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Michigan Credit Union League

Lending and Marketing Conference | Agenda & Handouts

February 9 & 10, 2016 | Radisson, Kalamazoo

Click Below for Select Handouts

 

Tuesday, February 9

8:00 - 9:00 a.m.       
Registration
Continental Breakfast & Vendor Showcase

Sponsored by Mortgage Center       
Let the networking begin! Use this advance time to have a quick breakfast, network with attendees and explore the vendor showcase.

9:00 - 9:30 a.m.   
Welcome and League Update
Drew Egan
Exciting things are happening at MCUL & Affiliates and in the credit union marketplace! Enjoy this fast-paced welcome and update fthat will offer a birds-eye view of leading topics credit union professionals should have on their radar.

9:30 - 9:45 a.m.
Express Break

9:45 - 10:45 a.m.
Keynote Sessions  

Lending                       
There is No Failure in Confidence
John Baptista
Sponsored by CU Direct Corporation

The very basis for credit union existence is to serve member lending needs. Which means that a knowledgeable, friendly, helpful, service-driven, confident lending team is critical to operations and truly makes such employees a credit union's most valuable asset. Face it. Without well-trained employees, credit union members will go elsewhere for their lending and financial needs. Take this time to discover the one critical element many, if not the majority, of employees lack--confidence. Building confidence in employees is not an easy task, but the investment in doing so can be a game-changer in the lending arena and throughout the organization. Start developing more confident employees and see results in what they do, with the relationships they create and with an impact of the credit union's core mission--lending. Start considering why a credit union loses members, discover five reasons why employee behavior may not be what is desirable, and learn what can be done with motivation to build confidence--and the lending portfolio--with the six steps to developing successful employees.

Marketing                       
Harnessing the Power of Viral Marketing
Rob Bliss
The world of marketing has changed, allowing messaging to be shared and channeled in an entirely different, yet affordable and targeted manner. Through an examination of viral content, this session provides an overview of viral marketing, how it is done and the lessons it teaches to all marketers.

10:45 - 11:00 a.m.
Break
Sponsored by Auto Financial Group                                  
           
11:00 a.m. – Noon
Breakout Sessions

Lending
Troubled Debt Restructuring
Dan Mahalak & John Kolhoff
Troubled debt restructurings (TDRs) have impacted credit unions for several years now. Join this discussion that will explain what they are, what makes a loan modification a TDR and what a TDR means to the credit union’s financial statements. Real-life examples of modifications will be offered to gain an understanding of why they are or are not to be considered a TDR.

Lending
Spotlight on Jackson Community Federal Credit Union
Jim Francis (Handouts 1, 2 and 3)
Lending to low score members is possible with 100% guarantee of no loss. Find out how Jackson Community federal credit union, with $25 million in assets, has built a portfolio of over $2 million dollars and not incurred a single loss in 5 years using there recourse lending program. The best part are affordable payments for members that helps build their credit back up. It is a great way to draw new members who love their credit union for making a great loan at a much better interest rate than they could get anywhere else!

Marketing                               
Share the Love Campaign: 2015 Impact, 2016 Plan
Lisa Rizk
Discover the importance of the "Share the Love" campaign and in sharing the good works of credit unions. By promoting credit unions in the marketplace, the success of "Share the Love" helps to impact the charitable dollars in the organization. Learn more about this amazing initiative sweeping the country and why credit unions should be thinking about to "Share the Love".

Marketing                               
A Deep Dive into the World of Virality
Rob Bliss
One part this, two parts that. Any good recipe involves just the right balance and mix. Take a deeper look at the world of virality with this detailed study of the ingredients that lead to global viral marketing success.

Noon - 1:15 p.m.   
Lunch   
Sponsored by Sprint

12:30 - 1:00 p.m.
Power Sessions

Personal Power Session                             
Apps That Really Make Life Easier
Mona Shand
From health and fitness to cooking and homework help, there is an app (or 20) for that! But which ones will REALLY make life easier and not just take up precious data space? Benefit from this research that has scoured the app store and get the best highlights with an APP-titude adjustment that are worth having.

Political Power Session     
                      
2016 Election Year: What Everyone Should Know!
Melissa Osborn
From Federal candidates to local proposals, be an informed Michigan voter! This insightful presentation will not lobby for who or what to vote for, but rather will share how to find information and resources to be knowledgeable on the issues. Join in to get the inside scoop on what elections are taking place this year and where to get the best, most unbiased info to cast an educated vote!

Product Power Session
Increase Member Acquisition & Retention with Complementary Financing
Robert Fleischmann
Sponsored by Rapid Advance

It is tough to say "no" to member business loan requests. But what can be done when a business doesn’t qualify under the guidelines or when regulatory compliance costs make it challenging to profitably finance these members? Specialty finance companies are where many members go when the credit union declines such loans. Learn about a financing option that can complement a credit union’s MBL, increase loan volume, reduce risk and provide non-interest income.

1:15 - 2:15 p.m.
Breakout Sessions

Lending                               
Disparate Impact Is More Than Just A Regulatory Issue
Michael Cochrum
Sponsored by CU Direct Corporation
Join in this presentation which will demonstrate how credit unions should be concerned about treating members unfairly, despite regulatory requirements for testing. Inadvertent disparate impact can found in most every untested credit union. Credit union leaders will not want to be caught off guard, either by regulators or by members! Based upon actual credit union results, learn what testing for disparate impact can reveal, some of the possible reasons why the disparity may exist and what a credit union can do to resolve it.
 
Lending                               
Locking in Members for Long-Term Relationships
John Baptista
When someone hears the word “salesman”, the reaction is usually one of negativity, especially when the word is presented to employees who work in a financial institution. Yet, building relationships is sales! However, in any business one thing is for certain; in order to stay in business, it is necessary to sell products and services. Period end of story! This session deals with the opportunity to look at the factors that influence locking in members for long term relationships, including understanding the motivation for serving members and the influence of five generations. Discover the key to long-term relationships, how lead generation can help members understand the benefits of using multiple services and the importance of member service in expanding member relationships. It is possible to sell, without selling, with tools that can ascertain that employees who hate sales, can still succeed.

Marketing
CU Link Marketing and Integration
Amanda Tuckey and Paul Murray
CU Link continues to be about making connections. This unifying force strengthens the perception of Michigan credit unions for members and non-members alike. In 2016, we are launching out new "steps" campaign. This links all of the important life steps people take: from buying a car, going to college, getting married, starting a family to an important financial step: joining a Michigan credit union. This is our story, and it's just the beginning.
                       
Marketing
Spotlight on Michigan Schools & Government Credit Union
Cathie Rourke and Jeanette Driver
In support of its “People Helping People” mission, Michigan Schools and Government Credit Union chose to celebrate its 60th anniversary by launching a year-long “Giving Back” program. Learn how the efforts of employees at all 12 MSGCU branches—-who donated time and resources and worked directly with organizations in their specific communities—-resulted in significant impact for the involved communities and the entire MSGCU organization.

2:15 - 2:45 p.m.
Dessert with Vendors                           
Bring a sweet-tooth and enjoy this afternoon energy boost that provides more networking time with colleagues and to learn about the latest product and service offerings from industry providers.

2:45 - 4:00 p.m.
Breakout Sessions

Lending
What's New in Compliance
Sarah Stevenson & Glory LeDu
Not everyone realizes that the CFPB significantly broadened their definition of a “Small Creditor” effective January 1, 2016. Changes were also made to Rural and Underserved Areas, and some credit unions may now qualify for additional qualified mortgage exemptions based on these updates. Significant changes were also made to HMDA, flood insurance, the Military Lending Act and more, so take this time to walk through what has changed to assure credit union compliance!

Lending                               
REAL Solutions Lending Tool Kits

Mark Lynch
Credit unions are always looking for ways to improve the financial lives of their members. The National Credit Union Foundation, through its REAL Solutions program, has created a variety of tool kits to help credit unions meet member's needs in the following areas: medical debt, non-prime auto lending, VITA sites, payday lending alternative, check cashing, second chance checking and savings products for low-wealth households implementation guide, which will all be covered.

Marketing                              
Video and Social Media: A Love Story
Nick Olexa, Aaron Kluck and Kristi Chesney
There is no denying that social media is here to stay! Learn how to go beyond tweets and posts to further enhance social presence and build a credit union’s brand with simple social video. This unique session is designed to put the focus on video content creation specific to social media channels with the basics of video production tools that most people already have. Get ready to navigate the waters of Facebook, Twitter, Instagram, Vine, Snapchat and more!

Marketing                               
Improving Digital Marketing IQ
Peter Galio, Paul Gazda and Scott Frank
Get ready for a fast paced session that will have attendees leaving with an increased digital marketing IQ. Key concepts of digital marketing (SEO, digital ads, social and search) will be covered and examples from within the credit union industry as well as other industries will be reviewed.

4:00 - 5:00 p.m.
Networking with Vendors & Reception
Sponsored by CU Solution Group              


Wednesday, February 10

8:00 - 9:00 a.m.   
Registration   
Breakfast Buffet & Vendor Showcase
   
Sponsored by Member First Mortgage      

9:00 - 10:00 a.m.
Keynote Sessions

Lending                               
Consultative Lending
Don Arkell
Sponsored by SWBC Lending Solutions

Credit unions need sales people, not order takers working-up loan applications. There is no need to be frustrated with poor production from frontline lenders, as this session walks through understanding the keys to a successful loan interview and how to identify the right employees in the organization to group the loan portfolio. Topics will include:
•    Create a Sustainable Sales Culture
•    Making an Emotional Connection with the Borrower
•    Increase Member Satisfaction
•    Consistent Loan Growth of the Direct Portfolio
•    Selling Value Instead of Rate
•    Importance of Emotional Intelligence

Marketing                               
The Preposterous Question:
Is it Possible to Drive $100M in New Loans for a $248M Credit Union? Yes!
(Case Study)
Bruce Clapp
This energizing and interactive session explores the methods and motions that any credit union can employ to generate such proportionate results!  Using an actual case study, attendees will hear about the early strategy planning, the preposterous question of generating $100M in new loans and how a credit union that had never reached that level of loan production accomplished a goal that management staff was skeptical of, particularly considering the economic conditions. From a comprehensive plan, to engaged the staff, to exciting the members and sharing the message at every turn…this insightful presentation will share how it was done.

10:00 - 10:30 a.m.   
Break and Hotel Room Checkout                   

10:30 – 11:45 a.m.   
Breakout Sessions

Lending                               
How to Differentiate Credit Unions in a Crowded Lending Space
Don Arkell
Lending is becoming a commoditized business, so take this time to learn how to keep top-of-mind with members with loans, while still earning yield. This session explores how to keep members coming back time and again, even if they can get loans anywhere, and shares the greatest competitive advantage that top performing credit unions have. It really is not about the rate, so learn about specialization, how to stay connected with borrowers and pay for performance.

Lending                               
Debunking Student Loan Headlines
Jillian Gajtka
Sponsored by CU Student Choice

It seems that most every day, student loans are in the news headlines. Is there a bubble? Will students be in debt forever? Can they afford cars and houses after they graduate? Take a look at some of the many headlines in the media related to student loans, in addition to discussing the very key differences between federal and private loans and how they relate to members.

Marketing
Prize Linked Savings
Jessica Thelen
Save to Win is a nationally acclaimed, innovative prize-linked savings product created exclusively for credit unions. It began as a partnership in 2009 with the Michigan Credit Union League, the Filene Research Institute, the Doorway to Dreams Fund and eight Michigan credit unions teaming up to help low-to-moderate income people improve their financial lives and create better savings habits. Today, Save to Win is administered by CU Solutions Group and has expanded to include partnerships with leagues and credit unions in seven states with more expected to join. Nearly 100 credit unions are currently offering Save to Win to their members. Since 2009, Save to Win has helped credit union members save more than $100 million with average balances ranging from $1,100 to $3,000. Plus, 88-99% of account holders roll over their accounts each year. Learn more about the benefits and become part of the Save to Win program.

Marketing
Using Google Analytics to Super Charge Marketing:
Advanced Use and Application

Bruce Clapp
With the availability of multiple channels, keywords, remarketing and more…credit unions need up-to-the minute analytics to mold decision making and align marketing investments. Google Analytics provides horsepower to data acquisition…but the key is putting it to use! In this informative session, learn the four most powerful uses of Google Analytics and how to easily put them to work!

11:45 - 1:00 p.m
Lunch
Sponsored by CUNA Mutual Group

12:15 - 12:45 p.m.
Power Sessions

Personal Power Session                             
Kid Art: How to Organize it Once it Comes Home
Mona Shand
Got pint-sized Picassos? They made it, now what do to do with it? There is no reason to feel like kids’ “precious” works of arts are taking over the house! See how to cut the clutter while preserving the memories, and even create some gifts that loved ones will cherish.

Product Power Session     
                      
Gaining Millennial Members Through Student Loans
Jillian Gajtka
Sponsored by CU Student Choice

Credit unions are always looking for ways to attract young adult members. Student checking accounts, credit cards and first car loans are great ways to accomplish this, but what about private student loans? Join this discussion of the Credit Union Student Choice CUSO option and how it can benefit credit unions and members.

Product Power Session
Control the Lending Destiny
Matt Haydon
Sponsored by CU Direct

Benefit from a high-level overview of CU Direct’s array of lending and marketing solutions for credit unions and their members and see why CU Direct has become one of the nation’s leading multi-owned CUSOs serving more than 1,000 credit unions and helping to fund more than $3 billion of automotive loans in 2015!

1:00 – 2:00 p.m.
Breakout Sessions

Lending                               
Military Lending Act: How it Impacts Credit Unions
Sarah Stevenson & Glory Ledu
The Department of Defense recently amended its regulation that implements the Military Lending Act (MLA). The revisions to the MLA expanded the scope of the rule to include additional loan types, including credit cards, unsecured open-end lines of credit, the refinance of an auto loan or the refinance of a loan on personal property, just to name a few. It is important that credit union lending platforms are capable of calculating the Military Annual Percentage Rate (MAPR) based on the changes of what finance charges need to be included. The requirements for determining if a borrower is considered “covered” under the rule is the responsibility of the credit union, so be sure to know how the credit union obtains a safe harbor. This session will address these recent changes and what credit union needs to do to comply, before October 3, 2016.

Lending                               
Increase Near-Prime Auto Loans, Grow Membership and Mitigate Losses
Jeff Muglia
Automotive lending is a big part of a credit unions business and continuing to grow that business is important. But with so many people struggling with poor credit ratings, and underwriting tighter than ever, approvals can be limiting. Or are they? There is a solution! Discover technology that can enable “safe” lending, even to people with lower FICO scores! This technology can help expand a lending portfolio and profitability while at the same time mitigating risk. Plus, this technology can make the collateral-–the autos themselves-–more secure, allowing loan pricing to be more competitive and for credit unions to strengthen relationships with members.

Marketing                                 
Innovation in Consumer Payments: Positioning for Success
Amy Smith
Payments solutions are popping up everywhere. ApplePay, Samsung Pay, Same Day ACH and even a real time payment system are in the works. Get the latest on what is out there and how credit unions can be best positioned to ride the wave of technology and leave with a clearer understanding of the best next steps toward preparing for and launching the applications that are making headline news!

Marketing
Doing Good and Getting Noticed: Marketing Credit Unions Through Community Outreach
Beth Troost
Outreach initiatives create stronger communities and help promote credit unions. With so many causes and options vying for limited time and money, it is important to choose activities with the most impact and visibility. This session explores impactful community reinvestment and financial education initiatives that have been implemented successfully, shares best practices and highlights funding and partnership assistance to increase impact for all credit union sizes..

2:00 – 2:15 p.m.      
Break   
Sponsored by Rapid Advance

2:15 – 3:15 p.m.
Breakout Sessions

How to Be Successful with LinkedIn
Niki Perkins
Get ready to love LinkedIn! This social media resource is ideal for working smarter, not harder, to stay connected and achieve career goals. This session will cover the basics of a LinkedIn profile and how to make it stand out from the crowd, as well as how to put LinkedIn to work in sales, hiring, organizing contacts and more. Get an insider's look at how to use LinkedIn data analytics to provide leads, updates, invites and other tidbits of information, in addition to exploring the many benefits of LinkedIn groups.

Delivering the Millennial Experience: How to Engage Generation Y
Benjamin Puffer
In 2015, Millennials surpassed Baby Boomers as the largest group of the U.S. voting population. As Boomers transition into their well-earned retirement, Millennials will take the stage as the focal group for marketers, lenders and managers. This session will explore who the Millennial Generation is, what is important to them, what they expect from credit unions and how to engage them with credit unions on multiple levels.

Collaborating + Credit Unions + Community = Impact Saginaw
Bridget Looby Staffileno and Dana Tell
The hallmark of every successful collaboration is a shared passion for making a meaningful difference. Learn from a group of community loving credit unions who worked together to form Impact Saginaw. Through combined resources (people and money) they help to support and showcase the positive events in the city of Saginaw and the downtown area. Get an inside look at the development of the branding, marketing and partnering that has made Impact Saginaw a recognizable and vital organization. Pictures, videos and stories of all of the super-cool free local events and attractions will be shared with attendees. This session will allow attendees to walk away with a burning desire to “impact” the lives of the people who reside in their community as a whole. Warning: Breaking out into Kumbaya is possible, so be sure to bring a tambourine!

3:15 – 3:30 p.m.      
Break  

3:30 – 4:30 p.m.     
Industry Panel, Closing Remarks and Prizes!
After two fun-packed, high-energy days of leading edge ideas and content, the Lending and Marketing Conference will leave attendees driving home on a high-note. Join colleagues, vendors and industry experts for this great wrap-up, and be sure to bring along any final questions to have answered! In addition to an insightful panel discussion, prize winners will be announced with closing remarks!

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