Communications Style Guide for Teachers Credit Union

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					   Communications Style Guide for Teachers Credit Union

Administration Office: 75 James Street South, Hamilton ON L8P 2Y9 905.525.8131

Table of Contents

   1.     About Teachers Credit Union
   2.     Philosophy, Vision, Mission and Key Messages
   3.     Geography and Delivery Channels
   4.     Financial Information
   5.     Community Investment
   6.     Awards and Accomplishments
   7.     Corporate Communications Standards – Spokespeople for TCU
   8.     Contact Us
   9.     Creative and Visual Standards
1. About Teachers Credit Union

Welcome to the Teachers Credit Union. Founded in 1940 by a group of teachers, today we
have a thriving membership of 15,000 people from all employment backgrounds, including

We are a full service financial institution that continues to grow annually in membership and
assets. Teachers Credit Union manages over $400 million in assets.
     • Chequing/Everday Banking
     • Savings
     • Loans/Mortgages
     • Lines of Credit
     • Retirement Savings
     • Investment Services
     • Financial Planning
     • Commercial Business Banking Services
     • Mastercard Credit Cards
     • Interac and Exchange Network Access
     • Plus, certified cheques, foreign currency, drafts, safety deposit boxes, traveler’s
         cheques, etc.

Quick facts
Assets under administration: $423 Million
Winner of 2007 and 2008 Hamilton Spectator Readers Choice Award for:
    • Best Place to Bank
    • Best Financial Planner, Cathie Vaillancourt
    • Best Mortgage and
    • Best Investment Company
2. Philosophy, Vision and Mission & Key Messages

We believe in the strength of education and empowerment of individuals to reach their full
potential and that investing in education will support a healthy and sustainable community.

We will be the financial services provider of choice to employees of the Ontario educational
systems, their families and friends.

Our mission is to empower members to achieve and sustain positive financial health.

Corporate Profile
The Teachers Credit Union is a financial organization that serves all employees of education
and the general communities throughout Ontario, including a client base of successful small
to medium sized businesses. With several branch locations, online banking and worldwide
ATM access, the Teachers Credit Union is committed to strengthening our community by
supporting education based initiatives that empower individuals to reach their full potential.

The TCU Brand and Value Proposition: “Working together to achieve and sustain
your financial health.”

How does TCU provide value to its members? Our values that enable the value

Listening. It’s about service, not sales. We know that by listening first and acting second,
we will provide the right tools at the right time for each member. We serve solutions.

Learning. We are all on a path of continuous learning. Our staff is committed to learning
about our members’ needs, market trends and the best solutions available to our members
and applying this knowledge at every interaction.
Our roots are in education and we remain firmly planted in lifelong learning.

Advocating. With a rich history in advocacy for members’ needs and rights, our democratic
process ensures your voice is heard and your opinion is respected. We advocate through our
provincial, national and international channels for both financial and educational

Protecting. We are ever mindful of the changes to our economy, industry and community.
We protect the tangible and intangible assets of our members such as their deposits,
property, their best interests and protecting the environment and access to education.

Investing. We recognize that success cannot be measured just in terms of profits and
growth, but how we relate to the community. We invest in educationally related initiatives in
the communities we serve to help transform the classroom experience for all students and
Co-operating. Member-owners are part of a global co-operative system that transcends
boarders and lives in over 97 countries. Credit unions exist world-wide, to provide access to
quality, affordable financial services, often to people who need it most. Through Credit
Union Central of Canada, we support the World Council of Credit Unions (WOCCU), the
leading international association for credit unions world-wide.

Key Messages
We’re committed to your financial health. This means providing innovative products and
services while coaching members to positively shape their financial health.

We’re experienced with educational employees. All employees of education in Ontario and
the general community are able to join TCU, home of the popular 10-month mortgage. We
know education and we know our members.

We’re strengthening education in our community. Teachers Credit Union is also committed
to strengthening the communities we serve by supporting education based initiatives that
empower individuals to reach their full potential.

Open for business.
Teachers Credit Union has the business knowledge and experience to serve your commercial
financing and cash management.
3. Geography and Delivery Channels

Teachers Credit Union’s closed bond extends membership to all employees of education
within the province of Ontario, their family and friends. A percentage of our membership is
available for the general public.

Our main physical geographic concentration is the Greater Hamilton and Brantford areas
with some light penetration in Halton, west GTA, Niagara and Grand Erie. 4 branch
locations serve the communities of Hamilton (mountain and city), Ancaster, and Brantford.

A call centre is located at our head office and responds to incoming calls and outbound
member service calls.

Our website, which was relaunched in January 2007, welcomes 44,000 monthly visits per
month, (293,000 hits per month). The average time spent on our site is 3 minutes and 57
seconds. 3% of website visitors are from the domain HWDSB (Hamilton-Wentworth
District School Board).

ATM access is available through the Exchange Network, and any credit union ATM in the
world with this affiliation (designated by this logo), will allow surcharge-free transactions for
credit union members. Deposits and withdrawals can be conducted as appropriate through
the Exchange network ATM system.
4. Financial Information
As the largest education based credit union in Ontario, Teachers Credit Union has an
economic impact as a business leader in the region.

Financial Performance (December 2008)
Excerpted from the 2008 Annual Report

Despite the challenging market conditions in 2008, TCU achieved significant growth. Total
assets ended the year at $313M up 8.3% from 2007. Total assets under administration, which
includes off-balance sheet assets, grew by 5.7% to $423M. The global liquidity and credit
crisis during 2008 impacted the valuation of our off-balance sheet investment portfolio. The
value of these assets has declined significantly from the prior year. Our income from
operations before distributions and income taxes was $750,000 compared to $957,000
in 2007.

Member deposits continued to grow in 2008 increasing by 7.2% or $19M. Total on-balance
sheet loans to members also continued to increase in 2008 growing by $21M or 8.2%.
Operating revenues increased to $19.4Min 2008 from $18.1M earned in 2007. Our financial
margin increased by 7.3% from 2007, largely due to the inclusion of the unrealized gain on
interest rate swaps of $889,000. Our members earned $8.4M in interest on deposits
compared to the previous year at $8.1M. Through diligent efforts we managed to contain
operating expenses at close to 2007 levels at $8.8M. The Canadian economy slipped into a
recession at the end of 2008 and we are anticipating slower consumer spending reflected in
the weakening labour and housing markets. During these difficult economic times, it is
important that the credit union retain its earnings in order to strengthen its capital base. In
2008, TCU exceeded all regulatory requirements with respect to capital. At $18.6M or 5.9%
of total assets at year-end, regulatory capital exceeded the requirement of 4.25%. Regulatory
capital at 12.2% of risk weighted assets also exceeded the 8.0% regulatory requirement.

Full time equivalent: 83
5. Community Investment

Community Investment in Education-Related Programs in the Region: 17% of pre-tax
profits were directed to Community Investments in 2008.

The Marketing & Community Investment department administers these funds including
sponsorship and donation evaluations, long term and short term partnerships with
community agencies, business, school boards and the education sector.

Our 2008 community investment was dispersed as follows:
65%: Education and school related programs and services such as: Roots of Empathy,
Hamilton Spectator’s Newspapers in Education Program (Pulse Page, Stock Market
Challenge), student art shows, Chamberworks music in the classroom and nutrition
programs. This also includes TCU’s support of many educational employee groups’ P.D.
days and in-services where we were on-site to promote positive financial health.

25%: Community programs and events that are education-related. Raise a Reader Hamilton
was a strong community event this fall where our staff sold copies of the Hamilton Spectator
to raise funds and awareness for literacy. We continued to support Kids Can Fly in
Brantford, a not-for-profit agency that makes literacy and anti-bullying programs available to
families. Theatre Aquarius offers a program for teachers called “Directors in Education”
where drama teachers enhance their theatrical talents and then share them with their classes.

10%: Investing in Education: TCU’s Post-Secondary Scholarships, Community
Commitment Awards, various college and university bursaries and even continuing
education bursaries for new immigrants to Hamilton.

What TCU funds and how to apply
A formal information package and application for donation/sponsorships was instituted in
2007. Anyone wishing to be considered for funding is asked to complete this application
process which can be found on our website or requested by calling the Call Centre or visiting
a branch.

The main goals of any funding opportunity (including sponsorship, donation, fundraiser,
door prize, raffle prizes, etc), are as follows:

    •   Support the educational community either its students, staff or the school
    •   Support a specific one time or on-going educational program or event that will have
        a primary audience of educational staff, secondary audience of students and tertiary
        audience of the general community.
    •   Demonstrate a link to literacy, numeracy, financial literacy, poverty reduction in an
        educational setting, anti-bullying
6. Awards and Accomplishments

    •   Winner, Marketing Association of Credit Unions, Achievement in Marketing
        Excellence Award for Outstanding Creative, “Re-Branding Campaign (green apple)
   •    Winner Marketing Association of Credit Unions (MACU) Achievement in
        Marketing Excellence Award for Coordinated Campaigns: Green Apple
   •    Hamilton Spectator Readers Choice Nominee for Best Place to Bank; Best
        Mortgage; Best Financial Planner, Cathie Vaillancourt.
    •   World Council of Credit Unions – Young Leaders Scholarships-2 staff from TCU
        were selected as 2 of the 5 recipients of this international competition and will
        represent Canada in 2009 at the WOCCU conference in Barcelona Spain.
   •    Credit Union Central of Ontario, Young Leaders Scholarship Program, 2 staff
        winners selected to represent Ontario at World Conference of Credit Unions in
        Hong Kong, China
   •    Winner, Marketing Association of Credit Unions, Marketing Campaign, “Winning
        Strategies Speaker Series”
   •    Winner, Credit Union of Central Ontario, Marketing Campaign Award for
        “Winning Strategies Speaker Series”

    •   Hamilton Spectator Readers Choice Awards, voted best place to bank, best
        mortgage, investment company and best financial planner.

    •   Winner, Credit Union Central of Ontario, Marketing Campaign Award for “Smart
        Car Campaign”
7. Corporate Communication Standards - Spokespeople for Teachers Credit Union

                           Gary Lowes, President and CEO
Gary Lowes joined the Teachers Credit union as President and CEO on April 1,2008.He had been
Vice president and Chief Financial Officer at Credit Union Central of Canada for a period of three
years. Prior to joining Canadian Central he was President of Citi Commerce Solutions(subsidiary of
Citigroup) for seven years. His background also includes more than 20 years in senior financial and
operational roles in various organizations including Canadian Tire Financial Services.

He has also served as a director for several organizations including Interac where he was Vice
Chairman and chair of the Audit Committee. He currently sits on one volunteer board where he
serves as Treasurer.

Gary has a Bachelor of Arts from McMaster university and an MBA from the Schulich School of
Business at York university. He is also a Certified Management Accountant and has completed the
Canadian Securities course.

                    Rachel Milan, Director, Marketing & Community Investment

Rachel has worked with TCU since October 2006. Born and raised in Hamilton, Rachel received her
Bachelor of Arts degree from Brock University with a minor in communications and education and
has received formal training in corporate and crisis communications as well as partnership
negotiations. Her career spans many industries, having worked with some of North America’s
leading companies in a marketing and sponsorship role.

Her roots are in education having worked for 2 of Hamilton’s Directors of Education and is well
connected within the Ontario school board system. Rachel is a recent recipient of the World Council
of Credit Union’s WYCUP scholarship program and has represented Ontario credit unions in Hong
Kong, China and Barcelona, Spain.
8. Contact Us

Memberline/Call Centre
These telephone numbers connect to a main automatic menu where one may be connected
to any branch, the call centre, head office staff and online banking.

                          905.525.8131 or toll-free 800.598.2891

Branch Locations

Downtown (Head Office & Branch)
75 James Street South
Hamilton, ON, L8P 2Y9

Ancaster Meadowlands
21 Stone Church Road
Ancaster, ON, L9K 1S4

Hamilton Mountain
990 Upper Wentworth Street
Hamilton, ON, L9A 5E9

25-27 King George Road
Brantford, ON, N3R 5J8

Virtual Branch for educational employees in Ontario

9. Creative and Visual Standards

The Logo
An integral part of our communications with our customers is our logo. It is imperative that
the logo not be modified in any way, shape or form. Font style for copy writing is Garamond
and colour is “teal” as found in Microsoft programs.

Visual icon: Granny Smith Apple

Logo Colour
The logo colour is dark gray, 100% tonal value. The logo can appear in the colour
combinations below:
    • Full colour
    • Black on a white or suitably light background
    • White reversed from a black or suitably dark background

Logo size
In order to maintain optimal impact, the logo minimum size requirement is one (1) inch
horizontally, maintaining existing proportions, whether surprinted or reversed.

Minimum clear space requirements
Because our logo is often situated beside other forms of communication, a minimum clear
space requirement has been developed. In order to ensure the logo is clearly visible in all
communication materials it is imperative that nothing infringe on the space surrounding the
logo equal to the distance of the “T”.