Kauai Community FCU Youth Program Takes Honors

LIHUE, Hawaii – Kauai Community Federal Credit Union Youth Program marketing efforts have been recognized with some five awards. At the CUNA Marketing and Business Development Conference in Orlando, Florida in March, KCFCU received two Diamond Merit Awards. One in the category of Youth Marketing & Financial Education for its comprehensive youth marketing campaign, and one in the category of Television for its youth series television spots. The winning television spots will also be featured at the upcoming CUNA Future Forum Conference. The credit union also walked away from the CUES Nexus Conference in Tucson, Arizona with three Golden Mirror Awards. Once again KCFCU was recognized with an Award of Merit in the television category for its three part youth series and in the category of Coordinated Campaign for its comprehensive youth program. In addition, KCFCU brought home Second Place for its youth logos. Launched last January the youth program logos and marketing pieces were created with the names and characteristics of each age group in mind – Building Blocks, for kids up to age 12; Smart Savers for 13-16 year olds; and Your Choice for 17-24 year olds. Consistent marketing pieces were created for every marketing channel to maximize exposure and recognition of both visual and verbal messages. All youth marketing pieces presented were created to have a fresh, youthful feel yet stay within the CU brand. Within six months after launching the new programs KCFCU opened 877 new youth accounts representing a 17% increase over its marketing goal and 70% over its base figure resulting in a return on investment of 360%. Winning campaigns were developed in conjunction with CU marketing firm Dobbs & Co. KCFCU also works with Thor Seraphin from Kauai Sound and Cinema for its television spots.