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2002 Speaker Presentations

CTC brochure cover"Strategize, Capitalize, Revolutionize"

Ninth Annual CUNA Marketing Council
Marketing and Business Development Conference
April 3-6, 2002 * Washington, DC

Note: Presentations for the preconference workshops on April 3 are provided to registrants on site, and are not available for download here.

THURSDAY, APRIL 4
Keynote Session: Capitalize on Marketing
Dan Mica, President/CEO, CUNA & Affiliates, Washington, DC

Session highlights:

  • What are the challenges facing the credit union industry over the next five years?
  • How marketing fits into this scenario and how to overcome any obstacles as we carry the credit union philosophy forward.
How CRM Technology will Affect Marketing
Paul LaKind, VP Operations, EDGE Software Services, Inc., Woodbridge, VA

Session highlights:

  • How CRM Technology will affect marketing;
  • New technologies that are dramatically increasing the capabilities of today’s marketers;
  • New tools require new tactics and strategies;
  • Learn what will change and view the evolving role of marketing.
Crisis Communication
Joan Mallgrave, VP Marketing, Pennsylvania State ECU, Harrisburg, PA

Session highlights:

  • An overview of a business continuity plan;
  • Recommendations for training, literature and pertinent Web sites;
  • Understand that business continuity is an enterprisewide initiative;
  • Accept the fact that the communications involved in business continuity will be never-ending and will most likely fall on marketers’ shoulders.
Pricing Strategies to Member Profitability
Bob Lawhead, president/CEO, Raddon Financial Group, Oakbrook Terrace, IL

Session highlights:

  • The four legs of ROA management:
    • Net Interest income
    • Non-Interest income
    • Operational efficiency
    • Relationship management
  • How delivery channel usage affects member profitability;
  • How non-traditional product sales affect member profitability;
  • Product usage by specific member segments.
Communicating the Credit Union Difference to the Next Generation
Michael Neill, President, Michael Neill & Associates, Fayetteville, GA

Session highlights:

  • The differences in thinking of buying behaviors from Gen Y to Gen X;
  • How values and consumer behavior are developed;
  • Strategies for capturing the Gen Y market;
  • Websites and materials that credit unions are using to successfully market to Gen Y.
Diamonds Awards Presentation

All of the winners are showcased in the Awards section of this website.

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FRIDAY, APRIL 5
Becoming the Jungle: A High-Speed, Action Packed, Wear-You-Out Boot Camp for Guerilla Marketing Strategies in Progressive Credit Unions
Randy Harrington, President/CEO, Extreme Arts & Sciences, Eugene, OR

Session highlights:

  • Practical strategies for allowing marketing professionals to focus on their passion and not their distractions;
  • A clear road map for setting strategy for their credit unions as well as new skill sets for improved communication;
  • New frameworks for age-old concepts.
Financial Aggregation
John Henry, VP Member Service, CUNA Mutual Group, Holland, OH

Session highlights:

  • The state of the account aggregation industry from a macro perspective;
  • How account aggregation works;
  • The applications of account aggregation;
  • The impact of account aggregation on your CU;
  • The strategic advantages and potential risk and cost of offering account aggregation to your field of membership.
Middle Age Americans are Reshaping the Marketplace – Are Credit Unions Reshaping Their Marketing Messages?
Vicki Thomas, President, Thomas & Partners Co., Inc., Weston, CT

Session highlights:

  • History: Why do boomers feel their values should be society’s values? Because they have dominated each decade;
  • Position: Credit union marketers tend to focus on youth driven values. Have boomers noticed? Now that they are turning 50, how should you speak to their life stage in your communications to them?
  • Values: Boomers are aging. What shaped them? What are their memories? How do they think about money today?
  • Purchasing Behavior: Given their phenomenal influence and power, credit union marketers must understand what has and what will motivate these 76 million consumers. Understanding purchasing trends and motivations.
Capitalizing on the IT and Marketing Mix
Mike Pytlik, VP Information Technology, Communications Family CU, Saginaw, MI
Jim Morrell, VP Information Technology, Clark County School ECU, Vancouver, WA

Session highlights:

  • Top Hot Technology Topics—glitzy and not-so-glitzy technologies important to the future of your success!
  • Key ingredients for IT and Marketing working together to accomplish goals;
  • Key ingredients in making hot technologies successful.

 

How to Manage SEGs
Vicky Howell, Director of Client Relations, Extreme Arts & Sciences Eugene, OR

Session highlights:

  • Evaluate your current business development model— qualify and quantify your business development program;
  • Identify beneficial relationships that effectively utilize your limited resources while positively affecting your credit union’s bottom line;
  • Implement a strategic plan to serve your sponsor groups and improve your ability to recognize valuable prospective leads;
  • Succeed in gaining respect, support and buy-in from your management team/board of directors.
  • Through market research, target specific prospects that fit your existing profitable models. This maximizes your limited resources, time and money, while adding profitable relationships.
Developing a Brand that Works for You
Mike Jannini, EVP, Brand Management and Marketing Services, Marriott Lodging, Washington, D.C.

Session highlights:

  • Understanding opportunities to activate brand equity across diverse operating units;
  • How to create and strengthen brand integrity across local units;
  • How to fully leverage relationships with corporate partners.
Recognition Dinner

All of the winners are showcased in the Awards section of this website.


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SATURDAY, APRIL 6

Revolutionary Best Practices

All of the winners are also showcased in the Awards section of this website.

Business Development: Margaret Delmonico, Business Development Admin/PR, Pennsylvania State ECU, Harrisburg, PA

Name Change/Identity/Branding: Teresa Freeborn, SVP Marketing/Communications, Kinecta FCU, Manhattan Beach, CA

Sales Culture/Incentives: Jody Walls, VP Communications/Business Development, Bell Tel Credit Union, Orlando, FL

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