Get Acquainted and CUCME Prep (webinar)

You’re about to enter a 3-year journey toward earning your Credit Union Certified Marketing Executive (CUCME) designation. The primary reasons you’re probably attending is for the educational content and to earn the designation, but one of the things you’ll walk away with is an extended network of marketing and business development professionals from credit unions of all asset sizes. So as long you’re willing to be open-minded, join in without fear of judgement (and not judge others) and be vulnerable to the experience, you’ll quickly learn that while the education is a key piece of this learning event, the networking is just as important!

This pre-event session will start us off on the right foot and help you begin networking and learning before the school begins. You’ll have some pre-work prior to this session so be sure to come prepared!

Marketing to the numbers and putting numbers to work (webinar)

In marketing, the first rule of success is not graphics or messages but understanding the business model. During this pre-work session, you will learn how credit unions make money and how you can impact the key ratios that determine a credit union's success.

During this session, you will:

• Define the makeup of a Balance Sheet & Income Statement
• Discuss Key Ratios and how they are derived
• Understand which of these Key Ratios marketing can impact directly and indirectly
• Learn the basics of strategic planning for marketing
• Understand the tactics that align your marketing plans with the organizational strategies and Key Ratios
• Get prepared for the onsite tabletop activity

AI Marketing Lab: Building A Campaign From Start To Finish

Speaker: Dave Martin

Join us for a dynamic, practical, and very hands-on workshop where we’ll walk you through the process of using AI to build every facet of a marketing campaign. From developing the product offer and audience targeting to creating a content calendar, building an AI content machine, and managing email marketing, digital ads, social media posts, image creation, and PR outreach, we’ve got you covered. This hands-on demonstration is designed to make a credit union marketer’s role more efficient and effective, all while having a bit of fun along the way. Don't miss out on this chance to revolutionize your marketing game with AI!

*Participants are required to provide and bring their own laptop to the session 
**This event will have a pre-assigned project prior to the event

How to Market, Sell to & Serve People Not Like You

Speaker: Kelly McDonald

If you could grow your business simply by marketing to your existing members and raking in more referrals, making money would be a cakewalk. But to generate new revenue, you must win over the members you’re not getting but could be.  Now, more than ever, it’s important to reach new prospects in different ways to grow your business.

It’s imperative to form a connection with members and prospects to earn their business. This is especially true in the highly competitive business signage industry. But how do you form a connection with someone who is completely different from you? Whether it’s gender, age, life stage, race, ethnicity or even communication preferences, you need to be able to break through barriers to connect in a meaningful way, build trust and differentiate yourself from your competition.

People spend money on what they care about.  Show your members and prospects how you fit into what they need and what they value, and they’ll show you the money.  By recognizing people’s differences and just tweaking your product, message, approach, or marketing efforts to reflect their values, you’ll get the business.

Understanding your customers’ values is how you will reach new members’ hearts, minds, and, ultimately, their wallets.

THE POWER OF “BEING” IN HUMAN BEING: “Transforming Your Challenges Into Your Desired Results” 

Speaker: Elaine Powell

Did you know that it is not what you are doing that creates results, it is actually who you are being? When people don’t get their desired results, they usually go back to their to-do list or they review their team’s actions. Rarely do people look at who they are ‘Being’ as the first step.  We are not ‘human doings’, we are ‘human beings.’  It is in our title and yet most people do not focus on that fundamental important point.

In this thought-provoking, interactive presentation, you will be provided with a powerful ‘BDH’ methodology to follow, when you are dealing with all challenges.  By applying the ‘BDH’ methodology you will have access to create a new way of being in that moment, giving you access to new actions, followed by impactful new results. 

A powerful methodology that works in all areas of your life.

As a result of taking part, the attendees will:

• Understand why you are not creating your desired results in areas of your life that are important to you
• Learn the ‘BDH’ methodology that will leave you empowered, confident, and in action
• Discover how you can transform your challenges into successes
• Learn how to use the ‘BDH’ methodology consistently to get incredible results
• Gain the confidence needed to consistently overcome any challenge, problem, or difficulty you encounter in life

Using Thought Leadership to Grow Your Brand

Speaker: Kelly McDonald

Thought leadership is good for business. It costs nothing but time and can position you as THE expert in your industry, your community and your area of specialization. As a thought leader, you become the “go to”, trusted source of information, insight, breadth of experience and expertise.

But what exactly IS thought leadership? What defines it and how do you deliver it, measure it and use it to grow your business?

You’ll Learn:

• What thought leadership is – and what it’s not (HINT: It’s not a sales pitch)
• Why it works – what makes it valuable to people and how it brings new business in the door
• How to create a simple, effective thought leadership plan that you can execute in 3 hours per week or less
• How to gauge members response – and how to harness their power to make your efforts even more effective and valued
• How to measure your progress and grow your following
• Specific examples will be used to illustrate effective techniques
• Do’s & Don’ts will be covered in detail

How to attract the next generation of Member: Gen Z and Millennials 

Speaker: Gautam Ajjarapu

The next generation of consumers, Generation Z and millennials, have unique and unprecedented digital needs that most Credit Unions have difficulty meeting. Over the past decade, neobanks (banking apps) have been able deploy the technology necessary to capture this audience. In this session, we'll pull back the curtain about what makes neobanks successful and talk about some strategies and technologies your Credit Union can use to capture the next generation of members.

Idea Heist: Steal the Best Marketing and Business Development Ideas in the Room

Facilitator: Jeff Rendel

This highly interactive tabletop exercise invites credit union marketers to showcase their most successful initiatives in community involvement, social media, AI, digital marketing, swag, and business development. Participants will have the opportunity to share their own triumphs and gather inspiration from the standout strategies of others. It's a unique chance to "steal" the best ideas and apply them to their own marketing efforts. The session fosters an open exchange of innovative tactics and creative solutions, providing a rich learning environment. Attendees will leave equipped with fresh perspectives and actionable strategies to elevate their credit union's marketing game.

Participants will learn:

• Best practices in leveraging community involvement and social media for brand growth.
• Innovative uses of AI and digital marketing to enhance member engagement.
• Creative ideas for using swag and business development tactics to boost brand visibility.

Networking Reception: Featuring Swag Swap

Swag Exchange – Looking for interested participants who want to get in on the fun. This is totally informal and is meant to be a way to meet new people and generate some new ideas.  *Not Required 

Here's how to play:  
Bring 10 (and ONLY 10) of the same swag item from your credit union. Bring GOOD stuff--the items your members REALLY love.  If your credit union has stickers--like the ones you put on laptops and/or Hydro flasks--bring those too. These should NOT be counted among your ten items.  We will kick this off at the reception and depending on interest, can continue during breaks/lunches.

Assessing & Building a Disruptive Brand 

Speaker: Randy Schultz 

To be relevant…you need to disrupt. You can only be as good…as you dare to be bad. Are we effectively reaching the audiences we’re after the way they want to be reached versus how we think they should be reached? This is a deep dive in to measuring your brand, and the shifts that are possible to elevate it to a new level beyond your expectations. Now more than ever, it’s the members expectations we have to exceed…or put ourselves in jeopardy of losing them.

In our collaborative, fast-paced discussions we’ll dive deep to find your organizations soul. We’ll look outside the industry for inspiration on how to build a channel-agnostic brand that makes you blend out – not blend in.  You’ll also learn the 6 keys to building an engaging, distinctive brand from the inside out – and holding those keys up to your brand to measure its potential for success.

We’ll turn some of your beliefs upside down with intense discussions, and during this session you will:

Learn why building your brand and implementing it is not a marketing exercise

• Explore why a real Brand Assessment is an organization-wide undertaking – how to engage others, dealing with challenges and bending silos to build solutions that will differentiate you internally and externally.
• Understand how your brand foundation becomes a litmus test for not only the credit union, but for the perceptions and expectations of members and consumers.

Whether you want to admit it or not…YOUR BRAND HAS CHANGED. Let’s ask some hard questions about what makes a credit union brand relevant in the future – and find some answers you can take home to make yours the disruptor in your market.

Assessing & Building a Disruptive Brand continued

Speaker: Randy Schultz 

The Struggle Is Real:  How Alignment, Engagement, and Collaboration Leads to Creating a Strategically Aligned Marketing Plan

Speaker: Pam Hatt 

The struggle is real! Strategic Marketing Plans are not meant to be built in a silo! Find out “how and why” the development of any good plan is a team sport – and how you make it a team sport at your credit union. 

Your Strategic Marketing Plan is the roadmap that guides strategy, focus, tactics, creates efficiencies, and drives results. It must be as agile as your members and the consumers you want to attract.

How do you decide to allocate your advertising budget resources by department, let alone which advertising vertical? Each credit union is different – and this is the place to learn from others and see what works, what doesn’t work, and how you can walk away with some best practices that may work for your credit union.

Join us for collaboration and discuss as you not only learn from the presenter but from each other on how to create alignment at your credit union that drives name and brand awareness, growth in both membership and products, as well as elevate consumer understanding of your organization across the communities you serve.

During this session you will: 

• Discuss how to create alignment within your organization. Growth is not the sole responsibility of the Marketing Department – it’s the job of every department!
•  Create collaboration with your internal business partners so everyone understands the focus, goals, target markets, and growth strategies so your team can reach the audiences you want to attract. 
• Learn how your brand and culture are the keys to your success when it comes to combining staff volunteerism and “Communerosity®” that touches the soul 
• Gain acceptance with your peers at the C-level to make this an organizational initiative – discuss tips to be an influencer among leaders
• Learn the art of bending internal silos to get everyone on the same page for strategic and quantitative goal setting  

We’ll spend time on instruction, as well as applied learning to ensure you’re walking away with the ability to put what you learn into action when you return to work.

Optional Scavenger Hunt

Putting the Numbers to Work

Speaker: Rich Jones 

This is a follow-up to “Marketing to the Numbers” and is dedicated to applying what I learned from that session in a planning exercise using a real credit union and their real key ratios. You will work with your peers to build a marketing plan designed to have an impact on the identified strengths and weaknesses discovered in a credit union’s Ratio Report. During this peer learning workshop, each team will share their plan and the reasons for the plan with their class. Your session leaders will be coaching, mentoring and answering your team’s questions throughout the session.

During this session, you will:

• Apply learning from the Marketing to the Numbers pre-work session
• Participate in a peer learning workshop

Personalizing Data & Measuring ROI for a Connected Brand Experience

Speaker: Randy Schultz

Challenger banks, neo-banks, community banks, Lending Club, Walmart, Apple…they are all creating new consumer expectations, perceptions, behaviors and attitudes that are chipping away at your members loyalty, and the consumer audiences you see as imperative to growth and stability ahead.
If you are still just “talking” about digital transformation, “looking” for a partner to help you take that rich data you’ve been sitting on for years, thinking that bring AI on board will solve your problems so you can meet the member where they want to be reached…you are so very late to the party.

Now that Marketing, IT, Operations, HR and your entire staff are aligned behind a highly personalized member journey and well-articulated brand – let’s get on with it! As a marketer, you must carefully balance budget with a shift towards highly ROI measurable digital channels and the use of data analytics to build brand and product awareness to the right people at the right time at the right place…as well as relevant competitive differentiation.

During this session, you will:

• Learn how leaders are making the shift from product campaigns to highly-focused member and prospect strategies using data analytics and psychographic segment targeting.
• Understand how the right data analytics, dashboards and business intelligence can help you direct the right combination of traditional and digital marketing content that appeals to your target personas…and delivers results.
• Learn how to think like a digital financial consumer – what does your content look and feel like?

We’ll continue the conversation about how to gain acceptance among peers at the C-level to make your brand and digital transformation an organizational initiative that builds growth and profitability as a new foundation for success. Let’s get to it!
Connecting the Staff, Member & Consumer Experience
Elevating the Staff, Member & Consumer Experience
Speaker: Randy Schultz 

How important is the experience? The way the consumer perceives you, if their expectations are met, and you connect every time with the right message…is where it starts. And that all starts inside your credit union. Not just in marketing…the entire organization.  It all starts internally…You will never hear “that’s the way we’ve always done it” again!

What if you were starting your credit union today? What would the experience look like, feel like, act like…and maybe even smell like? Let’s find out! We’ll take everything you’ve learned this week and build a credit union model for the future. Current, and certainly future, audiences see retail banking as old-school and boring, and demand a much higher degree of frictionless user experience and personalization. We’re going to make that happen today.

This fast-paced, interactive session gives you the opportunity to see what happens when we rethink everything we do around the demands of today’s consumer expectations? Here we’ll rethink the role we play both as individuals and as part of our credit union in people’s lives.

During this session you will:

• Map out staff, member and consumer behaviors and expectations
• Learn what you can change to build nimble solutions around ever-changing technology
• Answer the question – how you make everything “personal”?

It’s not only old technology that is holding us back; it’s old thinking. We’re going to change that today!

 

 

Content is King! How to Write & Create Great Marketing Pieces (webinar)

Successful marketing requires successful writing and designing. However, writing great copy and designing a clean creative can be a laborious task. Take the drudgery out of writing and designing by learning the secrets to great ads. Attendees will learn practical tips to help improve your ads, flyers, websites, and overall content marketing.

During this session, you will begin to:

• Identify 10 keys to writing copy that sells
• Examine five steps to testing effective writing
• Create a compelling product promotion plan
• Learn AI tools to help with your content and writing

AI Marketing Lab: Building A Campaign From Start To Finish

Speaker: Dave Martin

Join us for a dynamic, practical, and very hands-on workshop where we’ll walk you through the process of using AI to build every facet of a marketing campaign. From developing the product offer and audience targeting to creating a content calendar, building an AI content machine, and managing email marketing, digital ads, social media posts, image creation, and PR outreach, we’ve got you covered. This hands-on demonstration is designed to make a credit union marketer’s role more efficient and effective, all while having a bit of fun along the way. Don't miss out on this chance to revolutionize your marketing game with AI!

*Participants are required to provide and bring their own laptop to the session 
**This event will have a pre-assigned project prior to the event

THE POWER OF “BEING” IN HUMAN BEING: “Transforming Your Challenges Into Your Desired Results”

Speaker: Kelly McDonald

If you could grow your business simply by marketing to your existing members and raking in more referrals, making money would be a cakewalk. But to generate new revenue, you must win over the members you’re not getting but could be.  Now, more than ever, it’s important to reach new prospects in different ways to grow your business.

It’s imperative to form a connection with members and prospects to earn their business. This is especially true in the highly competitive business signage industry. But how do you form a connection with someone who is completely different from you? Whether it’s gender, age, life stage, race, ethnicity or even communication preferences, you need to be able to break through barriers to connect in a meaningful way, build trust and differentiate yourself from your competition.

People spend money on what they care about.  Show your members and prospects how you fit into what they need and what they value, and they’ll show you the money.  By recognizing people’s differences and just tweaking your product, message, approach or marketing efforts to reflect their values, you’ll get the business.

Understanding your customers’ values is how you will reach new members’ hearts, minds, and, ultimately, their wallets.

How to Market, Sell to & Serve People Not Like You

Speaker: Elaine Powell

Did you know that it is not what you are doing that creates results, it is actually who you are being? When people don’t get their desired results, they usually go back to their to-do list or they review their team’s actions. Rarely do people look at who they are ‘Being’ as the first step.  We are not ‘human doings’, we are ‘human beings.’  It is in our title and yet most people do not focus on that fundamental important point.

In this thought-provoking, interactive presentation, you will be provided with a powerful ‘BDH’ methodology to follow, when you are dealing with all challenges.  By applying the ‘BDH’ methodology you will have access to create a new way of being in that moment, giving you access to new actions, followed by impactful new results.

A powerful methodology that works in all areas of your life.

As a result of taking part, the attendees will:

Understand why you are not creating your desired results in areas of your life that are important to you
Learn the ‘BDH’ methodology that will leave you empowered, confident, and in action
Discover how you can transform your challenges into successes
Learn how to use the ‘BDH’ methodology consistently to get incredible results
Gain the confidence needed to consistently overcome any challenge, problem, or difficulty you encounter in life

Using Thought Leadership to Grow Your Brand

Speaker: Kelly McDonald

Thought leadership is good for business. It costs nothing but time and can position you as THE expert in your industry, your community and your area of specialization. As a thought leader, you become the “go to”, trusted source of information, insight, breadth of experience and expertise.

But what exactly IS thought leadership? What defines it and how do you deliver it, measure it and use it to grow your business?

You’ll Learn:

• What thought leadership is – and what it’s not (HINT: It’s not a sales pitch)
• Why it works – what makes it valuable to people and how it brings new business in the door
• How to create a simple, effective thought leadership plan that you can execute in 3 hours per week or less
• How to gauge members response – and how to harness their power to make your efforts even more effective and valued
• How to measure your progress and grow your following
• Specific examples will be used to illustrate effective techniques
• Do’s & Don’ts will be covered in detail

How to attract the next generation of Member: Gen Z and Millennials

Speaker: Gautam Ajjarapu

The next generation of consumers, Generation Z and millennials, have unique and unprecedented digital needs that most Credit Unions have difficulty meeting. Over the past decade, neobanks (banking apps) have been able deploy the technology necessary to capture this audience. In this session, we'll pull back the curtain about what makes neobanks successful and talk about some strategies and technologies your Credit Union can use to capture the next generation of members.

Idea Heist: Steal the Best Marketing and Business Development Ideas in the Room

Facilitator: Jeff Rendel

This highly interactive tabletop exercise invites credit union marketers to showcase their most successful initiatives in community involvement, social media, AI, digital marketing, swag, and business development. Participants will have the opportunity to share their own triumphs and gather inspiration from the standout strategies of others. It's a unique chance to "steal" the best ideas and apply them to their own marketing efforts. The session fosters an open exchange of innovative tactics and creative solutions, providing a rich learning environment. Attendees will leave equipped with fresh perspectives and actionable strategies to elevate their credit union's marketing game.

Participants will learn:

• Best practices in leveraging community involvement and social media for brand growth.
• Innovative uses of AI and digital marketing to enhance member engagement.
• Creative ideas for using swag and business development tactics to boost brand visibility.

Networking Reception: Featuring Swag Swap

Swag Exchange – Looking for interested participants who want to get in on the fun. This is totally informal and is meant to be a way to meet new people and generate some new ideas.  *Not Required 

Here's how to play:  
Bring 10 (and ONLY 10) of the same swag item from your credit union. Bring GOOD stuff--the items your members REALLY love.  If your credit union has stickers--like the ones you put on laptops and/or Hydro flasks--bring those too. These should NOT be counted among your ten items.  We will kick this off at the reception and depending on interest, can continue during breaks/lunches. 

From Boomers to Zoomers: Segment Your Generational Marketing

Speaker: Mark Arnold

Rotary phones. Touch-tone phones. Cell phones. Smart Phones. Each generation identifies itself with unique cultural images. Consumers active in today's marketplace can also be divided into four distinct groups: Baby Boomers, Xers Millennials and Gen Z. Your willingness and adaptability as an aggressive marketer will determine how successful you are in reaching and bridging these critical age ranges.

During this session, you will:

• Gain an overview of Baby Boomers, Generation X, Millennials & Generation Z
• Learn practical ways credit unions can market to each generation and options for bridging the generations
• Understand financial products each generation finds appealing

Engage or Die: How to Engage through Social, Digital & Traditional Channels

Speaker: Mark Arnold

Facebook. Twitter. YouTube. Pinterst. Instagram. That's what most people assume social media is about. But those are just the tools. Ultimately social media is boiled down to one key word: engagement. Engaging members and potential members with new social media channels and online efforts is critical for any marketer's success.

During this session, you will:

• Learn the two "S"s of effective social media: strategy and staff
• Identify ways to incorporate social media into your marketing and strategic plans
• See case studies on credit unions successfully engaging members through new channels 

Engage or Die: How to Engage through Social, Digital & Traditional Channels (continued)

Speaker: Mark Arnold

Optional Scavenger Hunt

Be Authentic and Humanize Your Credit Union

Speaker: Casey Boggs 

Swipe Right: Getting Your Members to Stick With Your Credit Union Through Member Retention

Speaker: Mark Arnold

Members come and members go. But what if they stayed? Many credit unions today face a “back door” problem. For every one member they bring in the front door they lose one out the back. Because everyone wants your members, you must fight to keep them loyal to the credit union. Your credit union can achieve great growth success not just by member acquisition, but also with member retention. This session provides insights for credit unions to improve how they penetrate their existing membership base.

During this session you will:

• Explore how to deepen relationships with your members
• Learn components for a successful retention strategy, including relationship pricing and onboarding
• Acquire tactics for increasing member retention

KPI’s of Marketing Relevance – Trends and How to Calculate Them

Speaker: Jeff Rendel

This session focuses on identifying and utilizing key performance indicators (KPIs) to gauge the success of marketing initiatives in credit unions. Tailored for marketing professionals, the discussion emphasizes metrics that resonate with senior executives and directors, ensuring alignment with organizational goals. Participants will explore the most impactful KPIs, learning how to present data that highlights the value and effectiveness of their marketing strategies. Real-world examples and case studies will illustrate how these metrics can drive decision-making and enhance marketing relevance. By the end of the session, attendees will have a clear roadmap for tracking and reporting marketing success.

Participants will learn:

The most critical KPIs for evaluating the effectiveness of marketing initiatives in credit unions.
How to communicate marketing performance in terms that resonate with senior executives and directors.
- Strategies for using KPI data to inform and optimize future marketing campaigns.

Aligning your marketing with your strategic plan (Part 1)

Speaker: Jeff Rendel 

Strategic planning – and its execution – is not set aside exclusively for the CEO’s office and the Board room. For your credit union to prosper, its strategy must be defined and put into action at every level – your branch, your department, and your desk. Your role in strategic success becomes indispensable as you perform your duties and direct others with strategic intent and a grounded, real world perspective.

During this session, you’ll:

• Understand your role in strategic thinking, planning and execution.

  Create paths of success based on your credit union’s strategic plan and the role of marketing.

  Tie your marketing messages into the mission and vision of your credit union.

AI Marketing Lab: Building A Campaign From Start To Finish

Speaker: Dave Martin

Join us for a dynamic, practical, and very hands-on workshop where we’ll walk you through the process of using AI to build every facet of a marketing campaign. From developing the product offer and audience targeting to creating a content calendar, building an AI content machine, and managing email marketing, digital ads, social media posts, image creation, and PR outreach, we’ve got you covered. This hands-on demonstration is designed to make a credit union marketer’s role more efficient and effective, all while having a bit of fun along the way. Don't miss out on this chance to revolutionize your marketing game with AI!

*Participants are required to provide and bring their own laptop to the session 
**This event will have a pre-assigned project prior to the event

How to Market, Sell to & Serve People Not Like You

Speaker: Kelly McDonald

If you could grow your business simply by marketing to your existing members and raking in more referrals, making money would be a cakewalk. But to generate new revenue, you must win over the members you’re not getting but could be.  Now, more than ever, it’s important to reach new prospects in different ways to grow your business.

It’s imperative to form a connection with members and prospects to earn their business. This is especially true in the highly competitive business signage industry. But how do you form a connection with someone who is completely different from you? Whether it’s gender, age, life stage, race, ethnicity or even communication preferences, you need to be able to break through barriers to connect in a meaningful way, build trust and differentiate yourself from your competition.

People spend money on what they care about.  Show your members and prospects how you fit into what they need and what they value, and they’ll show you the money.  By recognizing people’s differences and just tweaking your product, message, approach or marketing efforts to reflect their values, you’ll get the business.

Understanding your customers’ values is how you will reach new members’ hearts, minds, and, ultimately, their wallets.

THE POWER OF “BEING” IN HUMAN BEING: “Transforming Your Challenges Into Your Desired Results” 

Speaker: Elaine Powell

Did you know that it is not what you are doing that creates results, it is actually who you are being? When people don’t get their desired results, they usually go back to their to-do list or they review their team’s actions. Rarely do people look at who they are ‘Being’ as the first step.  We are not ‘human doings’, we are ‘human beings.’  It is in our title and yet most people do not focus on that fundamental important point.

In this thought-provoking, interactive presentation, you will be provided with a powerful ‘BDH’ methodology to follow, when you are dealing with all challenges.  By applying the ‘BDH’ methodology you will have access to create a new way of being in that moment, giving you access to new actions, followed by impactful new results. 

A powerful methodology that works in all areas of your life.

As a result of taking part, the attendees will:

• Understand why you are not creating your desired results in areas of your life that are important to you
• Learn the ‘BDH’ methodology that will leave you empowered, confident, and in action
• Discover how you can transform your challenges into successes
  Learn how to use the ‘BDH’ methodology consistently to get incredible results
• Gain the confidence needed to consistently overcome any challenge, problem, or difficulty you encounter in life

Using Thought Leadership to Grow Your Brand

Speaker: Kelly McDonald

Thought leadership is good for business. It costs nothing but time and can position you as THE expert in your industry, your community and your area of specialization. As a thought leader, you become the “go to”, trusted source of information, insight, breadth of experience and expertise.

But what exactly IS thought leadership? What defines it and how do you deliver it, measure it and use it to grow your business?

You’ll Learn:

• What thought leadership is – and what it’s not (HINT: It’s not a sales pitch)
• Why it works – what makes it valuable to people and how it brings new business in the door
• How to create a simple, effective thought leadership plan that you can execute in 3 hours per week or less
• How to gauge members response – and how to harness their power to make your efforts even more effective and valued
• How to measure your progress and grow your following
• Specific examples will be used to illustrate effective techniques
• Do’s & Don’ts will be covered in detail

How to attract the next generation of Member: Gen Z and Millennials 

Speaker: Gautam Ajjarapu

The next generation of consumers, Generation Z and millennials, have unique and unprecedented digital needs that most Credit Unions have difficulty meeting. Over the past decade, neobanks (banking apps) have been able deploy the technology necessary to capture this audience. In this session, we'll pull back the curtain about what makes neobanks successful and talk about some strategies and technologies your Credit Union can use to capture the next generation of members.

Idea Heist: Steal the Best Marketing and Business Development Ideas in the Room (all four tracks)

Facilitator:  Jeff Rendel 

Networking Reception: Featuring Swag Swap

Swag Exchange – Looking for interested participants who want to get in on the fun. This is totally informal and is meant to be a way to meet new people and generate some new ideas.  *Not Required 

Here's how to play:  
Bring 10 (and ONLY 10) of the same swag item from your credit union. Bring GOOD stuff--the items your members REALLY love.  If your credit union has stickers--like the ones you put on laptops and/or Hydro flasks--bring those too. These should NOT be counted among your ten items.  We will kick this off at the reception and depending on interest, can continue during breaks/lunches. 

Turning Trends into Action

Speaker: Jeff Rendel 

Significant trends in financial services, technology, and consumer behaviors influence the products, services, and experiences you provide to your members. They uncover clear-cut approaches where your credit union can create pipelines of profitable growth. Within these trends, strategies surface that deliver advantages to your revenue base, help scale your operations, and provide value to your members. Combine these insights into your existing business model to provide your members the relevance they require, while increasing the enterprise value of your credit union.

During this session, you’ll:

• Understand the latest trends in financial services and consumer expectations 
• Explore opportunities to act on major trends in the most practical manners 
• Build trend spotting into your skillset, positioning you as a forward thinker for your credit union 

Creating Tailored Member Journeys Using AI-Powered Personalization

Speaker: Gautam Ajjarapu

Explore how AI can analyze member behavior and financial patterns to identify opportunities for targeted campaigns, personalized journeys through deposit account and loan applications, and seamlessly protect the Credit Union against fraud.

Growth Thru Technology 

Speaker:  Jeff Rendel

This engaging session explores how credit unions can harness the power of technology to enhance their marketing strategies. Following a foundational discussion on AI, participants will delve into practical examples from the industry, highlighting successful tech-driven marketing initiatives. The interactive format encourages attendees to share their experiences, fostering a collaborative environment for discovering new growth opportunities. The session emphasizes actionable insights, aiming to equip credit unions with the tools needed to innovate and thrive. Attendees will leave with a deeper understanding of how to leverage technology for sustainable growth.

Participants will learn:

• How to integrate AI and digital tools into marketing plans for increased member engagement.
• Best practices from industry leaders who have successfully implemented technology-driven growth strategies.
• Techniques for measuring the effectiveness of technology in marketing initiatives and optimizing future campaigns.

Marketing 360: The Complete Credit Union Blueprint

Speaker: Jeff Rendel

This dynamic session guides credit union marketing professionals through a holistic approach to crafting a customized marketing plan. Participants will explore key elements such as brand relevance, brand experiences, market research, member retention, content marketing, and digital marketing. The session emphasizes creating unique strategies tailored to each credit union's specific needs and market environment. Attendees will engage in interactive discussions and practical exercises, equipping them with the tools to enhance their marketing efforts and drive member engagement. By the end, marketers will have a comprehensive plan that integrates all six elements for maximum impact.

Participants will learn:

• How to elevate brand relevance and create memorable brand experiences.
• Techniques for conducting effective market research and leveraging insights to improve member retention.
• Strategies for developing compelling content and digital marketing campaigns.

Optional Scavenger Hunt

Marketer’s Role in Reputation Protection, Crisis Management & Influencing the Influencers

Speaker: Casey Boggs

This Session will discuss Marketer’s Role in Reputation Protection, Crisis Management & Influencing the Influencers    

Using data to drive strategic alignment, adoption, and balance growth

Speaker: Rich Jones

In this session, you will learn how to maximize the data in your credit union’s core system. You will also understand data available through your core, online banking, mobile banking, LOS, and credit card providers that can be leveraged to drive marketing success, and your credit union's key ratios and strategic objectives. You will also learn tips that will allow you to become a smarter marketer by using available data. 

During this session, you’ll:

• Understand tools to gauge buying propensity and how to grow member profitability.
• Learn how to segment your membership for greater product adoption and utilization.
• Understand the types of data available from your core system and external sources
• Learn how to leverage that data for balanced growth and member engagement
• Learn how to aggregate and utilize data to improve your marketing ROI 

ROI: Return on Impact

Speaker: Jeff Rendel 

In this roundtable session, we investigate and discuss how community involvement reinforces the credit union philosophy, betters the lives of members, and builds awareness and perception for credit unions. This session will highlight real-life examples and strategies to measure and communicate the impact of your community efforts. Gain insights from your peers and leave with actionable ideas to enhance your credit union’s community programs.

Outcomes:

• Understand the importance of community involvement in reinforcing the credit union philosophy.
• Learn strategies to develop and measure impactful community programs.
• Discover effective ways to communicate your credit union's community efforts.

Top Ten Leadership Blind Spots – How to Identify and Overcome Them

Speaker: Mark Arnold 

Key Takeaways & Daily Wrap Up

Speaker: Jeff Rendel 

Next-Gen Marketers: Leading the Charge for Growth and Value

Speaker: Jeff Rendel 

In this forward-looking session, credit union marketing professionals will explore the evolving demands of their roles, focusing on the skills and strategies required to thrive in the future. The discussion will cover how marketers can drive top-line growth, enhance bottom-line results, and increase overall marketing value. Participants will gain insights into the changing marketing landscape, including the latest trends and technologies that will shape the industry. Through interactive discussions and real-world examples, attendees will learn how to align their efforts with organizational goals and demonstrate their impact. The session aims to equip marketers with the tools and knowledge needed to excel in a rapidly changing environment.

Participants will learn:

• Key skills and competencies required for the marketing professional of the future.
• Strategies for aligning marketing efforts with top-line growth and bottom-line results.
• How to demonstrate and increase the value of marketing within the organization.

Credit Union Finance for Business Developers webinar

You’re about to enter a fantastic voyage that will end with earning your Credit Union Business Development Professional (CUBDP) designation. The primary reasons you’re probably attending is for the educational content and to earn the designation, but one of the things you’ll walk away with is an extended network of marketing and business development professionals from credit unions of all asset sizes. So as long you’re willing to be open-minded, join in without fear of judgement (and not judge others) and be vulnerable to the experience, you’ll quickly learn that while the education is a key piece of this learning event, the networking is just as important! This pre-event session will start us off on the right foot and help you begin networking and learning before the school begins.

This core content of this session will examine the key business aspects of how credit unions operate financially and discuss the role that business development can play. The goal is to give business developers an understanding of how their efforts can contribute to the overall financial success of the credit union. After the session, you will review the financial reports of your credit union and develop information to be used in the onsite sessions.

In this session, you will:

• Learn key performance metrics used to measure credit union performance
• Understand how business development can create a financial impact

Business Development Strategy & Metrics webinar

During this session, you will first learn how to align your community and business development efforts with your credit union’s strategic plan. We’ll then move into a hands-on review of your credit union’s strategic plan, and you’ll begin building a strategy for business development efforts, keeping in mind alignment, metrics, and core pieces of the puzzle.

In this session, you will:

• Learn how to develop a business development strategic plan.
• Define the elements that make a successful target market.
• Determine the necessary resources to execute your plan.
• Build an outline of the strategy you can follow upon return to your credit union.

AI Marketing Lab: Building A Campaign From Start To Finish

Speaker: Dave Martin

Join us for a dynamic, practical, and very hands-on workshop where we’ll walk you through the process of using AI to build every facet of a marketing campaign. From developing the product offer and audience targeting to creating a content calendar, building an AI content machine, and managing email marketing, digital ads, social media posts, image creation, and PR outreach, we’ve got you covered. This hands-on demonstration is designed to make a credit union marketer’s role more efficient and effective, all while having a bit of fun along the way. Don't miss out on this chance to revolutionize your marketing game with AI!

*Participants are required to provide and bring their own laptop to the session 
**This event will have a pre-assigned project prior to the event

How to Market, Sell to & Serve People Not Like You

Speaker: Kelly McDonald

Unlock new revenue streams by learning how to effectively market, sell to, and serve diverse customer groups. This session will provide marketers with essential strategies to form meaningful connections with prospects who differ in gender, age, race, ethnicity, or communication preferences. Discover how to understand and align with your customers' values to build trust, differentiate your brand, and drive business growth.

Through consumer insights and real-world examples, "How to Market, Sell to, and Serve People Not Like You" will equip you with the tools to tap into new markets and expand your customer base. By adapting your products, messages, and marketing efforts to reflect diverse values, you can create lasting, profitable relationships and stand out from the competition.

THE POWER OF “BEING” IN HUMAN BEING: “Transforming Your Challenges Into Your Desired Results”

Speaker: Elaine Powell

Did you know that it is not what you are doing that creates results, it is actually who you are being? When people don’t get their desired results, they usually go back to their to-do list or they review their team’s actions. Rarely do people look at who they are ‘Being’ as the first step.  We are not ‘human doings’, we are ‘human beings.’  It is in our title and yet most people do not focus on that fundamental important point.

In this thought-provoking, interactive presentation, you will be provided with a powerful ‘BDH’ methodology to follow, when you are dealing with all challenges.  By applying the ‘BDH’ methodology you will have access to create a new way of being in that moment, giving you access to new actions, followed by impactful new results.

A powerful methodology that works in all areas of your life.

As a result of taking part, the attendees will:

• Understand why you are not creating your desired results in areas of your life that are important to you
• Learn the ‘BDH’ methodology that will leave you empowered, confident, and in action
• Discover how you can transform your challenges into successes
  Learn how to use the ‘BDH’ methodology consistently to get incredible results
• Gain the confidence needed to consistently overcome any challenge, problem, or difficulty you encounter in life

Standing Out in the Financial Landscape: Differentiation Strategies for Credit Unions: Part I

Speakers: 
- Denny Graham
- Susan Toalson

In a market saturated with financial institutions, how can your credit union stand out? In this group session discover the keys to setting your credit union apart. This interactive exercise will teach you to analyze similar businesses, identify their unique differentiators, and apply these insights to enhance your credit union's competitive edge.

During this session, you will:

• Explore ways to differentiate your credit union in terms of price, products, service, and location.
• Understand the impact of these differentiators on people, pricing, and facilities.
• Gain practical insights to enhance your competitive edge against other financial institutions.

Differentiation Activity Part II: Presentations

Facilitators:
- Denny Graham
- Susan Toalson

This is a session that will showcase the presentation

Idea Heist: Steal the Best Marketing and Business Development Ideas in the Room

Facilitator: Jeff Rendel

This highly interactive tabletop exercise invites credit union marketers to showcase their most successful initiatives in community involvement, social media, AI, digital marketing, swag, and business development. Participants will have the opportunity to share their own triumphs and gather inspiration from the standout strategies of others. It's a unique chance to "steal" the best ideas and apply them to their own marketing efforts. The session fosters an open exchange of innovative tactics and creative solutions, providing a rich learning environment. Attendees will leave equipped with fresh perspectives and actionable strategies to elevate their credit union's marketing game.

Participants will learn:

• Best practices in leveraging community involvement and social media for brand growth.
• Innovative uses of AI and digital marketing to enhance member engagement.
• Creative ideas for using swag and business development tactics to boost brand visibility.

Networking Reception: Featuring Swag Swap

Swag Exchange – Looking for interested participants who want to get in on the fun. This is totally informal and is meant to be a way to meet new people and generate some new ideas.  *Not Required 

Here's how to play:  
Bring 10 (and ONLY 10) of the same swag item from your credit union. Bring GOOD stuff--the items your members REALLY love.  If your credit union has stickers--like the ones you put on laptops and/or Hydro flasks--bring those too. These should NOT be counted among your ten items.  We will kick this off at the reception and depending on interest, can continue during breaks/lunches. 

Empowering Financial Futures: Crafting a Comprehensive Well-Being Strategy

Speaker: Susan Toalson

In this enlightening session, discover how to position your Business Development strategy, particularly concerning financial well-being, to foster teamwork and achieve collective strategic objectives.

In this session, you will:

• Distinguishing between the 'Why' and the 'What' to articulate the purpose behind your strategy and unite your team in pursuit of common goals.
• Navigating complex workplace dynamics with finesse, fostering harmonious relationships to drive collaboration and innovation.
• Empowering your team and credit union to embrace the Business
• Development agenda, inspiring ownership, and commitment towards shared objectives.

Tracking & Scorecards: How to Prove Your Worth and Show Results

Once your business development efforts have focus, you still need to be able to track success. In this session, you will build a scorecard to track your business development efforts.

In this session, you will:

• Review common credit union scorecard metrics
• Learn common methods of tracking business development efforts
• Build a scorecard for the business development area that ties to your credit union’s strategic plan

Mastering Salesmanship: Essential Skills for Business Developers

Elevate your sales game and unlock the keys to effective communication with prospects and members in this insightful session. While products, pricing, and location are important, success in the financial industry hinges on your ability to connect with people. Discover how to navigate the art of selling, transforming it into a meaningful process of understanding and meeting the needs of your business community and members.

In this session, you will:

• Exploring the nuances of various selling approaches to adapt to diverse member needs and preferences.
• Conducting in-depth prospect analysis to tailor your offerings and foster meaningful connections
• Crafting strategic sales calls and developing compelling value propositions for each prospect.
• Mastering the art of selling to different personality types, enhancing your effectiveness in every interaction.
• Learn how to ‘brand sell’

Trend Watch: What’s Impacting Credit Unions & the Business Development Role

This session will give participants an understanding of economic, political, and competitive trends that are likely to impact their credit union, as well as their business development efforts.

In this session, you will:

• Learn the economic, political, and competitive trends facing the credit union movement
• Learn how these trends might impact the future operations of your credit union
• Discuss how these trends may impact your future business development activities
• Discuss the role of AI in Business Development

Prospect Pipeline Dynamics: From Creation to Conversion

Speaker: Susan Toalson

This session is dedicated to mastering the art of building and nurturing prospect pipelines. Learn the essential steps and actions required to seamlessly guide prospects through the pipeline toward conversion.

In this session, you will:

• Gain a comprehensive understanding of the fundamentals of a prospect pipeline.
• Learn proven strategies for building pipelines tailored for new member recruitment and SEG (Select Employer Group) engagement.

Maximizing Social Media for Business Development

LinkedIn. Facebook. YouTube. Are these social media channels or business development tools? The answer is “Both.” Digital efforts are not just for connecting with friends; they are also about creating and closing sales. However, as with any tool, you must be careful with how you use it to avoid becoming the “smarmy social media salesperson.”

In this session, you will:

• Explore an overview of social media
• Learn how to use social media to create and nurture leads
• Discuss social media best practices
• Understand how social media can be used for sales tips and tactics

Mastering AI-Driven Marketing: How To Be Hyper-Efficient with Tools, Tactics, and Best Practices

Why you need a strategy NOW: Impact of Change Management in Development and Relationships in the Credit Union Industry

Speaker: Spencer Carver

This course provides insight into the ever-evolving landscape of business development and change management within the credit union industry, with a specific focus on the value of public relations. Participants will explore the historical shifts in business development strategies and learn how to effectively manage organizational change in response to market dynamics. The course will also emphasize the critical role of public relations in shaping the industry's reputation and fostering positive stakeholder relationships. Through case studies, discussions, and practical exercises, participants will gain valuable skills and knowledge to drive growth and success in their organizations.

Roundtable Discussions: Action Planning & Key Takeaways

Facilitators:
- Denny Graham
- Susan Toalson

Attending a professional development event like this is only beneficial if you take what you learned and put it into action. As we get closer to the finish line, you’ll share what you feel has been most beneficial so far, and what you will be doing differently based on what you’ve learned – start working on your action plan for when you return to your credit union. Your peers will also share their thoughts, and you might pick up something you missed.

In this session, you will:

• Identify key takeaways from the school that make up your action plan
  Share ideas with your peers

Exploring Credit Union Development and Career Path Ideas: Industry Insights and Case Studies

Speaker: Susan Toalson

Gain invaluable insights and tactical strategies from industry leaders, equipping you to navigate your BD journey with confidence and clarity. While exploring the world of career pathing within the realm of business development (BD).

In this session, you will:

• Explore effective tactics and innovative ideas employed by BD professionals across the industry.
• Gain practical guidance on charting your career path within the dynamic landscape of business development.
• Learn from real-world experiences and success stories to inspire and inform your own career trajectory.