League/LSCConference Call

Tuesday, July 15, 2009

Agenda• IIA Vision and Results• Current Offers

– Chrysler– GM– Ford– Sprint

• New Partnerships– Thor Industries– Universal Orland Resorts

• Marketing Update– League Sales Kits– Ad Pool Recommendations

• Survey Results• League Survey Results• League Communication Schedule• Q & A

IIA Vision

Invest in America is our brand for credit union membership enhancements in order to drive growth and retention

IIA Results

Metric Program to Date(Dec 08 – June 09)

League Participation 45

# Supporting Credit Unions 1,817

% CU membership Opt-Ins 47.2%

# of Top 500 CU Opt-Ins 245

New CU Members 274,240

# CU Loans 132,170

# Vehicle Sales 161,470

(Jan 06 – June 09)

League Participation 23

# Supporting Credit Unions 468

Total saved by members $26.9M

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Chrysler

• Contract extended through year end• July 1 – July 31, 2009 Up to $1,000 discount on top of

the member’s best deal on the following 2009 models:$500 Incentives•Dodge Journey•Dodge Grand Caravan•Dodge Ram (1500/2500/3500/4500/5500)

•Dodge Dakota•Chrysler Town and Country•Chrysler Sebring Convertible•Jeep Grand Cherokee (inc. SRT8)•Jeep Commander

$1,000 Incentives•Dodge Nitro•Dodge Charger (inc. SRT8)•Chrysler 300 & 300C (inc. SRT8)•Jeep Liberty

• Supplier pricing continues through year end

• July 6 – July 31, 2009 Supplier Pricing Plus. Members receive an additional $250 discount on top of supplier pricing.

• Certified Pre-Owned program to start 9/1/09– Cash Incentive

– Extended OnStar Subscription

GM

GM Lease Program

• July 1 – December 31, 2009

• NY, NJ, PA, FL and MI markets.

• Program will start with select 2009 models from the four core brands and expand as 2010 models are launched

2009 Models 2010 Models

Malibu Equinox

Traverse Terrain

Acadia LaCrosse

Enclave SRX

CTS

Ford Lease Pilot• August 1- October 31, 2009

• Florida and the Northeast market areas.

• Pilot will include select Ford and Mercury vehicles.Ford Models Mercury Models

•Focus (excl S/SE) •Ranger •Grand Marquis

•Escape (Non Hybrid) •Econoline •Sable

•Taurus X •Expedition •Mariner (Non Hybrid)

•Mustang (excl Mustang Shelby GT500 and KR)

•F150

•Super Duty

•Mountaineer

•Explorer Sport Trac

•Explorer 4 Door

Sprint

• The 2009-2010 Contract Year begins in October. • Credit unions must schedule at least one mailing during the contract

year. • Enrollment and renewal forms must be submitted by September 1. • Member Discounts

– 10% off most regularly priced service plans– Waived activation fee on new accounts– Waived upgrade fees

• Business Discounts– 15% discount on most corporate recurring charges– Waived activation (new accounts) and upgrade fees– Equipment discounts– 20% off accessories

Leasing Program Status

• 64 credit unions enrolled to participate• 39 additional credit unions considering• GM has agreed to open the leasing program beyond

the initial pilot markets where sufficient credit union coverage exists.

• Interested credit unions outside the defined market areas should:– Contact alan.babcock@cucorp.com– Complete the lease pilot sign up form on the sign up page of

the partner center at www.lovemycreditunion.org

IIA Mission

• To develop and promote exclusive credit union member discounts on products and services offered by American owned corporations to provide a stimulus for stronger financial results for the U.S. economy, increase credit union membership and member satisfaction.– Develop an extensive program with domestic

automakers that generates incremental vehicle purchases and credit union loans.

– Identify and expand member rewards by partnering with larger Fortune 1000 companies.

New Partnerships RV Credit Union Program

THOR Industries is the worlds largest manufacturer of recreational vehicles including the following popular brands:

Credit Union RV Discount Program

• Exclusive agreement with THOR for first 4 months

– Renewable in 6 month increments

– Non-exclusive can add other RV manufacturers

• Nationwide credit union member discount from $300 to $975

• 10% of marketing fund will be shared with participating LSC’s like the domestic auto program

• All loans not financed by credit unions, but all loans are resold to credit unions

Vehicle Discount

Motorhome

Class A $975

Class B&C $475

Towable/MSRP

Up to $25K $300

$25 - $45K $425

$45-$65K $525

$65 and over $725

Universal Orlando

• 12 Month Contract• Exclusive credit union member

discounts• 5% discount off theme park tickets

and packages valid at:– Universal Studios– Islands of Adventure

• Hotels and other properties may be added

Marketing UpdateLeague Sales Kit

• Sales Kits for LSCs to use to sell Invest in America to credit unions are now available– Printed Materials

• Folder• Leave behind piece providing program overview

– Customized Materials to include in Folder• Introduction letter• Fact Sheet updated with current numbers• Marketing flyer shows all the marketing materials available to

credit unions• Power Point presentation providing program overview• Program Contact Sheet

Marketing UpdateLeague Sales Kit

– Additional LSC Marketing Materials• E-blast template

• Web site content

• Web banners

• Newsletter articles

• Press Releases

• Sign-up form to use a league events

– Access to Materials• Printed materials are limited, please email requests to Nancy

Sawicki at nancy.sawicki@cucorp.com

• All other materials are available in the password protected Partner Center on LoveMyCreditUnion.org for downloading

Marketing UpdateAd Pool Recommendation

• Plans are underway for the 70% ad pool that is generated by sales of GM and Chrysler vehicles, which will be completely free to credit unions

• Marketing Kits - All participating credit unions are eligible to receive the kit, which will be delivered at the end of August:

– 200 Lobby Inserts per branch– Two 8 ½ x 11 posters for teller line per branch– CD with all online elements

• Statement Inserts for participating credit unions’ entire membership will be printed and delivered in time for October statements

• To receive the free materials, all credit unions have to do is return an Invest in America Marketing Materials Order Form

– Order Forms were emailed to all participating credit unions on Monday, July 13

– Order Forms need to be returned electronically or by fax by Friday, July 31

Marketing UpdateAd Pool Recommendation• Direct mail is also planned for January

– 25 million postcards– Credit unions will be allotted a specified number of mail

pieces based on size of membership– Postcards will be customized with credit union logos– Details for participating in the mailing will be emailed to

credit union by August 1• Online Media Ad Plan will begin in August

– To continue driving traffic to LoveMyCreditUnion.org, the plan includes key word search optimization and advertising on key sites

– Social media efforts will support the online media plan using Twitter, Facebook, Blogger, You Tube, etc.

GM Survey Results

• Study Methodology– An online survey was administered in June 2009 to credit

union members who had signed up to use the Credit Union Member Discount from GM. All members who requested an authorization code to use the GM discount were invited to participate in the study.

– Respondents were given approximately two weeks to complete the online survey, 1,912 valid surveys were completed, representing an 8.6% response rate.

GM Survey Results

Did you use the Credit Union Member Discount from GM to purchase your vehicle?

Over 90% of respondents used the CU Member Discount from GM to purchase their vehicle.

GM Survey Results

Over half of all respondents learned about the program from a Dealer, while less than 10% learned about the program from a credit union

GM Survey Results

Did you use a credit union to finance your recent vehicle purchase?

Over half of all respondents (56%) did not use a credit union to finance their recent vehicle purchase

GM Survey Results

Of all the financial institutions you use, which do you consider your primary (main) financial institution?

Almost half of the respondents do not consider their credit union their primary financial institution

GM Survey ResultsKey Findings• Purchase

– Brand most frequently purchased was Chevrolet– One fourth previously owned a foreign vehicle prior to this purchase– Three quarters purchased their new vehicle within the last three months

• Discount– Over 90% used the credit union discount to purchase their new vehicle– The dealer was the primary source for hearing about the discount– Only 10% of respondents heard about the program from their credit union, the same percentage that

learned about if from the Web– In Michigan, 13% heard about the program through advertising– Eighty four percent agreed that the discount was important to their purchase– Over 90% felt the process of obtaining the authorization code to be easy

• CU Data– The majority of respondents have been credit union members for over 20 years– Over 10% joined a credit union in the past year– Eighty percent felt the discount strengthened the value and trust they had in their credit union– While the majority indicated the CU was their primary financial institution, a significant portion (43%)

indicated a bank was their primary financial institution• Financing

– Over half of respondents (56%) financed their vehicle through a bank, while 43% financed with the credit union

– Over half of respondents were satisfied with their auto loan rate• Demographics

– Three quarters of respondents were between the ages of 35 – 65– Seventy eight percent had incomes of $50,000 plus– Over eighty percent were college educated

GM Survey Results

Conclusions• The Invest in America brand is effectively driving consumers’ behavior toward

buying American when you consider the significant percentage of respondents who previously owned a foreign vehicle

• The CU member discount is an appealing offer with over 90% utilizing it to purchase their vehicles

• Credit unions need to be more engaged in this program because they are missing key opportunities for loan volume and wallet share growth

– While 90% used the CU member discount, less than 50% financed through their credit union and only 50% consider the credit union to be their primary financial institution

• The survey findings supports key strategies that have been defined for Invest in America

– Engage key members of the credit union team to take ownership of the program including: sales and service, lending and marketing

– Support credit unions in more proactively marketing the program by providing free marketing materials and defining marketing requirements

– Survey the credit unions to better understand how we can support their efforts– Communicate more concrete evidence directly to the credit union of how Invest in

America can drive volume and wallet share growth and highlight the opportunities that they are missing

Upcoming Surveys

• Credit union member Chrysler survey is currently in the field

• Credit union survey will be going to all supporting credit unions the week of July 20

League Survey Results

• 43 league surveys returned• Over $200,000 generated for LSC payment• Over $180,000 sent to participating LSCs• LSCs that have signed agreements on or before June 1, 2009, and

meet requirements are eligible for 2nd Qtr payments (verified by survey)• LSCs with a signed agreement in 1st Qtr that didn’t receive payment are

eligible to receive both 1st and 2nd Qtr payments. (verified by survey)• 2nd Qtr requirements are as follows:

– Solicit credit union sign-up in IIA– Distribute all IIA communications to credit unions (newsletters, e-mail

blasts, etc.)– Prominently promote IIA on league web site– Promote IIA in League/LSC publications, webinars, seminars, and other

venues deemed appropriate.– Support state level media outreach efforts with press releases, etc.

League Survey Results (continued)

• Feedback– Most LSCs are actively promoting IIA via web and

publications– Many LSCs are unaware of how to utilize national press in

state level media outreach– Many LSCs are not aware of information available on

www.lovemycreditunion.org

• Mike Bridges, MCUL Director of Publications, is available to assist LSCs with media efforts. He can be reached at michael.bridges@mcul.org

• A web tour has been scheduled on Thursday, August 6th at 3 pm for all interested LSC staff

Future League Communications

• League Conference Calls (Wednesday’s at 3 pm EST)– August 6 (Web Tour)– August 19– September 16– October 14– November 11– December 16

• IIA Newsletter

(First Friday of every month)– August– September– October– November– December

Q & A