Conference Agenda

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The Reaching Your Members in the 21st Century Conference is full of timely sessions packed with fresh ideas and innovative solutions to the issues facing today’s credit unions.

Thursday, November 4, 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.

Explosive Member Experience - The 3 P's to Success

Paul Robert, Chief Executive Officer, FI Strategies

Many financial institutions are adopting or considering member journey mapping plans in their efforts to differentiate themselves through superior member experience (MX) performance. Done properly, journey mapping can be a valuable means of removing friction from the member experience, personalizing service and sales delivery, and improving process efficiencies. The purpose and methodology of journey mapping is examined in general, then focuses on the application of journey mapping techniques to credit unions. In addition to describing the benefits of a journey mapping plan and the challenges in implementation, this session presents current research that illustrates the unique and essential value voiceof-the-member feedback brings to the journey mapping process.

● A credit union’s successful differentiation as an institution worthy of loyalty is tested in every member experience by whether the member continues to perceive the unique value of the institution at that point in time

● Hearing directly from members is the best way for a financial institution to know what differentiates it in the minds of its members and prospective members

● A journey map aligns an entire organization around the member by encouraging employees throughout the organization to consider the member’s feelings, needs and expectations

● A major objective of journey mapping is identifying and closing gaps between member expectations of the service experience and the reality the member actually experiences

Three Takeaways:

● Establish a journey mapping process at your credit union

● Understand the various ways to leverage member feedback in decision-making

● Create the culture that will drive high levels of member experience

2:15 – 2:30 p.m.

Networking and Refreshment Break

2:30 – 3:30 p.m.

Social Media Musts When It Comes to Connecting Your Credit Union and the Public

Jennifer Vickery, President/CEO, National Strategies PR

Credit unions differ from traditional banks in so many ways, and one obvious way is social media. Social media can be fun, engaging and most importantly, a resource for your members. Learn the top 10 practices credit unions should be using for social media.

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, November 5, 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.

Emotional Engagement

Patrick McElhenie, Director, Digital Lending, CUNA Mutual Group

As banks, credit unions and fintechs focus on building digital capabilities that deliver a convenient, frictionless customer experience (CX), many are overlooking a key driver of CX perceptions. How the experience makes the consumer feel. This emotional element is an opportunity for credit unions to differentiate themselves. Patrick highlights new research exploring the role emotion plays in shaping consumers’ CX perceptions of various financial products. Examine the causes of poor emotional experiences and the steps credits unions can take when things don’t go according to plan. Learn how consumers define what a “delightful” experience would look like for different financial products. And explore the benefits credit unions can expect by going beyond functional needs and emphasizing a truly positive emotional experience for members.

10:15 – 10:30 a.m.

Networking and Refreshment Break

10:30 – 11:30 a.m.

The Elephant in the Room: Are You Qualifying Your ROI from Digital Signage?

Jon P. VanderMeer, Owner/CEO, The Kiosk & Display Company

In today’s budget-conscious landscape, accurately measuring ROI for digital signage is especially critical. Measuring ROI can be complex, so it’s vital to develop appropriate metrics and tactics from the beginning. Accurately measuring the ROI of a digital display ensures that organizations can clearly see their accomplishments, fine-tune programs and experiment with different approaches.

Attendees will learn:

● How to develop a strategic digital marketing plan

● How to determine key performance indicators and measure the value of digital marketing

● How to maximize eyes on screens to boost sales and improve engagement

● How to build no-tech ROI measurable events into digital signage


● Digital signage ROI created live in session

● Case study results from in-branch screen gaze measurement study

● Top 10 best practices for effective digital signage ads

11:35 a.m. – 12:35 p.m.

Growing Market Share Through Marketing & Technology

Peter Fugaro, President, Prymak

PART I: The credit union and banking industry continues to become more & more competitive. Successful growth requires a comprehensive marketing/branding strategy to find new members and leading-edge technology to retain them. Marketing strategies need to combine creativity with results-oriented initiatives. Tech-nology needs to be used to improve member experience and enhance operational efficiency. Those goals are easier said than done. During the first part of Peter’s session, we will:

● Explore the importance of a strong marketing message & competitive positioning statement

● Discover the numerous promotional vehicles available to credit unions to produce qualified prospects, including social media, video, web-based marketing initiatives and better use of traditional advertising channels

● And, most importantly, understand the critical role that the board of directors holds in ensuring marketing success

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.

Growing Market Share Through Marketing & Technology

Peter Fugaro, President, Prymak

PART II: After lunch, Peter Fugaro’s session will continue highlighting the following:

● Look at the latest technology trends in financial services

● Understand how to choose the right technology— from the right vendor

● Learn how executives and board members can be engaged to ensure that their credit union is making the right IT decisions

2:40 – 3:40 p.m.

Investing in Financial Literacy

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

The latest research and analysis shows that the average American consumer lacks even basic knowledge about personal finance. This lack of knowledge results in consumers making uninformed and costly financial decisions. While there are many groups who claim it’s their responsibility to fix the knowledge gap, credit unions are uniquely positioned and mandated to do so.

Tom will share the latest research on financial literacy, explore the mandate in the cooperative principles that direct credit unions to engage in financial education and identify the successful strategies used by credit unions to make members financially savvy.

3:40 – 4:00 p.m.

Daily Wrap-Up

Saturday, November 6, 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.

Customer Experience Design: The Competitive Advantage

Patrick McElhenie, Director, Digital Lending, CUNA Mutual Group

Customer experience (CX) design is now a source of competitive advantage. Credit unions that focus on human-centered design create member experiences that not only build loyalty, but also inform their business decisions. Hear about lending insights gained through CUNA Mutual’s partnership with Frog (a global design and innovation consultancy) and through the creation of their own Innovation Center. Learnings over the past eighteen months motivated them to change the way they create new lending products and services for credit unions. Challenge yourself on what you think you know about your members, and gain ideas for testing those perceptions. By incorporating consumer research, both when designing new products and services and when redesigning existing offerings, you can differentiate your credit union from the competition.

10:05 – 10:20 a.m.

Networking and Refreshment Break

10:20 – 11:20 a.m.

Products Gone Bad

Bill McKenna, Chief Marketing Officer, ESSA Bank & Trust

Innovation is supposed to be a good thing - right? Let’s take a light-hearted look at some innovations that have not worked out so well. You’ll be shocked, awed and amused. What were they thinking?

We will also identify essential pitfalls to avoid when identifying and introducing new products and services. 2020 has proven to be a year of accelerated innovation for many financial institutions. We will consider some of the essentials required for a seamless product introduction, penetration and marketing plan. If not executed correctly, what looks good on the surface may actually hurt your brand and ability to deepen relationships.

Some of the things you’ll learn and laugh at:

● What were they thinking – ridiculous failures

● Clever ideas can turn into huge failures

● Time can change our perspective

● Too late can mean opportunity missed

● Communicate benefits for success

● A solid plan will avoid a potential disaster

11:25 a.m. – 12:25 p.m.

Leveraging Emotional Intelligence for Better Member Communication

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

Emotional Intelligence (EI) is a set of emotional and social skills that influence the way we perceive and express ourselves, develop and maintain social relationships, cope with challenges, and use emotional information in an effective and meaningful way. Credit unions have spent considerable time and resources developing the emotional intelligence of staff, but mainly to improve internal work relationships. But how about using EI when interacting with members?

In this session, Tom will lead you through an exploration of EI, including an in-depth look at the five components making up the popular EQ-i 2.0 model. Tom will then share with you how your credit union team, from front-line staff to the CEO to the board, can develop, or leverage emotional intelligence for more effective, and meaningful member interactions.

12:25 – 12:45 p.m.

Daily Wrap-Up

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

Sunday, November 7, 2021

Travel Day. Have a safe trip home!