Thank You To Welsh Government for taking the significant step of investing in initiatives which “enable” a stronger Welsh Credit Union community. Undertaking marketing on this scale would have been impossible without assistance. The £1.2m investment programme has allowed us to seek out ways to partner more productively, examine alternative infrastructure and to look at new product opportunities. To all of you that actively participated in the marketing programme – You have helped created lasting legacy and a strong case for additional investment.

Why is it important? The number of people excluded from mainstream borrowing is now over *12m. Not just people on benefits but those that have survived recession, changed job, missed credit commitments, max’d a couple of credit cards and now getting back on their feet. Restricted choice means you are vulnerable and that can rapidly evolve into financial EXPLOITATION. In Wales only a little over 2% of people use a Credit Union. We needed to go back to basics… Start telling more people what a Credit Union is and why we were different from other lenders. *Provident Financial Group

The All Wales Marketing Campaign Multimedia

Activity Television & Radio Advertising TV - 1.4m adults viewed once & 700K saw it 4 or more times Radio - 2.4m adult listened 3 or more times

2 x 96 sheets 63 x 48 sheets 6 x Backlight 48 Sheets 7 x HD48 Sheets Seen 10.7m times

Activity Outdoor Advertising Streetliners – Typically 4 opportunities to see & an estimated 4.7m impacts

Activity Press Advertising Press

Activity PR 63 articles Print & on-line 59 Broadcast items 4 Value: £680,000 Reach: 38m+

Activity Mailing Materials & Posters (A2, A3 & A5) 270,000 leaflets distributed throughout Wales

Activity Roadshows 3 venues (Swansea, Cardiff x 2 and Wrexham) Generated 830 plus entries segmented by local authority area Contacted each about campaign, identified opportunities to support and provided with materials 1,665 posters 19,682 leaflets 11,000 balloons, pens, beach balls, etc.

Activity Credit Unions of Wales - Website Almost 6,000 referrals generated

Activity Social Media Highlights Increase in activity (15 th May - 31 st June)

Unprompted awareness of credit union advertising has increased from 31% to 43%. The highest recall was amongst the female, 55-64, C2DE audience, in the Mid/West and North Wales areas. Biggest increases by region came in Mid /West Wales, amongst the male audience and the age range of Social classes ABC1 and C2DE both showed an increase in awareness (around 7%). Invested in creative and made a good start. Performance Wales Omnibus Survey Mar June 2014

Legacy Credit Unions of Wales - Working together for the common good regardless of trade affiliation A new “All Wales” refreshed branding All Wales Website TV & Radio advertisement (subtitled) One fat orange squirrel suit Campaign images (12 months) Animated information film (due for release ME July) Image library of all campaign materials with brand and PR press release guidelines (USB memory stick) A foundation for marketing collaborative working – sharing costs and production A strong platform for future investment

Any questions?