Session Summaries

"Strategize, Capitalize, Revolutionize"

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

Marketing 101

Presented by Constance Anderson, President
Anderson & Associates Consulting
Trenton, NJ

In this comprehensive seminar, you’ll learn all the basics of credit union marketing. Find out how to use financial ratios, membership data, and marketplace trends to craft an effective marketing plan. Learn how to project returns before you run a promotion and measure results afterward. Discover how much you should budget for marketing and take home sample spreadsheets for designing your credit union marketing budget. You’ll even learn how to sell your plan and budget to your CU leadership team. Whether you’re new to credit union marketing or you’re a veteran who wants to review the basics, this intensive workshop is for you.

Customer Relationship Management: Where the Rubber Meets the Road

Presented by Paul LaKind, VP Operations
EDGE Software Services, Inc.
Woodbridge, VA

Whether you call them “members” or “customers,” managing your credit union’s relationship with the people you serve is, first and foremost, critical to survival. In fact CRM has become a science unto itself. It’s database driven, yet requires deft handling to truly satisfy member needs and wants. This workshop, lead by Paul LaKind, provides a comprehensive introduction to this topic. There’s no consultant speak here, just plain talk and good ideas about how to face challenges and take new approaches to CRM.

Business Development Part 1: Business Development Diversity
Wild About Community

Presented by Judy Parsons, SVP
Community CU
Plano, TX

Community is fun and fabulous. It’s exciting, fast-paced and totally wild! It’s also full of new and different challenges. How do you overcome the “joining” issue and let the public know “Yes. You Can Join!”? How do you become a key player in your community? Learn ways to identify with your community and get them to identify with you.

Business Development Part 1: Business Development Diversity
“Marketize” Your Business Development Strategy

Presented by Brad Loebakka, Sr. Marketing Director
Desert Schools FCU
Phoenix, AZ

Brad will cover effective ways to "Marketize" your Business Development strategy, including: developing a marketing strategy to increase the number of SEGs, member penetration, and cross sales; tools and techniques for building partnerships and getting more from your SEGs; new ways to serve your SEGs and value to your relationships; and using publicity to achieve your community relations and sponsorship goals.

Business Development Part 1: Business Development Diversity
Building Bridges and Opening Doors: Your Keys to Developing Single Sponsors

Presented by Eileen Pattenaude, Business Development Officer
Delta Employees Credit Union
Atlanta, GA

Eileen will focus on the challenges of increasing member penetration and product usage in a single-sponsor credit union with members and potential members nationwide. Eileen’s approach has been to segment the company and its subsidiaries by work groups, stations (cities where Delta flies) and hubs (cities where Delta is a dominant airline). She also has developed a network of key contacts including executives, department heads and human resource managers.

Business Development Part 2: Bringing Added Value to Business Development

Presented by Nancy Wasczenski, CEO
Parda CU
Rockford, IL

You may attend this session even if you did not attend the morning business development session. This hands-on workshop will give you resources to make a hit with your sponsor companies. By defining what is value to them, going “above and beyond” the call of duty can mean everything. Come with your experiences and ideas to add to the list of “ways to please” those companies you serve.

Keynote Address: Capitalize on Marketing

Presented by Dan Mica, President/CEO
CUNA & Affiliates
Washington, DC

What are the challenges facing the credit union industry over the next five years? And, how does marketing fit into this scenario? Dan Mica, president and CEO of CUNA & Affiliates, will detail those challenges and provide the inspiration we need to help us overcome any obstacles as we carry the credit union philosophy forward.

Mr. Mica joined CUNA in July 1996, and since then has spearheaded many of CUNA's successful political efforts, including the 1998 passage of the CU Membership Access Act. Previously, he was the executive vice president of the American Council of Life Insurance, in Washington, D.C.

Mr. Mica is also a former 5-term congressman from Florida. While serving in Congress, he was the congressional representative to the United Nations. He was appointed by former President George Bush to serve on the Board for International Broadcasting, which provided oversight for Radio Free Europe/Radio Liberty.

How CRM Technology Will Affect Marketing

Presented by Paul LaKind, VP Operations
EDGE Software Services, Inc.
Woodbridge, VA

New technologies 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

Presented by Joan Mallgrave, VP Marketing
Pennsylvania State Employees Credit Union
Harrisburg, PA

A credit union crisis could be as simple as an electric wire being cut while a ditch is being dug or as complex as building damage due to a hurricane. As a marketer, you’ll need to communicate with members, employees, regulators and press. You’ll probably also be part of the recovery team. Are you ready? Your auditors will be reviewing your procedures one of these days.

Pricing Strategies to Member Profitability

Presented by Bob Lawhead, President/CEO
Raddon Financial Group
Oakbrook Terrace, IL

Bob will examine relationship pricing strategies based on member demographics, household profitability, activity-based segmentation and nontraditional product usage. His presentation will detail how product and delivery channel activity affects profitability while discussing the benefits of understanding the complete member relationship. Using national consumer research, credit union trends and online member research, Bob will show how member segmentation is critical to product design and pricing strategies.

Communicating the Credit Union Difference to the Next Generation

Presented by Michael Neill, President
Michael Neill & Associates, Inc.
Fayetteville, GA

As credit unions see their membership age, many wonder how we will do a better job of communicating the credit union difference to the next generation. The credit union must do a better job of understanding the next generation and their needs. As many intuitive marketing companies such as GAP and Nike have learned, long term affinities are developed early in life. This session will provide insight on how to create and maintain long term relationships with the new generation of credit union members.

Becoming the Jungle: A High-Speed, Action Packed, Wear-You-Out Boot Camp for Guerilla Marketing Strategies in Progressive Credit Unions

Presented by Randy Harrington, President/CEO
Extreme Arts & Sciences
Eugene, OR

Sure, you got into marketing because you thought it would be fun and creative. Little did you know that you would find yourself in the middle of one of the most complex and competitive marketplaces on the planet. No, this is not a job for the faint of heart. Instead we need people who can adapt rapidly, optimize resources on the fly, craft messages with laser-sharp clarity, and thrive in an environment of constant change.

This is not a “sit and listen” experience. You will not say, “Oh, look at the nice PowerPoint slides that say things I already know.” You will be busy from the beginning as you confront some of the toughest marketing issues out there: We will drill you on:

Developing “step-wise” CRM
Developing “Blurred Genre” Marketing Campaigns
Marketing with very few resources
Membership “Grooming”
Improving automatic ROI analysis

If you don’t want to participate, don’t show up. This is a competition and it does pay to be a winner. We look forward to seeing you there - if you have the courage!

Financial Aggregation

Presented by John Henry, VP Member Service
CUNA Mutual Group
Holland, OH

As a credit union marketer, you will learn about 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 credit union, and the strategic advantages, potential risks, and costs of offering account aggregation to your members.

Middle Age Americans are Reshaping the Marketplace - Are Credit Unions Reshaping Their Marketing Messages?

Presented by Vicki Thomas, President
Thomas & Partners, Co. Inc.
Weston, CT

The world’s preeminent youth culture has become middle aged. Boomers now age 38-56 have more in common with one another. What has happened to the crowd that changed the nation’s morals, manners and minds in the 60’s? Are they the same people your credit union has marketed to for over four decades? The truth is, today’s boomers are not yesterday’s boomers. Find out in this session more of the real story on the boomer market and how they will impact your credit union.

In this session we will strip down the myths, dig deep into the issues and arrive at effective solutions of how to target this dynamic and growing marketplace.

Capitalizing on the IT and Marketing Mix

Presenters:
Mike Pytlik, VP Information Technology
Communications Family CU
Saginaw, MI

Jim Morrell, VP Information Technology
Clark County Schools ECU
Vancouver, WA

Technology and Marketing work together to provide the best in member service and credit union efficiencies. Learn about what’s hot and what’s ahead in technology and how technology can assist marketing. Presenters from the CUNA Technology Council provide this informative and entertaining crossdisciplinary session.

How to Manage SEGs

Presented by Vicky Howell, Director of Client Relations
Extreme Arts & Sciences
Eugene, OR

Does your credit union and board of directors expect your business development efforts to be tangible, remunerative and attainable? Join Vicky Howell of Extreme Arts & Sciences as she shares trade knowledge on realistic and achievable Business Development efforts.

A former AVP of Business Development for a large community credit union in Washington and a current business development consultant, Vicky will discuss a range of relevant topics, from proactively seeking and developing SEG opportunities, and understanding and maximizing the relationship level of existing SEGS, to utilizing marketing resources such as MCIF systems and client databases to organize, analyze and measure success.

This open forum discussion will enable you to ask questions and seek advice on business development practices and techniques that will keep your member groups happy and ultimately improve the revenue potential and ongoing success of your credit union.

Developing a Brand that Works for You

Presented by Mike Jannini, EVP, Brand Management and Marketing
Marriott Lodging
Washington D.C.

To maintain the leadership position Marriott and other leading brands hold in the lodging industry, we believe that it is essential to understand consumer needs and develop brands with products and services to meet those needs. We have a three-staged approach to understanding and delivering against those consumer needs:

Understand what the brand stands for in the marketplace. What does it mean to consumers? What are the brand’s perceived strengths and weaknesses
Develop an economic segmentation of the marketplace to identify and select the most valuable and differentiated targets.
Develop competitive offerings to deliver customer value while establishing a competitive advantage and premium profitability.

Revolutionary Best Practices

When you achieve successful marketing results, ingenuity and planning contribute just as much - if not more - than design & creativity. The ‘behind the scenes’ efforts and strategies are the foundation to an effective activity.

Initiated in 2000, the CMBDC Best Practices program recognizes credit union marketing & business development professionals for their strategic skills that are often overlooked by coworkers and peers.

Awards are presented in four categories:

Marketing Customer Information File (MCIF) Strategies
Business Development Activities
Name Change/Branding/Image Activities
Sales Culture/Incentive Programs

Due to the popularity and educational content of the Best Practices program, all four recipients will headline the Saturday Best Practices General Session during the Conference. Each recipient will provide a PowerPoint presentation and question & answer period to share their successful activity.

Join us at this valuable closing session and learn from the best.

Networking

Tools & Resources

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