Marketing Management School: Part I
Topics & Objectives

Please note that the Topics/Objectives listed below are subject to change.

Develop the Plan

• Learn basic steps to marketing plan development and how to apply them
• Explore real credit union examples
• Review a suggested year's cycle of product marketing

Develop the Budget

• Analyze your budget needs
• Benchmark your costs for future tracking and comparison
• Plan contingencies in case of fluctuating revenue and expenses

Promotions 101

• Determine when and how promotions are best utilized
• Work through a step-by-step business and work plan
• Set criteria to measure success

Idea Share & Networking Lunch

• Share plans and materials with your peers
• Review and assess CUNA Marketing Council Diamond Award winners

Team Project OR Roundtable Discussion

Choose one of the following activities:

• Work with team members for the Part I Marketing Campaign Project
• Learn from your peers in a facilitated discussion on the current issues facing credit union marketers

Identify Your Target Market

• Define different ways of getting market information, including surveys, focus groups, and industry sources
• Learn how to develop your own marketing surveys
• Match marketing techniques with different market segments

Lending Success Strategies of the Top 100 Credit Unions

• Learn the seven keys you must use to be one of the best credit union lenders
• Understand the lending trends that make life easier for your members
• Discover how to cash in on what other credit unions are doing to build successful lending programs

Develop the Pieces – Write Good Copy

• Analyze readers
• Learn how to sell your ideas in writing while organizing content for the greatest impact
• Create compelling headlines and write copy that centers on member needs

Design Essentials

• Learn the critical elements that make the difference
• Understand key concepts in color, contrast, consistency, balance, and white space
• Discover easy tips for brochure and newsletter design

Project Debrief and Coaching

• Participate in a peer review of marketing materials developed throughout the week
• Work with your peers to get ideas that will remove your creative blocks

For more program content information or to request a brochure call 800-356-9655, ext. 4249, or email elearning@cuna.coop. For registration questions, call 800-356-9655, ext.4400 or e-mail reginfo@cuna.coop.