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..Annual Conference
Back to conference overview | On-line registration
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FULL CONFERENCE AGENDA |
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TUESDAY, MAY 20, 2008
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7:00 - 8:00 pm
FIRST-TIME ATTENDEE RECEPTION
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WEDNESDAY, MAY 21, 2008
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10:00 - 10:15 am
WELCOME
Evan Hitchcock, Marketing & Business Development Manager
E-Central Credit Union
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10:15 - 11:00 am
KEYNOTE PRESENTATION
Girl Power! Edith Bunker Doesn't Live Here Anymore
Jason Dias, President, Eloquent Online |
Back by popular demand! Jason Dias will kick off MAC’s Annual Conference for a second consecutive year with a new, high-energy session focusing on the powerful force that is the 21st Century female consumer.
Wife, Mother, CEO. Women outnumber men by over 5 million. They are responsible for an overwhelming majority of the spending, saving and investment decisions in the American household. This session will give you a workable strategy to get your brand in front of the eyes and ears that matter. Women make over 80% of the buying decisions in U.S. households today. They've become nearly every family's chief financial officer. It's no longer just the men who decide whether the house needs an HD TV, new car or even a remodeled kitchen. Today, women are making those calls. Your female members are selecting how best to finance them using the Internet, looking at consumer reviews and researching alternatives. She takes her job as family CFO seriously. Is your credit union in touch with her? CUs that creatively engage their female members will find that the loyalty of her entire family follows.
About the speaker. . . Jason Dias is a nationally-recognized speaker, trainer, consultant and facilitator in the areas of Generational Marketing and Management. His speaking style is candid, direct and has been uniformly praised by thousands across the country for his ability to inform and inspire. Using history, music and humor to tell stories about modern marketing and management principles, he has compelled thousands of professionals to consider a simple premise: History is – change with it or get changed by it.
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11:00 - 11:45 am
TA DA! Marketing for Credit Unions: How to Differentiate Yourself in a Sea of Similarity and Earn Members and Loyalty
Liz Goodgold, Branding & Marketing Expert
CEO, The Nuancing® Group |
As marketing professionals, you understand the need for branding. But, how do you differentiate your credit union in creative, yet relevant ways? In this eye-opening talk, Liz brings in real-world examples, startling successes, and dismal disasters to show what works and what doesn’t when it comes to service marketing, including:
•Creating lavish brand imagery
•Translating mindshare into market share
•Creating taglines that work
•Using color as a marketing tool
She will also share her wildly popular DUH! Marketing Awards that crown the blunders of the big boys in their marketing endeavors, these real-life case studies will show you how you can avoid making costly marketing mistakes. But, we not only laugh at other’s mistakes, we uncover the important secrets that could actually turn these blunders into success stories.
About the speaker. . . As CEO of The Nuancing® Group, a brand consulting firm that helps both consumer and business-to-business companies understand the nuances of naming and branding, Liz brings market-tested examples and ideas to her audience. Consumer and business companies such as Quaker Oats, Times Mirror, Sharp HealthCare, ProFlowers, and MusicMatch count on her to help them stand out from the sea of similarity. For two years, this marketer also was the branding columnist for Entrepreneur magazine and is now a contributing editor.
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11:45 am - 12:45 pm
NETWORKING LUNCHEON
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AFTERNOON BREAKOUT SESSIONS (3)
1:00 - 2:00 pm (repeats 2:30 - 3:30 pm)
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Social Web Marketing for CUs
Tony Mannor, President/CEO, Andermahr & Company |
Terms like "Web 2.0" and "Social Media" are pervasive around the credit union industry and everyone is jumping on-board. Is everyone right? Is this the new channel to address the masses? Is it all a bunch of hype? We will address each of these new technologies and how they work with your existing brand strategy and marketing plan. We will talk in plain speak - no "Geek to English" dictionary required. This session will instruct CU marketers to:
•Become familiar with available social outlets and the lexicon of social media as it relates to credit unions.
•Learn the Do's and Don'ts of social media: Entering the social web without "Stepping in it.”
•Recognize the legal pitfalls in "Social Media": Reduce your exposure when using social media.
•How to introduce and capitalize on emerging technologies. Is this just the beginning? We will talk about text marketing, text and mobile banking, GPS marketing and more.
•Case Studies: Discover who is using what and how effective it is for them. Includes both bank and credit union marketing examples for comparison.
About the speaker. . . Tony Mannor is a 15-year marketing and technology industry veteran and currently President/CEO of Andermahr & Company. In 2000, Tony joined the Andermahr & Company team as Creative Director where he was introduced to the diverse world of credit union marketing. He brought many of the skills honed from his experience in Internet and technology marketing to the credit union industry. His leadership and expert knowledge in internet technology has earned him over 50 national awards in the last 5 years.
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Getting Them…Keeping Them: Driving Member Retention Through Partnerships
Becky McCrary, Member Service Expert |
Business Development is not a department – it is a culture! Adding new SEGs is more than getting a letter and doing one sign up. Even community-chartered credit unions can’t sit and wait for people to find them. Becky will introduce you to the difference between a SEG and a partner, between a service and a benefit. Explore the opportunities to identify potential SEGs and the avenues available to create partnerships…at multiple levels. Stand out from the pack of vendors soliciting business from these companies, so you aren’t seen as “just another sales person.” Your culture may never be the same!
About the speaker. . .She’s called the Carol Burnett of Credit Unions. Becky McCrary is a nationally recognized expert on member service and has been speaking professionally for years and years and years. She spent over 20 years in the financial services industry, experiencing almost every aspect of your operation…from the teller line to mortgage lending, from the call center to branch operations to business development. She’s taken credit union call center complaints from an average of 60 per month to one per quarter and has the honor of having been named CUNA’s Business Development Professional of the Year.
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Marketing Financial Services to the U.S.
Hispanic Community
James Flores
President
Subcat Marketing
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Yolanda Meraz
Marketing Director
Community Trust Credit Union |
With an economic growth potential driven by more than forty-two million Hispanic consumers in the United States, credit unions across the country can benefit greatly from serving this culturally-rich community. Credit unions interested in entering this market must understand Hispanic consumers and learn to speak to a culturally-diverse audience. In this session, attendees will gain an understanding of the issues facing credit union marketers in reaching the Hispanic market and how they can overcome these obstacles. Learn how to:
•Understand the characteristics of the U.S. Hispanic market
•Recognize the role of language in Hispanic marketing
•Learn to develop culturally-informed marketing strategies
•Discover how to provide financial literacy to the Hispanic community
•Explore operational issues such as compliance and how to deal with them.
About the speakers. . . James Flores is co-founder and president of Subcat, a marketing and design agency that helps credit unions reach subcategories of the general population including youth, young adult and Spanish-language markets. James has more than 17 years experience in the financial services industry. Prior to starting Subcat, he was vice president of marketing services for Liberty. He began his credit union career at Beckman Employees Credit Union as a marketing communications specialist. He also worked for White & Cromer Public Relations, with accounts such as Ocean Pacific and Teenage Mutant Ninja Turtles apparel.
Yolanda Meraz is the currently the Marketing Director for Community Trust Credit Union whose majority membership comes from the underserved community, mainly the Hispanic. She lead the production and co-created Money $ense, a bilingual Financial Education Program which has been used locally and nationwide. Yolanda plans, designs and executes all CTCU marketing and campaigns in both English and Spanish. Yolanda previously worked for a successful startup company in the Silicon Valley as content specialist for cubico.com, a Hispanic web-portal designed to be a main stop for news, entertainment, sport and fashion for the growing U.S. born Hispanic/Bi-Cultural population.
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5:00 - 5:30 pm
ANNUAL MEMBERSHIP MEETING
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5:30 - 8:00 pm
WELCOME RECEPTION
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THURSDAY, MAY 22, 2008
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9:00 - 10:00 am
Way to Grow! Developing Your Member Base in a Crowded Market
Constance Anderson, Marketing & Growth Strategies Expert |
In this time of intense competition, advertising clutter, and cut-throat pricing, your ability to find and develop a strong member base is more important than ever. With over 60 percent of credit unions reporting no member growth in the past year, no longer can credit unions assume that potential members will be attracted to them on tradition alone. As a credit union leader, you’re monitoring your credit union’s market position and growth strategy as part of your overall strategic planning process. Whether you convert to a community charter, add SEGs, or develop niches within your current field of membership, your credit union needs to have a clear strategy for member acquisition. In this session you’ll discover:
· Where to invest to attain maximum member growth
· How to develop benchmarks and targets for net member growth
· Why distribution channels play a critical role in membership growth
About the speaker. . . Constance Anderson is leading national authority on credit union marketing, sales and growth strategies. She has been a featured speaker at the CUES Annual Convention and is co-creator of the CUES School of Sales and Service. She has been an instructor at the CUNA Marketing School, the CUNA Marketing Management School, and the Southwest Management School. She consults with credits unions across the U.S. on gaining both marketshare and walletshare through brand positioning, development of a sales and service culture inside the credit union, and development of a comprehensive growth strategy for gaining new members.
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10:45 - 12:00 pm
2008 MACQUEE FINALISTS SESSION
Essential Elements of an Effective Marketing Campaign
Chris Blackman, Marketing Manager, Yolo FCU, (moderator) |
This session profiles campaigns that are finalists for the 2008 MACQUEE award. Hear from the CU marketers who spearheaded these outstanding campaigns as they talk about their strategies and techniques, including:
• Devising promotions that make your members and prospects take notice
• Establishing the right "mix" of media, direct mail and e-marketing
• Ensuring that members don't turn to other financial institutions for products that you offer
• Maximizing the credit union's "community marketing" efforts
• Building name and brand awareness
Speakers will also go "Behind the Numbers" and provide insight into the statistics associated with their campaigns - base figures, marketing goals, actual volume and percentages - and what this really means in measuring marketing success.
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12:00 pm - 12:45 pm
NETWORKING LUNCHEON
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AFTERNOON BREAKOUT SESSIONS (3)
1:00 - 2:00 pm (repeats 2:30 - 3:30 pm)
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Financial Education Yields Smart Members!
Rich Jones
VP Marketing
Elevations Credit Union
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This session creates the value proposition of building a curriculum around financial educations with the steps and templates to execute on this strategy. Rich will provide instruction, examples and templates of:
•How to use financial education as a differentiator in your FOM
•How to build a curriculum
•Selecting presenters
•How to get traction with members and non-members
•How to measure impact and success
About the speaker. . . Rich Jones is Vice President of Marketing for Elevations Credit Union in Boulder, CO. He has presented for numerous meetings including conference, Credit Union Association of Colorado Annual conference, ECUC conference, National Community Land Trust conference.
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Driving Performance Through Member Loyalty
Kevin Stang
Senior Strategic Advisor
Raddon Financial Group
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This informative discussion will illustrate how member loyalty distinguishes high performing credit unions. During the presentation, Mark will share findings from a recent study conducted by RFG. They surveyed 93,000 members representing 117 credit unions, examining the concept of member loyalty and answering such questions as:
•Does higher member loyalty translate into higher balances?
•What correlation exists between loyalty and service satisfaction?
•Is there a correlation between financial performance and member loyalty?
Session participants will learn how to: Increase members’ willingness to give your credit union all future business, increase the member’s likelihood to refer business and increase financial performance.
About the speaker. . . Kevin Stang came to RFG in early 1999 after working as a marketing executive within the credit union industry. Since then, Kevin has performed worked as an analyst, trainer, and department manager. Today, Kevin now serves as RFG’s Senior Strategic Advisor. As Senior Strategic Advisor, Kevin’s key responsibility is to assist Client Partners in the integration of all RFG programs and develop strategies and tactics to maximize institution growth and profitability. Along with these duties, Kevin is a lead presenter for the RFG CEO Strategies and Member Survey workshops; he regularly conducts credit union management and board sessions, and leads group presentations demonstrating advanced functionality and concepts of the RFG iNTEGRATOR System. Kevin has also represented RFG in several key speaking engagements including: Western CUNA Management School, MAC Council, CUNA Opps Council, CUES Chapter Meetings, various state CU League events, and more. Kevin studied Chemical Engineering for three years at the Colorado School of Mines and later graduated with a B.S. in Marketing from the University of Nevada-Las Vegas.
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Developing Word of Mouth Campaigns to Generate
Loyalty & Member Growth
Ryan Zilker
VP of Marketing & Strategic Planning
American First Credit Union
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With membership growth slowing, attracting new members is on the forefront of every credit union marketer's mind. One way credit unions are growing membership is through word-of-mouth campaigns, which rely upon current members marketing a credit union's service via word-of-mouth. Credit unions are using successful word-of-mouth campaigns to turn loyal members into brand advocates. What can your credit union do to motivate your loyal members to recruit others?
This session will cover tactics that credit unions have used to generate positive word-of-mouth campaigns including: member referral programs, guerilla marketing, new member incentives, marketing promotions and more. Learn about what has been successful and unsuccessful within the industry, as well as examples of campaigns in the broader financial services industry and in other sectors.
About the speaker. . . Ryan Zilker is the Vice President of Marketing and Strategic Planning at American First Credit Union in La Habra, CA. With more than 12 years of marketing experience in credit unions, newspapers and manufacturing, Zilker brings an extensive background in market research and analysis to MAC. Ryan will share proven tactics and a results-based approach to tackling the challenges of credit union marketing and membership growth.
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5:30 - 6:30 pm
RECEPTION
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6:30 - 8:00 pm
DINNER & AWARDS CEREMONY
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8:00 - 10:00 pm
HOSPITALITY ROOM & ENTERTAINMENT
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FRIDAY, MAY 23, 2008
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9:00 - 10:00 am
Boxed In: Competitive Threats to Credit Unions
Ron Galloway, Producer/Director |
Assets are the name of the game in financial services. Credit unions are under increased pressure as financial service firms and now retailers leverage their existing distribution "footprints" to grab more of the pie. Picture this, if just 5% of the people who walk into one of Wal-Mart's 2700 stores in one week opened a $3000 deposit account, Wal-Mart would raise $20 billion that week alone! Add another 1700 stores if Home Depot succeeds in entering financial services.
Brokerage firms are attempting to use their "Cash Management Accounts" as pseudo-checking accounts and have marshaled the nation's 1 million brokers to gather assets with them. Banks are using their clout in Washington to thwart legislation beneficial to credit unions. In this environment, what can credit unions do? Ron Galloway will offer tips for competing with the overwhelming distribution and resources of these mega-corporations.
About the Speaker...Ron Galloway is the producer/director of the provocative film “Why Wal-Mart Works & Why That Makes Some People C-r-a-z-y.” The film received national attention late last year as the “pro” Wal-Mart film that took the side of Wal-Mart against the anti-business forces attacking it. Ron was featured on CNN, CNBC, MSNBC, ABC’s World New Tonight, Good Morning American, and Jon Stewart’s Daily Show. The author of “Wal-o-nomics,” he is directing the upcoming film “Wal-Mart Wars.”
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10:45 - 11:30 am
You CAN Get There from Here
Jeff York, President/CEO, CoastHills Federal Credit Union |
MAC 2008's closing session will focus on the importance of having a personal marketing plan. Jeff will discuss how he became one of the few Credit Union CEOs who rose through the Marketing channels. The presentation includes valuable and practical messages such as:
• Surround yourself with teachers
• Be willing to expand your responsibilities outside of marketing as a way of further establishing your relevance
• Develop personal scenario planning so you are ready for opportunities and challenges when they arise
• Be willing to take risks
• Hire brilliant Marketing Staff and stay the heck out of their way
About the speaker. . . Jeff York is currently president and chief executive officer of CoastHills Federal Credit Union serving the San Luis Obispo and Santa Barbara Counties on the Central Coast of California. He has more than 25 years of experience in the financial services industry, with 22 of those years in credit unions, including stints as Vice President of Strategic Planning and Marketing for Vista FCU (Disney’s credit union) as well as in the Marketing Department at Alliance Federal Credit Union in San Jose and Pacific Service Federal Credit Union in San Francisco. Jeff earned a bachelor’s degree from the University of California, Davis, and is a certified chief executive, a graduate of the CEO Institute, a graduate of the Executive Marketing Institute, and a long-time trade association member.
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11:30 am - 12:15 pm
EXHIBITOR PRIZE DRAWINGS |
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