it is expected. Mainers still want a physical branch to visit. The tagline Own It has a favorable rating among consumers. Show how credit unions are different and better than banks. Plan Strategic Objective: Demonstrate the value and difference of credit unions, highlighting member-ownership. Campaign Promise: When you join a credit union, you are an owner, part of a cooperative venture that allows more local control for greater community impact. Joining a credit union is part of a tradition that brings Mainers together for a shared purpose and a common good. Call to Action: We want the viewer who is not current a credit union member to visit our microsite and find a suitable credit union; for current credit union members, we want to cultivate positive opinion and greater use of services.

4 Campaign-at-a-Glance: By the Numbers $1.1 Million Marketing Spend 5 30 Second Television Spots TARGET AUDIENCE 5 15 Second OVER 150 Digital Ads for Pre-Roll and YouTube Different scenes for digital online, mobile, and social media advertising Millennials 45% Families 35% 55+ Baby Boomers 20% NEW MICROSITE WITH FINANCIAL LITERACY VIDEO HUB OPPORTUNITIES FOR TARGETING Local Broadcast Channels / Live Stream YouTube / Video Search Hulu / Digital Pandora Audio / Companion Digital Google Display / Mobile Google Keyword Search Google Retargeting Geo-Fencing Mobile Ad Messenger Mobile Facebook Instagram Twitter Pinterest LinkedIn MEDIA BUY Awareness Spotlight with Sponsorships Media Buying, Research & Production Theater Ads and Cross Center Signage Print (CU Week, business ads) 9% 8%2% 2% 2% 15% 20% Website & Creative Enhancements 22% 20% Television Exposure Young & Free Marketing (includes spokester, salary, car & agency fee) SURF & Shared Branching Advertising Digital Marketing (online, mobile, social, alternative radio, geo-fencing, SEO, Hulu)

5 Television Buy: 21,614 spots in 2017 reaching 98% of the television-viewing public between times this year On the Air: January 2 - May 14 (19 Weeks) August 21 - December 24 (18 Weeks) Sample Programming Portland/Auburn Market: WGME-13 (CBS): School Spirit Challenge, News, Prime Rotation, Grammy Awards, NCIS WCSH-6 (NBC): The Voice, This is Us, Today, News WMTW-8 (ABC): Wheel of Fortune, Jeopardy, The Bachelor, Shark Tank, Last Man Standing, Notorious, Ellen, Good Morning America WPFO-23 (FOX): Good Day Maine, Two Broke Girls, News WPXT-12 (CW): Prime Rotation Bangor Market: WABI-5 (CBS): Young & Restless, Ellen, Big Bang Theory, ER Show, Sunday Morning WLBZ-2 (NBC): The Voice, America s Got Talent, News WVII-7 (ABC): Wheel of Fortune, Jeopardy, Live with Kelly WFVX-22 (FOX): Prime Rotation Presque Isle Market: WAGM-8 (CBS): News, Wheel of Fortune, Jeopardy EAGM (FOX): Prime Rotation Cable (Portland Interconnect Sprectrum Reach): Food Network, History Channel, TNT, HLN, MSNBC, Bloomberg, EPSN, FOX, Hallmark, Lifetime Maine Public: News, Prime Rotation

6 Sponsorships & Expanded Advertising First Quarter 2017 WGME13 Winter Pep Rallies for Ending Hunger Maine High School Basketball Champions Theater advertising in Portland, Bangor, Falmouth, and Saco Sponsoring the top eight scoring schools to battle it out this spring on Maine Public Television Sponsoring program to hear students answer thought-provoking questions from education to finances Corporate Partner and Contest Sponsor Legislation Discussion Programming

7 Microsite Update Completed First Quarter 2017: Nearly 10,000 page views a month. Easier to find a credit union with new search features Expanded connection to branches via digital form New Video Hub New micro videos explain through photos, graphics, and text what a credit union is, how and when to use shared branching, and the benefits of the SURF ATM network. Two-three videos are produced each month by League staff that show how to maximize member benefits. Just as well-known brands produce innovative short-form snackable video content on Facebook and Instagram, our internal production team developed our own, called Own It Moments, for credit unions to share on their web and social media posts. People find video content to be memorable and are more likely to retain the information, according to Glacial Marketing, a new media partner of the Maine Credit Union League. Beginning in February, the campaign used these videos in Facebook advertising, which allows retargeting to people based on the duration of their viewership of the content, such as targeting Mainers who watched 50% of more on a specific video. First Quarter 2017 Digital Trends 2017 s expanded digital advertising campaign is tracking the following trends: Over 40% of the traffic to the microsite comes from paid search ads on Google. 70% of visitors to mainecreditunions.org are from a mobile device searching for a credit union, ATM, or shared branch location. 90% of ad click-throughs are from mobile phones. Consumers connect with shorter messages the campaign s 15-second spots are resonating on YouTube with high view rates, above the 30% baseline view rate. Messages, such as how credit unions make loans possible and why people changed to a credit union, rank the highest in ad click-throughs. Mobile advertising follows members: Nearly 225,000 Mainers viewed new mobile ads during a holiday campaign, which geo-fenced Maine shopping malls. Other events, festivals, and geographic locations will be the focus with targeted mobile advertising. Sample mobile ad

8 Millennial Marketing Young & Free Maine: Spokester Jake Holmes has visited 80% of Maine s Credit Unions during his first term with Young & Free Maine. Jake has sparked a new way of connecting with millennials, staff at credit unions, and with high school students usually at events early in the mornings and with hundreds of teens. Jake has used his video skills to interview credit union staff on tips for saving and spending and supported credit unions community events. He has been active hosting career days, financial fitness fairs, and representing the League at high school pep rallies connected with the WGME School Spirit Challenge to raise awareness for ending hunger. In March, he will have attended nearly 80 events with credit unions and conducted seven radio interviews since June New activities in 2017 include coverage of winter activities such as pond hockey, ice fishing, and snowmobiling, along with dogsled racing at the Can-Am in northern Maine. Powered by The Young & Free program has impacted Maine s Credit Unions! Age demographic tracking reached its highest annual membership growth rate over the past three years membership grew 12.1%. The average percentage of age in CU membership increased. It grew to 10% in 2016 from 9% in Auto lending grew 17.3% year over year in this demographic. Jake Holmes was the keynote speaker at the Junior Achievement of Maine s Annual Titan Challenge in March. The Titan Challenge is a day-long business strategy competition hosted on college campuses, where high school students get an immersive peek into the business world. He spoke to 300 students statewide via webcam. It was an incredible opportunity to spread the word about Young & Free, credit unions and the importance of being financially literate.