Canadian Credit Union Association

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Category Descriptions

Excellence in integrated consumer marketing

Recognizes the best in engaging its consumer markets through an integrated consumer marketing strategy, and employs a suite of marketing tools and media channels (at least 3) while driving core business objectives. Entry should include metrics and tangible results to report on that evaluates the effectiveness of the marketing strategy.

Examples include: Newspaper, direct mail, radio, web, email, online, mobile, social etc.

Excellence in brand awareness

Recognizes the best campaign or initiative that successfully increases recollection for a credit union’s products or services among target customers. The initiative can include both above the line and below the line activities

Excellence in content marketing

Recognizes the organization that worked with any content producer or independently, to create the best content or native advertising and market in ways that lead to growth in brand awareness as well as commercial success.

Excellence in public relations

A promotion or event that generates media coverage. Examples include events, guerilla marketing, branch opening, trade shows, corporate functions, etc. Photographs, newspaper ads, other media coverage and specialty items may be included. Results should focus on an execution with measurable results such as attendance, donations raised for a charitable cause or foundation, etc.

Excellence in digital marketing

Recognizes the best marketing campaign, initiative or program that uses digital channels (minimum of two) such as web, mobile, email, etc. to deliver an engaging consumer experience while driving core business objectives.

Excellence in direct marketing

Recognizes the best marketing campaign, initiative or program that uses direct marketing to connect with consumers and build strong one-to-one relationships while achieving core business objectives. Examples include: direct mailer, email marketing, statement stuffer, etc.

Excellence in event marketing

Recognizes the organization that used events most successfully as a key tool to increase brand awareness and customer engagement. Entries can be for small-scale or large-scale events targeting the general public.

Excellence in product launch marketing

Recognizes a campaign that focuses on introducing a new product, account or program. Entry should be able to demonstrate the impact this launch strategy created on the product, brand or organization’s success.

Excellence in loyalty marketing

Recognizes the best campaign, initiative or program that demonstrates a cohesive loyalty strategy and effective CRM program to grow and retain existing customers through incentives while enhancing the customer proposition. It should also encourage greater spend, resulting in positive business outcomes.

Excellence in outdoor/indoor marketing

Recognizes advertising campaigns that used Out-of-Home (OHH), as well as advertising inside or outside the branch in an innovative, creative way that succeeded in raising brand awareness. OHH can include media such as billboards, transit media or other media traditionally classified as OHH. Can also include posters, brochures, handouts, digital boards etc.

Excellence in social media

Recognizes the best campaign, initiative or program that optimises social media channels to build strong relationships with customers, recruit new customers or engage existing customers while driving core business objectives. This can be a one-off campaign or a longer term strategy.

Excellence in $3,000 shoe-string

Category recognizes excellence achieved with limited resources. Marketing campaign budget must be less than $3,000 (excluding printing and distribution). Concept, design, and pre-production of entry must have been developed in-house using credit union talent and facilities. Any use of an agency or outside supplier disqualifies an entry for this award. Use of outside suppliers for printing and distribution of entry to the target market is allowed and not included in the total cost of producing the final marketing campaign.

Excellence in TV/Video

Recognizes the most creative, entertaining and effective video advertisements. This category covers both traditional television advertising as well as advertisements deployed on digital video platforms such as YouTube, Vimeo, etc.

Excellence in radio

Recognizes the most creative, entertaining and effective radio advertisement. Enter your radio ad and radio buy which has been paid for by the credit union. A printed script for each entry must be included.

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AIME 2021 Categories

Category Descriptions