Conference Agenda

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The Business Development & Marketing Conference is full of timely sessions packed with fresh ideas and innovative solutions to the issues facing today’s credit unions.

Thursday, February 6, 2020

Schedule subject to change. Registered guests are welcome during these (GP) credit union conference events.

Earn 12 CPE credits while attending this conference.

11:30 a.m. - 1:00 p.m.

Conference Registration

1:00 – 1:15 p.m.

Opening Remarks

1:15 – 2:15 p.m.

Member Engagement: A New Role for a New Era

Tom Glatt, Jr., President/Strategy Consultant, Glatt Consulting Group, LLC

Becoming the primary financial institution is the elusive goal of most, if not all CUs. Why, then, do so many credit unions struggle to find success in fully engaging members? Because they don’t properly focus on member engagement.

In this session, consultant Tom Glatt, Jr. will explore member engagement, an emerging role and department focused solely on fully engaging members in productive credit union relationships.

Drawing on Glatt Consulting Group’s research into the organizational structures of leading FinTechs and credit unions, Tom will share best practices on how member engagement functions in some of the fastest-growing financial institutions in the US. In addition, Tom will leave you with specific organizational structure ideas that will allow you to drive to deeper member engagement at your credit union.

2:15 – 2:30 p.m.

Networking and Refreshment Break

2:30 – 3:30 p.m.

The Six Laws of Marketing

Eric Gagliano, SVP, Sales and Marketing, River Valley Credit Union

Newton has his laws of Motion, Archimedes has his principle of buoyancy. Join Eric Gagliano as he shares “Gagliano’s Six Laws of Marketing.”

Like the laws of science, these truths describe, predict or explain why things happen in the marketing world. As “laws,” these have been tested, re-tested and proven over time.

■ The Law of Action

■ The Law of Differentiation

■ The Law of Need

■ The Law of Consistency

■ The Law of Perception

■ The Law of Measurement

3:30 – 3:45 p.m.

Daily Wrap Up

5:00 – 6:00 p.m. (GP)

Welcome Reception

Join us for cocktails, light dining, and great conversation. Registered guests are welcome to attend.

CU Conferences is grateful for the support of its sponsor, OM Financial, and would like to thank them for co-sponsoring the reception. Learn more about OM Financial.

Friday, February 7, 2020

8:00 – 9:00 a.m.(GP)

Sit-Down Breakfast

Join us for a hearty sit-down breakfast. Registered guests are welcome to attend.

9:00 – 9:15 a.m.

Opening Remarks

9:15 – 10:15 a.m.

How Credit Unions Can Enhance and Protect Their Valuable Reputation in a Critical Environment

Casey Boggs, President, ReputationUS

Now more than ever, credit unions are paying closer attention to their reputation in three primary areas:

1. Internally for executive and staff culture

2. HR and recruiting purposes

3. Externally via members, prospective members, media and social media.

Explore why your credit union’s reputation is so important with ReputationUs President, Casey Boggs, as he leads you through an examination of today’s uber-critical environment. You’ll take home valuable how-to tips to enhance and protect your CU’s valuable reputation.

10:15 – 10:30 a.m.

Networking and Refreshment Break

10:30 – 11:30 a.m.

Becoming the Digital Native

Nicolette Lemmon, President, LemmonTree Marketing Group

Stop looking at your business as physical, web and mobile. It’s about consumers, and the only thing that matters to consumers is the one screen that is in front of them. Move to the digital-first position in member experience, marketing & social media.

If people are shopping online and using mobile technology more, then your credit union has to be there with convenient solutions. Being ready to shift to the digital space means simplifying the ways to do business with your credit union.

■ Embracing 3 key digital strategies or face a slow demise

■ Creating the story of your brand across all touches with members

■ Transforming your staff to become digital natives and to interact across platforms

■ Auditing your member experience to identify enhancements

■ Engaging prospects with digital marketing & tracking results

11:35 a.m. – 12:35 p.m.

The Business Development Toolbox - Part I

Bill McKenna, Vice President, Client Strategy & Growth, Colorworks (MMSS)

PART ONE – Are you looking for impactful ideas on growing Select Employee Groups (SEGS) and building partner relationships? Sometimes it seems that our support from existing groups is waning. And breaking through to finding and cultivating new groups is no easy task. This session gives you answers and insights on the messaging and tactics you need to get attention and grow relationships.

■ How to package your CU’s story and brand

■ What SEGs and partners really care about

■ Grabbing the attention you need to win

■ Simple business development (BD) growth strategies

■ Sales tools that move the needle

■ Education, and how it impacts partners

■ The elements of effective selling

12:35 – 1:35 p.m. (GP)

Group Luncheon

Join us for lunch. Registered guests are welcome to attend.

1:35 – 2:35 p.m.

The Business Development Toolbox - Part II

Bill McKenna, Vice President, Client Strategy & Growth, Colorworks (MMSS)

PART TWO – Join Bill McKenna for a continuation of a critical discussion of insights and answers regarding the messaging and tactics you need to get attention and grow relationships with new and existing partners.

2:40 – 3:40 p.m.

5 Tips from Millennial Marketing All-Stars

Glenn van Duesen, President & Founder, Van Duesen & Levitt

■ Learn what best-in-class companies across industries are doing to engage millennials

■ Take the steps to apply their practices to your credit union to attract and retain more members

■ Discover how millennials feel about financial institutions

■ Learn how you can find, quantify and leverage brand attributes you already possess to make your credit union more attractive to millennials

3:40 – 4:00 p.m.

Daily Wrap-Up

Saturday, February 8, 2020

8:00 – 9:00 a.m. (GP)

Sit-Down Breakfast

Join us for a hearty sit-down breakfast. Registered guests are welcome to attend.

9:00 – 9:05 a.m.

Opening Remarks

9:05 – 10:05 a.m.

The 3-Keys Solution for Your Credit Union to Survive in a Crowded Market: Brand + Community +Plan

Nicolette Lemmon, President, LemmonTree Marketing Group

Across the financial landscape, things have continued to change as digital competitors have appeared without the encumbrance of physical locations.

It’s tough to keep up with expanding mobile services and 60-second online lender decisions. But when you add in maintaining legacy systems, staffing branches, and low loan margins, it’s clear that credit unions have many priorities.

While credit unions have the potential to capture their members’ financial services for a lifetime relationship, the Millennial/Gen Y segment is not acting the same as their Gen X and Baby Boomer parents. Plus, the Boomers have moved into their senior years. Capturing new members, gaining more of their financial services and keeping the existing member business requires a cohesive brand and marketing strategy.

Participants will learn the three key factors for surviving in a crowded financial marketplace:

  • The Brand Team – How to create a successful brand embodied by employees, management & board (the faces of your CU)
  • Your Community – How to develop your CU “tribe,” using research and outreach that enhances a sense of belonging (the credit union’s tenant that has been lost)
  • The Focused Plan – Building a marketing plan to truly support member, loan/deposit, and non-interest income growth (measurable, trackable & results oriented)

10:05 – 10:20 a.m.

Networking and Refreshment Break

10:20 – 11:20 a.m.

Safeguarding Your Credit Union's Reputation Before, During & After a Crisis

Casey Boggs, President, ReputationUs

No matter how sophisticated your credit union is in today’s financial climate, it’s not if a crisis will occur, but when.

ReputationUs’ Casey Boggs will offer credit union leaders valuable tips on how preparing before, during and after a crisis can mitigate against risk and safeguard your credit union’s reputation, come what may.

11:25 a.m. – 12:25 p.m.

Consumer Spending Data: A Guide to Credit Union Relationships Growth

Tom Glatt, Jr., President/Strategy Consultant, Glatt Consulting Group, LLC

“Follow the money.” A statement of dubious origin, but nonetheless wise advice. When we think about developing relationships with members, it is helpful to be knowledgeable about how and where members spend their money. In following the member money trail, credit unions can gain insight into how best to prepare for, and support the financial needs of members - both today and into the future.

In this session Tom Glatt, Jr. will take you deep into the latest data from the Consumer Expenditures Survey, a program that provides data on expenditures, income, and demographic characteristics of consumers in the United States - and in the process teach you how you might better position your credit union to be right where your members need you.

12:25 – 12:45 p.m.

Daily Wrap-Up

Take the Afternoon & Evening to Enjoy the Sites, Sounds & Flavors of Orlando!

Sunday, February 9, 2020

Travel Day. Have a safe trip home!