Download UseR's GUIDe - Credit Union Central of Canada

USER’S GUIDE
Regional/Local Advertising Materials
SME Campaign
The SME Team has created a complete range of newspaper, magazine, TV, in-branch
and mail promotional tools that you can use to connect local campaigns to the
national campaign. To allow the national campaign to ‘seed’ the market, we
recommend beginning your regional or local program in early March 2007.
If you have specific questions regarding the materials, access to art, reproduction
or media, contact your Provincial Central representative for assistance or Credit
Union Central of Canada.
The tools:
Determine the kind of media tools that work best in your community. You’ll find lots of choices and each
one adapts easily to make room for your logo and phone number at the bottom (or for a local announcer
tag in the television).
The material files provide you with print-ready pdfs. Just choose the appropriate art or commercial,
incorporate your logo and phone number, and the material is ready to go to the publication or the printer.
Media representatives or printing company representatives can help you adapt the art in sizing, and add
logos/text in the blank space provided.
Newspaper:
CUCC - SME - AD - 1/8 Page
There are a variety of newspaper
ads to ADAPT for your local campaign. Here are a few tips:
• Choose the largest size you can afford to run three times.
• Determine if your budget accommodates full colour or black and white.
• If there is a business section in your local newspaper, run it there.
• Make sure your phone number is in larger, bold text beside your logo add a real name to increase contact.
CUCC - SME - DISPLAY AD 1
Full Colour
- 1/8 page size
- 1/4 page size
- banner size
- 3/4 page size, treatment #1
- 3/4 page size, treatment #2
because formulas
don’t replace thinking
BUSINESS IS BANKING AT
CANADA’S CREDIT UNIONS
Perhaps it’s our flexibility when it comes to
operating lines, commercial mortgages, on-line
banking and merchant accounts. Or maybe it’s
simply the fact that when you call, there’s always a
familiar voice on the other end of the line. Either
way, no matter how big your business is, now you
don’t have to figure it out alone just because you’re
on your own.
Call locally or visit nationally
www.CanadasCreditUnions.com
And experience the difference we can make
to your business.
JUµT8)0ZPVLOPX
business banking @ canada’s credit unions
because entrepreneurs come in odd sizes
because formulas don’t replace thinking
because there are good days and bad days
because respect makes you rich inside.
® HANDS & GLOBE Design is a registered certification mark owned by the World Council of Credit Unions, used under license.
Black and White
- 1/8 page size
- 1/4 page size
- banner size
- 3/4 page size, treatment #1
- 3/4 page size, treatment #2
® HANDS & GLOBE Design is a registered certification mark owned by the World Council of Credit Unions, used under license.
Newspaper material choices include -
BUSINESS IS BANKING AT
CANADA’S CREDIT UNIONS
Canada’s credit unions offer business banking in all shapes and sizes. Operating lines,
mortgages, accessible expertise, on-line services, big loans and small. So what’s the
difference? We also offer understanding, flexibility and responsiveness. So no matter
how fuzzy the lines get between business ongoing and life happening, you won’t have
to figure it out alone just because you’re on your own.
Call locally or visit nationally
www.CanadasCreditUnions.com
And experience the difference we can make to your business.
JUµT8)0ZPVLOPX
business banking @ canada’s credit unions
YOUR LOGO AND
CALL-TO-ACTION GOES HERE.
YOUR LOGO AND
CALL-TO-ACTION GOES HERE.
Many optional creative treatments available.
Magazine
There are several magazine ad treatments in different sizes for you to ADAPT. Add your logo, phone
number and other info as required. Here are a few tips.
• Choose the size that allows you use the ad three times.
• Determine if your budget accommodates full colour or black and white.
• Run the ads during the early to late spring months (not in the summer).
• Ensure the magazine you select has a business audience (includes agriculture if that is relevant).
• Make sure your phone number at the bottom is large and include a real name for contact
to increase response.
CUCC - SME - Full Page AD (EQUITY) - Colour 8 1/8 X 10 3/4
Magazine material choices include –
CUCC - SME - Full Page Magazine AD (BABY) - Colour 8 1/8 X 10 3/4
Full Colour
- 2/3 page size
- 1/2 page size
- full page size, treatment #1
- full page size, treatment #2
® HANDS & GLOBE Design is a registered certification mark owned by the World Council of Credit Unions, used under license.
Black and White
- 2/3 page size
- 1/2 page size
- full page size, treatment #1
- full page size, treatment #2
YOUR LOGO AND CALL-TO-ACTION
GO HERE
BUSINESS IS BANKING AT
CANADA’S CREDIT UNIONS
Canada’s credit unions offer business banking in all shapes and sizes. Operating lines,
mortgages, accessible expertise, on-line services, big loans and small. So what’s the
difference? We also offer understanding, flexibility and responsiveness. So no matter
how fuzzy the lines get between business ongoing and life happening, you won’t have
to figure it out alone just because you’re on your own.
Call locally or visit nationally
www.CanadasCreditUnions.com
And experience the difference we can make to your business.
YOUR LOGO AND CALL-TO-ACTION
GO HERE
Many optional creative treatments available.
In-Branch
There are large (18” x 24” and 24” x 36”) posters, small (81/2” x 11”) posters and table top cards to choose
from. Any quality local printer can help you with this or group together through your Provincial Central to
lower costs.
• The posters promote and connect to the overall campaign.
• Position posters in high business traffic areas (both inside the branch and, if possible,
with local merchants).
• The tent cards can be positioned at reception or on business employee desks.
In-Branch material choices include –
CUCC - SME - SMALL POSTER 1
CUCC - SME - SMALL POSTER 2
CUCC - SME - LARGE POSTER 1
Small Format Poster
BUSINESS IS BANKING AT
CANADA’S CREDIT UNIONS
Now just because you’re on your own doesn’t mean you have to figure it out alone.
JUµT8)0ZPVLOPX
because humans drive technology
because sleep comes easier with a familiar face
because there are good days and bad days
BUSINESS IS BANKING AT
CANADA’S CREDIT UNIONS
Now just because you’re on your own doesn’t mean you have to figure it out alone.
JUµT8)0ZPVLOPX
business banking @ canada’s credit unions
YOUR LOGO AND
CALL-TO-ACTION GOES HERE.
CUCC - SME - TENT CARD - 4 X 6
business banking @ canada’s credit unions
YOUR LOGO AND
CALL-TO-ACTION GOES HERE.
Treatment #1
Treatment #2
YOUR LOGO AND
CALL-TO-ACTION GOES HERE.
Treatment #1
Tent Card
CANADA’S CREDIT UNIONS
JUµT8)0ZPVLOPX
business banking @ canada’s credit unions
Front #1
front 1
® HANDS & GLOBE Design is a registered certification mark owned by the World Council of Credit Unions, used under license.
® HANDS & GLOBE Design is a registered certification mark owned by the World Council of Credit Unions, used under license.
because financing a business changes every day
because you can learn from other entrepreneurs
because you can boost your business on-line
because you’re a member, you’re invited first
BUSINESS IS BANKING AT
CUCC - SME - LARGE POSTER 2
because no isn’t the only answer
® HANDS & GLOBE Design is a registered certification mark owned by the World Council of Credit Unions, used under license.
® HANDS & GLOBE Design is a registered certification mark owned by the World Council of Credit Unions, used under license.
because a nimble giant is an oxymoron
because formulas don’t replace thinking
because red tape is for gift wrapping
because respect makes you rich inside
Large Format Poster
The credit unions of Canada are building an on-line
community of business owners coast to coast. All
commercial members are invited to join, learn,
boost their businesses and share ideas, for FREE.
To learn more, visit
www.CanadasCreditUnions.com
BUSINESS IS BANKING AT
CANADA’S CREDIT UNIONS
JUµT8)0ZPVLOPX
business banking @ canada’s credit unions
Front #2
front 2
Common Back
Common back
YOUR LOGO AND
CALL-TO-ACTION GOES HERE.
Treatment #2
Direct Mail - Brochure/Letter
There is a brochure that you can either customize for mailing to local business owners or display
in your branch. Work with other credit unions in your region to reduce printing costs.
• There is room for your credit union logo and contact information on the back of the brochure.
Include a simple map if possible.
• There are two letters with a P.S. to change depending on what you want to achieve;
one is straight business banking - the other references personal banking.
• The letter has been provided in Microsoft Word so you can easily personalize the letter by
inserting the mailing address and contact name, salutation, your name and contact information
and your signature. Personalize the letter wherever possible to increase response.
• Lists of prospects can be acquired by contacting local magazines, Chambers of Commerce
or other associations that include entrepreneurs.
Direct Mail material includes –
Brochure
CUCC - SME - Brochure - Trim: 14” X 8 1/2” (Roll Fold)
Outer Flap
Over Flap
Credit unions started in Canada over 100
years ago. It will only take 30 more seconds
to understand what we've become.
Credit unions are financial institutions that
are owned and governed by their customers.
As a 'member, you are a shareholder. And while
we keep it simple, this membership defines us it's why we focus on maintaining higher service
levels. Credit unions are regulated provincially
whereas banks are regulated federally. Banks
have deposit insurance - so do we. And apart
from a few unique services, we do everything
the big banks do. Only better. Especially for
business owners. Credit unions range in asset
size from millions to billions of dollars, so you'll
find a fit that's right. And when you look at the
entire network, we have millions of members
including thousands of business members.
Time's up - call the credit union representative
who sent you this brochure and get to know
the credit union people who can help your
business prosper.
Front Cover
BUSINESS OWNERS KNOW...
What business owners know is
WHAT'S A CREDIT UNION?
Letter, treatment #1
Back Cover
THAT RED TAPE IS FOR
GIFT-WRAPPING
WHY BUSINESS IS BANKING
AT CANADA'S CREDIT UNIONS.
Regardless of how big your business is, you need
right blend of current and deposit accounts - you
And you need on-line access to your money.
That's easy - you can find these basics
that has made credit unions the first choice
of Canadian business owners when it comes
to service.
John A. Prospect
The Prospect Company
001 Sample Rd, Prospect
MKX 1E5
There's basic business banking - and then there's business banking at Canada's credit unions.
There's one size fits all - and then there's how (CREDIT UNION NAME HERE) can fit your
business exactly. My name is (NAME) and as the (TITLE) at (CREDIT UNION NAME), I'd
appreciate an opportunity to prove this to you in detail.
need services that are tailored to what you do.
It's what you won't find everywhere else
February 01, 2007
Dear (NAME):
cash to operate and capital to grow. You need the
on most street corners.
PRINTED ON YOUR LETTERHEAD
More and more business owners are choosing Canada's credit unions as their financial partners
because we do fit better. We're sized right, so answers are easier to find. We have more local
influence over the financial decisions that impact your business. We're more flexible - because we
base our plans and services on more than the usual formulas.
YOUR LOGO,
CALL-TO-ACTION
AND MAP GO HERE
But you can read about all that and our core business banking services in the enclosed brochure.
What I'd like to focus on between us is a simple commitment. I'll get to know you better than any
competitor can - and in knowing you better, I'll take responsibility for developing the financial
solutions that fit your business today and that adapt easily into the future.
I'll be the person who responds to your questions - I'll be the one who looks for ways to say yes.
It really is who you know that often makes the difference in business. It's our commitment to
being both smart and accountable that proves it in financial services for business owners.
Surprised? It's not rocket science. We do more
than basic business banking - we embrace our
human side, just like you do. We get to know you
I'll be in touch over the next few days to see if this note is enough to spark a discussion.
Business banking isn't one size fits all - I look forward to showing you a better fit.
better, so we can respond better. And then fit
what we know to what you experience every day.
Regards
It's who you know at your credit union that makes
business banking with us better.
that humans drive technology
that musical chairs is for children
that formulas don't replace thinking
that brains need hearts to function
JUµT8)0ZPVLOPX
JUµT8)0ZPVLOPX
business banking @ canada’s credit unions
business banking @ canada’s credit unions
NAME
TITLE
CREDIT UNION
PHONE NUMBER/email address
P.S. If you have an immediate need for business banking services like a commercial mortgage or
line of credit, or if you have retained earnings that you want to invest, give me a call today and
we'll get to work right away.
* Credit unions in aggregate are the second largest business lenders in Canada.
Inside Front Cover
Inside front Cover
Inside Over Flap
JUST BECAUSE YOU'RE ON YOUR OWN DOESN'T MEAN YOU HAVE TO FIGURE IT OUT ALONE.
Relationships, partnering - nice words, but what do they mean? At a credit union, these words describe the
action we take on behalf of our business members. We work with you - we work for you. We help you figure
out the financial side of your business so you can stay focused on everything else. So think about how you
business bank today - and consider what could be better if you banked at a credit union.
Inside Outer Flap
THOUSANDS OF ENTREPRENEURS AND
FINANCIAL EXPERTS, ONE NETWORK...
Canada's Credit Unions are creating a unique, new
experience for business owners. The platform for
this experience will be the launch of a collaborative
on-line community.
It will be your space.
• ADVOCATES: The credit union person who serves you represents you when financing
decisions are being made. We become your advocates inside the credit union. And
because we have more local influence over the decisions that impact you, you'll
find getting to know us has real value.
• TECHNOLOGY: We use technology as business tools, not as replacements for personal
service. And it's your choice when it comes to how we use these advanced tools we don't push our own agenda.
• MUSICAL CHAIRS: We're big believers in continuity. So we'll try to keep the people
we put in front of you in front of you longer. You won't have to keep reselling someone
new on your dream - the trust you build today will remain intact tomorrow.
• RED TAPE: It is a fact of business that rules and policies sometimes limit what you
can do. No matter where you're doing it. So here's what we do better - we'll be more
accountable for helping you find answers, we'll do it personally, we'll
do it as fast as we can. And we'll never pass the buck. Sound fair?
• FORMULAS: Another fact of business is that trends and formulas
are used to calculate potential and assess risks. Here's our take
on it: A formula is only one measure of potential. Your character
is just as important, your business plan is important, your track
record is important. We won't use formulas to replace thinking
and good judgment.
• ACCESS, PART ONE: What good are financial experts to you if their 'smarts' are
reserved for giant corporations? As a credit union member, you will have access to
our best talent - and now with a new network of experts across Canada, you have
access to our best thinking nation-wide. And one more thing: You also have access
to a range of expertise, for personal banking, or to help you invest retained earnings
in a manner tailored to the unique risk tolerances of business owners.
• ACCESS, PART TWO: Call centres are wonderful things. Voicemail is a great tool.
But never at the expense of being able to pick up a phone to find a warm, thinking
human on the other end of the line. We will be accessible - you won't have to figure
it out alone.
• THE 'NO' WORD: Sometimes the first answer is 'no'. But it should never be the only
answer or the last word. Every business owner deserves an opportunity to make good
things happen. We'll help you figure out how to get to 'yes'.
• PEAKS & VALLEYS: Everyone has good days and bad days. Every business goes
through cycles. What gets you through the natural ups and downs is the trust we
build together. This isn't lip service. It's business banking between equal partners.
Did you know...
Credit Unions across Canada provide the primary business banking services and products that most business owners need.
Operating lines of credit | Current accounts & deposit accounts | Commercial and farm mortgages
ATM and on-line banking access | Commercial loans | Start-up and expansion loans
NOW THAT YOU KNOW THE BASICS, GET TO KNOW US BETTER WITH A PERSONAL REVIEW
OF YOUR BUSINESS BANKING REQUIREMENTS.
(1) You'll be able to present your business offer
to thousands of peers on-line. You'll be able
make connections with new suppliers and
customers if you choose to do so.
(2) You'll be able to share business management
ideas, learning and mentoring. You'll have the
freedom to form sub-groups of business owners
who do what you do and learn in the process.
(3) You'll have simple and fast access to all the
business finance expertise that credit unions
offer. We'll set up learning forums on topics
that interest you, and you'll be able to access
that learning at your convenience.
THE NEW NETWORK IS CALLED WYKNET.COM.
It stands for the Who You Know Network. We
believe it captures the collaborative spirit of both
business ownership and credit union membership.
For a preview, visit CanadasCreditUnions.com
today and prepare for launch in early April, 2007.
Letter, treatment #2
PRINTED ON YOUR LETTERHEAD
February 01, 2007
John A. Prospect
The Prospect Company
001 Sample Rd, Prospect
MKX 1E5
Dear (NAME):
There's basic business banking - and then there's business banking at Canada's credit unions.
There's one size fits all - and then there's how (CREDIT UNION NAME HERE) can fit your
business exactly. My name is (NAME) and as the (TITLE) at (CREDIT UNION NAME), I'd
appreciate an opportunity to prove this to you in detail.
More and more business owners are choosing Canada's credit unions as their financial partners
because we do fit better. We're sized right, so answers are easier to find. We have more local
influence over the financial decisions that impact your business. We're more flexible - because we
base our plans and services on more than the usual formulas.
But you can read about all that and our core business banking services in the enclosed brochure.
What I'd like to focus on between us is a simple commitment. I'll get to know you better than any
competitor can - and in knowing you better, I'll take responsibility for developing the financial
solutions that fit your business today and that adapt easily into the future.
I'll be the person who responds to your questions - I'll be the one who looks for ways to say yes.
It really is who you know that often makes the difference in business. It's our commitment to
being both smart and accountable that proves it in financial services for business owners.
I'll be in touch over the next few days to see if this note is enough to spark a discussion.
Business banking isn't one size fits all - I look forward to showing you a better fit.
Regards
NAME
TITLE
CREDIT UNION
PHONE NUMBER/email address
P.S. What many financial institutions forget is the unique connection between business earnings
and the owner’s personal, long-term financial health. I won’t forget – give me a call to get all
your finances and investments working in harmony.
Television
There are two 30-second commercials for you to ADAPT AND TAG. You’ll need to provide the television
station with a Beta tape. Please contact your provincial central representative and she/he will arrange to
have the tape shipped to you for a fee of $184.
To view the commercials, follow these instructions:
(1) Visit www.bizwyk.com
(2) Click on the Campaign Toolkit
(3) Click on Regional & Local Collateral
(4) View Television spots (Windows Movie Player)
(5) Contact your Provincial Representative for assistance.
Here are a few tips.
• Only use television if your local TV station is strong in your market.
• Have the TV station add a five second announcer tag that identifies your credit union and a
phone number. Add your logo/phone number as a graphic at the end - that is displayed while
the announcer is speaking.
• Sample Announcer Tag: “IN (YOUR COMMUNITY), CONTACT (CREDIT UNION NAME) AT (PHONE NUMBER)
• Add the spot to local news, sports and weather coverage, etc.
• Avoid daytime programming - your target audience is at work and will miss your message.