We began the process of applying the ZMET research within the financial services industry, starting with credit unions. Over the summer and fall of 2007, we completed a review of credit union imagery and messaging related to savings account promotions. Our final sample includes 107 images from 22 credit unions. Many of these 22 credit unions are part of the Filene Research Council. We presented the findings from the research and the review of the credit union industry to the Filene Research Council in October 2007.