Документ взят из кэша поисковой машины. Адрес оригинального документа : http://star.arm.ac.uk/~jgd/outgoing/Armagh_CU/PDF/Marketing.pdf Дата изменения: Fri Dec 18 12:10:56 2015 Дата индексирования: Sun Apr 10 11:24:38 2016 Кодировка: Поисковые слова: south pole

Armagh Credit Union

Marketing Policy
This policy was adopted by the Board of Directors of Armagh Credit Union Limited.

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Armagh Credit Union is authorized and regulated by the Financial Conduct Authority and Prudential Regulation Authority: Registration Number 573925: Version Dec2015


Armagh Credit Union

Introduction Marketing Strategies of Armagh Credit Union 1) Local Sponsorship 2) Press Advertising 3) Website and social media expenses 4) Local Radio advertising 5) Leafleting, point of sale 6) PR and local Press Activity 7) Local Competition 8) International Credit Union Day
9)

National Advertising Campaign of the Irish League of Credit Unions.

Armagh Credit Union is authorized and regulated by the Financial Conduct Authority and Prudential Regulation Authority: Registration Number 573925: Version Dec2015


Armagh Credit Union

Introduction
All the advertising, marketing, promotion and local media activity of Armagh Credit Union operates within the required legal requirements and regulations under the FCA. Through all our marketing, advertising and promotion we are committed to the three simple principles. · · · Clear Fair Not misleading

In addition we comply with all Disclosure Requirements and ensure all material meets the following standards. · Plain intelligible language · Easily legible · Specify name of the advertiser Armagh Credit Union is affiliated to the ILCU in N. Ireland and has an overarching communications strategy which is devised and disseminated from the ILCU Communications Office (a representative is based in Belfast to assist Credit Unions who are based in N. Ireland specifically). Marketing Strategies of Armagh Credit Union Responsibility for marketing within Armagh Credit Union lies with the Promotion and Training Officer. In addition to contributing to the National Advertising Campaign (see below) our marketing budget is set annually and is used across a range of initiatives. In 2014 we envisage a local spend of ё4000. Activities planned at a local level include: · Local sponsorships Sponsorship of local organizations as well as charitable donations must get Board approval and are dealt with on a first come-first served basis. There is an annual fund for this, which is determined at the Annual General Meeting, and currently of ё2500. All charitable donations meet the necessary legal requirements including the NI Act 1985. Local organisations which receive sponsorship included schools and sports clubs, whereas charitable donations are generally give to local caring organizations. · Local press advertising We have an annual budget of ё1500 for periodic advertising in local newspapers. The advertising will fall both within the regulations and any guidelines issued by the FCA. · Website and social media expenses

Armagh Credit Union is authorized and regulated by the Financial Conduct Authority and Prudential Regulation Authority: Registration Number 573925: Version Dec2015


Armagh Credit Union

As a Credit new media. regulations. through the

Union we are committed to exploring and acting upon the opportunities presented by We have a website. All our internet activity will fall within the guidelines and Any social media and internet advertising will include full terms and conditions, provision of hyperlinks.

· Local radio advertising There is no local radio in our common bond area. · Leafleting, point of sale At present we do not do leafleting. · PR and local Press Activity All of our paid advertising and marketing activity is supported by a robust campaign of local press activity. PR activity has expanded beyond coverage of our calendar of community events to reflecting on social issues such as the challenge of winter fuel bills, the continued use of moneylenders in our community and the security offered by Credit Unions to members as a result of the transfer of regulation. Localised publicity is also generated by adapting news releases from the wider Credit Union Movement, including the recently launched Irish League of Credit Unions Northern Ireland Household Income Tracker, the ILCU AGM and National Membership growth. We are committed to expanding on this further over the coming months. · Local competitions Our involvement in the Credit Union Schools Quiz and the Credit Union Art Competition allow us not only to reach out and encourage young people to get into the habit of saving and management of money, it is also an opportunity to highlight local talent. These ILCU organised events also allow our local young people to compete with those from other parts of the country. We use the local, regional and all-island levels of these competitions to generate local publicity. · International Credit Union Day This day is an opportunity to bring a renewed local focus on the Credit Union movement in the local media and the wider community. Through advance publicity the wider public as well as existing members are invited to our offices and to discuss their financial needs. National Advertising Campaign of the Irish League of Credit Unions As a member of the Irish League of Credit Unions (ILCU) in Northern Ireland we subscribe to a National Advertising Campaign (NAC) by contributing an annual fee to the ILCU. This fee is calculated on the following basis; Amount owing from an individual credit union to be ё0.125 per ё1000 of the total assets of the credit union; total assets to be as reported in the statutory Annual Return of two previous years. The NAC is run across all media platforms including print, broadcast and internet. The integrated campaign operates on three bursts of advertising across the year.

Armagh Credit Union is authorized and regulated by the Financial Conduct Authority and Prudential Regulation Authority: Registration Number 573925: Version Dec2015


Armagh Credit Union

Through the NAC the credit union has access to images, logos, strap lines, template advertising, PR templates and marketing material which we use locally and ensures consistency of message as well as a reduction in design costs for us at a local level. Involvement in the NAC also allows the credit union to capitalise on key national sponsorships. To support our marketing and PR activity the credit union can and does draw on the expertise of the full time ILCU Communications Office in Belfast and social media expert in Dublin.

Armagh Credit Union is authorized and regulated by the Financial Conduct Authority and Prudential Regulation Authority: Registration Number 573925: Version Dec2015