MADISON, Wis. (3/18/09)--Spelled in all lowercase, riverset cu in Pittsburgh was named “Competition’s Best”--the highest “Best of Show” award in the CUNA Marketing and Business Development Council’s Diamond Awards competition. The winners were acknowledged during the council’s 16th annual conference, held Wednesday through Sunday in San Diego. Entered in the Branding/Corporate Identity category, riverset underwent a branding transition centered on its name change. The $93.3 million asset credit union sought to increase its electronic audience and create traction for its website--riverset.com-- among members and the underserved community. Also, riverset hoped to attract more young people and those that share the credit union philosophy. This year’s awards competition received nearly 1,200 entries. Judges awarded four entries as Best of Show, along with 125 Diamond Awards and 198 Awards of Merit. Other Best of Show honorees included:
* Best Association Entry: Florida Credit Union League, Tallahassee, Fla., for its league marketing campaign, “Your Porthole to Credit Union Growth and Longevity,” promoting the league’s annual convention as the premier networking opportunity for Florida credit union executives. The campaign also advanced cooperative efforts toward the common goal of securing a place for credit unions within the financial services industry; * Best Use of Art: DHCU Community CU, Moline, Ill., for its “13th Avenue,” entry in the Retail Merchandising category. The artwork for the $358 million asset credit union was designed to create a product-focused sales environment to motivate current and potential members to use the credit union as their financial partner; and * Best Use of Humor: Community Choice CU, Johnston, Iowa, for its “Don't Dance Around Your Bills” television spot. The spot for the $224 million asset credit union created a buzz for the “Bills” marketing campaign while growing home equity line of credit (HELOC) volume. The campaign surpassed its $3.5 million goal and generated $4 million in HELOCs.
The Diamond Awards, presented for credit union marketing and business development, feature 34 categories, ranging from direct mail and website marketing to public relations and political action. Judges evaluated entries based on strategy, design and production, creative concept, copy and communication, and results. For a complete list of award winners, use the link.