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Hispanic Marketing Immersion enters third year
MADISON, Wis. (2/27/09)--World Council of Credit Unions’ (WOCCU) Hispanic Marketing Immersion Program is kicking off its third year Sept. 19, offering Spanish lessons, credit union internships and full cultural immersion in one- and two-week programs in Morelia, Mexico, for U.S. credit union staff.
Participants in WOCCU's Hispanic Marketing Immersion Program will spend part of their time working in credit unions in central Mexico. (Photo provided by World Council of Credit Unions)
Spanish language training for U.S. credit union staff is a step forward in attracting and serving Hispanic members, WOCCU said. Having a cultural understanding of their needs and expectations and knowing how to implement relevant products and services will boost credit unions to the forefront, WOCCU said. Hispanics are the fastest-growing demographic in the U.S. and may count for as much as 44% of the U.S. population by 2020. Credit unions have tremendous opportunities in tapping the Hispanic market, an advantage on which the Hispanic Marketing Immersion Program is designed to capitalize, WOCCU said. In the program, participants stay with a Mexican family, take Spanish language classes through an accredited school and work in a Mexican credit union to gain first-hand knowledge of member service there. Host families will provide participants with private rooms, meals and an opportunity to sharpen language skills in a social setting. WOCCU program staff will be on hand to ease any cultural and social transitions. Participants also will serve practical internships with either Caja Morelia-Valladolid or Caja Alianza, two Mexican credit unions that participate in WOCCU's International Partnerships Program. Participants will learn about daily Mexican credit union operations and study marketing strategies to attract new members and promote financial products. The program is flexible for those who wish to pursue other interests besides marketing. Between the immersion program’s first and second weeks, participants will be able to attend the third annual U.S.-Mexico Marketing Workshop, which is included in the main program cost. Workshop attendees will experience marketing presentations from Mexico’s four largest credit unions. For more information, use the link. Participants can select either a one- or two-week session. Those who register before June 15 will receive an early bird discount.
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