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.

Monday, November 11, 2019

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.

Guerrilla Marketing 101

Michael Tasner, CEO & Founder, No Joke Marketing

Learn from “guerrilla warrior” Michael Tasner how your credit union can implement guerrilla techniques he has used to build six other companies from scratch. During this workshop-style presentation, Michael will focus on how to create more dollars and drive more members through low-cost marketing.

■ Identifying which of the top Guerrilla marketing weapons cater specifically to your credit union

■ Developing a simple, six-sentence marketing plan that cuts to the heart of your marketing needs

■ Demonstrating the exact marketing template to use, grade & effect changes during your 12-month marketing calendar

■ Uncovering the three most common marketing mistakes and how to reverse them

■ Discussing current trends in marketing & how to capitalize on them

No fluff, no theory—just solid information that is backed by more than 25 years of testing across thousands of different industries & business sizes. And the best part? Guerrilla marketing works 100% of the time when deployed correctly. Let it work for you too.

2:15 – 2:30 p.m.

Networking and Refreshment Break

2:30 – 3:30 p.m.

The Science Behind the Power of Video for Credit Unions

Mike Lawson, Founding Principal, DML Communications

There’s no doubt video is king today. On Instagram alone, users create and share more than 400 million videos a day. YouTube plays over one billion hours of video each day. Viewers are 95% more likely to remember a call-to-action message in a video, compared to only 10% reading the same message in text format.

These are staggering numbers for sure. So why is video so powerful today—and why should your credit union use it to gain more business and more members? Discover these answers and more in this eyebrow raising session that reveals the science behind the power of video. Mike Lawson will show you examples of what types of videos work—and some that don’t.

Learn how your CU can adopt professional video production strategies that will help it gain more marketshare that equates to more business and a deeper connection within your community.

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.

Tuesday, November 12, 2019

8:00 – 9:00 a.m. (GP)

Sit-Down Breakfast

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

9:15 – 10:15 a.m.

How AI Can Be Used to Find, Engage and Convert Consumers

Sundeep Kapur, Founder, Digital Credence

Meet Faith, Maggie and Aha! They listen keenly, are very smart, work expeditiously, never take breaks and can cater to multiple discussions at the same time.

These three omni-channel chatbots are super-powering consumer engagement at financial institutions. And the real beauty lies in their absolute empathy—the consumers they serve don’t even know that they are being served by AI.

The consumer you seek and serve expects instant access. Innovation and AI-based technology keep raising expectations even further. A good AI application can leverage information to find the right consumer, interact to engage and then convert the consumer into a member.

This timely session will focus on practical case studies that have delivered innovative and successful solutions.

Sundeep Kapur will focus on how to select the correct AI technology, the best use cases to build, and how best to prepare people your employees and the consumer you seek to interact with AI. Explore success metrics, mistakes to avoid & practical ideas on building a roadmap to do more.

10:15 – 10:30 a.m.

Networking and Refreshment Break

10:30 – 11:30 a.m.

Direct Mail That Actually Works

Michael Tasner, CEO & Founder, No Joke Marketing

Direct mail is number one when it comes to marketing tactics that cause confusion, frustration and even resentment. Yet there is a surefire system and strategy for making direct mail work every time and at amazing conversion rates.

Michael Tasner speaks and writes about direct mail—and leading companies and consultants trust Michael and his team to run their entire marketing campaigns.

During this presentation he’ll show you:

■ How to pivot your direct mail efforts & triple your response rates overnight

■ Three methods for tracking 100% of your direct mail efforts

■ The campaigns that convert the best through direct mail—and the ones that don’t

■ How to amplify your online marketing efforts using direct mail

■ Why millennials love direct mail and how to capture their attention

■ The most successful converting campaign Michael has ever executed, with a 27.9% conversion

His easy to understand action steps will help your credit union grow in no time at all

11:35 a.m. – 12:35 p.m.

Tomorrowʼs Generation Starts Today: Reaching Millennials and Gen Z

Elizabeth Arnold, Account Executive, On the Mark Strategies

The millennial generation has been the subject of intrigue and debate for the last two decades. Now, just as you think you’ve figured out how to reach them, their successors are following closely behind: Generation Z. Lumping these distinctly different generations into one category of “young people” is a fatal mistake for your CU. However, with the proper marketing and strategic direction, you could make both these generations loyal to you for life.

■ Key differences between Millennials and Generation Z

■ Myths about Millennials and Generation Z

■ How to effectively market to the next generation

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.

Marketing Automation and 1:1 Marketing

Brett Jackson, CEO, Systemax

As marketing options grow exponentially, it’s a struggle to attract & keep people’s attention. It requires a variety of media to get messages across & provoke action from your members.

Join Brett Jackson for a discussion on how to choose which marketing automation platform is right for you.

■ How to build a marketing track that will allow the message to feel like it is made specifically for each individual

■ How to integrate email, text, direct mail and even Facebook ads

■ How using this technology will allow your CU to increase its content output, without having to increase the budget or add staff

2:40 – 3:40 p.m.

Connecting Through Governance

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

A proven ability to connect to members begins in the boardroom with the creation of effective, guiding policies. While many agree with that statement, many do not quite understand how to build the right policies, policies that properly guide but don’t infringe on the responsibilities of the CEO and staff. Enter Policy Governance, a model created by John Carver in the 1970s that is perfectly suited for today’s credit union board environment.

In this interactive session, Tom Glatt, Jr. will explain the Policy Governance model and lead you through a series of examples that illustrate how to push your CU via policy to better connections with members & potential members.

3:40 – 4:00 p.m.

Daily Wrap-Up

Wednesday, November 13, 2019

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.

We Started from the Bottom, Now Weʼre Here: How Our Culture Evolved from Average to Award Winning

Brett Jackson, CEO, Systemax

Declining sales, loss of talent, low morale . . . These were a few of the factors plaguing our organization. Then, we decided to make a change. During this hour, Brett Jackson will dive into how and why Systemax made culture its top priority and how that journey can translate to your own organization.

He’ll emphasize the impact of changing your culture and how long it will take for you to start seeing results. Then, he’ll suggest ways to consistently continue to promote a culture of engagement and help your credit union take ownership over the shift.

Witness the importance of culture by reliving the Systemax journey from the bottom, to making Entrepreneur magazine’s Top Company Culture list.

10:05 – 10:20 a.m.

Networking and Refreshment Break

10:20 – 11:20 a.m.

Lessons Learned: Member Engagement FinTech Style

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

FinTech companies have a singular mission: to scale as quickly as possible. That means they have to try out many different strategies for consumer engagement before they find the right mix of strategies that connect well with the intended audience. What lessons have the FinTechs learned as a result of their multi-faceted efforts and, more importantly, what can CUs learn from the FinTechs?

In this session Tom Glatt, Jr. will explore the world of FinTech engagement strategy and in the process show you a few new tips for you to take back home to your credit union

11:25 a.m. – 12:25 p.m.

Latino and Immigrant Market: Social Media & Digital Touchpoints

Victor Corro, CEO, Coopera

Beyond the outdated “digital divide” stereotype and the flawed “Hispanics are mobile” cliché, Hispanic consumers have uncommon patterns of digital usage. Join Victor Corro for a tour of the unique digital landscape of the Hispanic community.

■ The smartphone is key to their digital lives

■ About 8 in 10 Hispanics are internet users even though a below-average (47%) have home broadband

■ Nearly two-thirds of Hispanics use social media – about half are on Facebook

■ Among adults, slightly more than one-third use Instagram and slightly less than one-third use Snapchat

■ Digital video has caught on with Hispanics. Eight in 10 use subscription services, with Netflix atop the list. Many use streaming services more than traditional TV—a trend poised to accelerate as more Hispanic-oriented content comes online

Language usage continues to be a complex issue. Spanish remains important even as an increasingly US-born population skews toward English—which tends to be the preferred language for digital usage.

12:25 – 12:45 p.m.

Daily Wrap-Up

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

Thursday, November 14, 2019

Travel Day. Have a safe trip home!