We developed a one-of-a-kind awards program that reached out via various media channels to the entire Field of Membership (FOM). We developed the creative and messaging for all mediums as well as tracked and measured results, provided response analysis reports and usage recommendations. We also organized the data collected to be utilized for future brand evolution exercises and marketing efforts.

Hundreds of FOM participants responded providing the CU with an unprecedented amount of information regarding their target audience’s and membership’s behavioral and psychographics. Additionally the unique nature of this approach increased the earned media (PR) coverage allowing the CU to enjoy immeasurable exposure and brand awareness. The effort was so far-reaching and successful that the CU has now instituted this effort as an annual event.