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23rd Annual Marketing & Business Development Council Conference

Disneyland Hotel | Anaheim, CA | March 20-23, 2016

Agenda

Time
Session
 
10:00 a.m. – 7:30 p.m.

CONFERENCE REGISTRATION

Refreshments during Registration
Sponsored by Kiosk & Display, Inc.

8:00 a.m. – 8:30 a.m.

BREAKFAST FOR PRE-CONFERENCE ATTENDEES ONLY

8:30 a.m. – 12:30 p.m.

PRE-CONFERENCE WORKSHOP - The Business Behind The Magic Tour

THIS SESSION IS SOLD OUT

The Business Behind The Magic Tour
At the Disneyland Resort

Council members:  $250
Non-members: $295

When Walt Disney unveiled Disneyland® Park to the public more than half a century ago, he established new and lasting standards for Theme Parks, Resorts, and family entertainment. Behind-the-scenes, he was also introducing new rules for business.

In addition to creating a magical environment for Guests, Walt was keenly focused on mastering the art of business. In the end, he determined that creativity/innovation, leadership excellence, quality service, brand loyalty, and selection, training and engagement were the five key principles that would forge an invaluable formula for success. Not only have these time-tested business lessons helped establish Disney as one of the world’s leading brands, but thousands of organizations around the world have also adapted these principles in their own pursuit of excellence.

Intriguing and unforgettable, this unique experience affords you a first-hand view of the invaluable business philosophies of Walt Disney himself. As you witness the day-to-day operation of his first Theme Park, you’ll gain insights into more than 90 years of business principles that can be easily adapted and implemented in your own organization... and inspire your team to new heights.

3:15 – 4:00 p.m.

FIRST TIME ATTENDEE ORIENTATION

4:15 – 4:30 p.m.

OPENING CEREMONIES

Patrick Adams, CEO, St. Louis Community CU, St. Louis, MO

4:30 – 5:30 p.m.

Viral Business: Inspiring Customer Loyalty

Johnny “Cupcakes” Earle, Speaker and Visionary, Opening Keynote

Sponsored by CUNA Creating Member Loyalty

With each new launch the hysteria around the ‘Johnny Cupcakes’ brand continues to conquer the globe. The reaction goes from 10 block queues as anxious fans await for the shop to open to Cupcake tattoos, yes, permanent ones.

In this awe-inducing presentation Johnny will educate you on how you too can create a wave of loyalty and obsession around your products, your business and within your teams through the power of social media & experiential branding.

Key takeaways include:

  • Capitalizing on Cut Through: how to stand out in a saturated market
  • Your Personal Brand: how everything about your first impression counts
  • Experiential Drivers: creating employee, team and consumer experiences that people shout about
  • Effective Innovation: taking existing genius and growing it!
5:30 - 7:30 p.m.

WELCOME RECEPTION – Meet your Sponsors

Time
Session
 
7:30 a.m. – 4:30 p.m.

WELCOME CENTER

Conference Registration
Sponsor Area
Internet Café – Sponsored by MX Technologies
Diamond Award Kiosks – Sponsored by AdQue® Digital Display Systems

7:30 - 8:30 a.m.

BREAKFAST – Visit with Sponsors

Co-Sponsored by 360 View™ and Banzai

8:30 – 9:30 a.m.

GENERAL SESSION The Pitch

Sponsored by Mills Marketing

Join us as our top finalists in The Pitch contest present their Big Idea. Voting for the winner will take place during this session by the conference attendees.  Watch live as the winning credit union takes home the $10,000 prize!

9:30 – 9:45 a.m.

PASS TIME TO BREAKOUTS

9:45 - 10:45 a.m.

Google Workshop: All About Adwords (session repeats)

Ben Polk, Senior Account Executive, Top Tier Brand Development, North America, GOOGLE, New York, NY

Learn the best practices so you can get your business on Google AdWords and work with Google professionals to see success and longevity for your brand!

9:45 - 10:45 a.m.

Achieving Market Domination through Member Advocacy (session does not repeat)

Sponsored by DocuMatix

Chichi Ahia, Principal, Sperry Van Ness, Langhorne, PA

What builds a successful, thriving credit union is a community of loyal, engaged, and participating members who want to be a part of what we do. Learn what it takes to create these fiercely loyal advocates and how to transform your credit union from the ordinary to the extraordinary by building the kind of member advocacy that separates you from the competition. Become the kind of organization that members not only love, but are eager to brag about and refer to their peers.

9:45 - 10:45 a.m.

Are you Targeting the Right Market in the 2016 Economy? (session does not repeat)

Sponsored by image.works

Dwight Johnston, Chief Economist, CA/NV CU League, Ontario, CA

How the general economy performs and the general level of interest rates have major impacts on which segments of your membership will thrive or struggle. In this session we’ll discuss the most likely outcomes for the economy and how this could impact your marketing and development efforts.

9:45 - 10:45 a.m.

Fireside Chat for Community-Based Credit Unions (session does not repeat)

Sponsored by National Credit Union Foundation and Biz Kid$

  • Dan Stoltz, CEO, Spire FCU, Falcon Heights, MN
  • Jimese Harkley, Philanthropy and Community Relations Manager, America’s First FCU, Birmingham, AL
  • Sue Rising, AVP Marketing, Member’s 1st FCU, Mechanicsburg, PA
  • Moderator: Andy Reed, President/CEO, Texas People FCU, Ft. Worth, TX

Join three industry leaders to discuss the hottest topics effecting community-based credit unions and business development professionals today. Participants will have the opportunity to form the agenda for this session by formulating questions for the moderated panel to answer. Bring your hard to answer questions and hear how other business development professionals would turn those challenges into opportunities.

 

 

 

10:45 –11:15 a.m.

NETWORKING BREAK - Visit with Sponsors

Sponsored by Diamond Marketing Solutions

11:15 a.m. – 12:15 p.m.

Google Workshop: All About Adwords

Ben Polk, Senior Account Executive, Top Tier Brand Development, North America, GOOGLE, New York, NY

Learn the best practices so you can get your business on Google AdWords and work with Google professionals to see success and longevity for your brand!

11:15 a.m. – 12:15 p.m.

Pushing the Envelope: A Case Study (session does not repeat)

Sponsored by PWCampbell

Erayne Gee Hill, VP Marketing, Unity One CU, Fort Worth, TX

Mediocrity is not an option, especially when the financial industry lends itself to be just that. Listen to a story where “no” was rare and outlandish ideas and emotion-stirring tactics became a part of the discussion. This is a story that just keeps on giving. We’ll cover planning, execution, longevity and a how this short-term campaign blossomed into a company brand that everyone rallies behind. Discover and exploit the Spank Free Banking within your institution, and run like the wind.

11:15 a.m. – 12:15 p.m.

THE PITCH in Review … Smart Ideas Inspired by a Smart Car (session does not repeat

Jeremy Daggs, Sr. Director of Marketing, University & Community FCU, Stillwater, OK
Sarah Bacehowski, President, Mills Marketing, Des Moines, IA

2015 PITCH winner University and Community Federal Credit Union and Mills Marketing partnered to bring the Plan Smart. Live Smart. Drive Smart smart car to life. Learn how this concept exceeded expectations by developing an impactful “vehicle” for spreading the CU’s brand message, driving ROI and engaging the community.

11:15 a.m. – 12:15 p.m.

Fireside Chat for Single Sponsor and SEG-Based Credit Unions (session does not repeat)

Sponsored by IMN

  • Royce Ngiam, AVP Marketing Partners Federal Credit Union, Burbank, CA
  • Mary Oliveira, Sr. BD Manager, PSECU, Harrisburg, PA
  • Kristy Viravong Portis, AVP/Community Engagement Manager, Tinker FCU, Oklahoma City, OK
  • Moderator: Nancy Hutchinson, SVP Marketing/BD, Minnesota Power ECU, Duluth, MN

Join three industry leaders to discuss the hottest topics effecting Single Sponsor and SEG-based credit unions and business development professionals today. Participants will have the opportunity to form the agenda for this session by formulating questions for the moderated panel to answer. Bring your hard to answer questions and hear how other business development professionals would turn those challenges into opportunities.

 

 

12:15 – 1:30 p.m.

MEMBERSHIP LUNCHEON (Open to all attendees Sponsors)

1:30 – 1:45 p.m.

PASS TIME TO BREAKOUTS

1:45 – 2:45 p.m.

Video Marketing: Bringing Your Brand to Life (session repeats)

Sponsored by Westamerica Communications

Stephanie Carls, Founder, My Savvy Life, Austin, TX

The play button is the most compelling call-to-action on the web. Video allows us to tell the great stories of our customers rather than our own. Learn how to create effective video marketing campaigns by humanizing your brand through video with these shared techniques.

1:45 – 2:45 p.m.

Content Marketing and Storytelling (session repeats)

Sponsored by Buzz Points and CUNA Strategic Services

Peg Fitzpatrick, Social Media Strategist, Keene, NH

Content marketing is one of the biggest challenges for brands, social media managers, and community managers. Get an overview of why storytelling is the key to powerful content marketing and learn how you can create content marketing that converts. Practical tips and examples will outline how successful brands tell their stories and you can too!

1:45 – 2:45 p.m.

How to Leverage the Cooperative Principles (or the CU Difference) & Financial Literacy in your Marketing Efforts (session doe

Christopher Morris, CUDE, Director of Communications, National Credit Union Foundation, Madison, WI

You won’t want to miss this interactive session on how your credit union can grow and thrive through the cooperative principles. Credit unions are unique in the financial services market with their cooperative model, but there are many missed opportunities to leverage the credit union difference to help generate growth and financial success. Many credit unions develop principle-centered initiatives and generate positive economic results for their members, the community and the credit union itself. This also includes your work around financial literacy and community outreach. You’ll leave with information on how you can develop a more cooperative purpose-driven credit union to grow and thrive.

1:45 – 2:45 p.m.

Expert Marketing Panel: Branding Trends, Innovations, and Best Practices (session does not repeat)

Sponsored by DMA

  • Dana DiTomaso, Partner, Kick Point, Edmonton, AB
  • Andrew Schapiro, Creative Director, Airbnb, San Francisco, CA
  • Ben Polk, Senior Account Executive, Top Tier Brand Development, North America, GOOGLE, New York, NY
  • Moderator: James Marshall, Cooperative Trust Manager, Filene Institute, Madison, WI

This panel of dynamic, thought-leaders from some of the most influential national brands will answer marketing and branding questions from the audience, discuss the latest trends in branding, and provide advice on how to cultivate brand advocacy in a market where consumers have so many choices.

 

2:45 – 3:15 p.m.

NETWORKING BREAK – Visit with Sponsors

Sponsored by Codigo

3:15 – 3:30 p.m.

PASS TIME TO BREAKOUTS

3:30 – 4:30 p.m.

Video Marketing: Bringing Your Brand to Life

Sponsored by BYM Agency

Stephanie Carls, Founder, My Savvy Life, Austin, TX

The play button is the most compelling call-to-action on the web. Video allows us to tell the great stories of our customers rather than our own. Learn how to create effective video marketing campaigns by humanizing your brand through video with these shared techniques.

3:30 – 4:30 p.m.

Content Marketing and Storytelling

Sponsored by IQ Agency

Peg Fitzpatrick, Social Media Strategist, Keene, NH

Content marketing is one of the biggest challenges for brands, social media managers, and community managers. Get an overview of why storytelling is the key to powerful content marketing and learn how you can create content marketing that converts. Practical tips and examples will outline how successful brands tell their stories and you can too!

 

3:30 – 4:30 p.m.

Big Data and the Zombie Apocalypse (session does not repeat)

Sponsored by Raddon Financial Group

John Best, President, Best Innovation Group, Denver, CO

In the future, opportunities are sparse. It no longer rains free interchange from the sky. You’re competing with entities like Amazon and Apple to find food for your village. How will you survive? How will you differentiate yourself from the competitors going after the same resources as you? You must master the skills to survive. Find out why analytics is not a product, but a discipline to be learned that just might save your back…

 

3:30 – 4:30 p.m.

Communicating Your Brand (session does not repeat)

Sponsored by Cardtronics

L. Kim Ross, Organizational Development Consultant, Dallas, TX

Respond to presentation opportunities with clarity and confidence.
Get out of the weeds and tell the big picture! In this fast-paced session, learn a 3-step model to help you present your ideas with purpose and clarity. Learn to get concise with your message and gain confidence in your delivery. Discover a simple and proven method to build brand ambassadors, get results, and simply BE a better communicator.

 

4:30 p.m. on

EVENING - ON YOUR OWN

Time
Session
 
7:15 a.m. – 4:00 p.m.

WELCOME CENTER

Conference Registration
Sponsor Area
Internet Café – Sponsored by MX Technologies
Diamond Award Kiosks – Sponsored by AdQue® Digital Display Systems

7:15 - 8:00 a.m.

BREAKFAST – Visit with Sponsors

Co-Sponsored by BreakAway Loyalty and LightStream

8:00 – 8:15 a.m.

MORNING ANNOUNCEMENTS

8:15 – 9:15 a.m.

Tech Talks

Sponsored by Third Degree Advertising

  • Maxwell Luthy, Director of Trends & Insights, Trendwatching.com, New York, NY
  • Neff Hudson, AVP Emerging Channels, USAA, San Antonio, TX
  • Jose Resendiz, General Manager, Digital Insight, an NCR Company, Redwood City, CA
  • Moderator: John Best, President, Best Innovation Group, Denver, CO

TECH Talks will feature  a panel of marketing technology experts from various industries  answering questions submitted from the audience via our Social Wall. The experts will discuss such topics as big data, mobile banking, digital payments, marketing automation, and more!

This session packs in powerful and inspiring information to spark ideas where marketing and technology converge.

9:15 – 9:30 a.m.

PASS TIME TO BREAKOUTS

9:30 – 10:30 a.m.

Key Consumer Trends for NOW: Thrive in the Expectation Economy (session repeats)

Sponsored by MarketMatch

Maxwell Luthy, Director of Trends & Insights, Trendwatching.com, New York, NY

This breakout will be packed with key consumer trends and examples of cutting edge innovations from leading brands (and innovative startups) from Boston to Beijing. Attendees will get all the inspiration and insights needed by today’s forward-looking professionals to tap into – and profit from – the most urgent consumer trends of 2016.

9:30 – 10:30 a.m.

What’s Mine is Yours (session repeats)

Sponsored by True North Custom

Andrew Schapiro, Creative Director, Airbnb, San Francisco, CA

The philosophy about brand has fundamentally evolved the role that design and identity must play- a lesson that no one understands better than Andrew Schapiro of Airbnb.

9:30 – 10:30 a.m.

Step by Step: Developing, Creating and Pitching New Business and Community Development Initiatives (session does not repeat)

Sponsored by Redbeard® Communications, Inc.
  
Amanda Brenneman-Brown, Community Education Director, Oregon State CU, Corvallis, OR

Running low on development initiatives for your community chartered credit union? In this interactive session we’ll talk about the process of developing new ideas, creating new initiatives, and pitching the new development efforts to your C-Suite to start the conversation. Come ready to brainstorm!

9:30 – 10:30 a.m.

Measuring the Success of your BD Efforts (session repeats)

Sponsored by CUNA FUSE

John Godwin, Principal, Haynes Godwin Consulting, Baltimore, MD

Clearly defining and measuring success in business development is a key part of achievement. This session will provide deep insights on identifying what is important for your credit union's BD efforts and clear tracking mechanisms to help determine how well your CU is achieving what is truly important.

10:30 – 11:00 a.m.

NETWORKING BREAK – Visit with Sponsors

Sponsored by SPC

11:00 a.m. – Noon

Key Consumer Trends for NOW: Thrive in the Expectation Economy

Sponsored by BALANCE

Maxwell Luthy, Director of Trends & Insights, Trendwatching.com, New York, NY

This breakout will be packed with key consumer trends and examples of cutting edge innovations from leading brands (and innovative startups) from Boston to Beijing. Attendees will get all the inspiration and insights needed by today’s forward-looking professionals to tap into – and profit from – the most urgent consumer trends of 2016.

11:00 a.m. – Noon

What’s Mine is Yours

Andrew Schapiro, Art Department Head, Airbnb, San Francisco, CA

The philosophy about brand has fundamentally evolved the role that design and identity must play- a lesson that no one understands better than Andrew Schapiro of Airbnb.

11:00 a.m. – Noon

The Bigger Picture: Your Guide to Developing a Strategic Marketing Plan (session does not repeat)

Sponsored by MARQUIS

Hilary Reed, Founder & Chief Strategy Officer, Empower Strategic Solutions, Yardley, PA

Expectations have never been higher for the marketing professional to deliver a strategic roadmap for growth and success. Learn how to think strategically, and establish a clear direction and unified purpose for all marketing efforts. This session will serve as your guide to creating the perfect strategic marketing plan that integrates with your organization’s strategic plan.

11:00 a.m. – Noon

Measuring the Success of your BD efforts

John Godwin, Principal, Haynes Godwin Consulting, Baltimore, MD

Clearly defining and measuring success in business development is a key part of achievement.  This session will provide deep insights on identifying what is important for your credit union's BD efforts and clear tracking mechanisms to help determine how well your CU is achieving what is truly important.

Noon – 1:00 p.m.

NETWORKING LUNCH

Sponsored by Raoust+Partners

1:00 – 1:15 p.m.

PASS TIME to BREAKOUT SESSIONS

1:15 – 2:15 p.m.

Search Targeting/Retargeting/Remarketing and Digital Advertising (session repeats)

Sponsored by RewardStream

Jordan Bell, Digital Marketing Consultant, Lake Balboa, CA

This session teaches you how to get more credit union members using online advertising formats including search and display retargeting. Attendees will learn: the main benefits of online advertising formats; how search advertising and retargeting works; how to set up and manage campaigns for success; how to write effective ad copy; the digital metrics to understand campaign performance; and how to track their return on investment. Attendees will also walk away with a set of additional resources they can use to explore the topic further, as well as ideas to customize their ad campaigns to the unique marketing needs of their credit unions.

1:15 – 2:15 p.m.

Exploding Kittens, Smart Forks and the Future of Banking (session repeats)

Sponsored by Dialog Direct

Matt Davis, Founder, GameFI, Madison, WI

While optimists and pessimists argue about the future of banking, the opportunists are creating it. Using behavioral science, game thinking, and predictive analytics external innovators threaten to completely disrupt what has become a stagnant financial services marketplace. While we think about saving a basis point on a debit transaction, companies like HapiLabs, Google, Facebook, Kickstarter, and even Target are fundamentally changing how people engage with their own lives, financial and otherwise. In this session, Matt Davis paints a vision of the future of banking including exploding kittens, smart forks, and a peacock wallet, while issuing a call to arms for credit union executives to lead the way to a smarter, more responsive brand of financial service.

1:15 – 2:15 p.m.

Compliance in the Digital Age: What Credit Unions Need to Know (session repeats)

Sponsored by CUNA Marketing Compliance eSchool

Jared Ihrig, Chief Compliance Officer, Credit Union National Association, Washington, DC

Compliance for marketing purposes used to be straightforward, with no surprises.  Paper-based disclosures could be cut and pasted, re-used, and reproduced for a host of advertising purposes.  As delivery channels have changed over the years for credit union products and services, it’s easy to forget how compliance requirements, both for the deposit and lending sides of the equation, continue to apply.  Discover what this transition to the digital age means for your credit union in today’s environment of social media, online banking services, and other electronic and web-based product and service offerings.  

 

1:15 – 2:15 p.m.

Creating a Culture that Rocks (session does not repeat)

Sponsored by Weber Marketing Group

Danielle Buscher, Learning & Development Manager, West Community CU, O’Fallen, MO

We hear words like engagement and culture thrown around a lot, but what do they really mean? More importantly, how do we help create a cultivating culture that increases employee engagement? Here’s a hint: you can’t just let culture happen. You have to make it happen! In this session, we’ll define engagement and culture and learn what actions you can take to intentionally set the culture at your credit union.  

2:15 – 2:45 p.m.

NETWORKING BREAK – Sponsor drawings

Sponsored by Leadfusion

2:45 – 3:45 p.m.

Search Targeting/Retargeting/Remarketing and Digital Advertising

Jordan Bell, Digital Marketing Consultant, Lake Balboa, CA

This session teaches you how to get more credit union members using online advertising formats including search and display retargeting. Attendees will learn: the main benefits of online advertising formats; how search advertising and retargeting works; how to set up and manage campaigns for success; how to write effective ad copy; the digital metrics to understand campaign performance; and how to track their return on investment. Attendees will also walk away with a set of additional resources they can use to explore the topic further, as well as ideas to customize their ad campaigns to the unique marketing needs of their credit unions.

 

2:45 – 3:45 p.m.

Exploding Kittens, Smart Forks and the Future of Banking

Matt Davis, Founder, GameFI,

While optimists and pessimists argue about the future of banking, the opportunists are creating it. Using behavioral science, game thinking, and predictive analytics external innovators threaten to completely disrupt what has become a stagnant financial services marketplace. While we think about saving a basis point on a debit transaction, companies like HapiLabs, Google, Facebook, Kickstarter, and even Target are fundamentally changing how people engage with their own lives, financial and otherwise. In this session, Matt Davis paints a vision of the future of banking including exploding kittens, smart forks, and a peacock wallet, while issuing a call to arms for credit union executives to lead the way to a smarter, more responsive brand of financial service.

2:45 – 3:45 p.m.

Compliance in the Digital Age: What Credit Unions Need to Know

Jared Ihrig, Chief Compliance Officer, Credit Union National Association, Washington, DC

Compliance for marketing purposes used to be straightforward, with no surprises.  Paper-based disclosures could be cut and pasted, re-used, and reproduced for a host of advertising purposes.  As delivery channels have changed over the years for credit union products and services, it’s easy to forget how compliance requirements, both for the deposit and lending sides of the equation, continue to apply.  Discover what this transition to the digital age means for your credit union in today’s environment of social media, online banking services, and other electronic and web-based product and service offerings.  

 

2:45 – 3:45 p.m.

What Matters Now™: Insights from Millennials (session does not repeat)

Sponsored by Bluespire Marketing


Angie Fuhrken, Director, Marketing Strategy & Commercialization, TruStage, CUNA Mutual Group, Madison, WI

What matters most to Millennials? Millennials are often described in generalizations, but this is a generation with a variety of needs. Making up 25% of the US population, they cut across life stages with almost half being parents. And of those Millennial parents, nearly 4 in 10 are likely to be in the market for a new car in the next 18 months.

What Matters Now: Insights from Millennials builds upon our 2015 research which revealed how middle-income Americans define success. This year, we’ll provide a deeper understanding of Millennials and what matters most to them. Credit unions will gain in-depth insights about the motivations, worries and hopes of different Millennial groups that will inspire them to engage and evolve with their Millennial members and potential members in new and different ways.

5:00 – 5:45 p.m.

COCKTAIL RECEPTION

5:45 – 9:00 p.m.

RECOGNITION DINNER & AWARDS

Co-Sponsored by CU Direct and The Pod Advertising

Join us as we celebrate our Marketing Professional of the Year, our Business Development Professional of the Year, along with all of the Diamond Award winners. Cocktail attire preferred.

Time
Session
 
8:15 - 9:00 a.m.

BREAKFAST

Co-Sponsored by Fintactix, LLC and Pierry Software

9:00 – 10:00 a.m.

CLOSING SESSION UnMarketing: Stop Marketing, Start Engaging

Sponsored by Harland Clarke and CUNA Strategic Services


Closing Keynote Speaker: Scott Stratten, President, Unmarketing, Oakville, ON, Canada


The tried and true ways of marketing have turned into tired and old, not to mention ineffective. The ability to build relationships and be heard by your market has never been greater, but overwhelming when trying to determine what tools to use. This session covers both online and offline methods of staying in front of your target audience, so when they have the need to buy, they choose you. From social media, to traditional local events, there are proven ways to connect more than ever before and after this session you have the practical tools to implement the tactics right away.

10:00 – 10:30 a.m.

Bringing it All Together

Patrick Adams, CEO, St. Louis Community CU, St. Louis, MO