Strategic Marketing Plans identify your unique selling proposition through the discovery and analysis of your geographic market areas, key target customer or member segments, your primary competitors, and your own strengths and weaknesses.

The planning process generally consists of an external analysis and an internal analysis, resulting in a SWOT assessment, which all leads to identifying your key strategies for ensuring your unique brand proposition is at the forefront of all advertising and communications

By breaking down the process into a few simple steps, we will show you how to conduct your own analyses and assessment, keeping you from becoming overwhelmed by research and data, and to hone in on what matters most—those things that make a difference to your credit union, your members, and to your executive team/CFO.

Everyone is in sales—and sales is not a dirty word. In fact, sales is the lifeblood of any organization. If your employees aren’t selling then your credit union will die a slow and painful death. But sales is more than just smiling, using the person’s name, and making eye contact. Much more. For your credit union to succeed your sales team must employ advanced sales techniques. As a seasoned executive with over 20 years in sales experience, Arnold shares tips and ideas to take your sales force from average to great. This session covers:

• Advanced sales strategies
• Using real networking skills to connect with people
• Sales tips and tactics
• Building a referral based sales system

You asked for it and we listened!  Join us at this social media workshop and learn:

• An understanding of how to make Twitter work for your credit union.
  • Twitter Fact Sheet-Can’t remember the basics you learned? Take them with you!
  • All about hashtags: why to use them, how to use them and how to track them
  • How to use Twitter to network
• Understanding of QR Codes: how to create, scan and market them.
• Using social media monitoring for market research, competitive intelligence and brand awareness (even by you).
  • Helps speed executive acceptance of your social media plan
• Hands-on experience with social media monitoring, QR Codes and Twitter

Ten years ago Café Reconcile opened as a small, non-profit restaurant sitting in a challenged section of Central New Orleans just blocks away from the uptown Garden District. But, this isn’t your ordinary restaurant. It’s not just that the food is unique, but this non-profit restaurant uses innovative strategies to provide life skills and job training to youth from at-risk communities in the New Orleans area. The restaurant has garnered national attention and is so well respected that it has the support of New Orleans’ celebrity chefs like Emeril Lagasse and John Besh.  With current facilities, Reconcile is limited on the number of youth they can develop in their program.  The new expanded catering facility will help further their cause and increase business. With a limited marketing and business development budget (sound familiar?) in a tough market (sound familiar again?) you’ll come up with a strategy to increase catering revenue for the non-profit, and, in turn, help add to the 600 young people that were moved into permanent jobs in the New Orleans restaurant industry.

Every credit union wants to grow their membership. In the past, credit unions rushed to acquire more and more new SEGs to attain that growth. However, just acquiring SEGs does not automatically lead to success. Credit unions must partner and penetrate those companies. Business development activities are also evolving into more community relations efforts. Community charter marketing is more than being at an event here and there: it takes a strategic approach. Membership growth today involves both the key ingredients of both business development and community relations. This session covers:

• Business development strategies
• Partnering with existing SEGs to increase penetration level
• Measuring business development success
• Community relations tips and tactics
• Formula for successful community relations

Wolf Pack Leadership is for high aspiring credit union professionals! Mark will open and close the conference with this inspiring, exciting, educational and interactive presentation.

Make sure to bring both your signature leader howl and your personal perspectives in traversing dangerous territory and surviving harsh environments. This will be a presentation you likely haven’t yet experienced.
Mark has prepared a special presentation for high aspiring CU leaders. The distinctive howl of the leader, the thrill (and the danger) of the chase, and critical keys to the long term success of a sometimes cooperative, sometimes hostile pack — sound interesting? Sound relevant?

Many others CU leaders think so, too. Adams will use the Wolf Pack social structure to introduce the value of clear communication skills, teamwork strategies, patience, loyalty and play.

Do you ever wake up stressed just thinking about your day? Does the week feel like a non-stop conveyor belt packed with commitments and to-do lists? In this high-energy and entertaining keynote speech, comedian Victoria Labalme takes the demanding, consuming issues of society and your specific organization and examines them against life-changing experiences. Packed with hilarious tales and cutting-edge commentary, this performance offers attendees practical, applicable tools for managing the chaos and the inspiration to change.

Every successful Credit Union uses some sort of promotion to influence members and perspective members. Please join us for a panel discussion where you will learn about cost-effective, easy-to-execute ideas that have the power to increase sales. The key is to find the methods that are appropriate for your business, marketplace, and brand.  

McDonald will provide seven ACTION STEPS credit unions must take right now to improve business development. Find out how to acquire 100+ SEG's in one year, how to leverage your business relationships to get noticed in your community and get more members, improve productivity, increase profitability, and more!  This session is relevant for SEG-based credit unions AND community charters. Seven Steps, One Session…don’t miss it!

As a result of this very long and drawn out recessionary environment, the average consumer has become accustomed to a great deal on rates and fees.  However, while you may attract or resurrect member relationships with a “killer rate,” the cross sale of future products and services will make the relationship profitable.  In this session you’ll learn to leverage your quality service, technology, branch network, and more to identify members that are ready to deepen their relationship with your credit union.

In a world of ever-changing communication and social media, it’s essential for credit unions to think differently and adjust their everyday messaging to make an impact with their existing members and form relationships with new ones. As the acoustic credit union rock band “The Disclosures”, Christopher Morris and Chad Helminak have used music to creatively communicate core principles of credit union history, philosophy and advocacy. Their original credit union songs and music videos have earned tens of thousands of views online and more importantly, sparked the interests of credit union employees, members and consumers to better understand credit unions and important issues that affect them.

In this musical session, Christopher and Chad will walk participants through the creative process of morphing credit union communications into creative, interactive messages that work well over social media channels and can strengthen relationships between members and employees. While they won’t be providing any guitar lessons, they will be discussing topics such as:

• Introduction and application of creativity into your credit union’s identity.
• How to “humanize” your messaging while remaining accurate and informative.
• The attraction of credit union philosophy and values and why they should be a part of credit union communications & employee training.
• Creating cost-effective, original social media content and how to properly share it.
• Utilizing young staff in member outreach and how it can benefit your credit union.

Every successful Credit Union uses some sort of promotion to influence members and perspective members. Please join us for a panel discussion where you will learn about cost-effective, easy-to-execute ideas that have the power to increase sales. The key is to find the methods that are appropriate for your business, marketplace, and brand.  

As a result of this very long and drawn out recessionary environment, the average consumer has become accustomed to a great deal on rates and fees.  However, while you may attract or resurrect member relationships with a “killer rate,” the cross sale of future products and services will make the relationship profitable.  In this session you’ll learn to leverage your quality service, technology, branch network, and more to identify members that are ready to deepen their relationship with your credit union.

In a world of ever-changing communication and social media, it’s essential for credit unions to think differently and adjust their everyday messaging to make an impact with their existing members and form relationships with new ones. As the acoustic credit union rock band “The Disclosures”, Christopher Morris and Chad Helminak have used music to creatively communicate core principles of credit union history, philosophy and advocacy. Their original credit union songs and music videos have earned tens of thousands of views online and more importantly, sparked the interests of credit union employees, members and consumers to better understand credit unions and important issues that affect them.

In this musical session, Christopher and Chad will walk participants through the creative process of morphing credit union communications into creative, interactive messages that work well over social media channels and can strengthen relationships between members and employees. While they won’t be providing any guitar lessons, they will be discussing topics such as:

• Introduction and application of creativity into your credit union’s identity.
• How to “humanize” your messaging while remaining accurate and informative.
• The attraction of credit union philosophy and values and why they should be a part of credit union communications & employee training.
• Creating cost-effective, original social media content and how to properly share it.
• Utilizing young staff in member outreach and how it can benefit your credit union.

Have you ever found yourself in a room full of people but didn't quite feel comfortable starting a conversation (or getting out of an awkward one?) Call it "network matchmaking" – we're putting a spin on the popular speed dating concept and connecting you with other professionals with your same interests. Whether you are new to the industry or a seasoned professional, join us for this fast-paced session to make new connections, expand your network, and get the latest ideas from your peers. This energetic session will include topic such as BD for Community CUs; SEG-based Business Development; Challenges vs. Successes in Business Development; or "Lagniappe" (…that's "anything extra!").

Every successful Credit Union uses some sort of promotion to influence members and perspective members. Please join us for a panel discussion where you will learn about cost-effective, easy-to-execute ideas that have the power to increase sales. The key is to find the methods that are appropriate for your business, marketplace, and brand.  

“Never trust anyone over 30.” If that popular movie line is correct, how can credit unions reach anyone under 30? For credit unions to survive in the future, they must successfully market to the youth age segment. Arnold presents information about one of the most misunderstood groups of people: the Millennial Generation. This session provides:

• An overview of the Millennial Generation
• Practical ways credit unions can market to Millenials
• Financial products Millenials find appealing

Over 20 million small businesses exist throughout the United States today. Come learn how to attract and retain this unique segment through product differentiation, marketing, and your sales approach. Whether it’s SBA lending or deposit products, credit unions have an opportunity to stand out and deliver service these businesses simply can’t get from big banks. In this jam packed session you’ll learn how to create and execute a winning marketing strategy and how to turn this audience into a profitable niche for your credit uni

Over 20 million small businesses exist throughout the United States today. Come learn how to attract and retain this unique segment through product differentiation, marketing, and your sales approach. Whether it’s SBA lending or deposit products, credit unions have an opportunity to stand out and deliver service these businesses simply can’t get from big banks. In this jam packed session you’ll learn how to create and execute a winning marketing strategy and how to turn this audience into a profitable niche for your credit union.

Authentic leadership is a covenant. It flows from core principles that direct you to lead with confidence; to always do the right thing. The demand for this quality of leadership extends to all levels of every organization. Get Inspired: Finding Authentic Leadership will expand your understanding of leadership. You will uncover countless ways to practice leadership that extend beyond your role or titled position. Join Dr. Sandra Bernard Dugas, author of The Savvy Manager: 5 Skills that Drive Optimal Performance, for this interactive session filled with compelling intrinsic discovery.

r 20 million small businesses exist throughout the United States today. Come learn how to attract and retain this unique segment through product differentiation, marketing, and your sales approach. Whether it’s SBA lending or deposit products, credit unions have an opportunity to stand out and deliver service these businesses simply can’t get from big banks. In this jam packed session you’ll learn how to create and execute a winning marketing strategy and how to turn this audience into a profitable niche for your credit union.

Every successful Credit Union uses some sort of promotion to influence members and perspective members. Please join us for a panel discussion where you will learn about cost-effective, easy-to-execute ideas that have the power to increase sales. The key is to find the methods that are appropriate for your business, marketplace, and brand.

Over 20 million small businesses exist throughout the United States today. Come learn how to attract and retain this unique segment through product differentiation, marketing, and your sales approach. Whether it’s SBA lending or deposit products, credit unions have an opportunity to stand out and deliver service these businesses simply can’t get from big banks. In this jam packed session you’ll learn how to create and execute a winning marketing strategy and how to turn this audience into a profitable niche for your credit union.

Authentic leadership is a covenant. It flows from core principles that direct you to lead with confidence; to always do the right thing. The demand for this quality of leadership extends to all levels of every organization. Get Inspired: Finding Authentic Leadership will expand your understanding of leadership. You will uncover countless ways to practice leadership that extend beyond your role or titled position. Join Dr. Sandra Bernard Dugas, author of The Savvy Manager: 5 Skills that Drive Optimal Performance, for this interactive session filled with compelling intrinsic discovery.

r 20 million small businesses exist throughout the United States today. Come learn how to attract and retain this unique segment through product differentiation, marketing, and your sales approach. Whether it’s SBA lending or deposit products, credit unions have an opportunity to stand out and deliver service these businesses simply can’t get from big banks. In this jam packed session you’ll learn how to create and execute a winning marketing strategy and how to turn this audience into a profitable niche for your credit union.

A panel of credit union marketers will be on hand to answer questions regarding how media is contracted, negotiated and placed. This session will help answer questions on how to negotiate, buy and place smarter and cheaper than your competition. Attendees will walk away with a stronger sense of how to leverage a budget for increased “added value”, how to grow from being a media client to a media partner and learn tips on how placement and media partnerships can improve brand recognition.

Credit Unions have weathered more regulation in the last thirty months than in the previous thirty years.  What happens in Washington D.C. has real consequences on your credit union and members. Richard Gose, Senior Vice President of Political Affairs will discuss recent legislation, what is on the horizon and how you can affect our political future. 

Your guide to determining an ROI to your social media campaigns. Everyone is talking about it so now you can do it. You will learn how to track metrics involving social media to report back to your CEO on your successes and failures. ROI will help you understand how you can better your Social Media results and where to focus your attention. Join us to learn more!

Competition for members at every level has never been greater. Whether your focus continues to be a single employer, you’ve added select employee groups, or expanded to the community charter moniker – the drive for growth, profitability and wallet share has increasingly become the responsibility of marketing and business development.

This session will give you insights into building a strategy to get you in the door…and into the minds of employees and consumers.

• We’ll define the 3 things that everyone looks for in where they bank, where they shop and where they stop to buy their morning coffee!
• Why building employee target profiles help you gain the wallet share you’re after
• Developing the right product/service bundle to attract and expand the relationship
• How technology can boost your exposure and member/employee advocacy
• Working the business owners “tribe” to expand your reach even further.

You’ll head home Inspired…with new Knowledge from networking and Sharing…to help your credit union Grow.

Credit unions have a distinct value proposition in the market place that banks can't touch - it's called our white hat position.  But, do consumers recognize it?  Is it working?

This session will help you identify strategies and tactics to create community value programs and show you how to leverage them through business development and creative advertising techniques to generate a return while promoting your white hat brand. 

Move over CFO, there’s a new Star in town and it’s the Marketer! Now more than ever marketers are using their skills to not only move up the corporate ladder, but are for the first time ever claiming the corner office! Learn from credit union industry veteran (and former marketer), Teresa Freeborn how she took her marketing and communications skills to become the President and Chief Executive of Xceed Financial Credit Union. In this dynamic session, you’ll walk away with key insights on how to position marketing as a strategic resource at your credit union, maximize your personal brand, and tips and tools on how you can move into the corner office. 

As credit unions work to differentiate themselves from their competitors, skilled relationship building (sales) and that process has become front and center, as well as “who does what” while out there in the field.  Roles are a’changin with the times! Join Lori Ausman as she shares WESTconsin Credit Union’s steps taken to help build Office Manager superheroes in Sales and Business Development, what roles these updated positions are playing in Business Development, and how the challenges of change are being met.  Come prepared to share your own personal experiences with the changing roles and tasks of Office Managers and Business Development

In today's marketing world, there are many different marketing channels a credit union can use to engage and connect with members.  From offline to online as well as internal and external, different marketing channels will have different results depending on the market.  Attend this session to explore a range of marketing channels and how they can work together from direct mail to email marketing and web and social media, PFM (personal financial management) and more.  It's not just about one of these channels working alone but many working hand in hand together speaking the same message while finding a way to track results and effectiveness of each channel.  Examples of integrated cross channel campaigns will be shared from inside the credit union industry as well as from other industries.

Do you feel like you are revving your Business Development engine but your drive is stuck in park? You are not alone. Over 50% of credit unions were stuck in a traffic jam and experienced negative net membership growth in 2011. Join Andy Reed from American Airlines Federal Credit in an interactive session that highlights how several credit unions moved their membership gearshift from drive to park when their Business Development professionals were in the driver’s seat. Pull it, push it, drag it or tow it to this session but arrive alive to find out where the rubber meets the road for Business Development professionals. Clunkers, wrecks, sedans and sport coupes welcome!

This session will be filled with ideas that you can take back and implement immediately. These six credit union professionals will share their individual ABCs of what they do for member financial education while touching on the subjects of external financial education, internal financial education and unique outreach programs both to the community and SEG groups.

What should Mobile 2.0 look like? With most credit unions at or nearly deployed with the basic table stakes of an Iphone app, Android app, and WAP site, what should CU’s focus on next? John Best, CTO of Wescom CU, discusses next wave solutions to look out for, such as app-based rebates/rewards, RDC, real-time payments including POS and P2P.

Learn how some successful credit unions are creating opportunities to effectively serve their communities.

Nearly one out of every three of your new members will not have an account with your credit union within a year of establishing their membership with you. That translates into lost opportunities and wasted marketing dollars. In this session, you will learn how to maintain your members while deepening your product relationships with them.

Nearly one out of every three of your new members will not have an account with your credit union within a year of establishing their membership with you. That translates into lost opportunities and wasted marketing dollars. In this session, you will learn how to maintain your members while deepening your product relationships with them.

Former NCUA Chairman Dennis Dollar takes a “no holds barred” look at credit unions in 2012.  Only two years into a new decade, the issues are more challenging than ever.  Corporate stabilization, increased regulation, insurance premium assessments, restrictions on non-interest income…the picture has some ugly portions.  Some other challenges are merely bad.  But, for those who believe in the credit union industry’s not-for-profit financial cooperative, there’s some good news as well.  Not minimizing the challenges but hitting them head on, Mr. Dollar will address both the significant challenges and the unparalleled opportunities.
 
Mr. Dollar takes his unique background in credit union leadership, regulation and as a leading credit union consultant and brings it to bear in a presentation that will leave credit union leaders both challenged and uplifted.  

UGLY, BAD AND GOOD will examine today’s issues such as:

• Where will the Corporate Credit Union Debacle Leave Us as an Industry?
• Will Premium Assessments Become a Way of Life for Credit Unions?
• Can Credit Unions Grow in Today’s Market?
• Are there Sources of Income Credit Unions are Leaving on the Table?
• Are Credit Union  Mergers a Good Thing or a Bad Thing?
• Where is Today’s Regulatory and Supervisory Environment Headed?

Want a presentation that faces the tough credit union issues head on and isn’t afraid to take a realistic view, both positive and negative, of the future?  UGLY, BAD AND GOOD will challenge any committed credit union leader to look at the challenges strategically and the opportunities boldly.    

Stay with us until the end to hear Mark put your entire conference experience into perspective! He will send us on our way with a high-impact message to move us through 2012 with enthusiasm and energy for the marketing and BD discipline.