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For Marketing Professionals





Find Unmatched Industry Knowledge and Emerging Trends in a
Highly Interactive Setting
...Plus More!

Tuesday, February 12  
8:00–9:00 a.m. Registration, Continental Breakfast & Vendor Showcase
9:00–9:30 a.m. Welcome and League Update
Facilitated by David Adams
   Sponsored by CU Direct Corp.
9:30–9:45 a.m. Express Break

9:45–10:45 a.m.


Marketing Keynote                         
Community Marketing With a Generational Twist
Facilitated by Mark Arnold
   Sponsored by Mortgage Center
Each generation and each community a credit union serves is unique. It cannot be all things to all people or all things to all generations. Successful credit unions grow by implementing generational growth strategies in their communities. The best marketing practices combine community marketing with a generational twist. This session will cover practical ways credit unions can market to each generation, financial products each generation finds appealing, community marketing strategies, tips and tactics, as well as a formula for successful generational & community marketing growth.
10:45–11:00 a.m. Break
11:00 a.m.–Noon Breakout Sessions
  Measuring a Website ROI
Facilitated by Diane Knudson
Marketers are more frequently being asked to report on how their marketing tactics are working to hit marketing objectives, making how to measure the success of a website a pressing concern. This session will show where to start and how to track return on investment (ROI) and impress the management team with comprehensive reporting! This speaker will cover how to analyze the behavior of website visitors, convert them into a higher quality visitor, quantify how a visitor's actions meet established marketing goals, attract new members and borrowers through search engine optimization and execute website usability testing to confirm that a site is meeting visitor needs.
  Building a Lasting Brand
Facilitated by Mark Arnold
Branding is more than just changing a few brochures or the look of a newsletter. Much more. A true comprehensive branding program will take years to develop and will impact the entire organization. A credit union doesn’t just “do” branding one year and mark it off its “to do” list: A credit union must “live” the brand every day. Get this first-hand account of having led a credit union through a name change and ongoing branding efforts, and get practical information on what to do and not do with a credit union’s brand.
Noon–1:00 p.m. Lunch
   Sponsored by Sprint
1:00–2:15 p.m. Breakout Sessions
  Promotions 101 - "Tear it Up"
Facilitated by Mark Arnold  
Many wonder what could have been done to improve a part marketing effort. This unique session offers that chance by asking attendees to bring a sample of a recent marketing piece and to allow a group analysis to “tear it up”—in other words offer tips on what could be done to improve. Don’t worry—this session won’t have a Simon Cowell in the room! The session will be playful, fun, entertaining, honest, but not mean. Attendees will find constructive criticism on how a particular piece or campaign could have been better, feedback from a panel of three distinct marketing professionals, the chance to dialogue and ask questions and to learn principles to improve future marketing pieces.
  What There is to Love About Social Media
Facilitated by Jonathan Fuhrman
Twitter’s search feature can show tweets near a credit union and identify consumer’s needs for financial products. Contests on Facebook can help reach that “friends of fan” network and increase a page’s social reach. There are so many things to love about social media and the techniques and tools behind it! After focusing on a few key topics, an open forum discussion will allow attendees to share their love of social media. What worked in 2012 and what didn’t? What is planned for 2013? This is a chance to share with and learn from fellow credit union marketers!
2:15–2:45 p.m. Dessert With Vendors
Sponsored by
   Michigan State Housing Development Authority (MSHDA) and
2:45–4:00 p.m. Breakout Sessions

Marketing to the Masses
Facilitated by Pierre Cardenas
Check back for exciting session details!

Community Outreach With a Purpose
Facilitated by Beth Troost and Pam Swope
Learn how to drive credit union growth and performance with financial education and community partnerships. Community outreach is a big part of the credit union identity and a big part of the “credit union difference”. Some types of outreach fit very well with credit union expertise and the credit union guiding principle of improving the economic and social well-being of members and communities while contributing to credit union growth and the bottom line. In this session attendees will see how an innovative community partnership by FinancialEdge Community Credit Union combines financial and career education for adults with disabilities with credit union access to assist low wealth and under-banked community members. This is a great opportunity to learn how to help members and communities improve their financial lives and become better consumers of credit union products and services with member financial education and community financial education outreach, with ideas for key financial education activities, resources, products and services that can be utilized successfully in this area.

4:00–5:30 p.m. Networking with Vendors & Reception   
4:45 p.m. Scavenger Hunt (Optional)
5:30 p.m. More Networking Time, Dinner on Your Own and
Complimentary Admission to Titanic Exhibit
Sponsored by Mortgage Center
Wednesday, February 13  
7:00–7:45 a.m. Zumba Wake-Up Session! (Optional)
Start this high-energy day with a high-energy Zumba morning workout.
8:00–9:00 a.m. Registration, Vendor Showcase & Breakfast Buffet

9:00–10:00 a.m.

General Session
The New Consumer
Facilitated by Josh Allison
    Sponsored by CU Solutions Group
More than 70 million Americans identify themselves as “New Consumers.” Defined less by traditional
demographics and more by shared values, these savvy shoppers are twice as likely to try new things, share
opinions online and reward (or punish) a brand based on its corporate practices. With the bad taste of Wall Street
greed, bailouts and scandals, the “New Consumers” are craving the sweet tasting ingredients of credit unions. Join
us as we discuss the opportunities available to credit unions to reach this growing group of conscious

10:00–10:30 a.m. Break and Hotel Room Checkout   
10:30–11:45 a.m. Breakout Sessions
  The Explosion of Mobile Banking on Financial Services
Facilitated by Linda Daichendt
Mobile technology is exploding; it’s changing the way people live and the way businesses are run. With over 93% of U.S. consumers having a cell phone, over 1/3 of those having a smartphone, and an increasing number of consumers adopting the use of mobile tablets, the U.S. is in the midst of a technology paradigm shift that enables people to ‘work on the go’. Find out what this surge in mobile technology will mean to credit unions. Come prepared with questions that will be addressed as time allows.
  Member Growth
Facilitated by Josh Allison
Get ready to examine best practices in new member recruitment, existing member retention and community creation. Prepare to think big and think differently about the obstacles faced by credit unions to grow and the solutions
available to overcome them. It is time to create relevant relationships, social currency and trust within the communities credit unions serve.   
11:45 a.m.–12:45 p.m. Lunch
   Sponsored by Member Business Connection
12:45–2:00 p.m. Breakout Sessions
  Credit Union Spotlight:
Lake Michigan Credit Union

Facilitated by Bill Clancy

With a projected 530 million mobile banking users by 2013, mobile banking is proving to be the fastest adopted new banking technology ever. Get the real scoop on what is critical, what is hype and how to find ROI with mobile banking, from colleagues doing so right here in Michigan.
  Social Media Compliance                            
Facilitator Michael Bell
Social media is changing the way businesses and individuals communicate and interact, and credit unions need to be mindful of potential consequences. Take this time to better understand the impact of having (or failing to have) an effective social media employment policy. This session will address managing employee communications, including unapproved public statements about a credit union that might affect its public image. Tips will be shared on how to avoid or deal with litigation or internal disputes arising from social media communications.
2:00–3:00 p.m. Breakout Sessions
  Emerging Technologies
Facilitated by Linda Daichendt
Check back for exciting session details!
  Insightful Session to be Announced Soon
Facilitated by Lisa Rizk
Check back for exciting session details!



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