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Back by Popular Demand!
MAC Conference 2018
May 29 – June 1
The Westin San Diego Gaslamp Quarter
San Diego, CA
Book discounted hotel rate using this link.
Don’t miss your chance to experience:
- World-class general sessions
- Workshop-style breakout sessions
- Exhibitors from across the industry ready to partner with credit union marketers
- Opening networking reception and our legendary booth crawl
- Conference breakfasts, lunches, and midday snacks
- The MAC Awards dinner
- Networking with top marketers
Check out this great lineup!
Sundeep Kapur – Emcee & Yoga Instructor Extraordinaire
TUESDAY, MAY 29
5:30pm | Opening Reception. Sponsored by SPC
WEDNESDAY, MAY 30
8:30am | Breakfast with Suppliers
9:00am | Keynote Speaker: Ron Tite – Marketing, Branding and Creativity Expert
Sponsored by Weber Marketing Group
THINK. DO. SAY. Credit Unions have wonderful stories but as we all know, marketing is more than just telling great stories. It’s about creating experiences that inspire great stories. Still, knowing what to do, where to spend, and where to prioritize has never been more difficult. Regardless of where they live, consumers are essentially standing in the middle of Times Square – surrounded by blinking and bleeping promotional messages coming from all directions. They’re exhausted and they don’t know where to look.
Neither do marketers.
Changing research, contradictory opinions, and executive ADD has marketers running in all directions while simultaneously trying to be both left-brain data scientists and right brain creative brand champions. No wonder you need a trip to San Diego.
Let’s face it, members and prospects used to vote with their wallets.
Now they vote with their time.
Winning their attention has never been more difficult. But it’s possible.
Successful brands and successful leaders are defined by what they think, what they do, and what they say. This humorous and insightful session will provide a guide for marketers of all shapes and sizes to calm the chaos, cut through the noise, and make everyone in the organization a brand champion. Now THAT would be a great story. I can’t wait to tell you more. See you there.
About Ron: Engaging and interactive, Ron Tite exceeds expectations each and every time he takes the stage. Named one of the “Top 10 Creative Canadians” by Marketing Magazine, he’s been an award-winning advertising writer and creative director for some of the world’s most respected brands, including Air France, Evian, Hershey, Johnson & Johnson, Kraft, Intel, Microsoft, and Volvo. Currently, Tite is CEO of The Tite Group, a content marketing agency based in Toronto. His work has been recognized by The London International Advertising Awards, The New York Festivals of Advertising, The Crystals, The Extras, The Canadian Marketing Association, and The Marketing Awards, to name just a few.
Tite is also executive producer and host of the Canadian Comedy Award-winning show Monkey Toast, and publisher of the award-winning and bestselling humor book, This is That Travel Guide to Canada, with CBC Radio’s hit show, This is That. He has written for a number of other television series, penned a children’s book, and wrote, performed, and produced the play, The Canadian Baby Bonus. His newest book, Everyone’s An Artist (Or At Least They Should Be), was published by HarperCollins in 2016.
10:15am | Networking Break
10:45am – 12:00pm | Breakout Sessions
SESSION 1 | Improving Member Experience through Journey Mapping
Lamar Heyward, SVP Marketing at Local Government Federal Credit Union, Raleigh, North Carolina
Sponsored by GSTV
In 2018, the top trend in retail banking is removing friction from the customer journey. And as consumers, we all know that frustrating service experiences extend past financial services and impact every area of our lives.Creating ‘wow’ moments and consistently exceeding member expectations is possible. It simply requires an intentional emphasis on identifying people’s pain points and developing solutions for them. One very effective way to do this is with Journey Mapping.
Taking the time to walk through a member journey forces us to set aside the credit union lens and look at the different interactions with our organization through the eyes of our members. By doing this we see things from a different perspective – theirs. This approach also serves as a great way to encourage change within your organization; change that may currently be met with resistance. This is especially true when you have a new idea that’s not gaining traction. It’s one thing for your department to advocate for change; but it’s another thing entirely when championing that change is driven by the needs of the member. Effective journey mapping outcomes display those needs in plain view so that they are undeniable even to the staunchest of critics.
During this session, we’ll explore what journey mapping is (and isn’t), why it’s such a valuable tool in a marketers tool kit and, most importantly, some practical and accessible ways you can get started designing your own journey mapping projects
SESSION 2 | Serving More Members with Less: Analytics Success Stories from the Retail Industry
Nate Derby, CEO, Data Scientist, Stakana Analytics, Seattle, WA
Sponsored by Austin & Williams
Many of us want to make the most of our limited resources to serve the most members with the least effort. The retail industry has been working on this problem with analytics for over a decade with some great successes. Hear stories about how retailers such as Nordstrom, Target, Amazon, REI, Starbucks, T-Mobile, many supermarkets, and even a winery have found success through predictive analytics by focusing on the right customers with the right message at the right time. Then we’ll learn about how credit unions can adopt these same strategies to better serve their members–including inspiring stories about some credit unions which have already started on this journey.
12:00pm | Lunch with Suppliers
1:00pm – 3:00pm | Tours
Learning from the best and brightest inside and OUTSIDE of the industry is the only to stay on top of the latest and greatest in marketing. We’ll step out for tours and chats with two of San Diego’s top organizations to gain inspiration and motivation to think outside of the box!
TOUR 1 – Jack in the Box Innovation Lab
TOUR 2 – We’re still finalizing the details but trust us, you’ll want to be there!
3:45pm – 5:30pm | Booth Crawl
Our legendary networking event is back, come mix, mingle and have a few drinks with our suppliers.
THURSDAY, MAY 31
8:30pm | Breakfast with Suppliers
9:00am | Introduction to the day
9:15am | Keynote Speaker: Sunny Lenarduzzi
A born broadcaster, Sunny’s work all centers around connecting with an audience through authentic communication. After reporting at the 2010 Winter Olympic and Paralympic Games, she shifted her focus and began working with entrepreneurs, personal brands, and corporations to help them bring their business online through social media and video marketing.
Sunny has nearly a decade of experience as an award-winning video, social media, and online business strategist. From tech startups and wealth managers to authors and beyond, Sunny has worked with clients across industries—helping Hootsuite develop a YouTube series that increased subscriptions by 75% and Applebee’s hit one billion impressions in one day. Sunny’s passion is helping people leverage the power of video marketing to build businesses and lives they love. Sunny has had the opportunity to speak internationally, most recently at NATO’s Headquarters in Brussels. You can also catch Sunny on national radio, television, and online platforms like The Huffington Post, and her weekly YouTube show talking about social media trends and the latest digital news. Sunny took home the award for “Best in Social Media” for Western Canada in 2014, given to her by Notable, an organization that recognizes young professionals across Canada.
0:15am | Networking Break
10:45am | MAQUEE Finalists Presentations
It’s time for you to vote on the best of the best from our MAC awards. The finalists will present their campaigns and you’ll decide who goes home with the award!
12:00pm | Lunch with Suppliers
1:15pm – 2:00pm | Breakout Sessions
SESSION 1 | Digital Targeting Precision
Andrew Catalano, Chief Digital Officer, Austin & Williams, Long Island, NY
Today’s digital media platforms give marketers the ability to reach their target audience with precision. Combining traditional profiling variables – things like behaviors, interests, demographics, psychographics and geography – with more advanced targeting variables – like browsing history, social media activity, shopping behavior and mobile location history – enabling you to reach prospects one-to-one.
This session will walk through several use-case scenarios, to demonstrate how to define digital campaign targeting for a range of marketing objectives that are relevant to credit unions, including growing membership, core deposits, and loan and credit card applications. Next, we’ll take those same use-case scenarios and show you – in real time – how they can be activated using the latest digital buying platform – a programmatic trading desk.
SESSION 2 | What’s hot? Case Study Round-Table Discussion
We’re pulling the Marketers behind three of the best credit union marketing campaigns we’ve seen over the last year and getting down to the nitty gritty. How’d you do it? What were your results? And, how can I do it myself? This is a round table discussion you won’t want to miss!
SESSION 3 | Future-Proof Your Marketing Strategy
Rich Jones, President/Principal, Leading2Leadership LLC
Today’s marketers find themselves trapped between the old world of advertising big rates on big billboards and supporting your members as they make important life decisions like buying cars and homes, preparing for college, and planning for retirement. In this session attendees will understand how to build a duo strategy; one designed to drive new balances with promotional, rate-driven campaigns while simultaneously filling the prospect funnel of the future with content, information, education-based marketing. Marketers will learn how to build this duo strategy and begin to make the business case to get support from the rest of the leadership team in their credit union.
2:00pm | Networking Break
2:30pm – 3:15pm | Breakout Sessions Repeat
5:30pm | Cocktail Reception
6:30pm | MAC Awards Show
9:30pm | MAC Awards After Party, Sponsored by MARQUIS
FRIDAY, JUNE 1
9-11:00am | Farewell Networking Breakfast – Complete with Bloody Marys and Mimosas