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	“Mark has a genuine interest in helping your credit union success…in fact, that is his ultimate goal. We don't consider him a consultant, we consider him a strategic partner. If you want real solutions to real challenges, he is quite simply the best.” Shawn Temple, COO Bossier FCU “We would like to thank you for the amazing work you did in guiding us through our name change. We hired you on as a 'marketing consultant' but believe you were more like an extreme trail guide, leading us through the great unknown. Now that our name change has been successfully implemented, we look back and can fully appreciate not only the preparation you provided, but the dangers of the pitfalls and traps you helped us to avoid. Tim Haeglin, President and CEO, Generations FCU

Branding

People receive on average 3,000 advertising messages every single day. Everywhere you turn, advertisers are promoting their brands. How do youensure your credit union or business stands out in the crowd? With an effective brand. Embarking on a branding program is a daunting task and Mark can help.

Having led his financial institution through a name change process, Mark can assist your organization with its unique branding needs. Branding services offered include developing a brand plan, brand training for staff, brand market research and branding recommendations. A brand plan would include essentials such as brand vision/mission/message, brand target, brand training, brand elements, brand awareness and brand timetable.

Arnold has worked with credit unions ranging in size from $32 million to $1.8 billion. Not a mere consultant, Arnold partners with credit unions to help them achieve their desired strategic goals. Some of the services that Mark provides:

Brand plans
Marketing planning
Marketing reviews/audits
Management / supervisory training
Staff Training
Internal communication plans

Brand Triangle

“A brand that captures your mind gains behavior; a brand that captures your heart gains commitment.” —Scott Talgo, Harley Davidson

Designing a successful brand triangle will result in building a lasting brand. A brand triangle serves as a guide to move the credit union forward.

The entire branding process revolves around those three key groups: credit union leadership (management/board), credit union employees and credit union members. The credit union's leadership must manage the brand, the credit union's employees must live the brand and the credit union's members must experience the brand.

Unique Skills
When helping credit union brands themselves, Mark brings the following skills:

Branding experience
Facilitating
Team building
Facilitating and training
Ability to work with board and management
20-year experience in the CU movement
Currently Sr. level executive at large CU
Broad credit union background
Name change experience
Contributing author, CUNA's Environmental Scan

Marketing Planning
Marketing is not just about brochure design and newsletter edits. Successful marketing is about strategic marketing planning. Every organization needs a marketing plan to help it achieve its strategic goals. The marketing plan serves as a compass in directing those efforts. Working with your business, Mark can develop your marketing plan. Your marketing plan is crafted to meet your unique situation and includes elements such as an executive summary, detailed situation analysis, marketing objectives, marketing goals and tactics, and a suggested budget.

Marketing Audits/Reviews
Financial audits and reviews are commonplace in financial institutions. However, there are times when you need to know if your marketing efforts are effective. It often helps to have someone provide an unbiased, objective and thorough review of your marketing work.

With over 20 years of financial institution, marketing, communication and public relations experience, Mark can analyze your marketing strategies and tactics. His audits include collateral material (brochures, website, newsletters, inserts, etc.) review, staff surveys, marketing calendar analysis and suggestions for improvements. Both internal and external marketing communication efforts are included.

Management / Supervisory Training
Managers are sometimes thrust into supervisory positions with which they are unprepared to handle. They often struggle with performing their day-to-day job duties while trying to oversee their staff. Although people are their most important asset, managers can struggle with how best to supervise them.

Mark offers practical training solutions to help transform your supervisors from managers to leaders. He focuses on four key skills, including coaching, motivation, feedback and conflict resolution. With an intrinsic belief that your organization can only succeed as far as your leaders are developed, Mark gives a step-by-step approach for improving your managers’ skill sets.