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Marketing Policy



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






Signed:



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Date:






Introduction


Marketing Strategies of Armagh Credit Union

Local Sponsorship

Press Advertising

Website and social media expenses

Local Radio advertising

Leafleting, point of sale

PR and local Press Activity

Local Competition

International Credit Union Day

National Advertising Campaign of the Irish League of Credit Unions.


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.

ћ Plain intelligible language
ћ Easily legible
ћ 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:

ћ 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.

ћ 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.

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

ћ Local radio advertising
There is no local radio in our common bond area.

ћ Leafleting, point of sale
At present we do not do leafleting.

ћ 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.

ћ 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.

ћ 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.

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.