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Year 3: Innovate, Strategize, Lead
Jeff Rendel, lead speaker and facilitator, will guide you through CUNA Marketing Management School's Year 3 of marketing training.

When you attend this school, you will leave transformed! It's about innovating the way you approach your marketing efforts, rethinking how you align those efforts with the bigger picture, and reinventing how you personally lead the charge. During this school, you will gain insights from industry experts, learn best practices from your peers, and participate in facilitated discussions that will transform all of your efforts into success for your credit union.

Zappos announced as opening keynote session!
V.I.P Experiences � Your best marketing tool - Zappos Insights culture evangelist Jon Wolske talks about the Zappos approach to customers, customer service and marketing. Imagine an entire organization (including the marketing team) that is focused on supporting non-sales oriented initiatives to help your organization live its culture out loud. See how repeat customers and word of mouth marketing are used as the keys to driving growth, and learn how Zappos has become a Billion dollar company in just 10 years by embracing the customer experience.

This event is produced by the CUNA Center for Professional Development and endorsed by the CUNA Marketing & Business Development Council.

Through the CUNA Marketing Management School's Year 3, you will:

• Create practical habits of innovation and research into planning for your credit union's future products and services
• Build marketing strategies and plans that support your strategic vision
• Learn how to communicate in ways that increase support from all stakeholders including staff and volunteer at your credit union
• Examine how to use data to help drive successful results
• Identify how to lead your department in ways that increase staff engagement, add to staff development, and keep focus on the execution and implementation of your marketing plan
• Grow as a leader for your career, credit union, and industry

CUNA Marketing Management School: Year 3: April 30–May 3, 2012

CUNA Marketing Management School Pre-Conference Workshop: Marketing Compliance:  April 29, 2012

CUNA Marketing Management School: Year 1:  April 30–May 3, 2012

CUNA Marketing Management School: Year 2:  April 30–May 3, 2012

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Preview the schedule

GENERAL SESSIONS

V.I.P. Experiences – Your Best Marketing Tool (General Session)

Hear from: Jon Wolske
Zappos Insights culture evangelist Jon Wolske talks about the Zappos approach to customers, customer service and marketing. Imagine an entire organization (including the marketing team) that is focused on supporting non-sales oriented initiatives to help your organization live its culture out loud. See how repeat customers and word of mouth marketing are used as the keys to driving growth, and learn how Zappos has become a Billion dollar company in just 10 years by embracing the customer experience.

Bring the Zappos Approach to Credit Unions (General Session)

Hear from: Randy Schultz, Mark Arnold, and Jeff Rendel
This fun and highly-engaging session will have you working with your classmates and lead facilitator to turn the principles learned in the opening keynote session “V.I.P Experiences - your best marketing tool” into tactics that will help you bring the Zappos experience in to your credit union.

See Your Marketing in a New Light (General Session)

Hear from: Randy Schultz, Mark Arnold, and Matthew Purvis. 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

Year 3: Innovate, Strategize, Lead Sessions

Creating Innovative Credit Union Offerings

In today’s economic climate, doing less with more has become the marketing/business development department's mantra. A key component to achieving more with less is innovation. Through this session, you will:

• Gain innovative strategies that will help you create new or simply improved credit union offerings
• Participate in a hands-on session, having fun, learning to innovate and you'll walk away with a fresh perspective and hopefully a few new innovative credit union offerings

Master Mind Innovation

Come to this session ready to share one big idea that you’ve been mulling over and unable to pull the trigger on. Through this session, you will:

• Collaborate with other attendees to identify new million dollar ideas for your credit union
• Gain expansion, focus, tighter direction, and a network of partners to help you implement your innovative ideas when you return home

Market Research: The Keys to Understanding & an Improved Bottom Line

Find out what it will take credit unions to build their loan volume, meet their members' future remote-banking needs, identify and build loyalty among their members and attract new members. Through this session, you will:

• Learn about the major types of data-collection methods used in market research and the pros and cons of each, as well as the most sound practices for obtaining meaningful member feedback and results
• Examine a case study and learn how to review market research/survey information and how to apply this information to help identify strengths, areas needing improvement and opportunities for attracting more of members’ business in your own credit union

Developing Marketing Strategies That Flow From Your Strategic Plan

A sound strategy will guide your credit union through what lies ahead. Through this session, you will:

• Examine and discuss your credit union’s strategic plan
• Identify the key components for the general development of strategies and design
• Learn the best ways to prioritize ideas, resources, products, and services to support full credit union strategy

Adventures in Product Launching

Have you ever wanted to launch a new product or service into the sky on the wings of successful implementation? If so, join Kelley Parks as your co-pilot, on an exciting and fun-filled adventure as she will teach the fundamentals of successfully creating and launching new products and services at your credit union. This hands-on marketing adventure will take you straight to the launchpad of marketing innovation. You will get the opportunity to work in teams to learn the following:

• How to put yourself in the shoes of the consumer and look through new lenses
• How to create, develop and prepare a sky-rocketing launch of a new product or service
• How to be equipped with a firehose to put out those pesky internal blazes
• Ways to help staff overcome resistance to new products/services (There is at least one in the crowd)
• The importance of monitoring the post implementation of the product/service (i.e. The "can’t turn back now" period)
• Identify practices that will enhance future roll-outs, and discover new ways to fail forward and fast
• Prepare to put on your flight wings and join us at the Launchpad

Leading for Marketing Success

Managing the inter-departmental function of marketing, working with executives who are just as focused on results as you, and collaborating with your managers will be key to getting your job done. Through this session, you will:

• Learn how to get your staff aligned with your strategy
• Examine ways to sell your marketing plan up, down, and across your organization
• Identify ways to gain feedback from your staff about marketing successes and areas for improvement
• Explore ways to mentor and coach your staff while finding the leaders within the group to help them grow in their roles

One Percent Living – Designing & Carrying Out Your Strategy for an Elite Life

Create rationale, take action, and perform in manners that set you apart – developing particular personal and professional strengths. These exclusive strong suits take the place of worn-out, ineffective practices with worthwhile behaviors that yield impressive results – elite results making you more valuable, influential, indispensable, successful, and “headed for the top” – in and out of the office. Where some perceive the next rung on the ladder of success hard to get hold of, you know it is not coincidence. It is a straightforward result of your thinking, choices, and actions. Through this session, you will:

• Learn how a well-planned, well-executed strategy that is continuously rethought, reevaluated, reorganized, reengineered, and reinvented will lead to elite results
• Identify a process to redesign the leadership of your life and career from the inside out

Affiliation with CUNA/League is required for attendance.

CPE Credits

"The networking opportunities gave me plenty of ideas for new promotions and various ways to reach target markets (including more effective ways to use the internet to reach the younger generations). Jeff Stephen's session helped me identify ways to overcome our branding struggle and become recognizable among the competition. Thanks for a great week in Seattle!" --Gina Williams, CEO UARK Federal Credit Union (2008)

"It not only brought new ideas and direction for me but it gave me excitement again in my job and sent me back fired up with new ideas and direction! The networking was great and I've benefited tremendously from it! The diversity of CU's from all the different states was a plus!" (2008)

"This program really opened my mind to brand new ideas and ways to market our Credit Union to a broader audience. I came home with a lot of new ideas that has also transformed the thinking of our management team." --Toby Hayes (2008)

"Overall, the three-year program was very helpful to me. It got me thinking more strategically. I would recommend it to all CU marketers."

"This program gave me time to get away and think outside of the box. It really helps to take a moment to review how and why we do the things we do." (2007)

"I benefited by talking with other credit union's, sharing success stories, and learning from failed campaigns that other credit union's attempted." (2007)

Mark Arnold, CCUE

Randy Schultz

Jeff Rendel

Jon Wolske

Anne Legg

Kelley Parks