CUNA Marketing Management School: Part III
Topics & Objectives

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

Best Practices Roundtable Discussion

• Learn from your peers in a facilitated discussion on Best Practices for Credit Union Marketers
• Leave the session with a contact list of "Experts"
• Create actionable items for implementing when you return to your credit union

Blending Digital & Social Marketing Successfully into Your Plan

• Discuss the most up-to-date trends in digital and social marketing
• Participate in a hands-on group activity to create a mock digital and social marketing plan for the year
• Learn how to effectively integrate these new types of marketing techniques with your traditional efforts
• Leave the session with a plan that will jumpstart your efforts to go digital or improve your digital efforts at your credit union

Idea Share & Networking Lunch

• Share plans and materials with your peers

Market Research

• List typical response rates for mail surveys, online surveys, and focus groups
• Learn to organize, facilitate, and increase participation in a focus group
• Discuss the advantages of quantitative mail/e-mail/online/phone surveys versus qualitative focus groups and interview surveys
• Hear how to design an advertising awareness survey
• Understand how to design and conduct a promoter survey to gauge brand equity

Proving Your Credit Union's Story With Multi-Sensory Marketing

• Walk through the step-by-step process of proving your credit union’s story with experiential flair
• Examine case studies to learn how to create a powerful brand by building brand equity into all the senses

Strategies for Reaching the Underserved

• Discuss strategies for reaching underserved markets
• Identify products and services that meet the needs of the underserved

The Future of Credit Union Marketing

• Use information from CUNA's Credit Union Environmental Scan Report and other sources to anticipate members’ needs
• Learn how current technology, culture, demographics, and the economy will change the way you market products and services

Working Out of the Box & Within the Lines

• Discuss the characteristics of an effective marketer
• Learn ways to partner with operation counterparts in these times of fewer "man" hours and higher expectations
• Identify ways of creating members as loyal as Norm Peterson – the Cheers Model: It’s not about number of transactions, it’s about quality of relationship
• Look at strategies for cross-promotion, partnerships, and media placement to help you stay within a small budget

Your Members' Experience: Will it Win, Wow, or Worry?

• Analyze what members require in a financial services’ experience
• Design campaigns, messages, and front line habits that are consistent throughout your credit union
• Learn key indicators that measure your successes and shortcomings
• Build follow-up systems that reinforce member relationships
• Dissect what your members – current and future – require in a financial services’ experience
• Transform your image and brand to make your credit union more indispensable to your members’ financial services life