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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 26, 2009
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7:00 - 8:00 pm
FIRST-TIME ATTENDEE RECEPTION
First time at MAC? This event provides you with a special opportunity to meet the MAC Board, several long-time attendees as well as other “first-timers” from around the country.
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WEDNESDAY, MAY 27, 2009
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10:00 - 10:15 am
WELCOME
Darlene Kindelberger, Vice President of Marketing
Kern Federal Credit Union
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10:15 - 11:45 am
KEYNOTE PRESENTATION
Maverick Marketing Campaigns
Those that hit their target...and ones the didn't
Jonah Bloom, Executive Editor
Advertising Age
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As Executive Editor of the world’s leading marketing and media publication, Jonah is privy to cutting-edge advertising campaigns as well the latest industry trends. In this two-part presentation, he will share his expertise in both areas. First, Jonah will provide his unique perspective on consumer and financial service marketing campaigns that have “boldly gone where no one has gone before” – distinguishing those innovative ones that truly broke new ground from those which deserved to be “six feet under”. Jonah will then participate in a lively Q & A session, where he’ll field questions that attendees have about current and future marketing trends - including anticipated marketing themes or “hot buttons” in the next few years - new media use, key components in effective campaigns and much, much more. It’s a session not to be missed!
About the speaker. . . Jonah Bloom is Executive Editor, Advertising Age, the world’s leading marketing and media publication. In this role he oversees the day-to-day editorial operations of the weekly publication across all platforms including its print and online editions.
Jonah joined Ad Age in September 2002 from PRWeek magazine, a national weekly based in New York reporting on corporate communication, branding and public affairs. He helped to launch PRWeek in 1998 as news editor and went on to become editor-in-chief. He also has considerable experience reporting on the media industry in Europe, having founded and been the editor of Campaign Media Business, a national weekly covering planning, buying and selling of media in the U.K.
Jonah’s other roles have included magazines editor on journalist’s weekly Press Gazette, news reporter on VNU’s Accountancy Age and reporter on weekly print and packaging journal PrintWeek. In 2002 Jonah edited the HarperCollins book “Top Companies in Marketing & Media.” His stories have been published in several national dailies in the U.K. including The Financial Times and The Guardian.
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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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How to Change the Youth Mindset “A Bank is a Bank”
Christina Blackman, Marketing Manager
Yolo Federal Credit Union |
With an aging population reflective of most credit union membership, acquiring students and young adults will be critical for the future growth and profitability of our industry. Volunteer service by college students is increasing across the country, creating a new rising of “civic engagement.” What will this mean for credit unions? This segment wants to fight for a cause. Make your credit union the cause to fight for and develop advocates of your younger members. Learn how to:
•Use financial literacy can connect your credit union to students
•Developing a volunteer base for events
•Develop community resources
•Showcase the credit union difference
About the speaker. . . Chris began her Credit Union career in 1987 as a receptionist for a credit union in Sacramento. She has have worked in most operational areas of the branch, including; Back office support, Teller, New Accounts, Collections and Loans. She started with Yolo Federal Credit Union in July of 1993 and has worked in both Financial Services and Marketing. Although most of her credit union career was spent in lending, she found her niche and transitioned to marketing about three years ago. These last few years as a marketer have been some of the most interesting and rewarding of her career.
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Designing Interaction: Maximizing your Web Site's User Experience
Brent Dixon, New Media Consultant, Open Source CU - Credit Union Blog |
The average person takes seven seconds or less to decide if a Web site has the information they are seeking. How can you make sure your Web site provides the best user experience for your members? Join interactive design expert Brent Dixon as he discussed specific ways to maximize your credit union's Web presence through vivid examples and case studies. Dixon will focus on best practices in design, information architecture, and usability.
About the speaker. . .Brent Dixon is an interactive designer and new media consultant from Dallas, Texas. Brent co-authors Open Source CU, the leading industry blog on credit unions and social media, and speaks nationally on new marketing and consumer trends. His advertising and design work has been featured in showcases internationally and has won multiple national marketing awards. Brent spent five years as Creative Director of Trabian, an Indianapolis-based interactive agency. His client list includes the Filene Research Institute, The National Credit Union Foundation, Stanford Federal Credit Union, and many more.
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Put the Buzz Back Into SEG Marketing!
Kathryn Davis, Senior Vice President of Marketing & Human Resources
Xceed Financial Credit Union
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Are your Business Development Officers still sending out flyers and hosting boring lunch meetings at SEGs? Have you forgotten how to acquire a new SEG? Through innovative online and offline marketing techniques you can re-engage existing SEGs, get new ones, and generate a buzz throughout the workplace with your SEGs! Learn how to be come a “Super Hero” to your SEG contacts and bring in more business to your credit union as a result! Learn how to:
•Develop unique online and offline marketing for existing SEGs
•Create a memorable experience for both your SEG contacts and employees at SEGs
•Acquire new SEGs through non-traditional marketing approaches
•Provide financial literacy to the Hispanic community
•Bring in business online through a “Virtual Business Development Officer”
About the speakers. . . Kathryn Davis is Senior Vice President of Marketing & Human Resources for Xceed Financial Credit Union where she is responsible for strategic planning, product development, public relations, governmental affairs, research & analysis, human resources, training, organizational development, and the implementation of all marketing & communications programs. She is a marketing veteran with over 15 years of experience in the credit union industry. Kathryn is a graduate of CUES Executive Marketing Institute and her accomplishments include many MAC, CUNA, and CUES marketing awards. She also was a past recipient of the California Credit Union League's "Tomorrow's Star Award." Kathryn holds a Bachelor of Arts degree in English from the University of California, Riverside and a Master of Arts degree in Media Writing & Communications from Chapman University
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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 28, 2009
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9:00 - 10:00 am
You Want Me To Do What?
Communicating Your Promotions
Mark Arnold, CCUE, Senior Vice President
Neighborhood Credit Union |
Your new promotion is sure to be a big hit. You’ve thought of all the details: timelines, prizes, lobby displays, budgets and forecasts. Nothing can wrong—yeah, right! Failing to involve your credit union peers on the promotion can make or break your outcome.
This session will provide you ideas on how you can effectively involve the entire credit union staff in any promotion. You’ll learn how to form an effective marketing team, how to gain staff buy-in, how to keep staff informed and excited about your promotions and how to convince those number-crunchers that marketing really does matter.
About the speaker. . . Mark Arnold, CCUE, is senior vice president for Neighborhood Credit Union. Arnold currently oversees and plans strategies for multiple departments, including marketing, business development, human resources, training and member investment services. He also directs activities and programs that promote a sales culture and is responsible for the credit union’s technology strategies. Arnold is a member of Neighborhood Credit Union’s senior management team, where he helps formulate solutions to organizational changes. Arnold is rich in credit union work experience. Prior to joining Neighborhood Credit Union, he served as the communications manager for the Texas Credit Union League (TCUL). Arnold also worked in several positions at Community Credit Union, including loan officer, collection officer and marketing assistant. Arnold is the author of Marketing Across the Generations: Gen. X. He is also a frequent national speaker on various credit union topics specializing in marketing, technology, human resources, management and business development. Arnold has won numerous communication awards, including the 2006 CUNA national Marketing Professional of the Year and the Texas Marketer of the Year. He also served several years as chairman of the Texas Credit Union Marketing Council. Arnold holds a Bachelor’s of Journalism degree from the University of Texas at Austin and is an instructor at the Southwest CUNA Management School.
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10:45 - 12:00 pm
2009 MACQUEE FINALISTS SESSION
Essential Elements of an Effective Marketing Campaign
Scott Coe, VP Marketing
CoastHills Federal Credit Union (moderator) |
This session profiles campaigns that are finalists for the 2009 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
1:00 - 2:00 pm (repeats 2:30 - 3:30 pm)
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10 “I-Can’t-Believe-I’m-Not-Doing-That” Ideas to Get More Business from Your Members
Jayni Sech, CEO, Marketing Solutions Unlimited, Inc.
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Are you a small to medium size credit union trying to get more business from your existing members? That’s a simple task when you have a huge marketing budget. But when you’ve got limited resources, marketing to your members can be an uphill challenge. This interactive session will share ideas and suggestions that will help any credit union jump-start their marketing efforts. Sit back and hear about these everyday easy-to-do tips that will help any credit union get the most bang for their marketing buck!
About the speaker. . . Jayni Sech graduated from Kent State University with a major in Communication and a minor in Public Relations. She has nearly 20 years of sales, marketing, and public relations experience, and the past 12 years have been in the credit union industry. Her career highlights have included positions as Communications Director for Kinko’s of Ohio; Corporate Recruiter for Robert Half International; Vice President of Business Development for Kent Credit Union and Division Director for Liberty Outsource Marketing. She also served as Chairman of the Board of Directors of Kent State Student Credit Union for several years. She has spoken on various marketing panels at the Ohio Credit Union League, as well as League Chapter meetings, credit union staff trainings, Board of Directors Meetings, Data Processor Users Conferences, and NCUA seminars. Her dynamic presentations have inspired and entertained audiences throughout the credit union industry. She started a credit union marketing consulting firm in 2001 and has worked with credit unions nationwide ranging in asset size from $300,000 to $150 million. Her vision was to build a company that would assist credit unions with their marketing needs, regardless of their size and budget. She earned her CUDE certification from the National Credit Union Foundation in 2003.
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Credit Unions Going Green: How to Create an Enviomentally Responsible Culture |
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Jason Bauer, VP Marketing/E-Commerce
Boulder Valley Credit Union
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Paul Todd Merrill, Director of Sustainable Construction
Clayco, Inc. |
More banks and credit unions are taking a look at “going green,” as public awareness and concern over environmental issues becomes more prevalent. Whether you are planning to build a new branch, or are interested in ways to “green” your current home office or branch, this session will have you thinking of ways to be more environmentally responsible, practical, and economically and socially responsive to your credit union membership and the communities you serve from both an operational and marketing perspective.
About the speakers. . . Jason Bauer is the VP of Marketing and E-Commerce at Boulder Valley Credit Union in Boulder, Colorado. He has worked in the credit union industry for over 10 years at credit unions in Memphis and Denver, as well as currently in Boulder. Jason has specialized at building and refining analytical marketing strategies in order to profitably grow each respective credit union’s membership and asset size. However, his current focus is on something much different - building a brand based on “going green.” In November of 2007, Boulder Valley Credit Union became the first fully eco-conscious financial institution in Colorado, and every business decision the organization makes going forward is made with an eco-friendly focus.
Paul Todd Merrill, PE LEED AP is a Senior Project Engineer and Director of Sustainable Construction with Clayco, a national real estate, architecture and engineering, design-build construction firm. Paul is a LEED Accredited Professional and has specialized in green building design and construction practices within Clayco. Paul directs the sustainable education and training efforts within Clayco, our clients, building code officials, subcontractors, suppliers and disadvantaged business practices. Clayco is one of the nation's largest, privately owned real estate, architecture and engineering, design/build and construction firms. Energy efficient-related strategies are a hallmark of Clayco and we are a leader in “green architecture and LEED-certified buildings.” Clayco offers full-service site searches, incentive analysis, and finance leaseback capability.
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STOP THE BLEEDING: Proactive Strategies to Retain Members
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Ryan Zilker, Vice President of Marketing and Human Relations
American First Credit Union
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Ted Triplett, Relationship Marketing Specialist
Stellar Strategic |
Members give us clues and cues every day that they are thinking about moving to another institution. This session will examine how we can use the tools that we already have to identify members that are on the cusp, and strategies we can employ to retain them. We’ll look at other industries, identify best practices in retention, and we’ll examine what works, and what doesn’t. This will be an interactive session with audience participation and will include:
• A list of practical clues and cues to look for in your own membership
• Suggested member communication
• Example of marketing used for retention
About the speakers. . .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.
Ted Triplett is the Relationship Marketing Specialist for Stellar Strategic, a financial services consultancy firm in Lincoln, NE. Prior to joining Stellar Strategic; Mr. Triplett held a similar position with Direct Marketing Strategies where he was responsible for conducting research, product and program development, marketing and sales. Based on his previous industry experience and extensive marketing research, Ted has developed a unique marketing strategy that helps financial institutions retain new and existing households. His innovative marketing program helps financial institutions increase retention, wallet and market share, referrals and household profitability. Ted is an honors graduate from the University of Nebraska-Lincoln. |
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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
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FRIDAY, MAY 29, 2009
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9:00 - 10:00 am
Communicating the “CU Advantage” in Turbulent Economic Times
Jim Johnston, Vice President/Associate Director of Marketing
San Antonio Credit Union |
CUs are among the safest financial institutions in the country, even in our current economic downturn. With that said, marketers are faced with a number of challenges created by the fallout. How do you assure nervous members that their money is secure? Is there an effective way to educate the public that CUs have avoided many of the problems that have created today’s financial mess? How do you send out the strongest positive message about your credit union?
The session will provide insight and specific examples on how CUs can benefit from the public’s hunger for financial guidance in uncertain times. Jim Johnston will share strategies employed by his credit union as well as detail participation in a local cooperative of nine San Antonio-based CUs to produce an ad series on safety/soundness and deposit insurance – which includes live TV shows on CBS affiliates.
About the speaker. . .Jim Johnston is the Associate Director of Marketing at San Antonio Federal Credit Union in San Antonio, Texas. With more than 14-years experience in marketing at the credit union, Jim has had the opportunity to work on numerous projects that have been recognized throughout the credit union industry, landing him and his colleague’s awards from NAFCU, CUES, CUNA, and the Texas Credit Union League. Jim serves as the Chair of the Advertising & PR Committee for the Alamo Chapter of Credit Unions, a position he has held since 2006.
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10:45 - 11:45 am
What Does the Future Hold for CUs?
Key Strategies to Remain Vibrant & Competitive
Mark Sievewright, Senior Vice President, Strategic Marketing
Fiserv, Inc. |
The shockwaves from the financial crisis continue to reverberate throughout the financial industry which has undergone further, significant consolidation and fundamental structural change. Beyond the financial crisis, we are witnessing important shifts in a broad range of strategic areas including: member demographics; technology; delivery and distribution channels; competition; and, regulation. How will credit unions emerge from this? What challenges and opportunities lie ahead? Mark will present his perspectives on these topics as well as the key steps credit unions need to take to compete and win.
About the speaker. . . Mark Sievewright’s financial services career began in 1979 when he joined one of the world’s largest banks - HSBC in the United Kingdom. He held a variety of senior business management and operational roles and also worked as a Senior Manager within the bank’s “Office of the CEO” for 18 months. At MasterCard International, Mark was responsible for Europe-wide marketing and commercial services covering sales management, corporate communications, fraud management and business/ IT management. At PSI (now Taylor-Nelson-Sofres Financial Services), Mark served as Executive Vice President, and then President and CEO. As President and CEO of TowerGroup, Mark Sievewright led the evolution of the company into the financial services industry’s leading research and advisory company and built a team of expert analysts and consultants widely recognized as the best in the industry. At Fiserv, Mark serves as Corporate Senior Vice President for Market Development. Fiserv is the leading provider of information management and technology solutions to Credit Unions. Mark Sievewright has been quoted extensively in the financial press and is a renowned keynote speaker and chairperson at financial services events and conferences around the world. Mark has presented at more than 200 events in more than 30 countries receiving highly positive feedback from clients and conference organizers alike. Mark Sievewright has a Bachelor’s Degree in Finance and is an Associate Member of the Chartered Institute of Bankers. He also has Diplomas in Marketing, Business Administration and Human Resources Management.
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11:45 am - 12:30 pm
EXHIBITOR PRIZE DRAWINGS |
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