Young & Free is a movement dedicated to attracting the next generation of credit union members. This presentation is an update on the progress made by early 2010.

1. Dedicated to
attracting the
next generation
of credit union
members

2. DeAndré Upshaw
Young & Free Change Agent
Currency Marketing
@deandresays on Twitter
(Actual member of Gen Y)

3. My generation
Gen Y

4. anti hype technology confident spenders savvy
cool goals college respect planning influence
truthful authenticity distrust forward thinking
family questioning quality media university wary
friends fun world view connected anti hype
technology confident spenders savvy cool
goals college respect planning influence
truthful authenticity distrust forward thinking
family questioning quality media university wary
friends fun world view connected anti hype
technology confident spenders savvy cool
goals college respect planning influence
truthful authenticity distrust forward thinking
family questioning quality cool truthful truthful

5. “
We actually
believe we
can change
the world.
Regardless of our
agendas, beliefs, or
reasoning, we
believe that we can
make the world
better than previous
generations have left
it. We will change the
course of history.” JORDAN FLORA
GEN Y BLOGGER

6. 89 % Use social
media sites
regularly
Source: The College Board Arts and Sciences Group

7. NOPE

9. See right
“ through
you like
you’re
bathing in
Windex.”
MARIAH CAREY
“OBSESSED”

11. “ Don’t be
stupid.”
DEANDRE UPSHAW
& OTHER GEN Y
NOTABLES

12. Tim McAlpine
President & Creative Director
Currency Marketing
@currencytim on Twitter
(Gen Y Wannabe)

13. It’s a simple
math
problem

14. THE
GREAT
DIVIDE
TEN
YEAR
GAP

15. 60
45
30
Credit union members
aged 25 to 42
have dropped by 17%
in the past two decades
38
of credit union
members are aged
%
25 to 42
15
Where are our future
prime borrowers?
0
1985 1995 2003 2007
Source: CUNA Market Research

16. 10
8
5
4 %
1
3
07
1989 1996
%
of the population is
between 18 and 24
2000 2002 2006
of credit union
members are between
2008
18 and 24
Source: CUNA Market Research

17. Based on 100 million members, the credit union movement should have
14
7
million 18 to 24
year old members
but only has million
Source: CUNA Market Research

18. 40
$
BOOMERS X+Y
TRILLION

19. 24
of Gen Y have no idea
what a credit union is
%
RON SHEVLIN
AITE GROUP ANALYST
Source: Aite Group Engaging Gen Y: Cultivating a New Generation of Banking Customers

20. 5 % of Gen Y will
consider a credit
union the next time
they need a
financial product
RON SHEVLIN
AITE GROUP ANALYST
Source: Aite Group Engaging Gen Y: Cultivating a New Generation of Banking Customers

21. Going
social

22. “ An important,
irreversible,
completely
different way
for people to
relate to
companies
and to each
other.”
JOSH BERNOFF
CO-AUTHOR OF
GROUNDSWELL

23. 1999 2004
PERFECT TIMING
TM
2005 2006

24. REALITY CHECK

25. PEOPLE RELATE TO PEOPLE

26. However, standing out is
easier said than done
SOCIAL
NOISE

27. SOCIAL MEDIA MYTH

28. online ads billboards
statement stuffers Google Adwords
plasma screensradio
brochures sponsorships website
events YouTube blog e-mail
in-branch microsite newspaper
PR Facebook Twitter transit
on-hold message magazines
ATM screens cinema ads TV
word of mouth outdoor newsletter
promotional items direct mail

29. Our solution
Young
& Free

30. Giving young
people a voice,
a head start and
useful information

31. 8
regions live by
June 2010

32. 20,000
new accounts have been
opened by our partner
Young & Free credit
unions to date

33. Comes down to
strategy &
execution

34. 90-9-1 PRINCIPLE
CREATORS: EDITORS: AUDIENCE:
1% 9% 90%
Source: www.90-9-1.com

38. 1 2 3
PRODUCT
SITUATION REGIONAL
RECOMMENDATIONS
ANALYSIS LOOK & FEEL
& BUSINESS CASE
PROCESS
2 WEEKS 2 WEEKS 2 WEEKS
6 5 4
PUBLIC SPOKESPERSON PLANNING &
VOTING SEARCH & PRODUCT IMPLEMENTATION
LAUNCH
3 WEEKS 7 WEEKS 8 WEEKS
7 8
HIRING THE
SPOKESPERSON TERM
SPOKESPERSON
2 WEEKS UP TO 52 WEEKS © Copyright 2009 Currency Marketing

39. ALBERTA
1 SITUATION ANALYSIS
TEXAS
1 SITUATION ANALYSIS

40. FREE
UNLIMITED
HEAD
START
NO
HIDDEN
FEES
CROSS
SELL
2
ALBERTA
PRODUCT RECOMMENDATIONS & BUSINESS CASE
SUITE
THREE
ACCOUNTS
ONLINE
ACCOUNT
OOPS
REFUNDS
FINANCE
WORKS
OPENING
SOUTH CAROLINA
2 PRODUCT RECOMMENDATIONS & BUSINESS CASE

41. POWERFUL COMBINATION
3 REGIONAL LOOK & FEEL

42. SOUTH CAROLINA
3 REGIONAL LOOK & FEEL
ALABAMA
3 REGIONAL LOOK & FEEL

44. YOUNG
&FREE
TEXAS
ARE YOU THE
VOICE
OF THE 25 AND UNDER TEXAS CROWD?
YoungFreeTexas.com
Powered by
Federally Insured by NCUA
MY
TEXAS
ACCOUNTS
4 PLANNING & IMPLEMENTATION
YOUNG
&FREE SM
SOUTH
CAROLINA
ARE YOU THE
VOICE?
ARE YOU THE
VOICE?
Powered by YoungFreeSC.com
YoungFreeSC.com
SOUTH CAROLINA
4 PLANNING & IMPLEMENTATION

46. Finding the
voice

49. “ Thank you so
much for being
so quick to do
all this! You are
wonderful!”
GLORIA HIATT
YOUNG & FREE SC APPLICANT

51. $750,000 in unpaid media in Alberta

53. Highlights from our
Spokesters’
terms

55. Josh is a social butterfly!
2,417 Twitter followers
1,825 Facebook friends and 282 fans
471 Flickr photos
40+ real-world events

56. Chris created a musical. Seriously!

57. DeAndré owned every
event he attended!

58. Myles can make a song
out of anything!

59. Joshua is banging up great
money-related blog posts

60. Larissa has proven the credit
union difference 125,000 times!

61. Sustaining
Momentum

62. SUSTAINING
MOMENTUM

63. Power of
Collaboration

67. Credit Union Central of Canada
• National Credit Union Innovation Award
CUES Golden Mirror Awards
• 1st place coordinated campaigns
• 1st place segmented campaigns
• 1st place for PR
Forrester Research Groundswell Awards
• 1st place in the talking category
MAC Network Awards
• Gold Award for market segment program
• Gold Award for PR
• Gold Award for websites
• Best of Show MACQUEE
MACU AIME Awards
• Gold AIME new product launch
• Silver AIME coordinated campaigns
• Silver AIME radio
• Silver AIME websites
• People's Choice Award

68. “
You deserved to win.
You did a great job and just as important,
actually delivered business value with
your application. The big companies did
too, but your application was more
impressive based on the creativity and
the results delivered on a limited budget.”
JOSH BERNOFF
CO-AUTHOR OF
GROUNDSWELL

69. YoungFreeHQ.com
BeYoungAndFree
BeYoungAndFree

70. DeAndré Upshaw
Young & Free Change Agent
Currency Marketing
@deandresays on Twitter
(Actual member of Gen Y)

71. My experience as
2008 Young &
Free Texas
Spokesperson

72. ARE YOU THE
VOICE
OF THE 25
AND UNDER
TEXAS CROWD?
YoungFreeTexas.com
Apply for the ultimate job!
Be the 2009 Young & Free
Texas Spokesperson.
Apply by October 1 for
this one-year position with
tons of cool perks.

82. Tim McAlpine DeAndré Upshaw
President & Creative Director Young & Free Change Agent
Currency Marketing Currency Marketing
@currencytim on Twitter @deandresays on Twitter