Agenda

Learn Market Research theory:

• How to choose the right member to market to (reducing production and mailing costs).
• How to track and report the response rates to management and the board.
• How to forecast what your marketing efforts will yield in member and balance growth (a must when creating your marketing budget.)

The morning session includes theory, segmentation, tracking, reporting and forecasting. The afternoon is real-time hands-on use of a database to learn how to segment, build queries, forecast, track and report.

No MCIF? No Matter. In this all day session you learn how to use market research to budget, plan, report and forecast.

Now more than ever, credit unions need to find creative and innovative ways to build and leverage relationships with community partners.  Local non-profits, trade groups, and municipalities are always on the "lookout" for ways to make themselves more appealing to the people they serve.

YOUR credit union can help!  Come to this session for an interactive discussion with panelists who will tell you what they've done to build these partnerships and offer some suggestions on action steps that you can take.  Then, the panelists want to hear YOUR ideas and suggestions!

Ford's Theatre earned notoriety on April 14, 1865, at 10:15 p.m. when President Abraham Lincoln was fatally shot by John Wilkes Booth. Since 1968 the building has been operated by a public-private partnership between the National Park Service and Ford's Theatre Society. A national historic site, the theatre is a living, working theatre that also features a Lincoln museum and a presidential box restored to its original condition. Ford's Theatre is now looking to reposition itself, launch a new “product” and capture a younger market. Join us for a day-long session working with another not-for-profit who is wrangling with the same challenges faced by many credit unions.

This unique day-long workshop promises to get you outside of your credit union box and use your talents to help create a marketing plan for Ford's Theatre. You will be amazed how this experience can help you become a better marketer and business development professional. Join your peers for this truly remarkable, hands-on session where you will develop and pitch your Marketing Plan to Ford’s Theatre executives. Not only will you network and glean from your peers and gain practical non-Credit Union marketing experience if your plan is accepted, you’ll win and prize and bragging rights!

This presentation outlines a three phase strategy from the first steps of market research to staff policies and training, to follow-up activities. Clearly presented with detailed how tos and actual examples of effective marketing practices and business models. For those needing to jump start their marketing and business development efforts or evaluate existing practices.

By harnessing the power of the internet and grassroots support, the 2008 Obama presidential campaign fundamentally changed the way political campaigns are conducted. President Obama called his campaign manager, David Plouffe, "the unsung hero" who built the best political campaign in the history of the United States. Learn how you can model your credit union after this campaign's success, delivering effective messages and mobilizing your own members. With humor, passion and intelligence, Plouffe shares his approach to overall strategy development and tactical implementation, harnessing technologies to help connect with people and engage them to act, and sticking to your game plan in the face of crisis and skepticism.

Historically dominated by national lenders and specialty finance companies, the private student lending market was thrown into upheaval in 2008 with the economic meltdown and collapse of the secondary market.  Many traditional student lending powers have been forced to exit the market completely, while those who remain have severely restricted lending capacity. Yet amidst this seismic shift, opportunity continues to emerge. Credit unions are leveraging their business model—based on fair-value, balance-sheet lending—and finding success. Attend this session to learn about:

• The current state of the student lending industry
• The opportunity for balance-sheet lenders in the $15 Billion private student loan market
• How private student loans can help CU's grow and diversifying loan portfolios
• Leveraging private student loans to connect with young adults and parents
• Developing relationships with local colleges and the community

Almost every credit union has "mergers" as one of their strategies.  Navigating through a merger can be a difficult process that is wrought with risk and reward. In fact, merging is like mountain climbing- some attain the summit and some are left to descend without success.  In this session you will learn not just the what can go right, you will learn about the good, the bad and even the ugly of mergers...    

Marketing professionals love to spend money. Heck, we're really good at it. But there's more to life than just being the credit union cost center. And in difficult economic times, there's not much future in being the department that only shows up on the expense side of the income statement. Take some initiative. Tell the boss that marketing can be a force for revenue…for non-interest income…for earnings…even for capital growth. And once they get back up off the floor, show them. This session will tell you how.

The importance of being visionary for the future success in Business Development.

Almost every credit union has "mergers" as one of their strategies.  Navigating through a merger can be a difficult process that is wrought with risk and reward. In fact, merging is like mountain climbing- some attain the summit and some are left to descend without success.  In this session you will learn not just the what can go right, you will learn about the good, the bad and even the ugly of mergers...    

Marketing professionals love to spend money. Heck, we're really good at it. But there's more to life than just being the credit union cost center. And in difficult economic times, there's not much future in being the department that only shows up on the expense side of the income statement. Take some initiative. Tell the boss that marketing can be a force for revenue…for non-interest income…for earnings…even for capital growth. And once they get back up off the floor, show them. This session will tell you how.

“Build it and they will come” may be the stuff Hollywood legends are made of, but not traffic driving, loyalty building, sales generating websites. Your website has the potential to increase the effectiveness of all your marketing efforts if you simply commit to the total integration of the Web into your marketing strategy.

Visual Merchandising effectively catch’s the eye and appeals to the senses of your target members and non-members; making it an experience along with the extension of your brand. Come and have an experience!

It's National. It's Hot. It's so Now and so Big for credit unions that we just had to carve out some time to focus on it during the Marketing & Business Development Council's Annual Conference...

An unprecedented opportunity -- but what are you doing to take advantage of it?

Harnessing the power of dozens of professionals we'll tackle the Move Your Money campaign, backlash against banks, actions CUs are taking to grow and maintain members, plus the opportunity for significant changes in public policy that provide credit unions with added potential.

This session will help you focus on the big picture look and for ways to best position your credit union for opportunity. It'll be a get-together that includes no holds bared discussion, dialogue and good old fashioned brain storming and idea-sharing.

Learn, direct from the NCUA leadership, the latest information about the NCUA, what they are considering next and about breaking regulatory matters.  With regulatory change being a key ingredient of so many of our business decisions, this frank conversation will prepare you to speak to the issues with your credit union, your members, your leaders and your Board.  This is a must attend general session!

Tim McAlpine will share his firsthand experience with Young & Free. Traditional media is not dead, and social media is not the cure-all. You have a far greater chance of finding marketing nirvana when your strategy combines traditional and nontraditional real-world activities with an online destination to create excitement and inspire action in your own backyard. Tie a relevant and differentiated product offer to your challenge, and you have a legitimate recipe for success.

So you are learning to use social media. Are you leveraging it? Are you measuring it? Are you integrating it with your other marketing programs? Do you know who is listening? Are they responding and engaging? If people ask “What results are we achieving” can you answer the questions with facts? Want to learn how? Attend this session to have all of your questions answered.

Are you getting the cold shoulder from cold-calling?  What did you expect?  You're attempting a sales effort that many consider ineffective, counterproductive and just plain evil.  Here's your wake-up call: It doesn't have to be that way.  With a well-thought out strategy you can make an effective first impression, quickly identify prospective benefits for members, and move your prospects to the next step in the sale!  Who knew a cold call could warm things up so well?

Own your commercial relationships from the point of advertising to fulfillment by giving your commercial members the experience they have been seeking for not only their commercial accounts but also their personal accounts.  In this session you will learn tips and tactics on how to make the experience for you commercial members memorable.

Tim McAlpine will share his firsthand experience with Young & Free. Traditional media is not dead, and social media is not the cure-all. You have a far greater chance of finding marketing nirvana when your strategy combines traditional and nontraditional real-world activities with an online destination to create excitement and inspire action in your own backyard. Tie a relevant and differentiated product offer to your challenge, and you have a legitimate recipe for success.

So you are learning to use social media. Are you leveraging it? Are you measuring it? Are you integrating it with your other marketing programs? Do you know who is listening? Are they responding and engaging? If people ask “What results are we achieving” can you answer the questions with facts? Want to learn how? Attend this session to have all of your questions answered.

Are you getting the cold shoulder from cold-calling?  What did you expect?  You're attempting a sales effort that many consider ineffective, counterproductive and just plain evil.  Here's your wake-up call: It doesn't have to be that way.  With a well-thought out strategy you can make an effective first impression, quickly identify prospective benefits for members, and move your prospects to the next step in the sale!  Who knew a cold call could warm things up so well?

Connecting to your members and potential members is about taking advantage of technologies and channels that help us engage, develop intimacy and build communities. If your marketing is built in silo's (kids club/teen program/GenY, campaign after campaign, brochure after brochure) – you aren't even dating! How are you going to ever get married?