Young & Free Report 2010
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Transcript of Young & Free Report 2010
Dedicated to attracting the next generation of credit union members
DeAndré UpshawYoung & Free Change Agent
Currency Marketing@deandresays on Twitter
(Actual member of Gen Y)
My generation
Gen Y
anti hype technology confident spenders savvy cool goals college respect planning influence truthful authenticity distrust forward thinking family questioning quality media university wary friends fun world view connected anti hype technology confident spenders savvy cool goals college respect planning influence truthful authenticity distrust forward thinking family questioning quality media university wary friends fun world view connected anti hype technology confident spenders savvy cool goals college respect planning influence truthful authenticity distrust forward thinking family questioning quality cool truthful truthfulYGEN
We actually believe we can change the world. Regardless of our agendas, beliefs, or reasoning, we believe that we can make the world better than previous generations have left it. We will change the course of history.” JORDAN FLORA
GEN Y BLOGGER
“
8 9%Use social media sites regularly
Source: The College Board Arts and Sciences Group
NOPE
“See right through you like you’re bathing in Windex.”
MARIAH CAREY“OBSESSED”
“ Don’t be stupid.”
DEANDRE UPSHAW& OTHER GEN Y
NOTABLES
Tim McAlpinePresident & Creative Director
Currency Marketing@currencytim on Twitter
(Gen Y Wannabe)
It’s a simple
math problem
10THE
GREAT DIVIDE
TEN YEAR GAP
0
15
30
45
60
1985 1995 2003 2007
Source: CUNA Market Research
38%
of credit union members are aged
25 to 42
Credit union members
aged 25 to 42 have dropped by 17% in the past two decades
Where are our future prime borrowers?
0
3
5
8
10
1989 1996 2000 2002 2006 2008
17of the population is between 18 and 24
%
Source: CUNA Market Research
4%
of credit union members are between
18 and 24
17Based on 100 million members, the credit union movement should have
million 18 to 24 year old members
4but only has million
Source: CUNA Market Research
40TRILLION
BOOMERS
$X + Y
24of Gen Y have no idea what a credit union is
%
Source: Aite Group Engaging Gen Y: Cultivating a New Generation of Banking Customers
RON SHEVLINAITE GROUP ANALYST
5of Gen Y will consider a credit union the next time they need a financial product
Source: Aite Group Engaging Gen Y: Cultivating a New Generation of Banking Customers
%
RON SHEVLINAITE GROUP ANALYST
Going
social
An important, irreversible, completely different way for people to relate to companies and to each other.”
JOSH BERNOFFCO-AUTHOR OF GROUNDSWELL
“
1999
2005
PERFECT TIMING
TM
2006
2004
REALITY CHECK
PEOPLE RELATE TO PEOPLE
SOCIAL NOISE
However, standing out is easier said than done
SOCIAL MEDIA MYTH
blog
YouTube
Facebookmicrosite
TV
radio
newspaper
magazines
outdoor
billboards
sponsorships
cinema ads
direct mail
statement stuffers
websiteevents
online ads
promotional items
in-branch
brochurese-mail
ATM screens
plasma screensGoogle Adwords
word of mouth
on-hold message
newsletter
transitPR
Our solution
Young & Free
Giving young people a voice, a head start and useful information
8regions live by
June 2010
20,000new accounts have been
opened by our partner Young & Free credit
unions to date
Comes down to
strategy & execution
90-9-1 PRINCIPLE
CREATORS:
1%EDITORS:
9%AUDIENCE:
90%
Source: www.90-9-1.com
2 WEEKS UP TO 52 WEEKS
2 WEEKS 2 WEEKS 2 WEEKS
3 WEEKS 7 WEEKS 8 WEEKS
PR
OC
ESS
PRODUCT RECOMMENDATIONS
& BUSINESS CASE
SPOKESPERSON TERM
SPOKESPERSON SEARCH & PRODUCT
LAUNCH
SITUATION ANALYSIS
HIRING THESPOKESPERSON
PUBLIC VOTING
REGIONAL LOOK & FEEL
PLANNING & IMPLEMENTATION
1 2 3
6 5
7 8
4
© Copyright 2009 Currency Marketing
ALBERTASITUATION ANALYSIS1
TEXASSITUATION ANALYSIS1
ALBERTAPRODUCT RECOMMENDATIONS & BUSINESS CASE
FREE2
UNLIMITED HEAD START
CROSSSELL
NO HIDDEN
FEES
SOUTH CAROLINAPRODUCT RECOMMENDATIONS & BUSINESS CASE
SUITE2
THREE ACCOUNTS
ONLINEACCOUNT OPENING
FINANCEWORKS
OOPSREFUNDS
POWERFUL COMBINATION
3 REGIONAL LOOK & FEEL
SOUTH CAROLINAREGIONAL LOOK & FEEL3
ALABAMAREGIONAL LOOK & FEEL3
ARE YOU THE
VOICEOF THE 25 AND UNDER TEXAS CROWD?
YoungFreeTexas.comP o w e r e d b y
YOUNG &FREETEXAS
Federally Insured by NCUA
TEXASPLANNING & IMPLEMENTATION4
SOUTHCAROLINA
YOUNG &FREE
YoungFreeSC.com
P o w e r e d b y
SM
VOICE?ARE YOU THE
MY
ACCOUNTS
SOUTH CAROLINAPLANNING & IMPLEMENTATION4
YoungFreeSC.com
VOICE?ARE YOU THE
Finding the
voice
Thank you so much for being so quick to do all this! You are wonderful!”
GLORIA HIATTYOUNG & FREE SC APPLICANT
“
$750,000 in unpaid media in Alberta
Highlights from our
Spokesters’ terms
2,417 Twitter followers
Josh is a social butterfly!
1,825 Facebook friends and 282 fans
471 Flickr photos
40+ real-world events
Chris created a musical. Seriously!
DeAndré owned every event he attended!
Myles can make a song out of anything!
Joshua is banging up great money-related blog posts
Larissa has proven the credit union difference 125,000 times!
SustainingMomentum
SUSTAINING MOMENTUM
Power ofCollaboration
Credit Union Central of Canada• National Credit Union Innovation Award
CUES Golden Mirror Awards• 1st place coordinated campaigns• 1st place segmented campaigns• 1st place for PR
Forrester Research Groundswell Awards• 1st place in the talking category
MAC Network Awards• Gold Award for market segment program• Gold Award for PR• Gold Award for websites• Best of Show MACQUEE
MACU AIME Awards• Gold AIME new product launch• Silver AIME coordinated campaigns• Silver AIME radio• Silver AIME websites• People's Choice Award
You deserved to win.You did a great job and just as important, actually delivered business value with your application. The big companies did too, but your application was more impressive based on the creativity and the results delivered on a limited budget.”
JOSH BERNOFFCO-AUTHOR OF GROUNDSWELL
“
BeYoungAndFree
BeYoungAndFree
YoungFreeHQ.com
DeAndré UpshawYoung & Free Change Agent
Currency Marketing@deandresays on Twitter
(Actual member of Gen Y)
My experience as2008 Young & Free Texas Spokesperson
ARE YOU THE
VOICEOF THE 25
AND UNDERTEXAS CROWD?
YoungFreeTexas.com
Apply for the ultimate job!
Be the 2009 Young & Free
Texas Spokesperson.
Apply by October 1 for
this one-year position with
tons of cool perks.
DeAndré UpshawYoung & Free Change Agent
Currency Marketing@deandresays on Twitter
Tim McAlpinePresident & Creative Director
Currency Marketing@currencytim on Twitter