2015/2016 Board of Directors

June 29th, 2015 by

The Marketing Association for Credit Unions (MACU) is pleased to announce the results of the 2015 MACU Board of Directors Election.

Board Members are elected by a vote of the members. Ballots were provided to members attending the Annual General Meeting on May 26th. There were four 3-year term positions and one 1-year term available.

This year the membership has elected the following individuals to a 3- year term:
Peggy Clark – Manager, Brand and Promotions Interior Savings, Kelowna, BC
Kate Neff – VP, Marketing & Corporate Communications, Your Neighbourhood Credit Union, Kitchener ON
Adrienne Percy - Marketing and Communications, Noventis Credit Union, Gimli, MB
Shelley Wallace – Vice President of Marketing & Communications, Libro Credit Union, London, ON

The following person will serve a 1-year term:
Leigh-Anne Magnusson – Manager, Marketing and Business Development, Northern Savings Credit Union, Prince Rupert, BC

Tracy Kelly – Vice President, Marketing, Mountain View Credit Union in Olds, AB will serve as the MACU Chair for the 2015/2016 year and Liisa Woolley – Chief Operations Officer, Community First Credit Union Limited in Sault Ste. Marie ON will serve as the MACU Treasurer.

Additional board members include:
Gwendolyn de Guzman – VP National Business Development, Desjardins Group
Alanna Dyani – Manager, Marketing Central 1
Mike Goerzen – AVP Marketing, Coastal Community Credit Union
Deanna Basso – Marketing Coordinator, HMECU

We look forward to another successful year!

2015 AIME Winners

June 5th, 2015 by

We are pleased to share with you the winners of the 25th annual Achievement in Marketing Excellence (AIME) Awards gala.  A lot of work went into all the entries submitted and the awards booklet showcases those who took home some hardware for their entries.

To download the booklet visit: http://www.macu.ca/wp-content/uploads/2015/06/MACU_Awards_web.pdf

Please note the file is large so may take a bit of time to download.

Congratulations to everyone!

MACU Announces 2015/2016 Board of Directors Election

May 6th, 2015 by

MACU will be holding an election for their board of directors on Tuesday May 26th at 11:15am in Kelowna BC. Members will have the opportunity to listen to each of the candidates and place their vote. There will not be any vote by proxy.

Below is a list of candidates (in alphabetical order):

Peggy Clark, Manager, Brand and Promotions
Interior Savings |  Kelowna, BC  |  interiorsavings.com

Why I would be an asset to your Board…
I bring over 20 years of marketing skills and experience with Interior Savings, most recently as Manager of Brand and Promotions responsible for the marketing strategies and plans that support our member experience and growth initiatives. My strengths in leadership and teamwork as well as my commitment to the co-operative principles are what I’d love to bring to the MACU Board.


Leigh-Anne Magnusson, Manager, Marketing and Business Development

Northern Savings Credit Union  |   Prince Rupert, BC   |  northsave.com

Why I would be an asset to your Board…
I am both pragmatic, and creative; I am passionate about what I do and I am certain that I can bring that enthusiasm to the MACU Board.


Rene Mohammed, Sales Executive
Open Solutions Division, Fiserv   |   opensolutions.com

Why I would be an asset to your Board…
Being innovative, adding excitement and being part of a strong team are some of the core values that really gives me a buzz in both my professional and personal life and so I believe I can certainly add to these values that currently exist within MACU and even perhaps add a little edge being a professional from outside of the credit union system.


Kate Neff, VP, Marketing and Corporate Communications
Your Neighbourhood Credit Union   |   Kitchener ON   |   yncu.com

Why I would be an asset to your Board…
My goal in participating on the MACU Board is to ensure that not just marketers, but CEOs, understand and appreciate the value offered by this organization. Nowhere else can Canadian credit union marketers gather to share, learn, appreciate and celebrate what we contribute to our organizations. Every marketing budget should have dollars earmarked to ensure the team who speaks on behalf of the credit union has an opportunity to meet once a year with their peers, to develop relationships and find resources among like-minded individuals. This investment in collaboration and inspiration pays back in so many ways.
As marketing channels evolve and demands on marketing teams increase, we need access to industry professionals and experts who can help us to understand, prioritize and excel.  That’s what MACU provides.
I hope to continue supporting marketers and enlightening CEOs through service on the Board of MACU.


Adrienne Percy, Marketing and Communications
Noventis Credit Union | Gimli, MB | noventis.ca

Why I would be an asset to your Board….
Quite simply, I would love to help MACU membership connect and be inspired, so we can grow together and do great work that really matters to the communities we serve.


JR Pierman, President
Lucidia Ltd. | Sault Ste Marie, ON | lucidia.com

Why I would be an asset to your Board….
Thank you for considering my application for the MACU board. I believe my business education, professional background and decade of experience in working with numerous credit union partners in building marketing strategies and delivering digital and integrated marketing solutions would be a great asset for the board. However, more importantly, I’m committed to collaborate with a great team to generate new ideas and achieve objectives as a representative for the Board. If elected as one of your directors, I will bring to bear the same core values by which we operate our agency – energy, passion and fairness.


Shelley Wallace, Vice President of Marketing & Communications
Libro Credit Union | London, ON | libro.ca

Why I would be an asset to your Board….
I would like to be on the board because I believe that everyone should do what they can to give back to our local communities and support the credit union movement. For the last three years I have been a facilitator at CYL in Ontario and have really enjoyed the experience, both with coaching young people and promoting cooperative organizations. Now I would like to focus my efforts on the credit system and joining the board at MACU would allow me to do that.

Meet the Speakers

March 23rd, 2015 by

MACU has conducted interviews with a few of our prominent speakers….this is just a sneak peek of a couple of the speakers you will meet and hear from at the event on May 25 – 27 in Kelowna.

Andrew Davis

AndrewDavisImage

What was your first job?

After graduating from Boston University, I immediately started working in the television business. I produced two local television shows. One was a nightly call-in talk show focusing on Boston-area political issues. The second was a weekly medical call-in talk show.

What would you be doing if you were not in marketing?

If I wasn’t wandering around the world speaking to marketers and publishers, I’m pretty sure I’d be living in the British Virgin Islands running a boat charter. (I’m a sucker for clear blue water and the boating lifestyle.)

What is the biggest challenge you see in 2015-2016?

For credit unions specifically, I think the biggest challenge we’re facing in the next twelve months, is to differentiate our services in ways that take advantage of our most valuable asset: our members. We have to stop telling people credit unions are different and start showing them we’re different.

Ken Wong

20140114_KennethWong_CG_DSC_0861

What was your first job?

Depends which job you mean…First part-time job was at 8 years old…delivering newspapers. First summer job was in a factory as a stock room boy. First full time job was as a research analyst at the Conference Board of Canada. First entrepreneurial job was as co-owner of a musical instruments store and school. First sports job was playing semi-pro baseball in South Carolina.

What would you be doing if you were not in marketing?

One of teaching statistics; something entrepreneurial; high school guidance counsellor and athletics coach

What is the biggest challenge you see in 2015-2016?

The uncertainty regarding the price of oil and thus the Canadian economy. Uncertain economic times present a major challenge for marketing since marketing expenditures, even for (what is really an) asset-building activity like brand development is considered an expense item for tax purposes and financial reporting. It also creates a problem for pricing and margins which further constrains not just marketing but the ability of the firm to “keep the promises made via marketing communications”.

Want to have the opportunity to hear more?

Register Now!Online Registration Software by Event Wizard®

Showcase the Credit Union Difference…

March 23rd, 2015 by

We won’t serve you lobster and scallops, but promise this day to be a great one!

This year, on Monday May 25th, the Marketing Association for Credit Unions is bringing back the ever popular MACU Masters marketing competition.

This competition is fashioned after “The Apprentice” TV Show, where four teams, armed with seven marketers and one graphic designer will have 6.5 hours to create marketing and communications materials for two selected non-profit organizations in Kelowna.

Two teams of marketers will work on behalf of The Wish Comes True Society and another two teams will work on behalf of Inn From the Cold – Kelowna.

Each team will be given a detailed creative brief by presenting sponsor Arcas Advertising that will outline what the charity is looking for. This could be in the format of communications plan, layout and low cost ideas on how to engage the prospective target audience.

At the end of the day the teams will be judged on overall program design, artwork and how well they met the organizations needs.

This competition has received rave reviews by those that have participated in the past.

“It’s a great experience – challenging, fun, a little gruelling – you use more skills than just your marketing and design savvy, you use your people skills too. It’s like being thrown on an island and you can’t get off until you come up with a great idea together! And knowing that the work was going to those in need was a bonus”

“I thought the whole day went exceptionally well. The only way I would rate anything excellent would be if you served lobster and scallops for lunch.”

You can register for the MACU Masters independently of the conference if you choose. Space is limited to 32 people. Register today to lend a hand and help showcase the Credit Union Difference.

Back by popular demand

January 26th, 2015 by

During the 2015 Strategic Marketing Conference we will be hosting an Idea Exchange once again.

Purpose:
• Allow for small groups to talk about a particular topic of interest
• Provide an opportunity for a supplier or credit union to share their success story
• Give delegates further networking opportunities

Format:
7 discussion group tables
• Delegates will be asked to sign up for a discussion table prior to the conference.
• Discussions will last 45 minutes. Each table facilitator will do a 5 minute intro on the topic and then will lead the group.

Have something you’d like to share?
• This can be a credit union or supplier that has something great they think that people can benefit from hearing.

Submit your proposal online today.

“Fine Speakers, Fresh Insights”

November 11th, 2014 by

Enterprise Magazine, recently published an article titled “Notes from MACU” that recaps the 2014 conference and highlights some of the hot issues that credit union marketers are currently facing. g

NotesfromMACU

 

Change for Children

September 14th, 2014 by

In May, Peter Van Stolk, creator of Jones Soda and now CEO of spud.com,  spoke to participants at the Strategic Marketing Conference.  Peter shared with the group how he rejected traditional PR and marketing tactics yet was still able to attract endless media attention. His session was extremely well received and delegates walked away some thought starters for their own organizations.

Peter donated his entire speaking fee to an organization called Change for Children (CFCA). CFCA is an Alberta based charitable organization with over 30 years experience working with partners in Latin America and Africa to alleviate poverty. With the money received, CFCA was able to purchase Eco Stoves.

CFCA Thank you

We received this lovely thank you note and plaque and wanted to share it with you! Thank you for helping contribute to this donation.

 

 

 

Visual Communications and Graphic Design Services

July 14th, 2014 by

The Marketing Association for Credit Unions (MACU) is seeking a proposal from qualified individuals or companies to provide Visual Communications and Graphic Design Services

Questions relating to this Request for Proposal should be directed to:

Rachel Cleland
info@macu.ca
289.895.8921

Proposals should be submitted to MACU by August 22, 2014.

The Art of the Rebrand

June 10th, 2014 by

During the 2014 Strategic Marketing Conference in Montreal, QC MACU held an Idea Exchange session that allowed the delegates to get together into smaller groups and discuss topics that were important to them.

Catherine Downes and Lianne Darby of BlueShore Financial presented “The Art of the Rebrand” .

They shared the story about how NorthShore credit Union became BlueShore – one of the most innovative and premium boutique financial brands in North America. The following are some notes on that discussion.

Blueshorelogo

This credit union is situated in a highly competitive area so had the challenge of coming up with how to differentiate themselves.

This was a 3 year project with a 2013 launch date. They wanted to create a high touch approach and utilized the financial spa concept.

There were 9 internal marketing department employees that worked with their agency, digital agency, brand strategist, suppliers, videographer etc. to develop the new concept and name and ensure it aligned with the business process.

The name “BlueShore” was kept confidential and an internal program had to be designed so that staff understood why this was being kept a secret.

You will notice that the BlueShoe logo and colours are similar to that of the old brand NorthShore. This was done intentionally as they didn’t want to abandon their historic roots.

BlueShore did make the decision to adopt the word “Financial” and drop “Credit Union” They did this as the felt credit union can be misunderstood, particularly with new immigrants. The decision was made, not to abandon cooperative roots, but more to not alienate new groups of members. “Financial” worked better in focus groups, both for banking and wealth.

Member Notification
Not all members are fully invested in their financial institution so BlueShore found the rebrand as a way to re-introduce themselves. A personalized letter was mailed to each member, two weeks prior to the public launch. This included a brand booklet and details on the launch. This provided staff the opportunity to deal with any issues in advance.

The Launch
Launching a new credit union gave them the opportunity to do a big reveal. The majority of the staff did not know what the new name was or anything about the new branding. Employees were taking “off-shore” to a convention centre and provided with dinner, entertainment and given a preview of what was to come. All but, 30 of the 325 staff attended the event.

The first day as the new entity, each employee received a package with updated supplies (business cards, name tags, supplies etc). Everything they required to work as a BlueShore employee was included.

Every staff member must go through a ½ day brand education session. This will ensure they have the confidence needed to have dialogue about the changes.

The entire rebranding process took close to 10 years and involved many moving parts. For more details please visit the presentations section in the members only portion of the website.

MACU Blog

Covering Canada's credit union marketing industry with news and events. Edited by Rachel Cleland.

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