We have an incredible lineup of speakers for your education and entertainment.
Breakout Session: Buying Media Like A Boss
Do you often feel like your media decisions are made based on who is the most aggressive sales person? Do you get overwhelmed by the changing media landscape of digital options, including YouTube, geofencing, and pixel tracking? During this session, we will explore the latest research on how consumers are using media, which mediums it may be time to let go of, and how to prioritize to get the right media mix for your credit union.
Breakout Session: Staying Current with Creative Trends
Holly Arter, Braid Creative
Holly Arter, a marketing consultant and partner at Braid Creative, helps businesses and organizations adapt their marketing efforts and media dollars to marketing trends, from engaging with millennials, to leveraging social media, to tapping into their best stories and their own people. Arter has 20 years of client and advertising agency experience with regional and national brands, from bootstrap to multimillion-dollar budgets. Arter facilitates planning sessions with leadership and management teams, helping them better articulate their focus, understand their dream audience, and plot a vision-driven and budget-wise path to get there.
Victor Miguel Corro
Victor Miguel Corro
Breakout Session: Segmentation: A Key to Underserved Markets
Financially underserved consumers are a natural fit for credit unions. Though these consumers cross racial and ethnic lines, they are disproportionately represented by African Americans and Hispanics. In this session, we will focus on the Hispanic market, recognizing the nuanced differences and defining four segmentation strategies.
To engage this demographic of more than 60 million, which comprises various subsegments, it is imperative to understand the distinctions. Many U.S. companies have treated this market as a homogenous group and segmented it by age, sex, family size, educational level, and income. While there are many similarities that exist among the U.S. Hispanic subgroups, there also are marked differences. Effective outreach must include variables such as ethnicity, country of birth, and the level of acculturation needed.
Breakout Session: Latino & Immigrant Market: Social Media & Digital Touchpoints
Beyond the outdated “digital divide” stereotype and the flawed “Hispanics are mobile” cliché, Hispanic consumers have uncommon patterns of digital usage. The smartphone is key to their digital lives, while the unavoidable English-vs.-Spanish issue adds its own twists and turns:
- About eight 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. WhatsApp is the platform where Hispanics conspicuously over index.
- 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.
- Many Hispanics use their phones to research purchases. In holiday shopping, they over index for buying via phone, but under index for buying via computer.
- 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.
Victor Miguel Corro
Victor Miguel Corro, Coopera
Victor Corro is a senior executive with more than 25 years of experience in international and cross-cultural environments for the private and nonprofit sectors. Corro has developed relationships across the globe through his work with the World Council of Credit Unions. Most recently, he is CEO of Coopera Consulting, a marketing and analytics consulting firm serving the Hispanic market. Coopera’s clients are within retail finance, namely credit unions. Coopera’s work involves the outreach and understanding of the Hispanic market.
A first-generation American, Corro came to the U. S. from Panama to study at the University of Wisconsin on a Fulbright Scholarship. He earned a bachelor’s degree in Economics and Latin American Studies.
Opening General Session: Actions Speak Louder Than Words: Understanding Nonverbal Communication
It’s a scientific fact that body gestures give away individuals’ true intentions. More than 90% of face-to-face communication is nonverbal, making the body’s silent messages often more revealing than the spoken word. Body language expert Jan Hargrave helps you improve your communication skills by teaching you how to:
- Master the art of making a positive first impression;
- Deliver effective gestures for successful interactions;
- Develop nonverbal competencies to communicate your ideas in a positive and professional manner;
- Detect the gestures and "micro-expressions" of deception and secretiveness;
- Understand actions that help establish rapport and enhance your leadership abilities; and
- Identify disconnection gestures and recognize verbal objections before they are expressed.
Clear, practical, and fun, this seminar offers information on the "hidden messages" of those around you as well as yourself. Hargrave’s presentation helps you make in-depth character assessments and increases your ability to develop ethical nonverbal behaviors. This knowledge can mean the difference between success or failure.
Jan Hargrave, Hargrave & Associates
Body language expert Jan Hargrave teaches you the ways your body communicates to the world around you. Hargrave also provides you with the skills you need to “read” everyone around you. She is the author of “Let Me See Your Body Talk,” “Freeway of Love,” “Judge the Jury,” “Strictly Business Body Language,” and “Poker Face,” and has shared her expertise with many popular news organizations and magazines. She has also become the go-to resource for analyzing key White House figures since 1987.
Jan received a bachelor’s degree, master’s degree, and education specialist degree with emphasis in Business Psychology from the University of Louisiana. She is presently CEO of Jan Hargrave & Associates, a Houston-based consulting firm.
Breakout Session: Driving Your Data Analytics Strategy
In this session, learn about the successes that leading credit unions are seeing using data analytics and how you can be one of them.
Naveen Jain, CULytics
Naveen Jain is a change agent, building big data and advanced analytics practices from the ground-up and driving customer-centric cultural change. He is adept at leading successful global teams in highly demanding environments. As founder and president of CULytics, Naveen helps credit unions get started on their data analytics journey.
Before CULytics, Jain worked as VP of data analytics at a large U.S. credit union. There he put together an enterprise data and analytics team, generating new opportunities to meet member needs while ensuring trusted data was available to reduce risk and meet regulatory requirements. He championed the enterprise use of insight and action to drive business strategy, minimize risk, optimize performance, and increase value.
Closing General Session: Marketing Lessons from Peer/Pragmatic/Progressive CUs
We will take a look at five credit unions – ranging in asset size from $30 million to $11 billion and share innovative ideas, practical advice, and highlight the common themes. You will walk away with practical and implementable ideas.
Breakout Session: Driving Omnichannel Success through Effective Journey Mapping
Every organization speaks about creating journeys to drive their success. Journeys are the buzz at the end of the day and are extremely important in helping us enhance member experiences. If we can make it intuitive, efficient, and effective – member interactions will soar.
Our hands-on discussion will focus on nine categories, multiple personas, five generations, and seven channels. It will emphasize interactive journeys and help create the perfect member CU journey.
You will walk away with a comprehensive methodology that will help you map journeys at your credit union. We will also discuss success measures and continuous improvement to help you enhance member interactions.
Sundeep Kapur, Digital Credence, Inc.
Sundeep Kapur helps brands define their omnichannel marketing strategies. What is omnichannel? It allows your consumers to be served in the channel of their choice with relevance, personalization, and comprehensive security.
Kapur has helped financial institutions create and execute successful digital strategies. His specialty lies in helping clients adopt digital by focusing on reduced cost and security, while driving revenue and improving lifetime member value.
Kapur is an industry-recognized expert who delivers keynotes, run panels, and relevant, outstanding education for organizations around the world. In addition, he writes magazine articles, is a frequent presenter at NAFCU, teaches yoga, and speaks at a number of financial conferences.
Breakout Session: Using Technology to Create Personalized Marketing
Effective marketing comes down to delivering the right message, to the right persona, at the right time, using the right channel. By leveraging your data and technology, you can identify unique goals and obstacles your members face to deliver timely messages that show your value.
During this presentation, you’ll learn tools and tricks to better understand the different segments within your membership. We’ll discuss how to create persona groups that will give you insight into your member’s daily life, plus the role you can fill as their credit union. Using this knowledge, we’ll cover how to choose the right products, services, and content to promote across your available channels. We’ll tie it all together by exploring how to put these ideas into action using integrated campaigns and triggered automations designed to move your audience along their buyer’s journey.
Jennifer Laud, Jennifer Laud Consulting
Jennifer Laud is a credit union consultant with a background in marketing strategy and human-centered design. She has a passion for positioning credit unions to find their unique voice in the marketplace, engage with their current members, and connect with targeted audiences through customized experiences. Her current clients include small and mid-sized credit unions throughout the Midwest.
Laud spent the first eight years of her career overseeing marketing and member experience for First Financial Credit Union in Chicago, Illinois. During that time, she completed Filene Research Institute's i3 program and CUNA Management School. She holds a Bachelor of Arts in economics from the University of Wisconsin-Madison and earned an MBA from DePaul University.
General Session: STAND OUT! Differentiate or Disappear
Why should I choose you? Dozens of local financial services organizations ‒ some of them big national brands, plus hundreds more online ‒ offer what look like pretty much the same services you do. What makes you so special?
In this interactive session, we’ll take a hard look at differentiation (on a limited budget) in a crowded and confused market. The notes and doodles you take down will be strategy, copy, and design ideas you’ll use immediately to stand out online, in social media, and even in traditional media like print and mail. Get up early Tuesday morning – you don’t want to miss this session!
Larry Mersereau, CTC, PromoPower
Smart marketers know who to turn to for the ideas and insights they need to grow their credit unions: Differentiation specialist Larry Mersereau, CTC. Mersereau is the author of four books on the topic and a professional speaker who addresses dozens of audiences in a broad range of industries every year. He’s the only speaker who shares the simple, doable … effective growth strategies and tactics that made his books so popular and have helped so many organizations succeed.
Breakout Session: The Challenge: Solve Real Problems... and Have Some Fun
If you get excited about solving problems, then plan to attend this session and help tackle real issues. You will be part of an actionable engagement with a lively discussion. With no preset script, you can become part of the story, laugh, learn, and get ingeniously simple answers to your problems. You get to make connections with those who have the same mission, or a complementary mission to yours, then work together to be awesome. Rinse and repeat.
Stephanie Sievers, Pink Strategies
Stephanie Sievers is CEO of Star of Texas Credit Union in Austin, Texas, and Sisseton-Wahpeton Federal Credit Union in Agency Village, S.D. At Think Pink Strategies, her business services organization, this "chief pink thinker" cross-pollinates ideas across industries to create unique "pink strategies." Sievers is passionate about small business success, economic growth and development, community involvement, and family and fun.
Her innovative problem-solving, strategic marketing, and business skills have garnered her numerous awards, including Small Business of the Year and Best Places to Work. She has three master's degrees and a thousand hours of strategic business discussions with executives and entrepreneurs.
Breakout Session: Staying Current with Creative Trends
If you can't afford to have an agency are forced to be your own source of creativity, how can you ensure that the brand you put out there is measuring up against the competition? This presentation examines creative trends in the marketing world within the credit union space and beyond. Experts Tara Street and Holly Arter with Braid Creative will share tips on how to keep your marketing tactics on brand and current with creative trends.
Tara Street, Braid Creative
Tara Street is a brand strategist and co-founder of Braid Creative, specializing in finding and sharing the stories of purposeful businesses. She helps teams uncover their best brand message – the ones that come from a blend of who they are as people as much as their service or product. Street has 20 years of branding and ad agency experience, from creating campaigns for billion-dollar financial institutions, to founding a business that guides a new generation of creative entrepreneurs with both approaches based on the magic mix of the people + the product, at the heart of every brand story.