Hanscom AFB, MA (May 7, 2021) – Hanscom Federal Credit Union took top honors for a Valentine’s Day-themed promotion created in 2020, winning “Category Best” in the Credit Union National Organization’s (CUNA) Diamond Awards competition for point-of-sale/branch campaigns. The award was given virtually at the end of April by CUNA’s Marketing & Business Development Council.
Hanscom FCU’s marketing team created a “sweet” branch promotion designed to incentivize members with an additional cash bonus for getting a friend or family member to open an account. A $50 bonus, normally $30, was awarded to them both. Colorful branch posters, digital signage, and an offer of Smarties candy hearts encouraged members to “Be Mine” during the February 2020 campaign.
The promotion led to 204 new member-referred accounts, a 234% increase when compared to member-referred accounts opened in 2019.
“Winning a Diamond Award is always an honor,” said David Sprague, Hanscom FCU’s president and CEO, “but having a campaign recognized as being best in its class by one’s peers is quite an achievement. This was a big win for Hanscom FCU in other ways, too. Our marketing team created materials that were eye-catching and the program itself offered a meaningful benefit for our members that made it easy for our branch employees to get behind and allow us to grow our membership base in significant ways.”
CUNA’s Diamond Award program honors credit unions in 35 categories, ranging from direct mail and website marketing, to public relations and social media. Judges evaluated and scored over 1,200 entries on strategy, design, production, creative concept, copy, communication, and results.
Photo: MaryJo Kurtz, AVP of marketing and communications at Hanscom Federal Credit Union, virtually accepts the “Category Best” CUNA Diamond Award for the credit union’s Valentine-themed branch promotion.