Vancity has been named the 2013 Marketer of the Year by the B.C. chapter of the American Marketing Association (BCAMA).
Darrell Hadden, head of the judging committee and president of Graphically Speaking, said the credit union was chosen as the 43rd Marketer of the Year for its “Make Good Money” branding strategy, which it developed with agency of record Wasserman + Partners Advertising.
“Not only has [Vancity] demonstrated marketing excellence in B.C., but they are also a leader in demonstrating social responsibility by giving back to the communities throughout the province,” Hadden said, in a release.
The campaign focuses on using members and employees in its television spots, print and online ads, out-of-home and community-based promotions.
A transit ad shows a member on a bike and asks “You already go places sustainably. Why not bank that way?” Another shows a small business owner at a farmer’s market and says “You already get value from buying local. Why not bank that way?”
The campaign targets a 25- to 45-year-old environmentally conscious audience, said Richard Seres, vice-president marketing for Vancity. New membership, he added, was up 15% at the end of last year following a stagnant 2011 and 2010.
“We already had a very strong identity and visibility in the marketplace, but we hadn’t really crystallized our voice and message about why we were different,” he said. “We’ve condensed a very complex message about all the things that we do for our members and for our communities into one simple and succinct brand promise.”
The brand story “we make good money by putting money to good” is told by actual members and staff and shows businesses supported by the credit union so as to give the campaign an authentic voice, he said.
The BCAMA will present the award to Vancity on Nov. 6. Past winners include Rocky Mountaineer, BC Hydro, Boston Pizza, White Spot Restaurants and Nintendo Canada.
