Credit union marketers and communications professionals from throughout New York were in Schenectady last week for the New York Credit Union Association’s annual Marketing Conference.
The two-day conference, which was held at the Courtyard by Marriott, began Thursday morning with a presentation that explored how a credit union cannot only stay alive, but also thrive and prosper in an evolutionary market. The interactive session showed attendees how to think about change and help get a credit union’s staff onboard to become nimble and flexible in their marketing efforts. The discussion was led by Jayni Sech, CEO and founder of Marketing Solutions Unlimited.
Thursday’s agenda also included a session on content marketing trends and how to keep members and potential members informed. The presentation focused on CUcontent, a content marketing resource dedicated to credit unions. Leslie Ruder, chief happiness officer at CUcontent, moderated the interactive session, and Laura Enock, CUcontent publisher, led a session exploring trends in content marketing and how credit unions can reach more members and increase loan and deposit volume with the media that is already being used.
Sech, CEO and founder of Marketing Solutions Unlimited, led a presentation that focused on credit union public and media relations efforts. She also explained how credit unions can incorporate social media into a message and the best practices smaller credit unions can use to increase their publicity efforts.
Sech then transition to an exercise that allowed attendees to swap ideas with their peers in an informal setting. The session focused on problem-solving solutions and included a discussion on peer-recommended vendors for everyone to have for future reference.
Carole Wands, VP of marketing and sales at Sunmark FCU, and Chris Quereau, CEO of credit union marketing agency at Vibrant Creative, took the podium next to discuss how credit unions are leveraging technology to grow their brands with and also building awareness and membership, while increasing sales of products and services. Wands explained how Sunmark FCU identified their “true brand” and continually leverages it for maximum marketing effect. They also outlined how credit unions can find their brand and define a successful process for launching it to staff, members and the public.
The day ended with a networking reception that allowed attendees to share their ideas and review key takeaways from the first day of the conference.
“I have been attending this conference for close to ten years and have always found the information and collaboration very valuable,” said Christine Somers, director of marketing and business development for Community Resource FCU. “There are many exciting and relevant ideas that are shared over the course of two days. This is a gathering of the credit union thinkers and innovators who give inspiring, entertaining discussions of the latest ideas and technologies.”
Friday’s general session began with a presentation that focused on digital marketing and how it is continuously evolving through emails, social media and banner ads. The session explored successful digital marketing strategies and goal-setting. The discussion was led by Aaron Gregerson, VP of client management at MarketMatch.
Gregerson followed up that session with a presentation on ten things that financial marketers need to have on their radar when looking at cutting-edge innovations that other industries are applying to their businesses. Gregerson discussed how to take these consumer trends and innovations and apply them to banking practices for credit unions to further enhance their brand, mission and ultimately, improve their chances of acquiring customers.
The 2018 Marketing Conference was sponsored by CUcontent and Vibrant Creative.
To view pictures from the event, visit the Association’s Facebook page.