| Speaking
>> Branding
and Marketing
Building A Lasting Brand—Advanced
Branding for Credit Unions
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. Your credit union doesn’t just “do” branding
one year and mark it off its “to do” list: your credit union must “live” the
brand every day. Having led his credit union through a name change and ongoing
branding efforts, Arnold provides practical information on what to do and
not do with your credit union’s brand. This session provides:
- Maintaining Brand Consistency and Momentum
- Lovemarks & Emotional
Branding
- Gaining Staff Buy-In
- Brand Leadership in the 21st
Century
Top 10 Marketing
Trends Every Director & CEO Should Know
Credit unions must become
savvy marketing organizations to survive in the future,
which means their board members must have a working
knowledge of this key field. As a marketing executive
and author, Arnold provides thoughtful insights for
credit unions to consider. This session examines trends
including:
- Marketing and technology fields merging
- Sales culture rules!
- CRM will dominate
It
Takes A Village: Community Charter Marketing
CUNA’s E-Scan implores credit unions to “be
involved in community activities.” However, true
community charter marketing is much more than being at
an event here and there: it takes a strategic approach.
More and more credit unions are evolving into institutions
serving larger populations. As a senior vice president
who led his credit union from a single sponsor to a community
chartered credit union, Arnold offers information and ideas
for maximizing your reach into your communities.
This session covers:
- Community marketing strategies
- Targeting your community
- How non-community charters
can compete against
- Community marketing tips
and tactics community charters
- Formula for successful community
marketing
Got
Brand? Successful Credit Union Branding Strategies
Does your credit union have a strong brand identity? When
your members see your credit union’s logo or hear
the credit union’s name, does a consistent image
come to mind? By giving brands distinctive qualities, brand
marketers create loyalty for their products, services and
credit union. Having led his credit union through a name
change process, Arnold provides practical information on
what to do and not do with your credit union’s brand.
This session provides:
- The lexicon of branding
- Tactics for implementing
a branding program
- Brand benefits • Brand
consistency
¿Se
Habla Español? Developing A Hispanic Marketing
Strategy
Does the “Got Milk? campaign work in Mexico? Hardly.
The Spanish translation for “Got Milk” is “are
you lactating?” Simply translating marketing campaigns
into Spanish can lead to failure. The Hispanic population
is the fastest growing population segment in the United
States. Wanting to market to Hispanics is different than
doing so successfully. As author of CUNA’s white
paper Marketing to Hispanics and the person responsible
for his credit union’s Hispanic initiatives, Arnold
offers ideas for reaching this demographic.This session
provides:
- An overview of Hispanic
statistics and demographics
- Strategies for reaching Hispanics
- Products Hispanics tend to
want and segments within
- Tactics for serving the Hispanic
community this key group
Promotions 101
Marketers are using all kinds of avenues with their promotions:
radio, TV, mail, e-mail, billboards, sky-writing and even
bathroom stalls. But promotions is not about slapping
a message somewhere and hoping it sticks. To be a successful
marketer, you have to know the basics of promotions, or
Promotions 101. As a credit union marketing executive,
Arnold gives key points on how to conduct a successful
promotion. This session provides:
- Promotion Basics
- Promotion Plan
- Promotion Components
- Measuring Promotion
Performance
- Promotion Tips
Membership
Growth Recipe: Business
Development & Community
Relations
Every credit union wants to grow their membership. In the
past, credit unions rushed to acquire more and more new
SEGs to attain that growth. However, just acquiring SEGs
does not automatically lead to success. Credit unions must
partner and penetrate those companies. Business development
activities are also evolving into more community relations
efforts. Community charter marketing is more than being
at an event here and there: it takes a strategic approach.
Membership growth today involves both the key ingredients
of both business development and community relations. This
session covers:
- Business development strategies
- Partnering
with existing SEGs to increase penetration level
- Measuring
business development success
- Community relations
tips and tactics
- Formula for successful community
relations
As a senior vice president who led his credit union from
a single sponsor to a community chartered credit union,
Arnold offers information and ideas for maximizing your
reach with your SEGs and communities.
Trading Spaces Marketing: The Look of a $25,000 Campaign
for $1,000
A big budget does not equal great marketing. And more importantly,
great marketing
does not require a big budget. Although it may be impossible
to actually “guarantee”
that a $25,000 campaign can truly be done for $1,000 or
less, when you attend this
workshop you’ll get the biggest bang for your marketing
bucks! You will walk away with proven tactics and strategies
that will not only stretch your marketing budget, but enhance
your marketing quality as well! As a CU marketing executive,
Arnold gives key points on how to do the most with your
marketing budget. This session covers:
- Marketing on a shoestring budget
- Becoming
involved in community events
- Using public relations to
enhance marketing
- Making a case for more marketing dollars
Media Buying or Media Madness?
Everyone knows the Internet is growing at a rapid pace
and is considered the “new media.” However
traditional media, such as newspaper, radio, television,
outdoor and direct mail are far from dead. In fact, these
communication channels are more important than ever in
reaching your target audiences. To successfully conduct
a campaign using traditional media, you must know how
best to buy it. As a credit union marketing exec-utive,
Arnold gives key points on how to manage this key function.
This session covers:
- Knowing the basics
- Pros and cons
of different media
- Measuring effectiveness and results
- Media
buying tips
Stick
To It—Building Loyalty
With
Members Through Relationship Pricing
Because everyone wants your members, you must fight to
keep them loyal to the
credit union. One way to do so is to offer relationship
pricing. As a marketing executive and author, Arnold provides
thoughtful insights for credit unions to consider. This
session covers:
- Relationship pricing overview
- Establishing
relationships with your members
- Tactics for implementing
relationship pricing
- Resources required for relationship
pricing
How To Write Great Copy: Tips for Snappy Advertising
Successful marketing requires successful writing. However,
writing great copy is
sometimes a laborious task. Take the drudgery out of writing
by learning secrets
to great copy. Attendees will learn practical tips to help
improve your ads, flyers, web sites, brochures and other
printed material. As a credit union marketing executive
and winner of multiple communication awards, Arnold provides
insights to this critical
marketing function. This session covers:
- 10 Keys to Writing Copy that
Sells
- 5 Steps to Testing Effective
Writing
- Ways to Capture Attention
Blowing the Doors Off Business Development
Business development is not about bringing donuts to your
select employee groups. Or passing out your business cards
during chamber meetings. Business development is about
positioning your credit union as a partner with key companies
in your field of membership. If you want to grow your
credit union’s membership then you must stop doing
the same old routine and blow the doors off business development.
As a seasoned executive who helped his credit union successfully
add new SEGs and increase penetration levels with existing
partners, Arnold offers information and ideas for improving
your business development program. This session covers:
- Successful business development
strategies
- Partnering with existing SEGs
to increase penetration levels
- Using business services
to enhance business development
- Measuring, tracking an
analyzing business development numbers
- Business
development tips and tactics
More than Service: Advanced Sales Techniques
Everyone is in sales—and sales is not a dirty word.
In fact, sales is the lifeblood of any organizations. If
your employees aren’t selling then your organization
will die a slow and painful death. But sales is more than
just smiling, using the person’s name, and making
eye contact. Much more. For your organization to succeed
your sales team must employ advanced sales techniques.
As a seasoned executive with over 20 years in sales experience,
Arnold shares tips and ideas to take your sales force from
average to great. This session covers:
- Advanced sales strategies
- Using real networking skills to connect with people
- Sales tips and tactics
- Building a referral based sales system
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