Harley Davidson is one of the most requested tattoos in America - and it's a corporate logo. Can you imagine your members being so loyal that they would tattoo your logo to their body? Denise can.
Based on her book, this session takes you through the five steps to becoming “tattooworthy:”
Target an audience - not a territory.
Talk to that target.
Identify the competition FOR that target.
Make the competition irrelevant.
Be loyal to your target.
2. Why “Build it and They Will Come” No Longer Works: Building BD Programs that Get Results (1/2 day)
Claudine Oriani, Owner, As If Productions, Developing Human Capital, Albany, OR
Are you tired of the same old business development practices? So are your existing and perspective markets. Join Claudine Oriani of As If Productions when she discusses why a "build it and they will come" approach to BD no longer gets results. Come prepared to learn how to fine-tune your BD efforts based on a keen understanding of your credit union's "brand story," how to match your story to BD efforts, and how to deepen existing and grow potential markets one relationship at a time, regardless of your charter. Best of all, you will also have a chance to share best practices with other BD experts like yourself during our "idea share" session.
3. Apprentice Workshop (full day) If you were involved in The Apprentice Workshop last year, you'll love what we have in store for you this year. Not all details are available but check back in the near future to see what we have planned.
Like all good reality TV shows, the next season of our Apprentice program will be brought to you from a new location... Nashville. Nashville, a town that has launched more country stars than a super nova will be giving us our next apprentice project: The Musicians Hall Of Fame and Museum.
The Musicians Hall Of Fame and Museum is located in the heart of downtown Nashville and is the one and only museum in the world that honors the talented musicians who actually played on the greatest recordings of all time. The Musicians Hall Of Fame and Museum also has on exhibit the very instruments that these musicians used to record many of these classic hits. The Museum will constantly be adding new exhibits for you to enjoy from all genres of music.
Should you choose to be part of this experimental, out-side-of-the box learning experience, you you'll be placed into teams and given a marketing/business development challenge from the management of The Musicians Hall Of Fame and Museum. You and your teammates will work together, devise a solution, and pitch it to Musicians Hall Of Fame and Museum management. Don't worry - nobody's getting fired, but the winning team will receive a prize.
Are you ready to win?
11:45 a.m. - 12:45 p.m
Lunch (For workshop participants only)
12:45 – 4:00 p.m.
PRE-CONFERENCE WORKSHOPS
1. Net Promoter Score: Managing and Measuring Moments of Truth (1/2 day)
Denise Wymore, Author, Consultant, Seattle, WA ~ Sponsored by Member Research
"A lot of companies survey customers once or twice a year and they average the numbers across all products and locations. First of all, satisfaction is not the right metric. Secondly, how can an average score once or twice a year be sufficient? Imagine that you only looked at profits averaged across all your product lines only once a year. How good would you be at managing profits? That's how good you will be at managing loyalty.” – Reichheld
The 20 year study of loyalty economics led author Fred Reichheld to develop a tool called the Net Promoter Score that measures member loyalty.
Loyalty drives growth. Growth is the engine for profits. In every industry, loyalty leaders are growing at more than twice the rate of their competitors.
In this session you will learn about the Net Promoter Score (NPS) and hear case studies of credit unions that have been using this metric for several years. As their NPS score improved, so did their bottom-line.
Can you imagine if every credit union measured ROA with a different ruler? That's what we've been doing with service. NPS is as important to your bottom-line as ROA. In fact some say it's a better measure of future profits!
2. Key Measurements for Business Development in the Credit Union Industry (1/2 day)
Ray Springsteen,
SVP of Business Development, Callahan & Associates, Washington, DC
~ Sponsored by Callahan & Associates, Inc.
How do you evaluate your business development strategy? How does your sales program integrate with your credit union business development efforts? What methods do you use to get branching, lending and other departments motivated for success in business development?
Competition for financial services is fierce in every market. Expecting success through traditional marketing methods alone is not realistic. In this workshop we will discuss best practices in credit union business development strategies. We will also discuss business development activities and the methods to evaluate the success of your business development program.
Master of Ceremonies
Mark Adams, Motivational Speaker, EnthusiAdams, Inc., Springboro, OH
KEYNOTE ADDRESS
Bold, Spicy and Sophisticated! An Exploration in Leading, Selling, and Innovating Using a Culinary Metaphor
Randy Harrington, PhD., Extreme Arts & Sciences, Eugene, OR and David Gremmels, Managing Partner, Rogue Creamery, Central Point, OR
~ Sponsored by Harland Clarke and CUNA Strategic Services
It turns out that the art and science of great wine and food pairing can help leaders build better businesses. The secret of combining complementary ingredients and packaging simple flavors in unique ways offers a simple and powerful methodology to unlock the potential of your teams, products, and partners.
Join David Gremmels (a managing partner for the world renowned Rogue Creamery and culinary artist) and Randy Harrington Ph.D. (a business consultant, author, speaker) for a powerful seminar in great tastes, great parings, and business potential.
Learning outcomes include:
Increasing the sophistication and detail in product and service descriptions—calling out subtle but important differences in service offerings.
Using “sensory notes” to innovate and identify potential points for sales impact and influence
Pairing and Partnering to build “Business Cuisines” for customers as opposed to one-off product cross sells
Understanding how to move from “commodity Marketing” to “experience marketing” in formal and informal business communication
Oh yeah, you also learn to pair gourmet food and wine like a pro!
1. Growth Strategies
Bob Hoel, PhD., Filene Fellow in Residence, Filene Research Institute, Middleton, WI ~ Sponsored by Accel Members Financial Counseling
How can our credit union grow in an increasingly competitive environment?” has become the number one question across the nation. It is becoming much more difficult to grow membership because financial consumers are less willing to switch financial institutions. Simultaneously, it’s more difficult to grow assets because members have so many choices and competition is fierce.
This session examines credit union success strategies and innovations for attracting and serving growing market segments like young adults, immigrants, small businesses, and aging baby boomers. It identifies events where households are most willing to change financial institutions. It focuses on developing new strategies and revising old ones to (1) expand your loan portfolio, (2) build your deposit base, and (3) generate fee income.
2. Media Buying Phoebe Wall Howard, President, Howard Consulting, Mill Valley, CA ~ Sponsored by iDiz, Incorporated
Learn the secrets of how media buyers analyze radio, TV and print media. When can you negotiate better deals? Why do viewer ratings matter? And, more importantly, are there times when viewer ratings don't matter at all? What's the difference between advertising on the 6 o'clock news vs. "Survivor"? What about those cheap cable TV spots? How do you decide on a full-
page ad vs. a quarter page ad in a newspaper? Learn what circulation rates do and don't tell you. The session will change how you think of media consumers.
3. Marketing, Business Development and the Economy: What it Really Means to You
Steve Rick, Sr. Economist, Credit Union National Association, Madison, WI ~ Sponsored by IBT and CUNA Strategic Services
4. Issues Facing the Business Development Community
Marty Kelly, SVP Marketing and Business Development, US Federal Credit Union, Burnsville, MN, Deyanira Del Rio, Associate Director of the Neighborhood Economic Development Advocacy Project (NEDAP), and Mike DeShazo, VP-Member Services, Cabrillo Credit Union, San Diego, CA ~ Sponsored by James Clark Design
This session covers issues facing the business development community. Listen to a panel of speakers discuss issues such as immigration, youth marketing plus many more topics. There will be time for you to ask questions of the panel too.
12:00 – 1:30 p.m.
MEMBERSHIP LUNCHEON with Guest Speaker
Jeff Mulligan, President/CEO Common Wealth Credit Union,
Lloydminster, AB, Canada ~ Sponsored by Diebold, Inc. and CUNA Strategic Services
1:30 – 2:45 p.m.
BREAKOUT SESSIONS
1. Best Practice Presentations
Our Best Practice award recipients will provide insight into their award winning best practices. ~ Sponsored by iDiz, Incorporated
Business Development - Michael Terzian, Marketing Director, Financial Partners CU, Downey, CA
Community Outreach and/or Political Advocacy - Bryan London, VP Marketing, America's Christian CU, Glendora, CA
Miscellaneous Category - Kelley Parks, VP Marketing & Business Development and Amalia Herald, Marketing & Business Development Coordinator, Call FCU, Richmond, VA
2. Developing on a Dime Jeff Hegna, VP Marketing and Business Development, Ft. Snelling Credit Union, Minneapolis, MN and Charlotte Leo, Business Development Manager, Advancial Federal Credit Union, Dallas, TX ~ Sponsored by Accel Members Financial Counseling
Are you being asked to mail, create and present more but with less money, staff, time and resources? Learn how to reach more with less – maximize your resources and deliver high perceived value. Join us as we discuss how to make it happen.
3.
Business Development – The Solution Selling® Way Keith Eades, Chairman, Sales Performance International,
Charlotte, NC ~ Sponsored by Level 9
Keith Eades, the leading published expert in the field, will provide participants with an understanding of the meaning, attributes and advantages of engaging in a Solution Selling® business development approach. Participants will:
Gain real insight into what motivates members
Learn how to increase membership loyalty rates – going beyond the 50% mark that use the Credit Union as their Primary Financial Institution (PFI)
Understand the power of the “Trusted Advisor Role” - a key aspect in building an effective relationship with members
Discover how to sell following a process that focuses on your members real needs
4. Members are Speaking Loudly: Are We Listening? Bob Hoel, PhD., Filene Fellow in Residence, Filene Research Institute, Middleton, WI ~ Sponsored by DigitalMailer
This session gets inside the heads of financial services consumers. It’s based on in-depth interviews with members in their homes and on other cutting edge research efforts. The conclusion is clear: consumers look a financial products and services very differently than most bank and credit union CEOs and board members do.
New research shows ways your credit union can better meet the true needs and wants of members. It goes far beyond what’s learned in most surveys. It is loaded with fresh insights into gaining a larger share of members’ wallets and increasing member loyalty. Understanding your members better will enhance their lives and pay big dividends to your credit union.
Should We… or Shouldn't We: A Point/Counterpoint on Implementing a National Branding Campaign
Randy Harrington,, PhD., Extreme Arts & Sciences, Eugene, OR and
Paul Lucas, Marketing Consultant, Clifton, VA
Moderator: Rob Kimmett, SVP Marketing and PR, Massachusetts Credit Union League, Marlborough, MA
Bandied about by credit union executives and industry leaders for many years, the discussion regarding the need for a credit union national branding campaign has gained steam in recent years. While CUNA has mounted a number of national advertising and marketing programs throughout its history, a true national brand has never been achieved. Is that necessarily a bad thing? How could it possibly be achieved? And what exactly constitutes a “national brand”? The CMBDC recently issued a white paper to answer those difficult questions. Join us during this unique Point/Counterpoint session as we welcome noted industry experts, and white paper authors, Randy Harrington, Paul Lucas and Rob Kimmett to debate this important and complex topic.
From Crises and Conundrums to Survival and Success: A New Era in Financial Services Mark Sievewright, SVP Business Development, FiServ, Inc., Brookfield, WI ~ Sponsored by Third Degree Advertising
The shockwaves from the “Credit Crisis” continue to reverberate around the financial services industry and have fundamentally changed certain aspects of it, possibly forever. The spillover into the general US and global economy is now evident, and marketing and business development strategies have taken on new meaning. What hasn’t changed is the need for credit unions to pursue positive growth strategies. Some of the key questions facing us have a familiar look to them:
How will credit unions emerge from this far-reaching period of change?
What changes will occur in how we manage and view marketing and business development?
How are members and delivery channels changing?
What do we need to do to competitive effectively in this new era?
What strategies will determine sustainable success in driving positive growth?
This session will provide trends, analysis and ideas around these key topics.
1. Mobile Marketing: Is this the Next Frontier? David Benning, VP, Strategic Integration, Online Resources Corporation, Woodland Hills, CA ~ Sponsored by DigitalMailer
The mobile market is one of the fastest growing markets in the world and your members know it. More and more financial institutions are offering mobile banking. Anytime, anywhere and right at your fingertips. Discover more about this great delivery channel and let Mike Randall help you determine if it’s right for you. Mike will share with you his experiences of launching this technology at his credit union discussing the different technologies available, what worked and what did not.
2. Beyond Marketing 2.0
Phoebe Wall Howard, President, Howard Consulting, Mill Valley, CA ~ Sponsored by Level 9
This first-ever Hot Topic on Social Media is just the place to learn the what, why and how of a new communications style. Hear how you can benefit from the latest media force.
3. How to Measure the Love! Neil Goldman, President, Member Research, Irvine, CA ~ Sponsored by Marquis Software Solutions, Inc
Popularized by the Harvard Business School book, The Ultimate Question, the Net Promoter Score is one of the most powerful ways to measure and predict growth for any business. This session will share how credit unions across the country have – and can -- utilize this key question, and other research findings, to maximize growth and leverage their success. Neil Goldman, as president of Member Research, and in having worked with hundreds of credit unions in 41 States will share these and other key tools to help you turn research into results.
Come to this session for research applications that will not only be informative and insightful, but motivating and fun as well.
4. Generating Deposits: New Tactics for Success Kevin Stang, Sr. Strategic Advisor, Raddon Financial Group, Lombard, IL ~ Sponsored by Weber Marketing Group
This session will reveal at least 10 key deposit tactics ALL credit unions should be implementing in today's rate environment. Learn how to manage the marketing mix to maximize growth on certificates, money markets, and checking accounts. Marketing analysts, coordinators, creative, CMOs, CFOs, CEOs, and all levels of management will benefit from this session.
1. Generating Deposits: New Tactics for Success Kevin Stang, Sr. Strategic Advisor, Raddon Financial Group, Lombard, IL ~ Sponsored by Weber Marketing Group
This session will reveal at least 10 key deposit tactics ALL credit unions should be implementing in today's rate environment. Learn how to manage the marketing mix to maximize growth on certificates, money markets, and checking accounts. Marketing analysts, coordinators, creative, CMOs, CFOs, CEOs, and all levels of management will benefit from this session.
2.
New Rules Governing Credit Union Marketing Mark Sievewright, SVP Business Development, FiServ, Inc., Brookfield, WI ~ Sponsored by Member Research
In an intensely competitive environment experiencing consolidation and convergence, it will be vital for credit unions to "stand out" from the crowd to drive growth and deliver an outstanding member experience. This session will provide an overview of the new "Ground Rules" impacting credit unions' ability to compete, remain relevant to members and be successful in winning potential members. Key topics will include: member-centricity, product development, changing delivery and distribution channels and outstanding member service.
3. Doesn't Anything Stay the Same Anymore! Kathlynn McConnell, Corporate Trainer & Employee Development Coordinator, Members Cooperative CU, Cloquet, MN ~ Sponsored by IBT and CUNA Strategic Services
You thought you had finally reached a point in your life where you were comfortable with your job and lifestyle. Then bam! It happens – change! Discover how to work with constant change instead of resisting it. This presentation brings to light what can be done in the transitional phases of change to move you forward.
4. Creative Business Development Strategies Marty Kelly, SVP Marketing and Business Development, US Federal Credit Union, Burnsville, MN and Ty Richardson, Manager Business Development, American Airlines Credit Union, Dallas, TX ~ Sponsored by Marquis Software Solutions, Inc
New select employee groups are difficult to acquire. But what of those that you already have? Is your credit union an active and meaningful part of their organization, or are you just another line on their employee benefit statement? This session offers creative strategies to re-invigorate these lackluster relationships, and appeal to potential new SEGs at the same time.
Hall of Fame, Marketing Professional of the Year, Business Development Professional of the Year, and Diamond/Merit award winners will be announced. Join us as we celebrate all of the recipients.
9:00 - 11:00 p.m.
AFTER PARTY
WEDNESDAY, March 19, 2008
8:00 - 8:30 a.m.
CONTINENTAL BREAKFAST
8:30 – 10:30 a.m.
CASE STUDIES
1. Redefining Member Service Lori Hall, SVP Operations/Marketing/BD, American Airlines Credit Union, Dallas, TX ~ Sponsored by Callahan & Associates, Inc.
As Marketing and Business Development professionals, we promote the credit union difference as member service. American Airlines Federal Credit Union has taken the concept of member service to new levels with enhancements such as their Coordinator Program, Pods in the branches and self-service devise. Listen to Lori Hall as she shares her vision for advancing member service to a new level in credit unions using AA Credit Union as her example for success.
2. Credit Unions and Change: How to Change our CU to Better Serve your Members
Pierre Cardenas, SVP Retail, Amplify FCU, Austin, TX
10:30 – 11:30 a.m.
FAREWELL BRUNCH
Member Growth Task Force Update
Rod Staatz, President/CEO, SECU, Linthicum, MD
To investigate, report on and encourage credit unions to embrace opportunities, techniques and processes that will increase membership retention and growth.
Our efforts focused on five areas:
Credit union growth could be significantly enhanced with a awareness campaign - how do we get a campaign implemented?
What markets should CU’s expand into?
What needs to be done to get CU’s to contribute to and use a data base for best of breed ideas for marketing strategies and tactics?
What can be done to facilitate CU’s becoming more efficient, reduce costs, and focus more resources on products and services for direct member benefit.
- This was my very first CUNA Marketing & Business Development Council Conference and I couldn’t have had a better experience. I would great recommend it to anyone in a marketing or business development position. It was very informative, the topics and speakers were wonderful. I am looking forward to next year’s!
·- The CUNA Marketing & Business Development Conference is the one conference that I always budget for. I find this to be a wonderful opportunity to “charge my marketing batteries” and network with my peers.
