Awards 2008

2008 Awards Program

The 2008 Trailblazer Awards for

Excellence in Marketing and Communications

Deadline for entries:

5:00 p.m., Friday, April 11, 2008

The MDDCCUA Trailblazer Awards for Excellence in Marketing and Communications honor those credit union staff and volunteers who creatively market and communicate products, services and activities to members. Materials produced in 2007 are eligible for entry. Trailblazer materials should be delivered to your credit union’s marketing/communications staff immediately.

The National Credit Union Recognition Programs (see links to the left) identify credit unions that demonstrate the credit union “people-helping-people” philosophy. The Dora Maxwell program honors the work of credit unions in the community, the Louise Herring Award recognizes the practical application of credit union philosophy in daily internal operations, and the Desjardins Award recognizes leadership of the credit union in financial literacy. State awards winners automatically advance to national competition.

All entries must be submitted to the MDDCCUA office by 5:00 p.m., Friday, April 11, 2008. Award winners will be notified at the end of April and then invited to an Awards Luncheon on Wednesday, May 28, 2008 in Columbia. The winning entries will then be on display during MDDCCUA's 3rd Annual Convention in Ocean City and recognized at the Annual Meeting Program on Saturday, June 14, 2008.

For more information, please call Sarah Turner at 800.492.4206, ext. 113.

MDDCCUA strongly encourages you to enter these programs. They are an excellent way for your credit union to be honored for your staff’s efforts and will serve as an example for others to follow. Enter today and best of luck to you!

As unique financial institutions, credit unions need innovative thinkers to creatively market products and services, especially since credit unions are competing against larger, for-profit financial institutions. Credit unions also must communicate effectively with their members and the public to emphasize the credit union difference.

The Association has sponsored the Trailblazer Awards for Excellence in Marketing and Communications for 22 years. These awards recognize credit union staff and volunteers who have developed successful credit union marketing and communication programs. The Trailblazer Awards are presented annually at an Awards Luncheon and winning entries are displayed at the MDDCCUA Annual Meeting and Convention.

Any credit union affiliated with the Maryland & District of Columbia Credit Union Association is eligible to enter the awards competition. Entries will be judged on image, content and achievement of results. The cost to produce each piece/project will determine under which level it will be judged: small, medium, or large budget (range of budgets will differ by category).

A number of credit union marketing professionals who entered their projects in the past have asked if postage costs should be included in the overall cost of the entry. There is a line on the entry form for you to submit this information, if you have it. This is to separate the costs of actual production of the piece without figuring in the costs of mailing since credit unions have a vast difference in the number of members to whom they send mail (a $100 million-asset credit union versus a $15 million-asset credit union most likely has a large difference in the number of pieces mailed).

The MDDCCUA does not judge the entries. Independent marketing and communications professionals evaluate all entries and select winners in each category.

All entries must be submitted to the MDDCCUA office by 5:00 p.m., Friday, April 11, 2008. Award winners will be notified at the end of April and invited to an Award Luncheon on Wednesday, May 28, 2008 in Columbia. The winning entries will be displayed during MDDCCUA's 3rd Annual Convention in Ocean City and recognized in the program for the Annual Meeting held on Saturday, June 14, 2008.

For extra entry forms, please make copies of the one included in this awards packet. For any other information, contact Sarah Turner at the MDDCCUA at 410.290.6858 or 800.492.4206, ext. 113.

Instead of separate entry forms for each Trailblazer category, please note that only one entry form is included in this awards packet, and it should be copied and used for all entries. We suggest you make a copy of the original and save it for back-up. Complete each form for the specific number and name of the category in which you are submitting an entry. Entries must have been produced or distributed for the first time during 2007.

Advertising includes all advertisements by a single credit union. If a cooperative group of credit unions paid for ads (outside of Association Cooperative Marketing Campaigns), only one credit union from the cooperative group should fill out a form, but list all credit unions involved on a separate sheet. To be eligible for a Trailblazer Award in this category, print advertisements must be submitted in original form. That is, if the piece is a color ad, it must be submitted in color form. Radio ads must be submitted on CD or cassette tape. Television ads must be submitted in DVD format.

#5. Best Annual Report - Submit only the most current one. Annual reports will be judged on their graphic appearance, logical sequence of presentation of information, clarity of financial data and clarity of committee reports.

#6. Best Direct Mail Piece - Includes any written promotional pieces mailed to CU members, such as brochures, pamphlets, letters, etc. (does not include newsletters). Pieces will be judged on achievement of objectives and results, their originality and readability, overall style, format and content as well as the quality of writing and layout. Please submit two (2) copies of each piece; ONLY three (3) direct mail entries per CU.

#7. Best Marketing Campaign - Includes all work performed on a campaign for a particular product or service from its inception to completion. To be eligible for a Trailblazer Award in this category, all of the steps of a marketing campaign — the planning, establishment of goals, steps taken to achieve the goals and the final results — must be included and documented.

#8. Best Newsletter - Must be published at least quarterly; judged on overall style, format and content as well as the quality of writing and layout. Please submit three (3) consecutive, different issues of the newsletter produced in 2007.

#9. Most Improved Newsletter - Improvements in writing, design, graphics, photo quality and selection will be considered in addition to the criteria listed by entrant on the entry form. Submit at least one (1) issue of the new and at least two (2) issues of the old newsletter. The new newsletter must have been new in 2007 or published and printed by the end of 2006 if for 2007 use.

#10. Special Project - Those projects whose main purpose is involving the credit union membership in a significant and memorable event or program. Special projects include political action campaigns, a special celebration of a credit union anniversary, hosting Santa Claus for the benefit of young members, a dedication of a new branch office, etc.

#11. Best Web Site - Web sites will be judged on their overall broad image, writing format, content, functionality, necessary links and interactivity.

#12. Best Youth Marketing - Youth Marketing includes all products, services, savings clubs, education programs and promotions aimed at educating individuals ages 21 and under about the benefits of credit unions and the importance of savings accounts and money management, as well as increasing youth membership in the credit union.

#13. Potpourri - Any marketing/advertising/communications work that does not fall into any other Trailblazer category; judges may use discretion if they feel the entry belongs elsewhere.

“To Do” List for 2008 Awards

MDDCCUA Trailblazer Awards for Excellence

in Marketing and Communications

___ Review entire packet

___ Appoint Marketing/Communication/staff person to serve as project manager

___ Have staff person in charge of Trailblazer Awards prepare entries and entry forms for the
following:

___ Best Advertising – Print

___ Best Newsletter

___ Best Advertising – Billboard

___ Most Improved Newsletter

___ Best Advertising – Radio

___ Potpourri

___ Best Advertising – Television

___ Best Special Project

___ Best Annual Report

___ Best Youth Marketing

___ Best Direct Mail Piece

___ Best Web Site

___ Best Marketing Campaign

Entry Form for the Maryland & District of Columbia Credit Union Association’s 2008 Trailblazer Awards for Excellence in Marketing and Communications

Asset size as of Dec. 31, 2007: $ ________________________________________________

Number and category of Trailblazer Award: _________________________________________

Please submit materials (if possible) in a three-ring binder, folder or spiral-bound notebook.

Answers to the following questions will be considered when judging your entry. Entrants for the Newsletters and Annual Reports only need to answer question #2.

1. What is the purpose of the entry? Please include all pertinent details including goals and objectives, audience, etc. Be as specific as possible (not needed for newsletters, annual reports).

For print and electronic media, please provide a breakdown between production and placement, and provide information on frequency and duration:

3. What were the results and how are they attributable to the marketing/communications efforts?

Be as specific as possible. (For example, number of accounts, loans opened, percentage increase, survey results, sales, website statistics, documented media coverage, etc.)