Agenda

Today, consumers are bombarded with images trying to capture their attention. How does your credit union stand out? Learn how psychological marketing – leveraging the latest in neuroscience, psychology and biometrics can improve your communications and branding efforts.

Cognitive scientist's claim 95% of all human thought is unconscious. New research tools are emerging which can help executives tap into consumers' unconscious thoughts to better understand their preferences.

The Filene Research Institute recently partnered with Doorways to Dreams Fund (D2D) to test one such methodology called the Zaltman Metaphor Elicitation Technique (ZMET). During this session, you'll see how this technique, as well as others, can be applied at your credit union.

From this session you will walk away with an understanding of:

• A Review of current credit union advertising.
• ZMET, a cutting edge qualitative tool created by Harvard Business School Professor Jerry Zaltman.
• Response Latency and Memory Integration, quantitative tools that measure unconscious beliefs.
• Case Studies – including one sponsored by the Filene Research Institute, investigating how low and moderate-income consumers view money and savings.
• General Psychological Marketing Principles – How do consumers make decisions subconsciously? How do you market to the subconscious? What are some ways to “reframe” a seemingly negative attribute of your product or brand?

This is on the lips and minds of all marketing and business development professionals these days. To help you gain valuable insight to this pressing question, join us for a day-long session working with another not-for-profit who is wrangling with the same issue. St. Vincent De Paul/Father Joe's Village is a San Diego based not-for-profit organization who provides a continuum services to the homeless which enables them to learn skills that will allow them to become independent contributors to our society. Just like credit unions, St. Vincent De Paul shares a people helping philosophy as well as a crowded marketplace and limited wallet-share. In addition, they are known by either St. Vincent De Paul or Father Joe's Village - sound like a familiar challenge?

This unique day-long workshop promises to get you outside of your credit union box and use your talents to help create a marketing plan for this worthy cause. You will be amazed to find how you can use experience to help you in your own marketplace.

Blogs, YouTube, Twitter, MySpace & Facebook…what does it all mean? Christopher Morris will introduce these new social media tools and give examples of how credit unions and others are leveraging them. He'll also give you tips (and tricks) on how to succeed in your own social media efforts, including some free online tools every credit union marketer should be leveraging.

Is Your Business Ready to Blog? Shari Storm created the first financial industry corporate blog in 2004. She has an in-depth knowledge of the social media landscape and how it effects our businesses. She will show lessons learned, how to measure success and give solid advice for credit uinions considering social media.

A new breed of creative has emerged. Rather than amplifying one voice, new marketing builds conversations and participation. Through interactive examples, Brent Dixon will show you how to bring design, rich media, and community management together to hit the mark in a digital age.

Raleigh R. Pinskey, International branding and PR authority, and author of the quarter million best selling 101 Ways to Promote Yourself, presents a 3 hour crash course on the new rules filled with insider secrets, professional know how and tricks of the trade for taking charge of your own PR Marketing, business development and branding successes.

This session is geared to provide you with immediate applications geared to expanding name recognition, enhancing member service, and getting that all-important media attention that lays the groundwork for increased business. Some strategies and techniques include: The 5 E's that attract people to the business you offer, why and how Search Engine Optimization (SEO) works to bring you more business, how to “blog for business,” media attention and name recognition, to name a few.

William James is the father of modern psychology and two of his quotes are fundamental influences on Judson Laipply's program. Those quotes are: "The greatest discovery of man is that one can alter their life by altering their attitude," and, "We do not laugh because we are happy. We are happy because we laugh." Imagine being able to create the life you want to live and enjoying it along the way. Judson will help you discover your power of choice and how that influences the life you live. He will show you how to fuse that power with the realization that life is change to help implement a formula for happiness in everyday life. Through laughter, story telling, personal examples, and crowd participation Judson will help all learn to create changes in their own lives and organizations.

You'll also enjoy his finale - "The Evolution of Dance," which is the #1 Most Viewed All Time Video on YouTube.

Branding…As complex as the topic may seem, it is fundamentally based on some very simple and powerful concepts: Trust, Consistency, Association, and Personality. Learn from a Fortune 500 company, 3M, on how to leverage and build the strength and value of a brand like 3M and apply it to your credit union.

Understand "marketing success" from the viewpoint of an actual credit union marketer. Learn about the metrics you should be measuring to validate marketing ROI. Take home actual spreadsheets and calculations you can use to measure marketing. Gain a deeper understanding of the value marketing can bring to your organization.

Your members live on their cell phones. Find out how your CU can extend its brand and reach into the most personal electronic device consumers own, and how mobile banking paves the way for the future of remote transactions.

Learn what credit union marketing professionals and business development officers need to do to catch the attention of a local entrepreneur/business leader. What Small Businesses are looking for from their financial partner, how big banks market to them and what you need to do to market to Small Businesses. Obtain a real life example of how a Small Business owner grew his business and what he was looking for from his financial partner.

Come prepared to talk about how you are going to win the Small Business Relationship and how you are going to differentiate your Credit Union from other financial providers.

This is not a presentation, this is an experience.

It's all about Attitude!...Is your Attitude in Gladitude, Baditude or Maditude? Join Raleigh as she delivers solid business wisdom of the how, why and where our choices come from and how we can get them to where we want and need them to be. Follow along as Raleigh brilliantly takes you on an insightful and entertaining journey to Gladitude…, to the light at the end of the tunnel.

Raleigh R. Pinskey's unique approach provides a personal framework, a map, a foundation that transports you on a journey towards achieving your desired level of performance. These attitude performance skill sets define a path so you can hone in on becoming more effective and productive within the organization, at any level of your career.

In this case study, discover how one credit union used Award-Based Marketing—winning and licensing awards for promotional use—to double the business generated by its marketing campaign plus saved over $40,000 on interest expense. Learn why this technique works and avoids wasted marketing dollars, as well as seven high-impact promotional strategies.

Branding…As complex as the topic may seem, it is fundamentally based on some very simple and powerful concepts: Trust, Consistency, Association, and Personality. Learn from a Fortune 500 company, 3M, on how to leverage and build the strength and value of a brand like 3M and apply it to your credit union.

Are the "tried and true" business development tactics no longer producing the member growth results they once did? Businesses have changed. Consumers have changed. Has your approach changed? In this session, you'll get a peek into an exciting new approach to growing members, deposits and loans through your SEGs that will create buzz with employees and turn your liaison into a raving fan.

How do we respond to the ever increasing demand for a broad based answer to the needs of a culturally diverse marketplace? One such model can be found in Brocton Massachusetts and was introduced by HarborOne Credit Union. Come see how they took their old empty corporate headquarters and turned it into a vibrant Multi-Cultural Banking Center designed to assist all members of a culturally diverse community.

Opened in 2007, HarborOne's Multicultural Banking Center was specifically created to respond to the growing subprime foreclosure crisis in the area. The center's role expanded to act in response to other predatory financial practices affecting low and moderate income residents, minorities and immigrants. In the first year, almost one thousand people have taken advantage of its services, and it is being recognized as a Best Practice around the nation.

> Read "HarborOne multicultural center a model" in the News Now

Vancity, Canada’s largest credit union, has always had unique values, including embracing Corporate Social Responsibility (CSR) as a core value, with a particular focus on climate change and facing poverty. However, until recently, Vancity’s unique identity and values were not an integral part of its brand and marketing. In 2004, Vancity embarked on a journey to define and capture its identity – and in doing so discover its unique “Story” – and subsequently sought to have this story reflected in its brand and marketing. This change in strategy has resulted in Vancity being able to successfully leverage their unique values and commitment to CSR as a key differentiator. This presentation will walk through how Vancity identified the values and actions that make Vancity unique, and then how they brought them to life from a brand management and marketing perspective. It will also share results and lessons learned along the way. Finally, it will take a look at how Vancity has been a pioneer in using traditional media in a non-traditional way and in pioneering non-traditional marketing tactics (such as social media) in order to create a unique and differentiated presence.

A new Administration, new faces in the U.S. Senate and the House of Representatives. Change was the buzzword during the elections and it's now taking place on Capitol Hill. And it's taking place during a down economy, in the midst of foreclosures, failures and bankruptcies. All this points to the likelihood for added regulations and significant legislative action.

How can / should credit unions prepare for these looming regulatory and legislative changes?

CUNA's SVP of Political Affairs Richard Gose will provide valuable insights on what to expect from the new administration and the 111th Congress –particularly given today's economic conditions -- and what that may mean for credit unions. He'll also discuss how credit unions can help communicate their difference, to better educate lawmakers who might otherwise lump credit unions with banks and all other financial service organizations.

A “what to expect” and “how to” session that will provide attendees with insights and action items.

Rebranding seems to be our magic eraser, a chance to start over, and make our old stale brands fresh and new in the minds of our members and potential members.   But what really goes on behind the scenes? In this session our panel of seasoned experts will share their good, bad and ugly experiences in rebranding a credit union.

The Good: Sonya Allen, Marketing Manager, Pelican State CU
In a marketer's world, few things seem to go the way we want; every now and then we get it right.  Sonya will share her experience in developing a strong brand and letting the good times roll (because they don't last long)!

The Bad: Kelley Parks, VP Marketing & Business Development, Call Federal Credit Union
Last year, Call FCU's colorful, fun and clever new image made a big splash.  But behind that shiny new logo lies a series of bad experiences filled with heartburn and mistakes Kelley won't soon forget.  She'll share the battle-wounds from her difficult journey, and how she learned from them to help her become a better marketer. 

The Ugly: Jim Kelly, SVP Marketing, University of Iowa Community CU
The UICCU's 2007 name change attempt was successfully stopped by an opposition group just 4 hours before it was to go live. It was ugly. Jim will discuss what went wrong in the process and how they have rebounded.

This is a fast paced, information filled, presentation that will present a process for successful communication when you are speaking in a crisis situation. Fresh ideas will be offered to manage mind chatter, stay on message and connect effectively with your audience. You will leave with a check list that works every time you have to speak under pressure.

“What Are You Lookin' At?” presentation will cover goal setting and performance tracking for Business Development. More specifically…

What? – What should you be tracking – the statistics and goals that are critical to business development success and those that are less important as well.

Why? – Understanding the reasons why you should establish certain goals and track certain statistics.

Who? – Who should be involved in developing the goals and tracking mechanisms and who should be looking at them.

When? - When, and how often, these goals and statistics should be reviewed.

How? - The most effective ways to establish goals and track performance to insure accountability and results!

Regardless if you are a single SEG or have a Community charter, your Business Development efforts should be much more than just the person who brings the donuts. Kathy Parker and Kelli Beck of North Island Financial Credit Union, will share how her credit union successfully reaches out in a diverse and crowed marketplace. You will learn unique approaches to common problems and tips on what to do and what not to do.

Hear from the professionals what is considered news or what they consider hype, what gains their time when you hold an event or send a press advisory, or what fills their discard basket. Learn what is important to their audience or what simply will not even get their attention. Three news professionals from electronic and print media will give you the insight plus answer your questions; moderated by a leading public relations firm. Your take-away will be an improved sense on working with the media and how to best present news opportunities to them.

What is personal power and how can you have more of it? This question will be answered in a highly entertaining seminar. The facilitator will present information on techniques and skills that distinguish powerful from ordinary and then, involve participants in some practice exercises.

As credit union marketing and business development professionals, we are frequently asked to develop innovative solutions to a variety of business problems. The purpose of the CUNA Marketing & Business Development Council’s Best Practices Forum is to spotlight these new approaches and their application to credit unions nationwide.

Are You on the Right Path?....here's one CEO's story…
…..started her credit union career as a credit union file clerk and worked her way through all facets of a credit union's operation -  teller, loan officer, branch manager, controller, operations manager, marketing executive and after many long years….now the corner office. Come find out how Teresa Freeborn moved from well known industry “marketing guru” to the chief executive position. It's all about brand she says – personal brand that is. Oh yeah….and a lot of hard work!...

Daniel Hebert, Northeast Regional Director of the Jump$tart Coalition for Personal Financial Literacy, offers a unique perspective of the importance of teaching our children basic personal financial principles. He is a former credit union executive with over 23 years in consumer lending, collections, and credit card administration who advocates the need to provide our children with the tools and skills to maneuver in this complex and ever-changing economic climate. During this presentation, you will learn:

• How our present culture encourages spending without any emphasis on savings
• How and why teens and college students today need basic financial education integration with new technologies. Learn how to speak their language and address their needs.
• How teaching our children today about personal finance will result in responsible credit union members at the same time connecting the credit union difference of people helping people
• What are the current state education standards for personal finance in the United States and what you can do to effect change
• Why the cycle of change begins with young children and the importance for credit unions to have an effective kids savings program. Learn ways to begin the process in your credit union
• Specific action steps in advocating and collaborating with education officials, nonprofit organizations and other stakeholders to increase awareness in your state for financial education and set your credit union apart from your competitors

Marketing in 2008 is kind of like warfare in 2008.  The situations and strategies bear no resemblance to those of 20 years ago.  Traditional "big budget" campaigns are not a guarantee of success for large businesses.  For small to mid-size clients, even getting seen through traditional channels is a near impossibility.  Among the elements of this presentation:

• Difficulties in utilizing traditional marketing methods in 2008.
• The need for instantaneous strategizing
• Strategies for developing media strategies on the fly
• Case studies of successful guerilla campaigns
• Viral and web media strategies
• Giving up the "search for cool."  (Don't try to be cool.  Just be yourself.)