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Speaker: Gigi Hyland, NCUF
You work for credit unions - not banks, not payday lenders, not pawn shops. That matters. This session will explore the “why” of credit unions, what it means to you as marketing and business development professionals, how it aligns with the present-day needs of consumers, your values and your credit union's mission and values and how al this it can super charge your marketing, outreach and business development efforts.
During this session, you'll:
Speaker: Victor Corro
The Hispanic community is one of the largest, fastest-growing, youngest and most financially underserved markets. Statistics show that by 2050, 1 in 3 people in the U.S. will be Hispanic. Serving the untapped Hispanic market is a viable business opportunity that also fulfills credit unions' philosophical mandate of helping low-wealth households and those who are excluded from financial services. This session will describe the Hispanic market potential, its attributes, and how having a comprehensive growth and service strategy can help your credit union grow and provide financial access to this community.
In a market economy, customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. An optimal customer experience means that the individual's experience during all points of contact matches the individual's expectations.
Today, African-American, Asian-American and Hispanic consumers account for more than 120 million people combined (38% of the total U.S. population) and are increasing by 2.3 million per year. With powerful buying power and unique consumption habits, multicultural consumers are a critical piece of the marketing strategy puzzle. Understanding the unique needs of these consumers require nuanced and culturally acute roadmaps to connect and engage in a relevant way. We will make an emphasis on nuances in the Hispanic community and provide valuable tips and best practices as to how to reach and serve them well.
With: Mark Arnold, Jeff Rendel, Randy Schultz
While the Hispanic market may be arguably the largest untapped market opportunity in many markets, it's not the only niche market that you should be considering. We'll recap some of the highlights of Victor's presentations, as well as touch on other diverse or niche markets that should be on your horizon.
Have you ever been told to “get off your soapbox”? This phrase generally has a negative vibe, but we're flipping the script to make this soapbox session a positive and engaging experience! Attendees in the Year 3 Marketing track will be asked to come prepared to get on your soapbox and share an idea or issue with your peers. Your topic can be one where you're asking for or giving advice, or sharing an idea or opportunity. Your peers will then have an opportunity to interact with questions, or provide their own input or advice.
Speaker: Randy Shultz
You've all heard it…your brand is more than your logo and a set of cool brochures (that may or may not look pretty similar to everyone else's). It all stops here.
To be relevant…you need to disrupt. You can only be as good…as you dare to be bad. Are we effectively reaching the audiences we're after the way they want to be reached versus how we think they should be reached? This is a deep dive in to measuring your brand, and the shifts that are possible to elevate it to a new level beyond your expectations.
In our collaborative, fast-paced discussions we'll dive deep to find your organizations soul. We'll look outside the industry for inspiration on how to build a channel-agnostic brand that makes you blend out - not blend in. You'll also learn the 6 keys to building an engaging, distinctive brand from the inside out - and holding those keys up to your brand to measure its potential for success.
We'll turn some of your beliefs upside down with discussions on:
Let's ask some hard questions about what makes a credit union brand relevant in the future - and find some answers you can take home to make yours the disruptor in your market.
Speaker: Pam Hatt
Marketing Plans are not meant to be built in a silo! Find out the “how and why” the development of any good plan is a team sport - and how you make it so at your credit union.
Your Marketing Plan is the roadmap that guides strategy, tactics, focus, creates efficiencies, and drives results. Your budget is a supplementary document to keep you focused on specific goals outlined in your plan, ensuring a clear path toward achieving optimum results for the credit union.
With more than 80% of major purchases beginning with online research, digital marketing continues to play an increasingly important role as we build market segments and specific audience personas we wish to engage in a fast-paced, technology-driven world. But how do we budget for that?
Learn how the digital piece of the Marketing Plan and budget can drive name and brand awareness, generate loans and deposits, as well as elevate consumer understanding of your organization across the community.
During this session you will:
We'll spend time on instruction, as well as applied learning to ensure you're walking away with the ability to put what you learn into action.
Speaker: Rich Jones
In marketing, the first rule of success is not graphics or message but understanding the business model. During this pre-work session you will learn how credit unions make money and how you can impact the Key Ratios that determine a credit union's success.
This is the follow up session to the pre-work webinar “Marketing to the Numbers”. This session is dedicated to applying the learning from the pre-work session in a tabletop planning exercise using a real credit union and their real Key Ratios. You will work with your peers to build a marketing plan designed to have an impact on the identified strengths and weaknesses discovered in a credit union's Ratio Report. During this peer learning workshop, each team will share their plan and the reasons for the plan with their class. Your session leaders will be coaching, mentoring and answering your team's questions throughout the session.
Speaker: Randy Schultz
What comes first, your brand or transformation to a digital focus? Of course it's your brand. It should always be your brand!
For your digital transformation to be truly effective, Marketing, IT, Operations and HR must all be aligned behind a highly personalized member journey and well-articulated brand essence and promise. Your success requires a new way of influencing other leaders within the credit union - and pushing past legacy systems and thinking.
As a marketer, you must carefully balance budget with a shift towards highly measurable digital channels and the use of data analytics to build brand and product awareness as well as relevant competitive differentiation.
We'll continue the conversation about how to gain acceptance among peers at the C-level to make your brand and digital transformation an organizational initiative that builds growth and profitability as a new foundation for success.
You will never hear “that's the way we've always done it” again! What if you were starting your credit union today? What would the experience look like, feel like, act like…and maybe even smell like? Let's find out! We'll take everything you've learned this week and build a credit union model for the future. Current, and certainly future, audiences see retail banking as old-school and boring, and demand a much higher degree of frictionless user experience and personalization. We're going to make that happen today.
This fast-paced, interactive session gives you the opportunity to see what happens when we rethink everything we do around the demands of today's consumer expectations? Here we'll rethink the role we play both as individuals and as part of our credit union in people's lives.
It's not only old technology that is holding us back, it's old thinking. We're going to change that today!
Do you know Why you do what you do? The Why isn't about revenue - that's a result. Why is a cause, a purpose, a belief; it's Why your credit union exists. Is it different for every credit union, or is this question easier to answer than we think? Let's figure out the answer together through an exercise in looking closer at ourselves through the lens of the “Golden Circle.”
Champion For the Credit Union Movement
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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