HOLLYWOOD – First Entertainment Credit Union walked away from this year's Marketing Association Conference with five awards. First Entertainment was awarded a Gold medal for a single direct mail piece promoting its "Good Fortune" auto loan program. Targeting a specific audience, the credit union successfully created awareness of the offer and increased its loan portfolio. Hollister, California-based brand strategy/creative design firm Redbeard designed a direct mailer that promoted the pre-approved offer through a "good fortune" theme using Magic 8 Ball, tarot card and fortune cookie imagery. According to Redbeard President Gregg Hoffman, being creative and crafting a compelling message are the keys to a successful direct mail piece. "Credit union members receive dozens of direct mail messages each week," said Hoffman. "We know that we must first grab their attention in order to create a platform for communicating the credit union's offer. First Entertainment's members are unique and very media savvy – it takes a creatively positioned message to get their attention." First Entertainment also won two Silver medals: one for a point-of-sale campaign creating awareness of its competitive low rates on new and used automobiles and the other for an "A List" brochure introducing specific services and programs to current and potential high net-worth members who demand more personalized attention. Additionally, the credit union was awarded two bronze medals: one for a comprehensive campaign focusing on its low rate home equity line of credit which featured an interactive dial device to suggest how the member could use the funds and the other for an outdoor billboard strategically placed to reach potential members and create brand awareness.