"Common Boston" by Tim McAlpine

Thu, 15 Nov 2007 18:20:59 -0600

Looks like it was a great presentation. Thanks for including the Young & Free stuff! We will have our final candidates posted for the voting phase on November 19. This campaign has been so well received. Social media is scary and there is no safety net, but there in lies the drama and comedy and relevance!

Common Boston

doug@trabian.com (Doug Williams) — Thu, 15 Nov 2007 11:26:00 -0600

Brent and I just wrapped up a presentation at a CUES conference in Boston (well, in Westborough, which is about 30 minutes from Logan airport, and about three hours if you take the route we did – Mass Pike to Rte. 30 to Absolutely Lost Lane and left on Where the @#$% are we in Wellesley).

What strikes me more and more about Gen-Y and marketing to youth is the notion that Gen-Y have the same goals as Boomers just as Boomers had the same goals as the “Greatest,” to build wealth.

I’m struck by how credit unions are focused on breaking out a marketing message to Gen-Y when in reality, they should speak to Gen-Y as they speak to their “grown up” members. Like adults.

Make products relevant, communicate them simply, and consider using new means of communication in a defined way. Boomers have blogs. Great blogs. Gen-Y needs IRAs.

CU’s need to see that we’re all on common ground, no matter how differently we sometimes communicate.

I’ve attached the slides (PDF download or view on the web), in case you want to look at them. Clearly, they’re better consumed in person.

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"Common Boston" by Tim McAlpine

Common Boston