Learn More about Member Benefits
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: Jeff Rendel
Significant trends in financial services, technology, and consumer behaviors influence the products, services, and experiences you provide to your members. They uncover clear-cut approaches where your credit union can create pipelines of profitable growth. Within these trends, strategies surface that deliver advantages to your revenue base, help scale your operations, and provide value to your members. Combine these insights into your existing business model to provide your members the relevance they require, while increasing the enterprise value of your credit union.
Strategic planning - and its execution - is not set aside exclusively for the CEO's office and the Board room. For your credit union to prosper, its strategy must be defined and put into action at every level - your branch, your department, and your desk. Your role in strategic success becomes indispensable as you perform your duties and direct others with strategic intent and a grounded, real world perspective.
Speaker: Mike Bartoo
Combining the right data and the right tactics will positively impact your Credit Union's key ratios. In this session, you'll learn how to use your data to implement outbound activities that consistently produce results. You'll learn key segmentation and communication strategies, identify specific member activities that you can leverage for maintaining and deepening member relationships, and understand the value of data-based targeting for effective member acquisition. It's never been more important to "know your member" and we'll discuss why it's so important to have that knowledge and how to use it to benefit both your member and your Credit Union.
A high correlation exists between member effort and loyalty: The easier your credit union is to do business with, the more loyal your members will be. Understanding every point of a member's connection with your credit union helps you benchmark, measure, and improve the experience. Designing a member experience strategy and mapping a comprehensive plan addresses each stage of a member's experience and delivers an effortless result. By focusing on the member's journey, your credit union can stand out and consistently deliver exceptional experiential and financial value.
Speaker: Casey Boggs
Individual credit unions and the entire CU industry have done an admirable job over the past several years of shining the spotlight on themselves. While both credit union marketing and advertising are improving, more work is now needed to protect credit unions' valuable reputations, mitigate against potential crises and influence those who are undoubtedly influencing members and prospective members. Casey will examine the perception of credit unions today, share recent good/bad examples and offer specific guidance on what marketers can do to protect and enhance their credit unions' reputations in a media environment dominated by scandals, “breaking news” and social media #fails. Participants will also study recent crises and how companies learned from the incident, pivoted promptly and took the opportunity to improve and invent.
If you've seen one credit union - you've seen one credit union. It's the same with your community. Yet, with the diversities of credit unions - sizes, markets, members, designations, economics and more - one characteristic is identical: your commitment to your community enhances our community, our industry. And, it is a competitive advantage. As we look to ways credit unions engage in their communities, we learn more than just the societal and business benefits; we recognize the influence that developing our distinct communities has in upholding the credit union philosophy, increasing members' financial well-being, and securing the increased market share that awaits each of our credit unions.
Speaker: Rich Jones
In this session, you will learn how to maximize the data in your credit union's core system. You will also understand data available through your core, online banking, mobile banking, LOS, and credit card providers that can be leveraged to drive marketing success, and your credit union's key ratios and strategic objectives. You will also learn tips that will allow you to become a smarter marketer by using available data.
During this session, you'll:
Speakers: Jeff Rendel & Mia Perez
Leadership does not only reside at the top of an organization chart or in the executive suite. In reality, leadership comes from the middle and front line - right where your members and colleagues expect it most. In a world of open communication and flat organizations, leadership is no longer top-down: leadership is up, down, and across organization charts, divisions and job descriptions. Every leader is responsible for leading one's self, one's network and one's role on every team.
Have you ever wondered what your CEO really wants from your marketing and business development programs? And, how you can continue on a path to CEO? CEOs from more than 400 credit unions provided answers about the expectations, results, and measures that matter most. Their answers can help you design and deliver marketing and business development initiatives that create the kinds of top line, bottom line, and member value results vital to your credit union's success and your long-term career plans. Plus, you'll be a hero to your CEO!
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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