1. 2010 2012
2011
Maine

2. Y&F Maine – Facts
• Maine Credit Union League-Westbrook, ME
• Assets: $6.1 Billion
• Members: 610,000
• Branches: 194 (at 64 participating CUs)
• Launched: April 2011

3. Diana Dionne
Media Relations

4. Maine Media, Meet
Young & Free Maine!
Title
Diana Dionne
Maine Credit
Union League

5. Title

6. Title
• 64 credit unions
• 610,000 members
• Statewide Awareness Program
• 70% of Maine CUs
participating in marketing
since April

7. Strategy
Title

8. Title
• Ties to Media
• Leverage advertising
relationships
• Radio vs. TV
• Run ads/interviews on
younger/Top 40 stations

9. Title
• Contact younger reporters
• Think mornings
• Get exclusive
• Be available

10. Title
Finalists Generate Excitement
Insert video clip here

11. Title
$10,000 Media Buy - $250,000 in
publicity generated

12. Title
• Plan ahead
• Winner interview scheduled in
advance
• Seth live on air
Monday after
Friday surprise

13. Title
Leveraging Location

14. Title
40 media events and 29 events attended or
planned in 2011!

15. Push for Product
Penetration
Title

16. Title
• Recent webinar on marketing
and leveraging program for new
membership and account growth
• Support from Media Buyer
• Credit unions capitalize on
contacts

17. Title
Focus on Product Penetration

18. Results!
Title
April –
August
2011

19. Title
• Average percentage of
members 18-25 in CUs: 9.5%
• Gen Y membership from April
through August 2011 grew 11%
or 3,073 members
• Total free4ME accounts: 1,507
* 70% of CUs reporting

20. Title
• 14% of accounts have auto
loans
• New relationships: 465
members in 5 months – 30%
of accounts
* 70% of CUs reporting

21. Questions?
Title

22. Diana Dionne
Media Relations