For the past few years, we used the image of the nest egg for all our investment campaigns. In 2011 the theme was “Nurturing your nest egg”.  To be more specific, the campaign  revolved around the message that “We can help nurture your nest egg’s growth”.  For the POP, the strategy was to tell our members that we will treat their nest egg as if it is our own.  This was particularly important because of the recent wall street scandals. To support this theme, we incorporated actual Community Savings employees into the advertising.  We also introduced our No-Regret Guarantee and put our CEO behind it.