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*Sessions subject to change.
Facilitator: Andrea Parrish
Before we dive into learning from our experts, we'll kick off with group discussion and learn about each other. We'll provide a guide to help you maximize your training; you'll want to complete part of this guide prior to attending this session in order to get the best ROI from your training. Come prepared to discuss your pain points around digital marketing and your website, as well as your top three objectives that you want to achieve during CUNA Digital Marketing School.
Speaker: Michelle Brown
Search Engine Optimization (SEO) is one of the most important aspects of digital marketing, and can be a primary inbound marketing tactic if done properly. This session will dive into key SEO concepts and terminology, the most important ranking factors, keyword research and analysis, and how to measure success. You'll walk away with the understanding of the importance of SEO, the competitive opportunity, and a skill set to develop an in-house or outsourced team to maximize SEO success.
Speaker: Patrick Trayes
Pay-per-click (PPC) advertising can be a highly effective way to bring targeted users to your website and measure ROI. This session will help you understand the basics of Google AdWords to promote your products or services online, target the right audiences, create ads that provide optimal visibility and reach, and measure results.
Speaker: Dawn Melesko
Facebook has matured into a viable channel to build brand awareness, engagement and drive quality traffic to your website, if you pay-to-play. This session will dive into how to use Facebook's Ad Platform to reach the right audience, how to choose the right ad objectives, platforms and ad formats to build effective campaigns that drive measurable results.
Your audience wants relevant content through personalized experiences from your digital marketing. You want insights into who's highly engaging with and how to connect better with them. During this course, we'll explore best practices and trends in email marketing that will help drive better results. Regardless of what email marketing platform you use, this session will provide actionable takeaways to help you improve your email marketing strategies.
Your website is rich with data that can be used to help you make smarter marketing decisions and better understand user behavior. The problem is often in analyzing that data and determining action steps. This session will cover definitions of key analytics terms, standard reporting tools related to and web traffic, content, users and conversions. The various custom reporting tools will also be discussed. (See recommended pre-work.)
This session takes off from the introduction to Google Analytics, and explores more advanced analysis tools and reporting types. In this session, we'll focus more on creating goals, custom tracking setup (on site and with third-parties), advanced reports and additional tools including Google Tag Manager and Google Data Studio.
You've probably heard the phrase “content is king”, which sums this session up nicely. Consistency in your brand promise, tone and content is critical, not only in digital marketing but throughout all delivery channels. However, it's utterly important that digital content is relevant, to the point and engaging to strike a chord with your audience. This session will discuss how the role of messaging can help to deliver the desired results.
Driving traffic to your website is not helpful if the end user cannot adequately navigate it. Making your website accessible to everyone should be a priority that tops other digital marketing initiatives, especially with lawsuits against credit unions continuing to increase. The latest version of the Web Content Accessibility Guidelines (WCAG) 2.1 is anticipated in the coming months. During this session, we'll discuss the current status on potential rulemaking and review a checklist of standards that credit unions can follow in the absence of federal regulation.
Speaker: Mark Weber
For your digital transformation to be truly effective, marketing, IT and operational strategies -and even your culture must align behind highly personalized member journeys and a well-articulated and modern brand position.
Success requires new ways of thinking about data mining, targeting and traditional channels in marketing strategies. By leveraging rich member behavioral analytics and market big data you can better target member and prospect segments that grow wallet share and market share. The C-Suite grows impatient for tangible growth results from marketing budgets. And no one is better positioned than a savvy marketing leader to drive transformation.
Marketers must carefully balance budgets with a shift towards highly measurable digital marketing, building market brand awareness and relevant competitive differentiation.
This session will be a facilitated discussion of the key takeaways during the past few days, allowing you to gather actionable ideas and put them into a realistic timeline of immediate and longer-term goals to tackle when you get back to your credit union. We'll look back at your top objectives that were discussed in the first session, and wrap up our time together with some final thoughts on next best steps.
At the conclusion of each day, we'll pause to reflect on the key takeaways, themes, big ideas and potential solutions to our list of pain points that we identified during the morning of day one. This will also be time for attendees to complete their 'Maximizing the ROI on your Learning' document.
Speaker: Andrea Parrish
Studies have shown that word-of-mouth is some of the best marketing out there - and 85% of consumers trust what they find online as much as a personal recommendation. What is found online about your credit union on social media, review websites, forums, and more can make or break trust. This session will discuss how you can find, manage, and boost your online reputation so you're not caught with your digital pants down when the next controversy or crisis hits.
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Credit Union National Association is the most influential financial services trade association and the only national association that advocates on behalf of all of America's credit unions. We work tirelessly to protect your best interests in Washington and all 50 states. We fuel your professional growth at every level and champion the credit union story at every turn.
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