Conference Agenda

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The National Credit Union Conference for Directors and Senior Management is full of timely sessions packed with fresh ideas and innovative solutions to the issues facing today’s credit unions.

Thursday, May 13, 2021

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.

Maximizing Your Marketing with Social Media Influencing, Intellectual Property and Sweepstakes

Ethan Wall, President/CEO, Social Media Law and Order Education, LLC

Credit unions who influence their members with compelling content and engage them with creative social media contests and sweepstakes experience significant online engagement, increased member goodwill, and drive traffic to their website.

But if these social initiatives violate state and federal laws, credit unions can experience serious legal risks or even have their social media accounts deleted.

Three key points to be covered:

• Innovative strategies on how to engage members through contests, sweepstakes, and protect their marketing campaigns from competitors

• How CUs use social media influencers to attract attention, increase engagement, and engage prospective members

• Necessary steps to ensure social media promotions comply with federal laws and how to protect your content from theft

Three tangible benefits attendees will take home:

• Strategies on how to engage their members with creative contests, sweepstakes, promotions, and influencers

• A comprehensive understanding of federal laws and social media regulations that govern online promotions & influencers

• Steps on how to implement a compliant social media promotions program, influencer program, and intellectual property

2:15 – 2:30 p.m.

Networking and Refreshment Break

2:30 – 3:30 p.m.

BSA Update and Review

Tim Quinn, Owner, Success from the Inside Out

All credit unions must be in compliance with the Bank Secrecy Act (BSA) and the board of directors is ultimately responsible for ensuring that the credit union maintains an effective internal control structure, including suspicious activity monitoring and reporting.

This session outlines the act, its purpose, its requirement, current updates and reporting procedures that all credit union directors are required to be familiar with. Money is the fuel for all kinds of activities, both good and "not so good". Make sure that your credit union has the systems in place to monitor transactions and is in compliance with these federal requirements.

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, May 14, 2021

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.


9:15 – 10:15 a.m.

How to Develop and Implement an Associate Board Development Program

Bruce Hoogstraten, President, Geo-San, Inc.

Is your board complacent? Some boards never change – but a well-functioning and properly structured board of directors provides good governance and has never been more important.

Join Bruce for some fresh ideas & a guide to best practices for:

• Creating an associate board member program

• Implementing an associate board program

• Current board demographics

• Board assessment and evaluations

• Board succession and development

• Recruiting and securing productive board members

10:15 – 10:30 a.m.

Networking and Refreshment Break

10:30 – 11:30 a.m.

Responsibility of a Credit Union Director

Tim Quinn, Owner, Success from the Inside Out

Service as a credit union director can be a rewarding experience. Responsible, competent directors are crucial to the success of the credit union. Being a highly regulated industry, directors must be proactive, dedicated, and attentive to the performance of their institution.

Directors play a key oversight role in assuring compliance with the laws and regulations impacting credit unions, as well as the products and services provided to the membership.

Whether you are a seasoned director or new to the position this session will cover what is required, what you need to know, what you are responsible for and where to get the information. You will leave with a list of resources to equip you in your responsibility for the conduct of the credit unions affairs.

11:35 a.m. – 12:35 p.m.

Building a Disruptive Brand Starts with You...and You...and You

Randy Schultz, Vice President of Marketing, Strum

The success of your brand is not a marketing initiative—it’s a business model initiative that must be focused on by every-one in the organization. That’s you . . . and you . . . and you.

Lose the silo mentality. Your credit union’s prosperity depends on your board, executives and staff at every level leading by example. Your CRM, HR, IT, Call Center and Marketing must all be involve and not afraid to evolve.

Randy will show you how to reach the audiences you’re after the way they want to be reached, versus how you think they should be reached.

Topics of discussion:

• What is a disruptive brand? How do you determine what yours is – or isn’t?

• Why your organization at every level will only work best together when they’re pursuing the same goals and have access to the same actionable information

• How to bend silos, not break them • Tips for becoming one of the influencers with the power to shift organizational norms

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.

Holistic Leadership: The Key to Remaining Relevant for Growth

Celeste Cook, CEO/Founder, cuStrategies, LLC

Explore how a holistic approach to leadership will make your credit union become more relevant to your members, businesses and community. Achieve this and you’ll maximize loan growth, profitability and membership growth as well as loyalty.

Celeste will provide new insights into creating a culture of creativity, innovation, and engagement in order to retain existing members and attract new ones for long-term sustainability.

• Explore key leadership strategies for growth and profitability

• Identify ways to strengthen your brand to create greater relevance

• Determine the right approach to build a culture of creativity, innovation, and engagement

• Understand how the “7 P’s” impact the member experience and growth

2:40 – 3:40 p.m.

The Five Things to Know about Social Media, The Internet and Technology Law

Ethan Wall, President/CEO, Social Media Law and Order Education, LLC

Your credit union can gain a major advantage by leveraging technology, but it can also experience serious legal risks if technology is used incorrectly. Ethan will educate you on the five things you must know about laws regarding social media, Internet and technology.

• Five social media, Internet and technology laws that technology professionals must be aware of

• How to spot technology-related legal risks before they reach crisis levels

• Technology management solutions that will help your CU become more efficient, more effective and more compliant

You’ll leave Ethan’s presentation with a deep understanding of social media, Internet, and technology laws that can have a serious impact on your credit union. He’ll teach you how to conduct a technology risk assessment to spot potential downfalls and a list of technology solutions that your credit union can implement through policies, procedures and training to increase efficiency while limiting serious legal liability.

3:40 – 3:50 p.m.

Daily Wrap-Up

Saturday, May 15, 2021

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.

Transforming Your Data Analytics into Powerful Brand & Strategies

Randy Schultz, Vice President of Marketing, Strum

For your digital transformation to be truly effective, leadership, marketing, IT, operational strategies and your entire culture must align behind highly personalized member journeys and a well-articulated, passionate and authentic brand position. Success requires new ways of thinking about data mining, targeting and traditional channels in marketing strategies. By leveraging rich member behavioral analytics and market big data, you can better target member and prospect segments that grow wallet share and market share.

The C-Suite grows impatient for tangible growth results from marketing budgets. And no one is better positioned than a savvy marketing leader to drive transformation. Credit unions must carefully balance budgets with a shift towards measurable digital marketing, building market brand awareness and relevant, experiential differentiation.

The transformation starts with you. It starts with every employee understanding what it means & how it applies to them. Communication, transparency & hands-on delivery to your members and consumers . . . starts with the same delivery to your staff first. Join Randy for an in-depth discussion of how to translate strategy into tangible actions and experiences.

10:05 – 10:20 a.m.

Networking and Refreshment Break

10:20 – 11:20 a.m.

Board Governance and Related Policies

Bruce Hoogstraten, President, Geo-San, Inc.

Does your credit union have a good governance model? Has it updated—or rewritten—its policy manual to reflect your governance model? Bruce will guide you through the essentials your credit union needs to know.

• Recognizing a good governance model

• Developing governance policies to support the governance model

• Understanding an “ends statement”

• Structuring relationship policies with your board and CEO

11:25 a.m. – 12:25 p.m.

Millennials and Their Impact on the Economy and Credit Unions

Celeste Cook, CEO/Founder, cuStrategies, LLC

In a fast-paced competitive industry, what can your credit union do to attract and retain Millennials—the next generation of revenue for credit unions? Millennials are the next generation of revenue, and credit union leaders must become more progressive and forward thinking to attract this vital demographic. Your credit union has to dig deep to understand what Millennials really value and need in order to attract and retain them long-term.

Celeste will introduce you to strategies designed to help credit unions successfully attract and retain Millennials.

• Explore how Millennials are and will impact our economy and credit unions

• Understand why Millennials are crucial to your credit union’s long-term sustainability

• Discover what your credit union can do to become more relevant to Millennials

• Determine the best approach to attract Millennials and retain them

• Identify ways to partner with Millennials to help them achieve their financial dreams

• Examine key strategies to build a future with Millennials for long-term sustainability

12:25 – 12:45 p.m.

Daily Wrap-Up

Take the Afternoon & Evening to Enjoy the Sites, Sounds & Flavors of New Orleans, Louisiana!

Sunday, May 16, 2021

Travel Day. Have a safe trip home!