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2013 Diamond Award Winners Honored by Council
MADISON, Wis. (4/16/13)--First Entertainment CU was recognized with the "Diamond Best of Show"--the highest "Best of Show" award--in the CUNA Marketing and Business Development Council's Diamond Awards competition during the council's 20th annual conference, March 24-27 in Anaheim, Calif.

"This year's Diamond Awards featured the best of the best in marketing and business development in the credit union industry," said Nancy C. Hutchinson, chair of the council Diamond Awards. "This year we endorsed a new matrix scoring system along with a redesign on the actual Diamond Awards. The members of the council were awestruck at the new design of the Diamond Awards."

Entered in the Brand Awareness category, Hollywood, Calif.-based First Entertainment CU created three commercials to highlight the difference between the credit union and a bank--a key component of its brand.

Each commercial emphasized the location on the studio lot and focused on a product or service. By the end of the commercial's run, the spots will have been seen by more than 50,000 viewers.

This year's awards competition received more than 1,100 entries. Judges awarded six entries as Best of Show, along with 88 Category's Best and 207 Diamond Awards.

Other Best of Show honorees included:

  • Color Award for Best Use of Art--Operating Engineers Local Union 3 FCU in Livermore, Calif., for its entry in the Plastic Access Card Design category. OE FCU rebranded and redesigned it credit and debit cards to be inclusive of all labor organizations. The cards incorporate a bold, rugged look, with a new color palette and allow members to upload a custom photo or choose from a catalog of images that include the new OE FCU branded choices.
  • Best Use of Humor--First Entertainment CU in Hollywood, Calif., for its "Don't feed the goat, No Dead Leaves, Terms and Conditions" ad campaign. First Entertainment CU used light-hearted TV ads featuring a well-known character actor to highlight the differences between the credit union and a bank.
  • Cut Award for Most Edgy--University of Kentucky FCU in Lexington, Ky., for its Complete Campaign. The credit union's campaign created awareness of the value and benefit it offers to members in a fun, not-so-traditional way. It did this through billboards, print and online ads, postcards and staff buttons directing visitors to its microsite, which touted the credit union as a better option than traditional banks.
  • Clarity Award for Most Sentimental--Travis CU in Vacaville, Calif., for its Annual Report. Travis CU's annual report theme of "Looking Bank. Reaching Forward." captured the credit union's beginnings and showed members how it has grown over the decades while remaining committed to the vision of its founding members.
  • Carat Award for Greatest Impact--Woodstone CU in Federal Way, Wash., for its Awareness Campaign. As attitudes toward big banks declined, Woodstone CU created a campaign to differentiate itself in a heavily "over-banked" market.
For a complete list of awardees, use the link.

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