Common Wealth Credit Union
               
Media Centre

The Young & Free Initiative is a platform designed to help define freedom for Northern Albertan youth and provides fun and educational resources to help and challenge young people to move towards that freedom. Young & Free comes to life in an online environment where meaning happens amongst thought-provoking, relevant and empowering dialogue.

The Purpose

  • Give Northern Alberta's under 25 crowd a voice and place of their own.
  • Empower members of this group to define and find freedom.
  • Provide free and relevant advice.
  • Find a spokesperson from within this group who will listen and be an ear to what’s going on about topics that are important to youth.
  • Help Servus Credit Union learn from the under 25 crowd to help the credit union design better products and services that this group needs.
  • Raise Servus Credit Union's profile to get on young people’s consideration list for possible financial institutions.

General Information

If you are looking for more information about the Young & Free Program, please contact:

Tim McAlpine
President & Chief Strategist
Currency Marketing
604-792-4053 ext. 62
» E-mail Tim at tmcalpine@currencymarketing.ca
» www.currencymarketing.ca

If you have a Young & Free Alberta media question, please contact:

Rebecca Eras
Senior Account Executive
Brookline Public Relations
403-538-5641 ext. 108
» E-mail Rebecca at reras@brooklinepr.com

Support materials for editorial use

2008–2009 Initiative

  • PDF | Young & Free Backgrounder – Year 2
  • PDF | Young & Free Fact Sheet - Year 2
  • PDF | Young & Free FAQS – Year 2

2007–2008 Initiative

  • PDF | Young & Free Backgrounder – Year 1
  • PDF | Young & Free Fact Sheet – Year 1
  • PDF | Young & Free FAQS – Year 1 
  • PDF | Jeff Mulligan Bio  
  • PDF | Eric Dillon Bio  

Logo artwork

  • PDF | Y&F Alberta logo brand identity guide
  • EPS | AI | JPG | TIF | Y&F Alberta with url (color)
  • EPS | AI | JPG | TIF | Y&F Alberta with url (black)
  • EPS | AI | JPG | TIF | Y&F Alberta Free Banking with url (color)
  • EPS | AI | JPG | TIF | Y&F Alberta Free Banking with url (black)
  • EPS | AI | JPG | TIF | Y&F Alberta by Servus horizontal (color)
  • EPS | AI | JPG | TIF | Y&F Alberta by Servus horizontal (black)
  • EPS | AI | JPG | TIF | Y&F Alberta by Servus vertical (color)
  • EPS | AI | JPG | TIF | Y&F Alberta by Servus vertical (black)
  • EPS | AI | JPG | TIF | Powered by Servus reverse (color)
  • EPS | AI | JPG | TIF | Powered by Servus reverse (black)

  • PDF | 12/02/2008 | Y&F launches free online job bank
  • PDF | 11/04/2008 | Servus selects 2009 Y&F Spokesperson
  • PDF | 10/17/2008 | Top 3 Y&F contestants selected
  • PDF | 10/01/2008 | CWCU extends search
  • PDF | 09/10/2008 | Media advisory for Grande Prarie
  • PDF | 09/02/2008 | Young & Free returns for Round 2
  • PDF | 07/10/2008 | CWCU wins prestigious awards
  • PDF | 12/10/2007 | CWCU selects 2008 Y&F Spokesperson 
  • PDF | 11/21/2007 | CWCU picks top 3 candidates
  • PDF | 10/23/2007 | CWCU extends deadline
  • PDF | 10/03/2007 | CWCU launches Young & Free search
  


HEAD OFFICE
Atrium Centre 
5012 - 49 Street
Lloydminster, Alberta
780-875-4434
» Google Map

TOLL-FREE CALL CENTRE
1-877-606-6333

E-MAIL
service@commonwealthcu.net

WEBSITE
www.commonwealthcu.net

Jeff Mulligan
Chief Change Officer
Servus Credit Union

Want to send Jeff an e-mail? Go for it. We'll make sure he gets it. » E-mail

CUES Golden Mirror Awards
(over $700 million)

  • 1st place coordinated campaigns
  • 1st place segmented campaigns
  • First place for PR

MAC Network Awards
(over $500 million)

  • Gold Award for market segment program
  • Gold Award for PR
  • Gold Award for websites
  • Best of Show MACQUEE

MACU AIME Awards
(over $1 billion)

  • Gold AIME
    New Product Launch
  • Silver AIME
    Coordinated Campaigns
  • Silver AIME Radio
  • Silver AIME Websites
  • People's Choice Award

Forrester Groundswell Awards

  • 1st place Talking

 

12/02/2008 | Marketwire | Young & Free Launches Free Online Job Bank for Youth

Youngfreealberta.ca Expands to Assist Youth Members with Job Search Function


Young & Free Alberta, a package of free banking services and fun resources to help young people move towards financial independence, today launched the latest interactive component to its successful youngfreealberta.com site - an online job bank with job postings tailored specifically for Alberta youth. The free job posting service is for Alberta-based organizations looking to connect with young job seekers.

Young & Free, an initiative of the new Servus Credit Union formed through a merger with Common Wealth Credit Union, Community Savings and Servus credit unions, is an initiative that connects with young people online through a microsite populated with blogs, vlogs and polls - and now jobs that fit the interests and skill sets of 17-to-25-year-olds.

"Young & Free provides online advice and resources to help young people make and save money, take out loans and build credit, so it's a natural progression to add a component to the site that helps them find relevant jobs," said Kim Crockett, Young & Free Manager, Servus Credit Union. "Rather than sift through job postings that might not fit their age group, Young & Free provides a platform for prospective employers to post jobs that are relevant and interesting to young people."

Servus hired its 2009 Young & Free Spokester, 18-year-old Myles Peterman, to provide video and blog content that is both educational and entertaining to young people on the Young & Free website, youngfreealberta.com.

"One of the things I noticed is there aren't a lot of resources out there to educate young people about finding good jobs, making and saving money, taking out loans and managing credit," said Peterman. "And since Servus provided me with the best job in world, it's pretty sweet to help others find cool jobs too through Young & Free."

» Original article

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11/14/2008 | Enterprise Magazine | Changing of the Guard: Young Blood

By Eve Lazarus

Last January, Alberta's Common Wealth Credit Union handed over a chunk of its brand to 19-year-old Larissa Walkiw. The teen became the elected "spokester" for Young & Free Alberta (Y&F) - a new product with benefits designed for 17 to 25-year-olds. During the nine months of her term, Walkiw cranked out vlogs, blogs, podcasts and polls. She represented the $1.8-billion Lloydminster-headquartered credit union at financial conferences and hockey events, became an Internet celebrity and, along the way, received a crash course in business. By finding out what teens really want, she also created a pathway for Common Wealth's leaders to follow. (Common Wealth merged with Servus Credit Union on Nov. 1)

Walkiw doesn't have a financial background - she's never even taken an economics class. But the wanna-be filmmaker's lack of financial know-how turned out to be an advantage. "I knew I was on the right track if I understood what I was explaining," she says.

One of Walkiw's animated videos on youngfreealberta.com, showing the differences between banks and credit unions, scored more than 30,000 hits and is still doing the rounds in cyberspace. Comments posted to the Y&F website include things like "Sweet animation. I feel more connected to my credit union already" and "Just. Simply. Brilliant."

While financial institutions acknowledge the need to attract Generation Ys, few take any action. One financial institution that did hired a handful of university-age bloggers and then vetted everything they wrote. After eventually posting the comments to the website, their original thoughts sound more like a banking manual, says Walkiw. Young people, she adds, demand authenticity.

Bricks and mortar intimidate many Gen Ys and money is a daunting subject, Walkiw adds. "Online allows them to explore and ask questions almost anonymously, as opposed to having to sit in a little office with an account representative and feeling stupid for asking basic things." Bankers, says Walkiw, need to be receptive to questions such as "how do I get a car loan" and "how do I establish a line of credit?"

Want to attract the young? Try understanding their brand. Walkiw's Facebook profile tells you that she loves the Beatles, she watches Diggnation podcasts and her favorite movie is This is Spinal Tap. "Something corporate has to fit within that framework that I design for myself," she says.

Walkiw says credit union executives are afraid to enter the online universe because of a crippling fear of feedback and negative publicity. "It says a lot more about you as a company if you recognize what people are saying and respond to it," she says. "You don't necessarily need to have the answer, but as long as you recognize their thoughts and opinions that shows a very strong sense of character."

Does it work? Well, by diving head first into the online environment and putting a human face to the brand, in 10 months Common Wealth received deposits of $3.5 million into more than 2,000 new Y&F accounts, notched up 906 blog comments and received more than 55,000 website visits. Which only goes to show: innovation and honest communication can, indeed, be measurable.

From the preface

...Enterprise also chose to include Albertan Larissa Walkiw in this executive list. Walkiw isn't a credit union leader—well, not yet, anyways. But she has shown the same mettle this year through her hard work with Common Wealth Credit Union's Young & Free initiative, which reaches out to young members aged 17 to 25. As we all know, real leadership means listening to those at the bottom, because they are the ones whose ideas will ultimately push the system to further successes.

» Enterprise Magazine website

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11/13/2008 | CU Newswire | Myles Peterman New Young & Free Spokester

By Donna-Lane Nelson

Keeping with the feeling of the Young & Free campaign, the announcement of the 2009 Young & Free Spokester included a surprise party which is available in video www.youngfreealberta.com.

This is the second spokester for Common Wealth CU (CWCU). Myles Peterman, 18, from Edmonton, Alberta proved he best represents 17 to 25-year-olds by securing the vast majority of votes in a weeklong battle for what the previous spokester called, the most fun and rewarding job a person can ever have.

Peterman, an aspiring actor and filmmaker, secured 48 percent of the votes with his aggressive online campaign where he posted creative blogs and vlogs on the Young & Free website and on YouTube, Flickr and Twitter. With a Facebook group of more than 300 members and videos receiving 3000 views on YouTube, Myles worked hard to be everywhere his peers were online.

Young & Free began in fall 2007 as a way for CWCU to appeal to younger members. The Young & Free initiative has since won a number of national and international awards.

» CU Newswire website

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11/07/2008 | One Missing Letter Blog | Forrester Groundswell Awards 2008

A fine ottobre sul blog Groundswell sono stati pubblicati i nomi delle social applications che hanno vinto i Forrester Groundswell Awards 2008.

Queste le categorie in cui sono stati valutati i 150 pretendenti: Listening, Talking, Energizing, Supporting, Embracing, Managing, Social Impact e Company Transformation.

  • Listening: Mattel’s “The Playground” Community by Communispace
  • Talking: Young & Free Alberta by Common Wealth Credit Union
  • Energizing: Hershey’s Bliss House Party by House Party
  • Embracing: MyStarbucksIdea.com by Starbucks
  • Managing: Borderless Workplace by Accenture
  • Supporting: Nerd Network by National Instruments
  • Social Impact: Artshare, Click Exposition, and Posse by Brooklyn
  • Museum
  • Company Transformation: Intuit, Inc.

» Original post

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11/04/2008 | Marketwire | CWCU: Myles Peterman, 18, Named 2009 Young & Free Spokester

Young Edmontonian Receives 48 Per Cent of Online Votes


Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union, today announced the winner of its 2009 Young & Free Spokester search. Myles Peterman, 18, from Edmonton, Alberta proved he best represents 17 to 25-year-olds by securing the vast majority of votes in a weeklong battle for what the previous spokester called, "the most fun and rewarding job a person can ever have."

Peterman, an aspiring actor and filmmaker, secured 48 per cent of the votes with his aggressive online campaign where he posted creative blogs and vlogs on the Young & Free website, www.youngfreealberta.com and on YouTube, Flickr and Twitter. With a Facebook group of more than 300 members and videos receiving 3,000 views on YouTube, Myles worked hard to be everywhere his peers were online.

"Myles really delivered throughout his campaign to become this year's Young & Free Spokester," said Kim Crockett, Young & Free Manager. "His blogs, podcasts, videos and photographs were well thought out and effectively showcased his dynamic personality and ability to deliver quality content online."

"An opportunity of this magnitude doesn't present itself often, and I am ecstatic to be the next spokester," said Peterman. "I will do everything in my creative power to best represent Common Wealth Credit Union, the outstanding Young and Free account, and the 25 and under crowd. It's time for me to pick up where Larissa, the previous spokester, left off and honestly, I could not be more excited."

Young & Free began in fall 2007 as a way for Common Wealth Credit Union to appeal to younger members that included a search for a young spokester to engage young people with creative videos and open dialogue online. The Young & Free initiative has since won the credit union a prestigious Forrester Research Groundswell Award, one of the most recognized social media awards in North America, in addition to a number of credit union industry awards.

Watch the video that captured Peterman's surprise as the Young & Free team showed up at his campaign night party to break the good news here: youngfreealberta.com.

» Original article

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11/04/2008 | eMedia World | CWCU: Myles Peterman, 18, Named 2009 Young & Free Spokester

Young Edmontonian Receives 48 Per Cent of Online Votes


Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union, today announced the winner of its 2009 Young & Free Spokester search. Myles Peterman, 18, from Edmonton, Alberta proved he best represents 17 to 25-year-olds by securing the vast majority of votes in a weeklong battle for what the previous spokester called, "the most fun and rewarding job a person can ever have."

Peterman, an aspiring actor and filmmaker, secured 48 per cent of the votes with his aggressive online campaign where he posted creative blogs and vlogs on the Young & Free website, www.youngfreealberta.com and on YouTube, Flickr and Twitter. With a Facebook group of more than 300 members and videos receiving 3,000 views on YouTube, Myles worked hard to be everywhere his peers were online.

"Myles really delivered throughout his campaign to become this year's Young & Free Spokester," said Kim Crockett, Young & Free Manager. "His blogs, podcasts, videos and photographs were well thought out and effectively showcased his dynamic personality and ability to deliver quality content online."

"An opportunity of this magnitude doesn't present itself often, and I am ecstatic to be the next spokester," said Peterman. "I will do everything in my creative power to best represent Common Wealth Credit Union, the outstanding Young and Free account, and the 25 and under crowd. It's time for me to pick up where Larissa, the previous spokester, left off and honestly, I could not be more excited."

Young & Free began in fall 2007 as a way for Common Wealth Credit Union to appeal to younger members that included a search for a young spokester to engage young people with creative videos and open dialogue online. The Young & Free initiative has since won the credit union a prestigious Forrester Research Groundswell Award, one of the most recognized social media awards in North America, in addition to a number of credit union industry awards.

Watch the video that captured Peterman's surprise as the Young & Free team showed up at his campaign night party to break the good news here: youngfreealberta.com.

» Original article

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11/04/2008 | Digital Vinyl Blog (Denmark) | A book, a blog, two awards and the creation of the world

By Jakob

A new book, social media, awards and great case studies are on today’s menu. Let’s go back to the beginning...

Well, not so far back, let’s skip a couple of years:

Since 2004, Charlene Li and Josh Bernoff, two analysts on social media from the international research company Forrester, have been bus. Since 2004 the’ve been posting about social media and technology from a marketing perspective on the blog Groundswell. This year they’ve written a book, which I have just ordered on amazon today.

Charlene and Josh are also handing out seven Groundswell Awards, rewarding excellent and effective use of social technologies to advance an organizational or corporate goal...

... As marketing professionals we often try to come up with brilliant and engaging ways of spreading the message about our company and product, moving towards greater emphasis on below the line promotion.

A month ago I wrote a blog post about the challenges of promoting generic low-involvement products such as personal banking. The winner of the TALKING award is The Common Wealth Credit Union. A bank deeply rooted in Northern Alberta. Click at the picture below and take a look at this brilliant video. It’s 8 minutes long but it gives a genuine insight into the case, portraying how they suceeded in growing the number of new account openings by 960% among 19-25 year olds compared to the same period a year prior:

This is social media marketing at its best. Really. Most importantly, it’s created extensive positive media coverage. I wonder if it would work in the banking industry in Denmark. Could we communicate this way to 19-25 year-olds about banking?

I, for one, would like to congratulate The Common Wealth Credit Union on their alternative yet solid work. Larissa, last year’s winner, got a nine-month contract. Now, Young & Free Alberta have just found next years spokesperson. Congratulation, Myles!

» Original post

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11/04/2008 | CU Newswire | Yet another Award for Young & Free

By Donna-Lane Nelson

Common Wealth CU Young & Free Alberta program, developed by Currency Marketing, which has already won several national and international awards, has captured the prestigious Forrester Groundswell Award in the category of Talking. The announcement was made at the Forrester Research annual Consumer Forum in Dallas.

The Forrester Groundswell Awards recognize excellence in accomplishing business goals with social applications. Winners were selected based on a combination of online community reviews and proof of business value. The awards recognize companies that effectively use social media across seven categories: Listening, Talking, Energizing, Supporting, Embracing, Managing and Social Impact.

The Common Wealth Credit Union Young & Free Alberta entry was up against major advertisers. Many of the 34 companies competing firms are members of the Fortune 500. The Talking category's award is given to the entrant that best uses social media to spread messages about a company.

"Groundswell is the first widely recognized book to legitimize social media as a marketing tool. The perception of social media for many in the financial services industry has been kids killing time on the Internet. Now companies—credit unions in particular—realize it's an important many-person conversation that can grow a brand and sell a product or service. This is something credit unions need to participate in," explains Tim McAlpine, Currency Marketing President.

» CU Newswire website

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11/01/2008 | BRASSmedia Blog | Social media in Alberta - Young & Free Alberta

By Dean

The global and local nature of the web never ceases to amaze me. While reading a post from Jeremiah Owyang (a Forrester senior analyst specializing in social media) reporting on the Groundswell awards, I took a second look when I came across one of the winners - a social application from Alberta! They won in the 'Talking' category. Here’s what Groundswell has to say about Young & Free Alberta...

Young & Free Alberta by Common Wealth Credit Union. A credit union in Alberta started a campaign to generate more young customers. They conducted a contest to find a young spokesperson, who then used a blog, YouTube, and Facebook to connect with other young people in Alberta. Result: 2 million impressions, 2,300 accounts, and $4 million Canadian in deposits.

You can find more about Young & Free Alberta here.

It’s great to see that the folks at Common Wealth Credit Union are reaching out to the younger generation in a way that is meaningful to them. From looking at the numbers—it looks like it’s working too! Here’s who put together the program for them—Currency Marketing, a Canadian company out of Chilliwack, British Columbia.

Just to think I travelled all the way around the world to find great things going on right here at home.

» Original post

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10/30/2008 | StreetInsider.com | CWCU Wins Prestigious Social Media Award for Youth Initiative

Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union, took home one of the most prestigious social media awards in North America, a Forrester Research Groundswell Award, for its innovative social media program, Young & Free. The first place award in the Talking category recognizes Young & Free for its success at engaging young people online through a microsite populated with blogs, vlogs and polls that cover everything from finance to pop culture.

"We are thrilled to have Young & Free recognized by the leading experts in social technologies," said Kim Crockett, Young & Free Manager, Common Wealth Credit Union. "It is truly an honour to see Young & Free grow from an idea to connect with young people, to a recognized program that resonates beyond borders and inspires other companies to successfully utilize social media programs."

As the first free financial management service package built for and by young people, Young & Free engages young people with a microsite, youngfreealberta.com, and through videos on YouTube, photos on Flickr and groups on Facebook. The company hired a vibrant, quirky "spokester", 19-year-old Larissa Walkiw, to drive Young & Free content and be the voice for her peers.

The Forrester Groundswell Awards are an outgrowth of the book Groundswell: Winning In A World Transformed By Social Technologies (Harvard Business Press, 2008), a ground-breaking best-selling book from Forrester Research that provides strategies for companies that want to harness the power of social technologies like blogs, social networks, and YouTube. Of the 34 big-name company entrants in the Talking category, Common Wealth Credit Union's Young & Free secured first place.

Earlier in 2008, Young & Free won a number of industry awards, including, three first-place Golden Mirror Awards by the Credit Union Executive Society (CUES); the Best of Show and three Gold Awards by the Marketing Association of Credit Unions (MAC) and five awards from the Canadian Marketing Association of Credit Unions Achievement in Marketing Excellence (AIME) Awards, including the People's Choice Award.

For more information about the Forrester Groundswell Awards visit: www.forrester.com/Groundswell/awards.html.

» Original article

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10/30/2008 | Social Media Digest | CWCU Wins Prestigious Social Media Award for Y&F Alberta

Common Wealth Credit Union Wins Prestigious Social Media Award for ...

... most prestigious social media awards in North America, a Forrester Research Groundswell Award, for its innovative social media program, Young & Free. ...

» Original post

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10/30/2008 | International Business Times | CWCU Wins Prestigious Social Media Award

Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union, took home one of the most prestigious social media awards in North America, a Forrester Research Groundswell Award, for its innovative social media program, Young & Free. The first place award in the Talking category recognizes Young & Free for its success at engaging young people online through a microsite populated with blogs, vlogs and polls that cover everything from finance to pop culture.

"We are thrilled to have Young & Free recognized by the leading experts in social technologies," said Kim Crockett, Young & Free Manager, Common Wealth Credit Union. "It is truly an honour to see Young & Free grow from an idea to connect with young people, to a recognized program that resonates beyond borders and inspires other companies to successfully utilize social media programs."

As the first free financial management service package built for and by young people, Young & Free engages young people with a microsite, youngfreealberta.com, and through videos on YouTube, photos on Flickr and groups on Facebook. The company hired a vibrant, quirky "spokester", 19-year-old Larissa Walkiw, to drive Young & Free content and be the voice for her peers.

The Forrester Groundswell Awards are an outgrowth of the book Groundswell: Winning In A World Transformed By Social Technologies (Harvard Business Press, 2008), a ground-breaking best-selling book from Forrester Research that provides strategies for companies that want to harness the power of social technologies like blogs, social networks, and YouTube. Of the 34 big-name company entrants in the Talking category, Common Wealth Credit Union's Young & Free secured first place.

Earlier in 2008, Young & Free won a number of industry awards, including, three first-place Golden Mirror Awards by the Credit Union Executive Society (CUES); the Best of Show and three Gold Awards by the Marketing Association of Credit Unions (MAC) and five awards from the Canadian Marketing Association of Credit Unions Achievement in Marketing Excellence (AIME) Awards, including the People's Choice Award.

For more information about the Forrester Groundswell Awards visit: www.forrester.com/Groundswell/awards.html.

» Original article

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10/30/2008 | Flacklife Blog | Groundswell: Young & Free Alberta

By Bob LeDrew

Congratulations to Young & Free Alberta, a social networking site created with the support of the Common Wealth Credit Union, which has won a Groundswell Award.

Check out the profile of the initiative here: Groundswell: Young & Free Alberta.

If you want to look at return on investment here, try this from their submission:

  • 63,431 site visits
  • 197,529 page views
  • 3:14 average visit
  • 80,726 YouTube views
  • 906 blog comments
  • 230 Facebook fans
  • 101 Twitter followers
  • $179,000 unpaid media
  • 2,000,000+ impressions
  • 2,316 Y&F accounts
  • $3,587,000 new funds

Account openings have been brisk, site traffic has exceeded expectations and media and youth interest in the program has been overwhelming. Since the program launched in October 2007, new account openings have grown by 960% over the same period one year prior in the 19 to 25 year old age group. Traffic and sales have been steady for the entire year even though all supporting traditional media stopped after the first two months of the program."

» Original post

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10/30/2008 | Market Watch | CWCU Wins Prestigious Social Media Award for Young & Free

Credit Union's Innovative Social Media Program for Generation Y Wins First Place In Talking Category


Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union, took home one of the most prestigious social media awards in North America, a Forrester Research Groundswell Award, for its innovative social media program, Young & Free. The first place award in the Talking category recognizes Young & Free for its success at engaging young people online through a microsite populated with blogs, vlogs and polls that cover everything from finance to pop culture.

"We are thrilled to have Young & Free recognized by the leading experts in social technologies," said Kim Crockett, Young & Free Manager, Common Wealth Credit Union. "It is truly an honour to see Young & Free grow from an idea to connect with young people, to a recognized program that resonates beyond borders and inspires other companies to successfully utilize social media programs."

As the first free financial management service package built for and by young people, Young & Free engages young people with a microsite, youngfreealberta.com, and through videos on YouTube, photos on Flickr and groups on Facebook. The company hired a vibrant, quirky "spokester", 19-year-old Larissa Walkiw, to drive Young & Free content and be the voice for her peers.

The Forrester Groundswell Awards are an outgrowth of the book Groundswell: Winning In A World Transformed By Social Technologies (Harvard Business Press, 2008), a ground-breaking best-selling book from Forrester Research that provides strategies for companies that want to harness the power of social technologies like blogs, social networks, and YouTube. Of the 34 big-name company entrants in the Talking category, Common Wealth Credit Union's Young & Free secured first place.

Earlier in 2008, Young & Free won a number of industry awards, including, three first-place Golden Mirror Awards by the Credit Union Executive Society (CUES); the Best of Show and three Gold Awards by the Marketing Association of Credit Unions (MAC) and five awards from the Canadian Marketing Association of Credit Unions Achievement in Marketing Excellence (AIME) Awards, including the People's Choice Award.

For more information about the Forrester Groundswell Awards visit: www.forrester.com/Groundswell/awards.html.

» Original article

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10/30/2008 | MSNBC.com | CWCU Wins Prestigious Social Media Award for Young & Free

Credit Union's Innovative Social Media Program for Generation Y Wins First Place In Talking Category


Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union, took home one of the most prestigious social media awards in North America, a Forrester Research Groundswell Award, for its innovative social media program, Young & Free. The first place award in the Talking category recognizes Young & Free for its success at engaging young people online through a microsite populated with blogs, vlogs and polls that cover everything from finance to pop culture.

"We are thrilled to have Young & Free recognized by the leading experts in social technologies," said Kim Crockett, Young & Free Manager, Common Wealth Credit Union. "It is truly an honour to see Young & Free grow from an idea to connect with young people, to a recognized program that resonates beyond borders and inspires other companies to successfully utilize social media programs."

As the first free financial management service package built for and by young people, Young & Free engages young people with a microsite, youngfreealberta.com, and through videos on YouTube, photos on Flickr and groups on Facebook. The company hired a vibrant, quirky "spokester", 19-year-old Larissa Walkiw, to drive Young & Free content and be the voice for her peers.

The Forrester Groundswell Awards are an outgrowth of the book Groundswell: Winning In A World Transformed By Social Technologies (Harvard Business Press, 2008), a ground-breaking best-selling book from Forrester Research that provides strategies for companies that want to harness the power of social technologies like blogs, social networks, and YouTube. Of the 34 big-name company entrants in the Talking category, Common Wealth Credit Union's Young & Free secured first place.

Earlier in 2008, Young & Free won a number of industry awards, including, three first-place Golden Mirror Awards by the Credit Union Executive Society (CUES); the Best of Show and three Gold Awards by the Marketing Association of Credit Unions (MAC) and five awards from the Canadian Marketing Association of Credit Unions Achievement in Marketing Excellence (AIME) Awards, including the People's Choice Award.

For more information about the Forrester Groundswell Awards visit: www.forrester.com/Groundswell/awards.html.

» Original article

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10/30/2008 | Central 1 Newswire | CWCU Wins Prestigious Social Media Award for Y&F

Common Wealth Credit Union Wins Prestigious Social Media Award for Young & Free Initiative


Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union, took home one of the most prestigious social media awards in North America, a Forrester Research Groundswell Award, for its innovative social media program, Young & Free. The first place award in the Talking category recognizes Young & Free for its success at engaging young people online through a microsite populated with blogs, vlogs and polls that cover everything from finance to pop culture.

» Central 1 Info Centre website

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10/30/2008 | Forrester Groundswell Blog | Some Fun From Alberta

By Josh Bernoff

One of the best parts of judging and awarding the Forrester Groundswell Awards is that we pick companies based on the power and success of their applications, not their size. This means that sometimes the winners are big companies like Starbucks and Mattel, and sometimes they are small companies with big ideas and excellent execution.

This was most visible this year in the Marketing category, in which a small credit union in Alberta vaulted over some of the biggest brands in the world. The reaction from Tim McAlpine, whose agency Currency Marketing created the campaign, was gratifying to say the least.

Tim's Groundswell Awards entry page on his site is itself is a masterpiece of exposition for what they did and how they did it.

But even more fun is the YouTube video he made about his experience and how hard it is to keep a secret. And Tim, I promise, you don't need to suck up to us to get noticed, all it takes is wit and the skill to create an application as good as the one you did for Common Wealth Credit Union.

 
» Original post

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10/29/2008 | SensoryMetrics Blog | Forrester Announces Groundswell Social Media Winners

By Mitch Brisebois

Forrester’s Consumer Forum 2008 is on right now in Dallas Texas, and they’ve just announced this year’s Groundswell social media winners.

...

Talking category: Young & Free Alberta - a social site geared towards banking and finance.

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10/29/2008 | Customer Experience Matters | Congrats To Groundswell Award Winners

By Bruce Temkin, Vice President & Principal Analyst at Forrester Research

For those of you who don’t know, Forrester analysts Josh Bernoff and Charlene Li (she’s no longer with Forrester) published a great book on social computing called Groundswell. In conjunction with that book, Forrester created the Groundswell Awards to recognize firms that accomplish business goals with social applications. Well, the 2008 award winners were just announced and here are this year’s winners across eight categories:

  • Embracing: MyStarbucksIdea.com by Starbucks
  • Energizing: Hershey’s Bliss House Party by House Party
  • Listening: Mattel’s “The Playground” Community by Communispace
  • Managing: Borderless Workplace by Accenture
  • Social Impact: Artshare, Click Exposition, and Posse by Brooklyn Museum
  • Supporting: Nerd Network by National Instruments
  • Talking: Young & Free Alberta by Common Wealth Credit Union
  • Company transformation: Intuit

My take: First of all, congratulations to all of the winners! My research into voice of the customer best practices has pushed me to increasingly look at social technologies. While many of these activities are currently isolated inside of companies and are considered standalone ”social computing” activities, I see them getting blended into more comprehensive voice of the customer (VoC) and voice of the employee (VoE) programs. This will become even more important as firms adopt the new management imperative to make listening an enterprisewide skill.

The bottom line: Companies should resist being anti-social.

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10/29/2008 | Digital Axle Blog | For These Companies, Social Media's Their B&$%h

By Carrie Johnson, Forrester VP and Research Director

Which companies made social media work for them this year?

Forrester calls out the corporate projects that it says best used social applications to accomplish business goals.

Below, the winners of the 2008 Groundswell Awards, in the various categories:

  • Embracing: MyStarbucksIdea.com by Starbucks
  • Energizing: Hershey's Bliss House Party by House Party
  • Listening: Mattel's "The Playground" Community by Communispace
  • Managing: Borderless Workplace by Accenture
  • Social Impact: Artshare, Click Exposition, and Posse by Brooklyn Museum
  • Supporting: Nerd Network by National Instruments
  • Talking: Young & Free Alberta by Common Wealth Credit Union

You're invited to check out any, all, or none of these projects.

Some words of wisdom—from the press release, where they are not often found.

"The reality is that consumers are in control, and companies must be in tune with them in order to constantly adjust to their needs and behaviors. Aligning with customers is the only way to maintain loyalty and market advantage, particularly in a down economy where fighting for every customer counts."

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10/29/2008 | Forrester Groundswell Blog | 2008 Forrester Groundswell Awards Winners

By Josh Bernoff

We've pored over all 150 entries. These were difficult choices—the quality of social applications improved markedly in 2008, and many were excellent, with real proof of business value. Today we announce the best of the best—the winners by category. Here they are, with links to their entries:

Talking

Young & Free Alberta by Common Wealth Credit Union. A credit union in Alberta started a campaign to generate more young customers. They conducted a contest to find a young spokesperson, who then used a blog, YouTube, and Facebook to connect with other young people in Alberta. Result: 2 million impressions, 2,300 accounts, and $4 million Canadian in deposits.

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10/29/2008 | Forrester Groundswell Blog | Finalists for the Forrester Groundswell Awards

By Josh Bernoff

The quality of this year’s Groundswell Awards entrants was very high – we were very impressed. Many of these entries deserved to win and would have won last year, but this year the competition was much tougher. To recognize these excellent entries, we’ve listed Finalists in this post. Winners are shown in bold.

Talking

  • *Acuvue Wink Facebook Application (Australia)
  • American Express OPEN Forum by Digitas
  • Colonel Tribune by Tribune Interactive
  • Cubby Bernstein, “Xanadu” Tony Campaign Manager by Undercurrent
  • iGotShotgun by General Motors
  • Intel Tudou 07 User Generated Advertising (China)
  • Travel Channel's Kidnap Facebook App by Rapp
  • Young & Free Alberta by Common Wealth Credit Union

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10/29/2008 | Marketwire | CWCU Wins Prestigious Social Media Award for Young & Free

Credit Union's Innovative Social Media Program for Generation Y Wins First Place In Talking Category


Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union, took home one of the most prestigious social media awards in North America, a Forrester Research Groundswell Award, for its innovative social media program, Young & Free. The first place award in the Talking category recognizes Young & Free for its success at engaging young people online through a microsite populated with blogs, vlogs and polls that cover everything from finance to pop culture.

"We are thrilled to have Young & Free recognized by the leading experts in social technologies," said Kim Crockett, Young & Free Manager, Common Wealth Credit Union. "It is truly an honour to see Young & Free grow from an idea to connect with young people, to a recognized program that resonates beyond borders and inspires other companies to successfully utilize social media programs."

As the first free financial management service package built for and by young people, Young & Free engages young people with a microsite, youngfreealberta.com, and through videos on YouTube, photos on Flickr and groups on Facebook. The company hired a vibrant, quirky "spokester", 19-year-old Larissa Walkiw, to drive Young & Free content and be the voice for her peers.

The Forrester Groundswell Awards are an outgrowth of the book Groundswell: Winning In A World Transformed By Social Technologies (Harvard Business Press, 2008), a ground-breaking best-selling book from Forrester Research that provides strategies for companies that want to harness the power of social technologies like blogs, social networks, and YouTube. Of the 34 big-name company entrants in the Talking category, Common Wealth Credit Union's Young & Free secured first place.

Earlier in 2008, Young & Free won a number of industry awards, including, three first-place Golden Mirror Awards by the Credit Union Executive Society (CUES); the Best of Show and three Gold Awards by the Marketing Association of Credit Unions (MAC) and five awards from the Canadian Marketing Association of Credit Unions Achievement in Marketing Excellence (AIME) Awards, including the People's Choice Award.

For more information about the Forrester Groundswell Awards visit: www.forrester.com/Groundswell/awards.html.

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10/27/2008 | Alternative Marketing Thinking Blog | Young & Free Alberta

We’ve heard about Alberta hosting one of the world’s biggest malls in Edmonton, but now the western Canadian province has something else to boast of. The Common Wealth Credit Union of Canada has launched a Young and Free account across the province aimed at 17 to 25-year olds. The account has most of the features of a regular bank account and comes to young individuals (a lot of who are students) with advice and guidance. Each year, a spokesperson is selected who blogs and shoots videos that teach and simplify the account’s functions. An interesting video that we caught was the current spokesperson Larissa, explaining the difference between credit unions and banks. The Young and Free Alberta site is also linked in with Flickr, Twitter, Facebook, YouTube and most other sites that the young guys use, ensuring that they’re seen at all the right places. The site also has an interesting section where users can list any freebies that are available to Alberta’s under-25 crowd. Complete with polls and e-updates, the site makes an interesting place for users to come and hang around, therefore resulting in them opening Young and Free accounts.

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10/23/2008 | American 1 FCU Blog | Video: how credit unions give back

 
This video, from Young & Free Alberta, perfectly illustrates American 1’s philosophy in regards to community giving. You can write a check (like some banks do), or you can do the hard work yourself and get involved in the community.

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10/21/2008 | Athabasca University The Voice | Top Three Contestants Selected

This Year’s Shortlisted Candidates Hail from Edmonton and Calgary, Alberta

 

Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union with 14 branches and more than 53,000 members, announced today it has shortlisted the top three Young & Free Spokester candidates. Myles Peterman, 18, of Edmonton, James Morrison, 20, of Edmonton and Jenna Mae Togado, 22, of Calgary, Alberta, proved they have what it takes to remain in the running with their video submissions and blogs that profile their unique personalities and demonstrate their ability to capture an Alberta audience of 17 to 25-year-olds towards becoming the next Young & Free Spokester.

This year saw fierce competition from ten would-be spokesters; all of whom submitted creative and entertaining videos and campaigned extensively online through Facebook, Flickr, YouTube and Twitter. After extensive deliberation, the Young & Free management team selected three of the ten applicants based on the creativity, quality, and style exhibited from their video entries, blogs and supporting online activities.

“This year all of the entrants displayed great talent in producing their videos and engaging their peers online to vote for them,” said Kim Crockett, Young & Free Manager, Common Wealth Credit Union. “Choosing the top three certainly proved difficult but ultimately, the panel of judges managed to come to an agreement and now it’s up to Young & Free followers to vote for their winner.”

Online voting takes place October 17 to October 27, 2008 at www.youngfreealberta.com, where visitors can click on their favourite candidates to vote.
The winner will receive a one-year position with Common Wealth Credit Union that includes opportunities for professional and personal development and tools for career advancement, such as an annual salary, a free Flip digital video camera, a MacBook notebook computer with paid Internet and use of a Chevrolet HHR vehicle with a gas allowance.

Common Wealth Credit Union’s Young & Free initiative aims to engage young people through nontraditional mediums. There are Facebook groups dedicated to Young & Free candidates and all the video submissions are posted on YouTube as well as on the Young & Free website,
www.youngfreealberta.com.

The winner will be announced November 4, 2008.

 

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10/21/2008 | Lakeland College The Express | Top Three Contestants Selected

This Year’s Shortlisted Candidates Hail from Edmonton and Calgary, Alberta


Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union with 14 branches and more than 53,000 members, announced today it has shortlisted the top three Young & Free Spokester candidates. Myles Peterman, 18, of Edmonton, James Morrison, 20, of Edmonton and Jenna Mae Togado, 22, of Calgary, Alberta, proved they have what it takes to remain in the running with their video submissions and blogs that profile their unique personalities and demonstrate their ability to capture an Alberta audience of 17 to 25-year-olds towards becoming the next Young & Free Spokester.

This year saw fierce competition from ten would-be spokesters; all of whom submitted creative and entertaining videos and campaigned extensively online through Facebook, Flickr, YouTube and Twitter. After extensive deliberation, the Young & Free management team selected three of the ten applicants based on the creativity, quality, and style exhibited from their video entries, blogs and supporting online activities.

“This year all of the entrants displayed great talent in producing their videos and engaging their peers online to vote for them,” said Kim Crockett, Young & Free Manager, Common Wealth Credit Union. “Choosing the top three certainly proved difficult but ultimately, the panel of judges managed to come to an agreement and now it’s up to Young & Free followers to vote for their winner.”

Online voting takes place October 17 to October 27, 2008 at www.youngfreealberta.com, where visitors can click on their favourite candidates to vote.
The winner will receive a one-year position with Common Wealth Credit Union that includes opportunities for professional and personal development and tools for career advancement, such as an annual salary, a free Flip digital video camera, a MacBook notebook computer with paid Internet and use of a Chevrolet HHR vehicle with a gas allowance.

Common Wealth Credit Union’s Young & Free initiative aims to engage young people through nontraditional mediums. There are Facebook groups dedicated to Young & Free candidates and all the video submissions are posted on YouTube as well as on the Young & Free website,
www.youngfreealberta.com.

The winner will be announced November 4, 2008.

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10/21/2008 | CU Newswire | Young & Free Contestants down to Three

Young & Free To Go South of the Border

 
By Donna-Lane Nelson

Common Wealth CU (CWCU), which created the innovative and international award wining Young & Free program to attract youth, has narrowed its selection for its second spokesperson to three: Myles Peterman 18, James Morrison 20, and Jenna Mae Togado, 22. They were among ten applicants who submitted videos in which Myles plays the drums, Jenna hangs upside down on playground equipment and James rides a chair down an aisle in a library. They demonstrate they are part of their generation with ideas and enthusiasm.

Online voting takes place October 17-27 at www.youngfreealberta.com, where visitors can vote for their favourite.

All the candidates campaigned extensively online through Facebook, Flickr, YouTube and Twitter. The CWCU management team selected the three from ten applicants based on the creativity, quality, and style.

The winner will receive a one-year position with CWCU that includes opportunities for professional and personal development, an annual salary, a free Flip digital video camera, a MacBook notebook computer with paid Internet and use of a car with a gas allowance.

The Young & Free initiative aims to engage young people through non-traditional mediums.

The winner will be announced November 4 three days after CWCU merges with Community and Servus CUs to form the new Servus Credit Union Ltd. The new amalgamated CU will be the first to span all regions of Alberta and will service more than 100 locations in 64 communities across the province.

» CU Newswire Website

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10/20/2008 | PR-Canada | Myles Peterman for 2009 Young & Free Alberta Spokesperson

Time to vote for the next 2009 Common Wealth Credit Union Young & Free Spokesperson
 

By Myles Peterman

Hi,

My name is Myles Peterman and I've noticed the stories on here about Young & Free Alberta and Common Wealth Credit Union.

To update you I am one of the three finalists in the running for the position, and with your help and votes, I can be the next spokesperson.

To vote for ANY of the candidates, simply visit:

www.youngfreealberta.com

Lets show Generation Y how saving money is the new sliced-bread, and how credit unions can make it that way.

Help me represent the youth of Alberta and Credit Unions hand in hand, the way it should be!

The Young & Free Alberta account is an incredible initiative and the first of its kind.

For the 25 and under crowd, check it out www.youngfreealberta.com (You won't regret it)

Thank you to everyone and may this message find you in health, prosperity and happiness!

Cheers!

Myles Peterman

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10/20/2008 | Central 1 Marketsmarts | Social Media Case Study

Young & Free Alberta

 
Young and Free — that’s exactly what you get from Young & Free Alberta. A program targeted towards youth that’s all about being free and gaining financial freedom.

Young & Free Alberta is an initiative launched by Common Wealth Credit Union. It was born through the desire to offer an account for the under 25 market in Alberta. At the same time, the credit union wanted a way to connect with the youth market in Northern Alberta during what is typically a period of transition in their lives.

Young & Free is an unlimited chequing account offered at the credit union and is available to 17–25 year olds. This was and still remains the first and only truly free chequing account in Alberta available for this age group.

More than this, Young & Free is an online platform designed to help define freedom for Northern Albertan youth, giving them a voice and place of their own, with representation by a spokesperson who will listen and be aware of what’s going on about topics that are important to youth. All of this and more comes to life at youngfreealberta.com. The site encapsulates many of the common social media tools currently out there including blogging, twitter, flickr, Facebook, YouTube and more.

It all started with the quest to find a spokesperson to be the person who represented and was the voice for the under 25 crowd in Alberta. Interested applicants had to show that they were tech savvy and were required to create an audition video and post it to the site. Even the CEO of Common Wealth, Jeff Mulligan got involved, creating videos to encourage people to audition and writing in the blog. In the end, the self proclaimed “spokester” was chosen and Larissa Walkiw was the first Young & Free spokester.

“The objectives of initiative were to cement Common Wealth Credit Union’s brand and reputation as an innovative, relevant financial institution, especially among young adults,” says Common Wealth’s Young & Free Manager, Kim Crockett. “These individuals will soon make significant, first time financial decisions about managing, borrowing and investing money, so it’s important to be on their radar.”

The brand and reputation objectives are certainly being met. In 2008, the Young & Free program received 12 industry awards and representatives from Common Wealth, including Walkiw and members of the agency behind Young & Free, Currency Marketing, had numerous speaking engagements.

On the website alone, they’ve had over 800 blog comments with an average of 300 visitors per day spending in excess of four minutes on the site per visit. The first spokester contest garnered 2,000 votes.

But the point of Young & Free was not just to have fun online. “The longer term objectives are to retain a greater percentage of our younger members as they become young adults and give non-members a compelling reason to choose Common Wealth over any other financial institution,” says Crockett.

In the first eleven months of the program, the credit union opened almost 2,500 Young & Free accounts and increased the total number of Young & Free aged members (17–25) by almost 10%. The credit union is now starting to benchmark statistics to help them measure the longer term objectives.

Not only has the program positively impacted the credit union’s brand within the industry as a social media leader and innovator, staff are truly engaged in the program with much of the staff belonging to the age group. The credit union has over 400 staff across Northern Alberta who promote the product with the help of creative in-branch collateral including floor decals and staff lanyards branded with Young & Free. Currently, Jere Stewart, the Young & Free internal spokester, is actively blogging on the site.

“You must seek strong staff buy-in,” says Crockett. “Everyone on staff is really an unofficial member of the credit union’s marketing team. They all have tremendous ability to promote and influence the impact Young & Free can have on our members and communities. Ensuring all staff, especially front line staff from all departments have the tools and knowledge they need to speak with their members about Young & Free contributes significantly and directly to the program’s success.”

Their agency agrees. “There has to be a commitment and a comfort level from the very top of the organization and there has to be resources to support it 24/7,” says Tim McAlpine, President and Chief Strategist at Currency Marketing.

What advice does McAlpine have for credit unions who want to target 18–24 year olds? “Don’t pretend you are something you are not. Talk in a normal voice and be totally transparent. Entertain first, educate second.”

It wasn’t easy though. Both Crockett and McAlpine agree that when it came to Young & Free, there were a lot of unknowns and there were no road maps or blueprints to follow. One thing is for sure, seek good partners and trust in them — this works both ways between credit union and agency.

The program continues to provide the credit union with a competitive edge over many competitors and there are always interesting things being added to the program. This year, they’ve introduced a Young & Free Alberta Truck. GoMobile has outfitted one of their billboards on wheels with a custom Young & Free Guitar Hero Studio complete with surround sound and seven flat-panel screens. The truck will travel Northern Alberta hitting community events and making some noise.

The search for the 2009 Young & Free spokester is currently underway to replace Walkiw. The credit union hopes to have a new spokester in place by November.

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10/17/2008 | Canadian Business | Top Three Young & Free Spokester Contestants Selected

This Year's Shortlisted Candidates Hail from Edmonton and Calgary, Alberta

 
Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union with 14 branches and more than 53,000 members, announced today it has shortlisted the top three Young & Free Spokester candidates. Myles Peterman, 18, of Edmonton, James Morrison, 20, of Edmonton and Jenna Mae Togado, 22, of Calgary, Alberta, proved they have what it takes to remain in the running with their video submissions and blogs that profile their unique personalities and demonstrate their ability to capture an Alberta audience of 17 to 25-year-olds towards becoming the next Young & Free Spokester.

This year saw fierce competition from ten would-be spokesters; all of whom submitted creative and entertaining videos and campaigned extensively online through Facebook, Flickr, YouTube and Twitter. After extensive deliberation, the Young & Free management team selected three of the ten applicants based on the creativity, quality, and style exhibited from their video entries, blogs and supporting online activities.

"This year all of the entrants displayed great talent in producing their videos and engaging their peers online to vote for them," said Kim Crockett, Young & Free Manager, Common Wealth Credit Union. "Choosing the top three certainly proved difficult but ultimately, the panel of judges managed to come to an agreement and now it's up to Young & Free followers to vote for their winner."

Online voting takes place October 17 to October 27, 2008 at www.youngfreealberta.com, where visitors can click on their favourite candidates to vote.

The winner will receive a one-year position with Common Wealth Credit Union that includes opportunities for professional and personal development and tools for career advancement, such as an annual salary, a free Flip digital video camera, a MacBook notebook computer with paid Internet and use of a Chevrolet HHR vehicle with a gas allowance.

Common Wealth Credit Union's Young & Free initiative aims to engage young people through nontraditional mediums. There are Facebook groups dedicated to Young & Free candidates and all the video submissions are posted on YouTube as well as on the Young & Free website, www.youngfreealberta.com.

The winner will be announced November 4, 2008.

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10/17/2008 | eMedia World | Top Three Young & Free Spokester Contestants Selected

Top Three Young & Free Spokester Contestants Selected This Year's Shortlisted Candidates Hail from Edmonton and Calgary, Alberta

 
Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union with 14 branches and more than 53,000 members, announced today it has shortlisted the top three Young & Free Spokester candidates. Myles Peterman, 18, of Edmonton, James Morrison, 20, of Edmonton and Jenna Mae Togado, 22, of Calgary, Alberta, proved they have what it takes to remain in the running with their video submissions and blogs that profile their unique personalities and demonstrate their ability to capture an Alberta audience of 17 to 25-year-olds towards becoming the next Young & Free Spokester.

This year saw fierce competition from ten would-be spokesters; all of whom submitted creative and entertaining videos and campaigned extensively online through Facebook, Flickr, YouTube and Twitter. After extensive deliberation, the Young & Free management team selected three of the ten applicants based on the creativity, quality, and style exhibited from their video entries, blogs and supporting online activities.

"This year all of the entrants displayed great talent in producing their videos and engaging their peers online to vote for them," said Kim Crockett, Young & Free Manager, Common Wealth Credit Union. "Choosing the top three certainly proved difficult but ultimately, the panel of judges managed to come to an agreement and now it's up to Young & Free followers to vote for their winner."

Online voting takes place October 17 to October 27, 2008 at www.youngfreealberta.com, where visitors can click on their favourite candidates to vote.

The winner will receive a one-year position with Common Wealth Credit Union that includes opportunities for professional and personal development and tools for career advancement, such as an annual salary, a free Flip digital video camera, a MacBook notebook computer with paid Internet and use of a Chevrolet HHR vehicle with a gas allowance.

Common Wealth Credit Union's Young & Free initiative aims to engage young people through nontraditional mediums. There are Facebook groups dedicated to Young & Free candidates and all the video submissions are posted on YouTube as well as on the Young & Free website, www.youngfreealberta.com.

The winner will be announced November 4, 2008.

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10/15/2008 | CUES Nexus Connection Blog | 'Fun' First—or How Would You Phrase it?

Posted by Lisa Hochgraf

I've been having trouble articulating an idea that came into my head during FORUM Symposium early this month in Indianapolis. Maybe you can help.

The idea is basically that entertainment in marketing brings people in and makes it possible to effectively tell people the "boring" stuff they need to know.

Here's an example of what I'm driving at: Larissa Walkiw made Young & Free Alberta's blog so fun that young people got charged up about it—and, ultimately, signed up for a lot of free checking accounts from Common Wealth Credit Union, Lloydminster, Alberta. My guess is they didn't come for the checking accounts initially. They came to be entertained and then happened to sign up.

And then yesterday I (belatedly) read Melissa Troiano's "Banks ... one step ahead" post on the Filene blog (Thanks, Mary, for pointing this one out!). The post discussed how widely known personal finance adviser Suze Orman is now FDIC's paid spokesperson. There were lots of good comments on the post, but a key takeaway for me was that the FDIC wasn't afraid to get people's attention now—entertaining them with bronzed and blonde Suze Orman—and follow up with the details later.

Ron's "Game-Based Banking" post on this blog yesterday suggests that gaming can bring people in and form connections with them. Again, fun first, product sales later.

So is "fun first, detailed explanations later" a new mantra for communicating with members and potential members? How would you phrase this mantra better? Do you have additional examples of entertainment leading the way for good information about financial products and services?

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10/12/2008 | NACUSO Blog | Social Networks Are Changing Credit Union Marketing

By Jim Jerving

Social networks and social media are changing the way credit unions communicate and market to members. The evidence is all around us, for example, many consumers no longer look for products or services in the Yellow Pages; they go straight to the Internet. They are more likely to use a variety of online tools to connect with others or find specific information on their own.

Social networks are virtual communities developed around a certain demographic like LinkedIn or Facebook that allow users to connect with others. Social media are those media like blogs, forums, virtual worlds, wikis and social networks users can participate and contribute. If you were unaware of these terms, you are not alone. According to a study of 13,000 consumers surveyed in 17 countries, one-half didn’t know what social networking is, according to Synovate.

But Emarketer predicts that 800 million people worldwide will be participating in a social network with their mobile phones by 2012, an increase from 82 million in 2007.

Some social media hold great promise for financial services. Wesabe and Mint, for instance, could be roughly described as aggregators for personal finance with social networks underwritten by large banks. Wesabe shows all of your accounts and credit cards in one place and places your transactions into categories. It then summarizes your spending and earnings and provides tips on saving money based on your spending habits. Wesabe and Mint services are offered free of charge.

Social networks and social media are especially valuable for attracting younger members to credit unions. Currency Marketing, Chilliwack, British Columbia, launched the microsite “Young & Free Alberta” in October 2007: www.youngfreealberta.com.

The challenge was to provide a free checking account for the less than 25 year old age group and connect with the youth market in North Alberta for Common Wealth Credit Union of Canada, Lloydminster, Alberta, C$1.6 billion in assets. An additional challenge was to raise brand awareness with the difficult to reach Gen Y and create a sense of excitement with a staff of 400.

“In Alberta, nobody was concentrating on youth,” said CEO Tim McAlpine, Currency Marketing. “Common Wealth wanted to know how to own the youth market.”

Currency Marketing positioned Common Wealth as a progressive and transparent financial institution with heart, according to McAlpine. “We embraced the power of the social web by tapping into popular sites like YouTube, Facebook, Flickr and Twitter to create an immersive experience where compelling user-generated content take center stage.” 

To drive traffic to the site, they used a combination of public and media relations, traditional media including radio, outdoor, point of purchase and direct mail and new media including viral messaging and online advertising. A contest was held for spokesperson for the site and one of the keys to the success of Young & Free Alberta was Larissa Walkiw, who won the contest.

“As spokesperson, it’s my role to keep the buzz going. I post daily blog entries with topics ranging from money-saving tips to pop culture to interesting web finds,” she said. “I produce a YouTube video for the site once a week. Every now and then I throw in something different like a contest or a live chat.”

During Larissa Walkiw’s tenure, which ended in August 2008, she used YouTube videos, and site visitors could follow her on Twitter, or could become fans of the Young & Free Alberta page on Facebook or browse through her photos on Flickr or catch her live broadcasts on Yahoo! Live or UStream.

The most effective social media channel on Young & Free was YouTube, according to Walkiw. “The Difference between Banks and Credit Unions: Part One” is an example of a video that became extremely popular in a short amount of time.

The results for Young & Free have been impressive. In addition to winning 12 credit union industry marketing awards to date, it has been nominated for the prestigious Forrester Research Groundswell Award. Since the program was launched in October 2007, new account openings have grown by 960% over the same period one year prior with the 19 to 25 year old age group.

The Young & Free franchise has been launched in August 2008 with TDE Credit Union, Lake Jackson, Texas, $1.3 billion in assets. The cost to launch, manage and promote an individual Young & Free program is about $400,000 per year. Currency Marketing is allotting one franchise per state in the US and one per province in Canada.

What do you think? What’s your view of social networking and how does it fit into the future of credit unions? We’d appreciate your views… please write a comment and let us know.

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10/07/2008 | Fort McMurray Today | 
Credit Union extends search for 'spokesters'

By Lauren Cutler

Common Wealth is giving potential "spokesters" a few more days to craft their entries for its Young & Free program.

Common Wealth recently announced it is extending the due date for their "spokester" search from Oct. 4 to Oct. 10.

"We started this year's contest a little earlier than last and we're hearing from entrants that they require more time to prepare their video entries, as September is a busy month with many going back to school and returning from vacation," said Kim Crockett, Young & Free manager, in a statement released this morning. "Ultimately Young & Free is about young people telling us what they want and need from their financial institution, so we are happy to extend the spokester search."

The competition is looking for a "dynamic" 19 to 25-year-old to become a spokesperson for the Young & Free banking program. The winner receives a full-time job – with a salary of $36,000 per year – posting blogs, vlogs and polls on Common Wealth's website, and will be expected to work a 37 hour work-week. They'll also be called upon to travel for speaking arrangements. According to Crockett, the job of the spokesperson will be to "connect with their peer group", giving them mostly free range over blog topics.

In addition to the wage, the winner will also receive perks such as a still camera, a video camera, a MacBook with paid internet, the use of a Chevrolet vehicle with a gas allowance, and the use of a Blackberry with a paid contract.

Anyone interested in the competition can get more details online at www.youngandfreealberta.com.

» Visit the Fort McMurray Today website

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10/07/2008 | Lloydminster Source | New Voice Needed

By Jamie Whiting

Common Wealth Credit Union's Young & Free team was at Lakeland College on Tuesday. The team is hosting it's second annual 'spokester' search to find a new representative for the Young & Free generation.

Young & Free is Alberta's first free financial offering designed for ages 17 to 25. The program engages young adults to become aware of the importance of taking care of their finances.

Larissa Walkiw, the 2008 Young & Free Spokesperson is moving on to pursue her career in film making. "Our spokesperson at the moment is a real gem." commented Kim Crockett, band manager of Young & Free.

The Young & Free Spokesperson's job is an amazing opportunity for any young adult. The position consists of a one year contract with a $36,000 annual salary. As well the lucky individual to take on the job receives a Chevy HHR, an Apple MacBook, digital camera, digital camcorder and a Blackberry.

In return the spokesperson will become a member of the Common Wealth Credit Union, work 37.5 hours per week, travel, attend and speak at different events, produce and post videos to the Internet and post daily blog entries.

The deadline for applications to be the 2009 Young & Free Spokesperson is this Friday and although it will be sad to see Walkiw move on, it will be exciting to see who will take her place and what they will do with their position over the next year.

For more information or to utilize the online financial resources on the Young & Free website you can visit www.youngfreealberta.com.

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10/07/2008 | Grande Prairie Daily Herald-Tribune | Deadline Coming Up

Young & Free Spokester application deadline coming up


Grande Prairie youth are running out of time to get their applications in for the Common Wealth Credit Union’s Young & Free Spokester competition. The application deadline has been extended to Oct. 10 and it really is a sweet deal for whoever gets the position. If your submission is the winning entry, you get a salary of $36,000 for the year to go along with a MacBook, digital camera and use of a Chevrolet HHR with a gas allowance.

To apply, head over to www.youngfreealberta.com and submit a video on why you should get the position.

» Visit website

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10/06/2008 | Town & Country | Young & Free Spokester Search deadline this Friday

Contest winner receives a $36,000 salary from CWCU


T&C Staff

Common Wealth Credit Union (CWCU) announced last week that it is extending their Young & Free Spokester Search until this Friday October 10 in order to allow young Albertans more time to produce and edit their video entries.

"We started this year's contest a little earlier than last and we are hearing from entrants that they require more time to prepare their video entries, as September is a busy month with many going back to school and returning from vacations," said Kim Crockett, Young & Free brand manager, CWCU. "Ultimately, Young & Free is about young people telling us what they want and need from their financial institution, so we are happy to extend the Spokester Search until October 10, thereby allowing more time for those interested to submit their best video entries.

Young & Free is an innovative social media initiative that combines free and unlimited financial management services with an online microsite, www.youngfreealberta.com, that's populated with a range of topics to entertain and engage young people. As a result of last year's success, CWCU is holding its second annual Young & Free Spokester Search to find a web-savvy Albertan who best connects with 17 to 25-year-olds and embodies what it means to be young and free.

The winning spokester receives a $36,000 salary an all the equipment to produce and edit quality blogs and vlogs. As an employee of CWCU, he or she is also expected to regularly attend events and participate in interviews as the Young & Free youth ambassador.

Video enties, as mentioned, are being accepted up until October 10. They will then be posted to www.youngfreealberta.com. CWCU will select the top three finalists for the public to decide the winner via an online voting competition.

The Young & Free financial platform is free from any unnecessary service charges, thereby allowing more resources for 17 to 25-year-olds to protect, manage and save their money.

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10/05/2008 | Athabasca University The Voice | CWCU extends Y&F search

Search for 2009 Spokesperson Extended to October 10, 2008

 
Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union serving more than 53,000 members in 14 communities, announced today it is extending its Young & Free Spokester Search until October 10, 2008 to allow young Albertans more time to produce and edit their video entries.

“We started this year’s contest a little earlier than last and we’re hearing from entrants that they require more time to prepare their video entries, as September is a busy month with many going back to school and returning from vacation,” said Kim Crockett, Young & Free Brand Manager, Common Wealth Credit Union. “Ultimately, Young & Free is about young people telling us what they want and need from their financial institution, so we are happy to extend the Spokester Search until October 10, thereby allowing more time for those interested to submit their best video entries.”

Young & Free is an innovative social media initiative that combines free and unlimited financial management services with an online microsite, youngfreealberta.com, that’s populated with a range of topics to entertain and engage young people. As a result of last year’s success, CWCU is holding its second annual Young & Free Spokester Search to find a web-savvy Albertan who best connects with 17 to 25-year-olds and embodies what it means to be young and free.

The winning spokester will receive a $36,000 salary and all the equipment to produce and edit quality blogs and vlogs. As an employee of CWCU, he or she is also expected to regularly attend events and participate in interviews as the Young & Free youth ambassador.

Video entries will be accepted until October 10, 2008 and will be posted online at www.youngfreealberta.com. CWCU will then select the top three finalists for the public to decide the winner via an online voting competition.

The Young & Free financial platform is free from any unnecessary service charges, thereby allowing more resources for 17 to 25-year-olds to protect, manage and save their money.

» Visit website

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10/05/2008 | Lakeland College The Express | CWCU extends Y&F search

Search for 2009 Spokesperson Extended to October 10, 2008

 
Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union serving more than 53,000 members in 14 communities, announced today it is extending its Young & Free Spokester Search until October 10, 2008 to allow young Albertans more time to produce and edit their video entries.

“We started this year’s contest a little earlier than last and we’re hearing from entrants that they require more time to prepare their video entries, as September is a busy month with many going back to school and returning from vacation,” said Kim Crockett, Young & Free Brand Manager, Common Wealth Credit Union. “Ultimately, Young & Free is about young people telling us what they want and need from their financial institution, so we are happy to extend the Spokester Search until October 10, thereby allowing more time for those interested to submit their best video entries.”

Young & Free is an innovative social media initiative that combines free and unlimited financial management services with an online microsite, youngfreealberta.com, that’s populated with a range of topics to entertain and engage young people. As a result of last year’s success, CWCU is holding its second annual Young & Free Spokester Search to find a web-savvy Albertan who best connects with 17 to 25-year-olds and embodies what it means to be young and free.

The winning spokester will receive a $36,000 salary and all the equipment to produce and edit quality blogs and vlogs. As an employee of CWCU, he or she is also expected to regularly attend events and participate in interviews as the Young & Free youth ambassador.

Video entries will be accepted until October 10, 2008 and will be posted online at www.youngfreealberta.com. CWCU will then select the top three finalists for the public to decide the winner via an online voting competition.

The Young & Free financial platform is free from any unnecessary service charges, thereby allowing more resources for 17 to 25-year-olds to protect, manage and save their money.

» Visit website

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10/01/2008 | Marketwire | CWCU Extends Young & Free 'Spokester' Search

Common Wealth Credit Union (CWCU), Alberta's fourth largest credit union serving more than 53,000 members in 14 communities, announced today it is extending its Young & Free Spokester Search until October 10, 2008 to allow young Albertans more time to produce and edit their video entries.

"We started this year's contest a little earlier than last and we're hearing from entrants that they require more time to prepare their video entries, as September is a busy month with many going back to school and returning from vacation," said Kim Crockett, Young & Free Brand Manager, Common Wealth Credit Union. "Ultimately, Young & Free is about young people telling us what they want and need from their financial institution, so we are happy to extend the Spokester Search until October 10, thereby allowing more time for those interested to submit their best video entries."

Young & Free is an innovative social media initiative that combines free and unlimited financial management services with an online microsite, youngfreealberta.com, that's populated with a range of topics to entertain and engage young people. As a result of last year's success, CWCU is holding its second annual Young & Free Spokester Search to find a web-savvy Albertan who best connects with 17 to 25-year-olds and embodies what it means to be young and free.

The winning spokester will receive a $36,000 salary and all the equipment to produce and edit quality blogs and vlogs. As an employee of CWCU, he or she is also expected to regularly attend events and participate in interviews as the Young & Free youth ambassador.

Video entries will be accepted until October 10, 2008 and will be posted online at www.youngfreealberta.com. CWCU will then select the top three finalists for the public to decide the winner via an online voting competition.

The Young & Free financial platform is free from any unnecessary service charges, thereby allowing more resources for 17 to 25-year-olds to protect, manage and save their money.

» Original article

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09/30/2008 | Fort McMurray Today | Credit union competition looking for youth spokesperson

By Lauren Cutler, Staff Writer

If you're outgoing and enthusiastic to get your foot in the door of the promotions world, one Alberta credit union has come up with an intriguing new marketing strategy that just might be worth listening too.

Common Wealth Credit Union is running a spokesperson search and competition – Young & Free — for adults 19 to 25, with the hope of engaging "generation Y through an interactive website."

According to the Young & Free manager Kim Crockett, they're looking for a "dynamic" young adult to get their message out.

"We're looking for the sort of person who will be, first of all, very comfortable with just a