CU Difference CommitteeFebruary 18, 2009

Michigan Credit Union HeadquartersLansing, MI

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Agenda

I. CALL TO ORDER II. ROLL CALLIII. MINUTESIV. REPORTS

A. MCUL President & CEO/Committee Ex-Officio David Adams

V. INFORMATIONAL ITEMS A. 2009 Media Plan B. 2009 Creative PlanC.FundingD.Next Meeting

VI. ADJOURNMENT

CU Difference Committee Meeting

I. Call to Order

II. Roll Call

III. Approval of January 22, 2009 Meeting Minutes

IV. ReportsA. MCUL President & CEO/Committee Ex-Officio David Adams

Working on mix of TV and radio• GM and Chrysler Invest in America deals are a great opportunity for

credit unions • Mix of TV and radio will help increase reach and frequency of our

message• Most DMAs have sufficient funds for TV/radio plan

– All-radio plans will be used where funds dictate• MCUL matching dollar-for-dollar at this point• Also looking at billboards

Discussion of Media Plan (sent separately)

2009 Creative PlanV. Informational Items

A. 2009 Media Plan

V. Informational ItemsB. 2009 Creative Plan

TV and radio scripts being finalized this week 2 television spots

• Chrysler deal• GM deal

4 radio spots• GM deal• Chrysler deal• Invest in America in general• CU branding – credit unions are loaning money for small businesses,

mortgages, autos, etc. All spots will

• Promote Invest in America• Drive consumers to lovemycreditunion.org• Include “Credit Unions, Where People are Worth More Than Money”

V. Informational ItemsB. 2009 Creative Plan

Review of storyboards and scripts (sent separately)

Campaign Timeframe Script, casting approvals due this week Production expected week of Feb. 23 Media launch planned for March 9

V. Informational ItemsC. 2009 Funding

2009 DMA Chart as of 02-17-2009

# ofCus

# of CusPaid DMA

2009Supplemental

Voluntary DuesAssessment

SVDA Interest PaidMatching

Funds Balance6 0 ALPENA 53,257.07 $3.72 $0.00 $0.00 $3.72

6 4 CASS/BERRIEN (SOUTH BEND) 8,450.00 $5.66 $5,241.75 $5,241.75 $10,489.16

138 29 DETROIT 1,096,019.67 $168.49 $211,934.85 $211,934.85 $424,038.19

2 0 DETROIT/LENAWEE 25,915.89 $0.00 $0.00 $0.00 $0.00

45 18 FL-SG-Bay 382,272.33 $56.65 $136,054.64 $136,054.64 $272,165.93

77 25 GR-KA-BC 550,287.89 $91.86 $140,413.66 $140,413.66 $280,919.18

22 7 Lansing 181,999.63 $22.75 $48,195.02 $48,195.02 $96,412.79

23 14 MARQUETTE 40,067.07 $12.78 $23,908.00 $23,908.00 $47,828.78

1 0 MARQUETTE/GOGEBIC 362.35 $0.00 $0.00 $0.00 $0.00

2 0 MARQUETTE/MENOMINEE 1,704.98 $0.00 $0.00 $0.00 $0.00

27 6 TRAVERSE CITY 186,839.48 $17.81 $47,051.11 $47,051.11 $94,120.03

349 103 TOTAL 2,527,176.36 $379.72 612,799.03 $612,799.03 $1,225,977.78

To date we have received an additional $48,476 carried over from the 2008 fall campaign.We have also received commitments of $18,532 from credit unions for the 2009 campaign.This brings our total to $679,807 not including the matching dollars.

V. Informational ItemsVI. Adjournment

V. Informational ItemsD. Next meeting

Wednesday, May 20, 2009, at 10 a.m. Michigan Credit Union League Livonia Office

VI. Adjourn