Key Points:

• Best practices in strategic planning and alignment in marketing
• Cross-functional collaboration and stakeholder management
• Best practices in budgeting, resource allocation, and vendor management
• How do you measure and communicate project success

Key Points:

• What are current trends in digital, including the impact of AI, privacy regulations, and new ad formats?
• Key elements and techniques for creating high-impact digital ad campaigns
• Best practices in social media advertising strategies
• How best to utilize audience targeting and segmentation using data and analytics
• Measuring digital ad performance and ROI—analytical tools and key metrics
• Possible future trends in digital advertising from AR ads, voice search, and the role of metaverse to consumer behavior in the coming years

Key Points:

• Data collection methods for segmentation from surveys/CRM data/website analytics, etc.
• How to create effective member personas
• Segmentation in action/campaign customization—how to tailor the message, offer, and channels
• Measuring segment effectiveness—KPI for engagement and conversion rates
• Tips for adapting segments as the business and customer base evolve

Key Points:

• This will cover strategies that are effective in reaching rural members
• How to use data and insights for rural targeting—methods as well as understanding local culture, seasonal trends, and cycles
• Understanding rural demographics and psychographics—what are the key characteristics of rural consumers, such as values, interests, and spending behavior?
• Effective channels for rural marketing and what works best for rural audiences
• Creating relatable and relevant content that resonates with rural values and showcases products/services that meet the unique needs of rural life
• How to build trust through localized marketing

Key Points:

• How are key trends such as minimalism, micro-animations, immersive visuals, and responsive, mobile-first design influencing user’s expectations
• Exploring the appeal of app-like features (e.g., seamless navigation, offline functionality) for users
• Overview of progressive web apps and how they blend web and app features
• Techniques for ensuring design continuity between mobile, tablet, and desktop experiences
• Advanced interactivity and user engagement
• Techniques to simplify site navigation and improve load times, enhancing the feel of an app-like experience
• How AI is shaping the future of website UX, from chatbots and virtual assistants to automated design adjustments based on user behavior
• ADA accessibility/compliance

Key Points:

• Effective team management in marketing
• Pathways to leadership in credit unions
• Strategies for gaining executive support for marketing initiatives
• Navigating challenges unique to credit unions
• Leading through change and innovation
• Real-life stories and lessons learned

The session is a skills-based learning session where skills are acquired through practice and application using the four essential ingredients of critical thinking, creativity, collaboration, and communications.

Key Points:

• The power of video in marketing
• Dig into goals for video from brand awareness, engagement, lead generation, and member education
• Review types of videos—educational, community engagement, testimonial, behind-the-scenes, and promotional
• Video creation tools and platforms—free/affordable, platform requirement, and aspect ratio/lengths and captions.
• Best practices for editing and enhancing your video
• Engaging your audience through interactive elements like polls, questions, challenges, hashtags, and trends
• Tracking and analyzing video performance—social insights, key metrics, and adjusting based on data
• Hands-on exercise: Create your first social media video—step by step walkthrough with personalized support and pro tips as well as collaboration and feedback

Key Points:

• Tracking successes (ROI) from BD or community engagemen
• What are the best practices to track leads, follow up, and track through the entire relationship
• CRM strategies

Key Points:

• Building community partnerships for growth
• Target member analysis and segmentation in markets – identifying and understanding
• Education-based marketing: offering financial literacy and business development workshops
• Building brand awareness and trust in communities—strategies and the importance of localized approach 
• Nurturing long-term relationships for retention
• Success stories and case studies of credit union business growth

Key Points:

• Understanding general business development vs. SEG marketing
• Audience segmentation: broad vs. targeted approaches
• Value proposition for general vs. SEG marketing
• Partnerships and relationships—building for general and SEG audiences
• Product customization and messaging for SEG vs. general market
• Measuring success and KPIs for both approaches
• Challenges and opportunities in both approaches
• Long-term strategies for engaging general and SEG audiences
• The future of business development and SEG marketing

Key Points:

• Why DEIB matters for credit unions
• The business case for DEIB in credit unions – building stronger member relations, competitive advantage, and financial impact
• Creating inclusive membership models by tailoring products for a diverse community and expanding access to services
• DEIB awareness campaigns and outreach—raising awareness and community engagement
• Financial inclusion and equity—targeting marginalized populations and eliminating financial barriers
• Measuring the success of DEIB Initiatives, from tracking outcomes to member feedback
• Engaging and retaining diverse members—member retention strategies and personalized communications

Key Points: 

• Importance of PR and how to measure ROI
• Building a public relations strategy
• Creating compelling PR content
• How to build relationships with media partners and key stakeholders
• Earned media versus paid media and what is “pay to play”
• Basics of crisis communications
• Social media and digital public relations
• Earned media versus paid media and what is “pay to play”

Key Points: 

• Using public relations to establish trust and credibility with your community and your members
• How to support member growth and retention through public relations efforts
• Using public relations to differentiate your credit union from others
• Using community engagement efforts or financial literacy as part of your public relations strategy
• Credit union public relations success stories

The session is a skills-based learning session where skills are acquired through practice and application using the four essential ingredients of critical thinking, creativity, collaboration, and communications.

Key Points: 

• Types of crises credit unions face (i.e. security breaches, operational disruptions, financial crises)
• Developing a crisis communications plan
• Choosing the right channel during a crisis
• Engaging with media during a crisis
• The worst PR mistakes you can make during a crisis