Gen Yers are the future of the online channel, but attracting them requires a non-traditional approach. Learn how Common Wealth Credit Union's new Young & Free Alberta targets Gen Yers with an integrated marketing and social computing program centered around the youngfreealberta.com microsite. Currency Marketing created an integrated program that included finding and hiring a Gen Y spokesperson to represent the product, the credit union and their generation. Tim McAlpine will speak about the lessons learned on Web 2.0 dos and dont's and how this program is appealing to Gen Yers who have become Common Wealth credit union members.
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19.
20. PERFECT SCENARIO
Freedom
Courageous Real
& trust
credit union budget
Long-term
Relevant Integrated
commitment
marketing
product
Defined Authentic
Differentiated
market voice
brand
Social media
Potential
Senior-level & Web 2.0
member in
involvement transition
33. Year-over-year youth member growth
400
Media support stopped here
300
200
100
0
October November December January February March April May
2006–2007 2007–2008
63. RESULTS
82 unique visitors
39,0
20,852 page views
1
3:47 average visit
Tube video views
59,670 You
blog comments
630
76 Facebook fans
1
Twitter followers
62
08
October 1, 2007 to May 31, 20
64. RESULTS
id media coverage
$179,000 unpa
0,000+ impressions
2,00
0 Y&F accounts
2,01
in Y&F accounts
$2,875,000 funds
08
October 1, 2007 to May 31, 20