Conference Agenda

PRE-CONFERENCE REGISTRATION

Pre-Conference Workshops

1. The Sum of Your Member Segments is Greater than Your Membership Whole
Eric Gagliano, SVP, MarketMatch, Beavercreek, OH and Jay Kassing, President, Marquis Software Solutions, Inc., Plano, TX
Sponsored by MarketMatch

To be successful in a market with increasing competition and decreasing budgets, we need to effectively stretch our marketing dollars while maximizing member relationships, increasing our share-of-wallet and reducing attrition of our most profitable members. To be successful, we must practice market segmentation. This Market Segmentation workshop, facilitated by leading strategic marketing and MCIF professionals, will outline the types of market segmentation: geographic, demographic, psychographic and behavioral. Attendees will participate in group exercises utilizing case marketing objectives and, as groups, determine appropriate methodology, segmentation criteria and plan actual tactical strategies to best achieve the objectives. Attendees will leave the session with several real-life scenarios to take home and use, not only on their first day back to the office, but throughout the year and longer.

2. Playing Your Cards Right: Build a BD Plan for Success
Rhonda Summerbell, Sr. manager – University Relations, University FCU, Austin, TX and Allan Milliron, BD Manager, MacDill CU, Tampa, FL

A comprehensive BD plan is essential to your credit union’s success. This interactive workshop will take you through the steps of building a business development plan for your credit union. The presenters will offer examples of strategies that have been successful for their credit unions. Workshop participants will also have the opportunity to share examples of successful strategies they have developed. The goal of the workshop is to provide all participants with a framework to develop their own BD plan.

3. The Apprentice: Las Vegas ***SOLD OUT***
Casinos and credit unions - while they may be worlds apart, they do share one very important goal: delivering the ultimate customer/member experience. During this day-long session, you’ll put the marketing and business development skills you’ve honed in the credit union world to work for Green Valley Ranch. Similar to The Apprentice television show, you’ll be placed into teams and given a marketing/business development challenge by Kara Ledbetter, Catering Social Sales Manager at Green Valley Ranch (GVR) Casino. GVR is hoping to attract more social business, and it's up to you and your teammates to work together, devise a solution, and pitch it to GVR management. Don't worry - nobody's getting fired, but the winning team will receive VISA gift cards, not-to-mention all-important bragging rights! Attendance is limited for this one-of-a-kind experiential learning event. Do you have what it takes? Sign up today!

Lunch (For workshop participants only)

Pre-Conference Workshops Continue

4. Marketing to Members using CRM/MCIF/SAS
Chris Braccia, Director of Product Marketing, Retail Solutions, Harland Financial Solutions, Atlanta, GA and one credit union TBA

This session will give those attending a solid of Business Intelligence and the MCIF (Marketing Customer Information File) from conceptual understanding of the unique capabilities and insights to practical application from a Credit Union practitioner. The session will also explore recent developments in the practice of business intelligence like advances targeting and segmentation methodologies to channel management and Member Relationship Management integration. Finally attendees will get a glimpse of next generation tools and disciplines like event detection, that you need to understand to stay competitive.

5. Raising the Stakes with your Business Development Plan
Chris Kerecman, SVP Business Development/Community Relations, California CU, Glendale, CA,
Sylvia Fath, Vice President of Business Services at the California CU League
Ralph A Ramirez, Director, Business Development and Marketing, High Desert FCU, Apple Valley, CA

This session promises to deliver excellent examples of business development efforts that you can implement at your own credit union should you choose to ante up to the challenge. Learn from three experts in the business development arena - Chris Kerecman, Ralph Ramirez and one additional speaker as they present unique implementation tactics of Business Development plans that have really raised the bar in this area.

CONFERENCE REGISTRATION

RECEPTION FOR 1ST TIME ATTENDEES

WELCOME RECEPTION

CONTINENTAL BREAKFAST

CONFERENCE REGISTRATION

OPENING CEREMONIES/KEYNOTE ADDRESS
Brian Collins, Chairman & Chief Creative Officer, Brand Innovation Group, Ogilvy & Mather Worldwide, New York, NY
Sponsored by Liberty Enterprises & CUNA Strategic Services

NETWORKING BREAK

BREAKOUT SESSIONS

1. The Perfect Storm
Brian Warfel, SVP Sales & Service, Power Financial CU, Pembroke Pines, FL
Sponsored by Weber Marketing Group

This session will look at innovative marketing technologies that are being developed, the consumers that are attracted to these technologies, how these technologies have created a need in our culture, and guide you on how to spot innovations on the horizon. The session will also explore how industries outside of financial services are using technologies today that the credit union industry should be exploring.

2. Become a Cultural Business Development Guru
Dalia Diaz, Cultural Business Development Representative, Merrimack Valley CU, North Andover, MA
Sponsored by IBT

Summary: Learn techniques of how to enhance your business development efforts to serve a culturally diverse community. Emmy award winning television show host, author, ratio host, reporter, newspaper owner/editor and credit union cultural business development representative Dalai Diaz, will offer techniques and suggestions on how to serve the Hispanic market. Innovative ideas in financial literacy programs, hosting a credit union sponsored all Spanish speaking radio show and ways of developing trust with a culturally diverse community.

3. “Snakes in a Credit Union”:
Viral Marketing in the Credit Union World
Nick Murto, President, seven2 Interactive, Spokane, WA

In a world of Tivo, shifting demographics, podcasts and myspace, reaching audiences is requiring more different strategies than simply pouring money into mass media. This is just as relevant to a credit union with 10 million in assets as one with 10 billion. On-line social networking strategies play an increasingly prominent role in reaching credit union audiences. Nick Murto, president of Seven2 Interactive in Spokane, WA will discuss online social networking strategies employed for their clients, including New Line Cinema (Snakes on a Plane), Nintendo MTV, Singular and National Geographic. He’ll also discuss how these strategies may apply to the credit union world.

4. Ready, Set, Grow!
Strategies for Results-Driven Deposit and Loan Marketing
Joe Sullivan, President, Market Insights, Chicago, IL
Sponsored by Marquis Software Solutions, Inc.

Competition for share of market, share of mind and the attention of the consumer is at an all time high. This session will fuel your marketing efforts through refreshing and innovative thinking and strategies for deposit and loan growth strategies. Results-driven ideas will be shared to reenergize your marketing efforts for deposit and loan products. A key component will be the demographic shifts occurring in the market, the values and life prompters (i.e.; milestones, etc.) of key demographic segments and how this should be informing your marketing strategies.

LUNCHEON with Guest Speaker
Overcoming the Impossible
Keith Matheny, Motivational Speaker, West Virginia
Sponsored by Diebold Inc., and CUNA Strategic Services

How do you approach doing the things that most people think are impossible? This presentation combines entertaining mental demonstrations with principles to help you develop the mindset to accomplish difficult tasks and achieve results far beyond the norm. An excellent program for any group, team or individual who needs to overcome obstacles, manage change or turn things around.

BREAKOUT SESSIONS

1. “Snakes in a Credit Union”:
Viral Marketing in the Credit Union World
(repeat session)

2. Ready, Set, Grow!
Strategies for Results-Driven Deposit and Loan Marketing
(repeat session)

3. Bulking up Your Bottom Line Through
Business Services and Business Loans
Brent Lawrence, Mountain America CU, Salt Lake City, UT
Sponsored by IBT

Giving members business loans and business services is good for the bottom line – bringing growth, stronger relationships and loyalty. This session offers a blueprint approach to development and marketing of this important part of the mix through the eyes of one of America´s leading business lenders.

4. Creating a Brand Experience:
All Things to All People is NOT the Answer
Randy Schultz, VP Marketing, Weber Marketing Group, Seattle, WA and Mike Watson, VP Retail Banking, North Shore CU, North Vancouver, BC
Sponsored by CUNA Strategic Services

Join Weber Marketing´s VP of Marketing, Randy Schultz and North Shore Credit Union´s VP of Retail Banking and Marketing, Mike Watson as they walk you through a theoretical and practical framework for branding your Credit Union. Working with Weber Marketing, the North Shore Credit Union has worked to transform its brand with a strong focus on a distinct market segment. Come and hear about how they accomplished the transition and some of the challenges they faced along the way. You will leave this thought provoking session with some new ideas, some practical branding tools, and some branded retail experience ideas that you can take back to your credit union.

NETWORKING BREAK

BEST PRACTICE PRESENTATIONS
Join us as our best practice award recipients share the secrets to their success at this general session.

SILENT AUCTION

HOT BREAKFAST
Sponsored by Business Innovations

General Session
SIX CHOICES: An Insider’s Perspective of the Credit Union Movement at a Crossroads
Dennis Dollar, Principal Partner, Dollar & Associates, LLC, Birmingham, AL
Sponsored by Third Degree Advertising

Former NCUA Chairman Dennis Dollar provides his unique perspective on the challenges and opportunities facing America’s credit unions in a thought provoking presentation designed to both awaken and focus credit union leaders on how today’s decisions will affect tomorrow’s outcomes. As a former regulator, legislator and credit union CEO, Mr. Dollar will offer six strategic choices credit union leaders must make correctly to be successful in the next decade with a special insight on the trends and challenges in today’s marketplace that make these decisions so critical.

NETWORKING BREAK

BREAKOUT SESSIONS

1. Building and Branding Your Social Mission
Rich Jones, VP Marketing, Elevations CU, Boulder, CO
Sponsored by CUNA Strategic Services

NASCAR teams display lots of logos on their shirts, hats, race cars and uniforms. Is that all there is to “branding and marketing” your social mission? In this interactive session, Rich Jones, vice president of marketing at Elevations Credit Union (formerly U of C Federal Credit Union in Boulder) will share strategies and tactics you can take back to your credit union on how to partner with local businesses, schools and non-profits to market and brand your social mission and maximize your return and effectiveness of your sponsorships and community giving programs.

2. Testify!
Daniel Thorpe, President, Boom Creative, Spokane, WA

Consumers are subjected with thousands of commercials and brands a day. Credit union marketers can either choose to turn up the volume - or become more authentic in their advertising. Testify is a fun and interactive experience credit union professionals can use to create compelling testimonial commercials. Testify is presented by Daniel Thorpe, president of Boom Creative in Spokane, Washington. Daniel has created testimonial spots that have won Best of Show in the CUNA Diamond Marketing Awards, as well as two National Addy Awards.

3. Are You Ready for the Corner Office?
Teresa Freeborn, CEO, Xerox FCU, El Segundo, CA,
Bob Schumacher, CEO, Snohomish County PUD CU, Everett, WI and
Cathie Tierney, President/CEO Community CU, Appleton, WI
Sponsored by Level 9
Listen as three credit union CEO’s sound off on their position and perspective on marketing and business development. Find out if the CEO position is for you and what it takes to get there. Also find out what insight they have gleaned from this to position.

4. Building Organic Member Growth
Mary Royston, Marketing Manager, Callahan & Associates, Washington, D.C.
Sponsored by DigitalMailer

Slowing growth is a primary concern for many of America´s 8,722 credit unions. Membership has risen to 87.1 million yet the growth rate has slowed to just over one percent over the past year. This session will explore credit union strategies for organic member growth that are delivering results.

NETWORKING BREAK

BREAKOUT SESSIONS

1. Testify! (repeat session)

2. Se Habla Espanol? Developing a Hispanic Marketing Strategy
Mark Arnold, SVP Marketing, Neighborhood CU, Dallas, TX
Sponsored by Level 9

Does the “Got Milk?” campaign work in Mexico? Hardly. The Spanish translation for “Got Milk” is “are you lactating?” Simply translating marketing campaigns into Spanish can lead to failure. The Hispanic population is the fastest growing population segment in the United States. Wanting to market to Hispanics is different than doing so successfully. This session provides:

• An overview of Hispanic statistics and demographics
• Products Hispanics tend to want and segments within this key group
• Strategies for reaching Hispanics
• Tactics for serving the Hispanic community

As author of CUNA’s white paper Marketing to Hispanics and the person responsible for his credit union’s Hispanic initiatives, Arnold offers ideas for reaching this demographic.

3. Using Online Marketing to Drive Traffic Profitability
Karen Marchetti, SVP Client Serves, Strategic Marketing and Advertising, Inc., La Jolla, CA
Sponsored by DigitalMailer

Online ad networks, Pay-Per-Click (PPC), and SEO (Search Engine Optimization) or “Organic Marketing” – do you know how to take advantage of each tool to profitably drive qualified traffic to your site? With online ad networks, you can affordably advertise on AOL, ask.com, Earthlink, NYTimes.com -- and thousands of other top sites – plus target locally and regionally. Google AdWords and Yahoo Sponsored Search each require a slightly different ad tactic and PPC bid strategy. Do you know the latest key SEO attributes that produce strong search engine rankings? Discover how to use “Search Engine Intelligence” to create a winning keyword strategy, and measure the SEO drivers of top-ranked competitors.

4. It’s More than Spin. Harnessing the Power of Effective Media Strategies
Phoebe Wall Howard, President, Howard Consulting, Fresno, CA

The media ~ with access to virtually all of your current and potential members ~ has the power to significantly influence how the public perceives credit unions. Still, too many credit unions fail to harness an effective media strategy. Choosing to ignore or avoid the press results in missed opportunities. Phoebe Wall Howard is an energetic and engaging speaker who will provide highly effective techniques to get your credit union into the news and grow membership.

GRAB N GO BOX LUNCH – CHOOSE A ROUNDTABLE

1. SEG Potluck: Are the stakes running high with your SEGs?
This roundtable will discuss varied topics relating to segs and business development.
Facilitator – Susan Miller, Business Development Officer, Delta Community CU, Atlanta, GA
Sponsored by Travelex and CUNA Strategic Services

2. Box, What Box?
Facilitator – Josh Cook, VP Marketing/BD and Matt Sheridan, Marketing Specialist, Community Choice CU, Des Moines, IA

3. The Urge to Merge…. What does that mean to Marketing and Business Development?
Facilitator – Anne Legg, VP Marketing, Cabrillo CU, San Diego, CA and Mike Weber, VP Marketing, Dupaco Community CU, Dubuque, IA

4. Hot topic: Dealer’s Choice
We’ve kept this spot open so we can discuss whatever the most relevant issue is during the conference.
Sponsored by Weber Marketing Group

FREE TIME
Take a few hours to relax and rejuvenate by the pool or in the spa.

HOSTED SOCIAL EVENT/COCKTAILS
Make sure you join us at 5:15 p.m. for cocktails followed by the diamond awards dinner.
Sponsored by American Express Global Travelers Cheques & Prepaid

RECOGNITION DINNER & AWARDS
Marketing Professional of the Year, Business Development Professional of the Year,the Hall of Fame recipient, and Diamond/Merit award winners will be announced. Join us as we celebrate all of the recipients.
Sponsored by PSB, the Marketing SuperSource

CONTINENTAL BREAKFAST

MINI WORKSHOPS

1. It Takes a Village: Community Charter Marketing
Matt Tebbetts, VP Marketing, Greenville FCU, Greenville, SC and Mark Arnold, SVP Marketing, Neighborhood CU, Dallas, TX
Sponsored by Travelex and CUNA Strategic Services

CUNA’s E-Scan implores credit unions to “be involved in community activities.” However, true community charter marketing is much more than being at an event here and there: it takes a strategic approach. More and more credit unions are evolving into institutions serving larger populations. This session covers:

• Community marketing strategies
• How non-community charters can compete against community charters
• Targeting your community
• Community marketing tips and tactics
• Formula for successful community marketing

2. Case Study on Business Development and Political Action
Peter Matthews, CEO, Merrimack Valley CU, North Andover, MA and Marla Shepard, CEO, First Future CU, San Diego, CA

A detailed presentation on how you can take an active role in your credit unions political action efforts. Learn how to present the credit union message to legislators and how to make the most of opportunities in the community as well as how to create opportunities to lobby support for your credit union and on behalf of the industry. Learn how your credit union can use direct mail, host key political contacts at your offices and plan and implement legislative days and routable discussion with local and state legislators.

3. Financial Education:
A Community Investment Your Credit Union Can’t Afford to Miss
Brett Noll, SVP/CMO, Langley FCU, and Pam Swope, Marketing Manager, FinancialEdge CU, Bay City, MI

Credit Unions around the country are capitalizing on great potential by returning to their core purpose, promoting thrift and the wise use of credit. Attend this session to find out how a focus on financial literacy for both the youth and adult markets can create goodwill and even boost your credit union’s bottom line. You’ll learn why there is a need, how to implement effective programs, and proven techniques to help your members move along the path to financial freedom.

FAREWELL BRUNCH