Make your credit union marketing 3D!
Three dimensional that is - by attending the three parts
of CUNA Marketing Management Schools.

Dimension 1: Marketing 101 - The Basics
Randy Schultz, lead speaker and facilitator, will guide you through CUNA Marketing Management School's 1st dimension of marketing training.

When you attend this school, you will leave inspired, enthusiastic and passionate, never to see marketing as a job that you "have to show up for every day" again. You will learn how to elevate your brand while educating those from the top down about its importance in viewing it at a holistic level as it pertains to marketing, your culture, public reputation. Define member relationships that raise the bar by going beyond the norm of being caring, responsive and personal. Now you can measure your results, scenario plan campaign ROI, and be ready to attend CUNA's Marketing Management School: Part 2 full-speed ahead! This event is in conjunction with the CUNA Marketing & Business Development Council.

Through CUNA Marketing Management School's 1st dimension, you will:

• Identify the components of an effective marketing plan
• Determine which approach is right in creating a marketing budget
• Determine the right media mix, it's not "one-size-fits-all"
• Explore campaign ROI scenario's to make sure what you're doing is right for you
• Learn how communication channels can be categorized and successfully used
• Identify the 10 elements for consideration when creating a community giving program
• Discover the tools available to leverage public relations including media contacts, annual marketing calendars, corporate citizenship activities
• Identify when to write and when to ask for help on a release, article or speech

Looking for a great Father's Day event? When you attend CUNA Marketing Management School, you'll be minutes from Disney and the conference wraps up just a few days before Father's Day...think of the fun you'll have together by extending your stay and celebrating the Disney Way!

CUNA Marketing Management School: Part 1: June 14–17, 2010

CUNA Marketing Management School: Part 2:  June 14–17, 2010

CUNA Marketing Management School: Part 3:  June 14–17, 2010

Preview the schedule

GENERAL SESSIONS

Dreams & Dreamers: Walt Disney & the Pixarians (Opening General Session)

Hear from Bill Capodagli, best-selling author and internationally acclaimed keynote speaker as he presents Dreams & Dreamers: Walt Disney & the Pixarians based on the book, “Innovate the Pixar Way: Business Lessons from the World’s Most Creative Corporate Playground.” Attendees will also receive a copy of this book. Bill will address attendees about how they can:

• Dream Like a Child
• Believe in Your Playmates
• Dare To Jump in the Water & Make Waves
• Unleash Your Childlike Potential

What’s a Credit Union? The Marketers Time to Shine (General Session)

Hear from: Randy Schultz, Mark Arnold, and Jeff Rendel
With bank bailouts, corporate bonuses, and a sluggish economy in the headlines, you have the perfect opportunity to shine a light on what makes credit unions the best choice for consumers. Through this fun, high-energy session, you’ll kick the week into gear by:

• Meeting all three of the lead facilitators and begin networking with your peers
• Answering the question, "What’s a Credit Union?"
• Breaking out into teams and conduct market research
• Brainstorming and developing a promotion that speaks to consumers

Idea Share & Networking Lunch (General Session)

Spark your next big idea through the idea share networking lunch! Through this session, you will have the opportunity to check out creative marketing materials and innovative give-a-ways that your peers have created.

See Your Marketing in a New Light – 3D Glasses Optional (General Session)

Hear from: Randy Schultz, Mark Arnold, and Matthew Purvix. Moderated by: Jeff Rendel
Have you ever wondered what you could have done to improve your marketing efforts? This unique session offers that chance. Bring recent marketing samples and allow three marketing experts to help you see your marketing in a new light. They will offer tips on what you could do to improve your pieces. This session will be playful, fun, entertaining, honest and beneficial to your credit union’s marketing efforts.

• Hear constructive criticism on how a particular piece or campaign could have been better
• Gain feedback from a panel of three distinct marketing professionals
• Ask questions of the panel
• Identify key principles to improve any future piece

Dimension 1: Marketing 101 - The Basics Sessions

Marketing Plans & Building Brand Momentum. How to Influence Decision-Making in 2010 & Beyond

A strategic marketing plan doesn’t happen in a vacuum, rather, it is dependent on a number of different elements in the organization for it to be successful. During the first part of this session, we’ll lay the groundwork for building a marketing plan that generates revenue. In the second half of the session, you will apply those elements to a real-life case study. Through this session, you will:

• Discuss how your credit union’s competitive strategy relates to the marketing planning process
• Describe the role market segmentation plays in developing member-focused marketing plans
• Create new marketing strategies that are aligned with members changing needs
• Refocus brand appeal to reflect new buying patterns and a new set of values
• Acquire and retain profit-generating members while achieving the best ROI
• Understand the components of an effective marketing plan and how to build one
• Take the knowledge and experience gained from applying the concepts in this session to a real-life case study and transfer them directly back to your credit union

What Keeps Your Members Coming Back? The Credit Union Experience!

The days of monologue marketing are over. Today's consumers (our members), want to be involved in the marketing process by being engaged in a dialogue with you and your brand. So how do we get there? We have to stop the funnel-vision approach to only informing and make sure we entertain members as well. Interactive, emotional, and strategic can help you deliver on your brand promise and make the member experience highly memorable.

Analyze a study of responses by Forrester Research showing that seniors are the most likely to recommend companies while younger boomers are the least likely to recommend. We’ll address this fact, and give you solutions to turn that study into new opportunities for you. Through this session, you will:

• Gain tools to help you measure ROI and ROO of your retail strategy
• Learn how retail experiential marketing can extend, elevate and reinforce your brand, marketing strategy and campaigns
• Hear stories and successes by other credit unions to help you build your case for a retail assessment at your credit union
• Learn how to build a marketers branch-of-the-future

Spice it UP! Strategies for Brochures, Web sites & Other Printed Material

Successful marketing requires successful writing and creative design. However, writing great copy and incorporating the appropriate design elements can sometimes be a lengthy task. Take the chore out of writing and designing by learning secrets for success. You will learn practical tips to help improve your ads, flyers, web sites, brochures and other printed material. Through this session, you will:

• Identify 10 keys to writing copy that sells
• Review the 5 steps to testing effective writing including ways to capture attention using the fundamentals of design

Public Relations is Now Public Reputation - How Credit Unions Can Increase Brand Awareness, Strengthen Member & Staff Communications & Leverage Traditional & Social Media Through PR

As today's credit unions and other financial institutions aggressively pursue several opportunities to enhance public awareness during these extraordinary times, a strategic communications effort—both internally and externally—has never been more critical. Having positive “relations” with a credit union’s “public” (i.e. members, staff, community, prospective members, etc.) requires consistent, clear and credible communications. Now more than ever, employees and members have an insatiable appetite for more information from their trusted credit union. Like all good relationships, ongoing communication is central in maintaining a strong bond with a credit union’s staff and members.

Most credit unions’ PR efforts have evolved from simply issuing a news release to targeted media and hoping for positive coverage. The speed of technology, the demands of informed members and a sophisticated public have forced credit unions to communicate differently to its employees and members by capitalizing on a whole new host of mediums to communicate.

This session is designed to equip you with tailored public relations strategies and tactics that can help significantly raise awareness, complement your brand, manage public reputations, and meet business objectives at your credit union.

You will also be asked a series of questions specific to how you currently handle certain aspects of public relations within your credit union (both internally and externally), such as media relations, news release writing, crisis communications and creating an annual public relations plan. Through this session, you will:

• Develop a tailored and measurable public relations plan that directly links to your credit union’s business objectives
• Learn how to use public relations to complement your credit union’s brand
• Understand the multitude of communication mediums currently available, including traditional media (Newspapers, TV, and radio) and new media (Twitter and Facebook)
• Discover how to communicate more effectively internally with your credit union’s staff
• Learn how to manage a crisis through effective communications
• Identify how to leverage media contacts and other community influencers

It's All About the Numbers

Choose the right marketing efforts for your budget and learn how to measure their effectiveness. A sample case study involving day-to-day marketing decisions will be presented. You will receive handouts of useful links and processes that you can put to work back at your credit union. Through this session, you will:

• Identify the right processes and tools to effectively market with a limited budget
• Examine how to improve your marketing efforts by assessing their effectiveness in a typical CRM scenario
• Understand measurement techniques at a high-level in order to supplement marketing decisions
• Learn how to determine ROI, the most important marketing decision metric

Taking the Lead on Activating Your Brand Strategy

Leading and activating a powerful brand strategy within your credit union is the biggest challenge most marketers will face, even though it is the most effective path to organizational fulfillment. To be successful, marketers must understand the fundamental concepts that comprise "brand," and lead both management and staff through a defined organizational process that will culminate in internal audiences embracing their brand and the realization that it is so much more than their logo and tagline, color palette and pretty brochures.

Your credit union staff are the caretakers of your brand. Continual education and motivation are required to create a common understanding among staff and to connect (integrate) their personal values to the credit unions organizational values. Staff becomes brand ambassadors when they are fully engaged in the credit union’s brand. Brand success is measurable through financial outcomes and research results.

NikeRunning.com embodies the three principles of Emotional Experience Design (EED) by focusing on training instead of products, offering content and tools that create a clear brand personality, and engaging users with well-integrated video and tactile experiences. Companies that want to follow the NikeRunning.com example should find out what's driving users to their sites in the first place. Through this session, you’ll do some investigating to make some parallel’s to our own industry. Through this session, you will:

• Identify how to build a knowledge foundation and set goals
• Examine ways to crystallize a brand strategy
• Explore how to align brand elements
• Discover how to engage internal audiences to "live the brand" – Turning that sales culture, or no definable culture at all, into an effective relationship-based brand culture
• Learn how to measure success

Affiliation with CUNA/League is required for attendance.

CPE Credits

"I've been to a few training conferences and when I left, I felt like they were trying to sell me something or a product, rather than teach me. This conference was full of helpful information and great speakers! I've been on the job for over two years with no structured training and I've learned things I would have loved to know two years ago. I just wish I would have come sooner. I learned all of the basics I needed to know from part 1 and then some. I'm back at my credit union with new ideas and I'm ready to put them to work for us and our members. I can't wait until next year!"
- Heather Brown (2008)

"Whether you are a first-year marketer or have spent 20 years in a credit union, this school is a great learning resource. I highly recommend this school."
- Matt Sheridan (2008)

"I highly recommend this program. From participants just starting out in credit union marketing to the seasoned professional, this program fostered awesome networking opportunities and learning sections to gain knowledge, experience, ideas, and contacts that I will carry with me through my marketing career. The staff was excellent and the program was well-coordinated and very conducive to learning. It was like a pep rally for credit union marketers, I came back to work bursting with ideas and ready to hit the ground running! Thank you CUNA!"
-Tara Kochansky, First Capital Federal Credit Union (2007)

"This class was perfect for me: brand new to the industry and in my marketing position for only a month. I learned more about the industry and I had the chance to meet a lot of peers who will be long time relationships (peers & friends!). Great time!"
- Séverine Williams, American Airlines Credit Union (2007)

"This was an extremely effective program that helped validate the importance I play in my credit union. The tools and networking opportunities developed this week are priceless and will help me be a much better marketing professional. I feel this polished the existing skills and knowledge I have with some great marketing people from across the country. I strongly recommend this for anyone who wants to either get a crash course of credit union marketing or simply polish what they already know."
- Brett Valdez, Tooele Federal Credit Union (2007)

Bill Capodagli

Randy Schultz

Jeff Rendel

Mark Arnold, CCUE

Matthew Purvis

Casey Boggs

Abel Rajan

Anne Legg

Scholarships Now Available!