LAFCU’s 6-foot-tall letters take gold in national competition
Wednesday, June 22, 2016
Posted by: Eric Dimoff
Big, blue community ambassadors set the bar
The huge, blue LAFCU letters continue to make their mark, winning the coveted Gold Award for Image Enhancement at the 2016 MAC Awards, presented by the Marketing Association of Credit Unions on June 1 during the MAC Conference in Las Vegas.
The LAFCU letters entry was also included in the selective “Rapid Fire Case Studies” conference session, in which Alyssa Sliger, LAFCU marketing and communications specialist, presented additional details about how LAFCU’s award-winning entry achieved established marketing goals.
The six-foot-tall LAFCU letters were created to serve as community ambassadors while reinforcing the credit union’s name change from Lansing Automakers Federal Credit Union to LAFCU. Since their introduction, the letters have appeared at community events around Mid-Michigan, engaging the public’s imagination each time.
“We have had a lot of fun with community members interacting with the LAFCU letters during the past year, and it’s gratifying to know this unique outreach program has been recognized on a national level,” said Kelli Ellsworth Etchison, LAFCU senior vice president of marketing. “We look forward to continuing the LAFCU letters tradition at venues throughout the communities we serve.”
LAFCU worked with Harvest Creative Services, Lansing, to conceive the letters.
In the MAC Awards competition, the LAFCU letters competed against entries in the image enhancement category, which included diverse creative efforts supporting public relations, rebranding, brand awareness or financial education. Each entry was evaluated based on objectives, target audience, overall strategy and competitive factors. Points were given for results, creativity and planning. Judges were marketing, advertising, media and social media experts from both inside and outside the financial industry.
The Marketing Association of Credit Unions was started in 1986 by a group of credit union marketers and business partners who joined together to exchange ideas, build relationships and foster professional development.