MAC Austin 2017 AGENDA
RADICAL. RELEVANT. RE:ENERGIZE!
DAY ZERO > TUESDAY, MAY 30
DAY ZERO? WHAT'S THAT ALL ABOUT? Honestly—we have so much content this year for marketers, business development staff, social media and web managers—that we couldn’t stuff it all into our regular conference schedule.
11:00 AM > REGISTRATION BEGINS
3:00 PM > PRE-CONFERENCE WORKSHOP: CHRIS LEONE, CEO OF WEBSTRATEGIES, “UNLOCKING YOUR DIGITAL FORMULA”
Better communication. More wallet share. Higher retention! Do you know your members’ hot buttons? Do you know how many new website visitors it takes to screw in a light bulb (wait…that’s not right?)– I mean…how many new website visitors it takes to generate the leads to generate new members?
This workshop is designed to bring marketing managers and credit union leaders up to speed on the latest and most effective digital marketing strategies. The workshop will be both interactive and informative, with the goal of providing actionable insight you can implement immediately.
3:00 PM > PRE-CONFERENCE WORKSHOP: SUNDEEP KAPUR, "DECIPHERING BIG DATA TO CREATE INCREDIBLE MEMBER JOURNEYS"
My credit card company is incredibly reliant. No fraud, personalized experiences, and they are always top of wallet. What makes their card impregnable and why is it the “only” card I use?
A financial institution drives 70% engagement and 21% conversion on three-touch transactions. The information they send is always relevant. What is a three-touch transaction? What are they doing to keep their consumers interested? How is their conversion so high?
Want the answers to these questions and more? Sundeep Kapur will provide you with insight for your big data and analytics initiatives in this interactive workshop designed to help you develop focused ideas for success and inspiration for your journey to 2020.
After 24 years in corporate America as a business and technology consultant, Sundeep returned to his passion – teaching brands best practices so they can achieve the same success.
5:03 PM > OPENING RECEPTION Sponsored by SPC
DAY ONE > WEDNESDAY, MAY 31
8:30 AM > REGISTRATION AND BREAKFAST WITH THE SUPPLIERS
9:03–10:15 AM > OPENING SESSION: SHANA MERLIN, “THE POWER OF YES”
Shana Merlin—It’s Improv baby! This interactive workshop begins to teach you how to introduce a Culture of Yes into your organization. In a Culture of Yes, new ideas are accepted and encouraged, people take more risks and are more fun to work with, and collaboration happens quickly and constantly. Using the fundamental principle of “Yes And…” from the world of improvisation, this workshop is full of fun, and quick interactive exercises that you can positively take away to change your everyday work and home life.
10:15 AM–10:38 AM > NETWORK WITH YOUR SUPPLIERS
10:38 AM–NOON > GENERAL SESSION: PABLO DEFILIPPI, VP MEMBERSHIP & BD, THE FEDERATION AND CLARISSA RITTER, DIRECTOR, MARKETING & COMM., THE FEDERATION
1:06 AM–2:11 PM > 3 BREAKOUT SESSIONS (THEY ALL REPEAT!)
BREAKOUT SESSION 1 ANDREW C. LAMPKINS, SVP CLIENT RELATIONS, MARQUIS, “IF YOU’RE NOT TALKING TO YOUR MEMBER, THEN SOMEONE ELSE IS. WHY CONSTANT CONVERSATION IS THE NEW RELATIONSHIP STANDARD.”
How frequently are you engaging your members? Are you certain you’re reaching all of them? Is what you have chosen to share important to them, or completely irrelevant to their unique circumstances?
We reside in an era where data is everything and technology has granted you the ability to reach out to your members anytime, anywhere. Someone is always striving for their attention, and that someone should be YOU!
- Learn how integrating data analytics into your marketing strategy can help you reach your target audience with the right message at the right time.
- How a constant, relevant conversation with your members drives
BREAKOUT SESSION 2 STEVE RICE, EXECUTIVE VP, EVERFI, “INNOVATING HOW TO CONNECT WITH MEMBERS AND THE FUTURE GENERATION”
The banking industry is rapidly reshaping due to new technological capabilities, regulatory requirements, and shifts in the demographics and expectations of the consumer base. Credit Union marketers must retool and find new and innovative ways to differentiate their institution, strengthen member relationships, and build longterm brand and trust in their communities. This means taking a more holistic approach and expanding offerings beyond traditional banking products to include financial education, targeted products offerings, and savings tools & resources. In this session, credit union leaders will learn how to:
- Increase meaningful engagement to members
- Enhance member marketing & brand activation
- Reach all ages and demographics of their member base and communities
- Leverage best practices from other credit unions
BREAKOUT SESSION 3 BRYAN CLAGETT, CMO, GEEZEO, “ENGAGING MILLENNIALS: THREATS AND OPPORTUNITIES.”
Dynamic, bold and disruptive, millennials are one of the most powerful economic forces driving the market. It’s estimated that millennials currently spend about $600 billion a year and will grow to $1.4 trillion annually. Millennials have grown up in a time of rapid change, giving them a set of priorities and expectations sharply different from previous generations. This market segment and their impact on disruption in the marketplace, offers risks and rewards for credit unions that must be addressed. If you’d don’t meet their banking needs, the neo banks will.
NOTE: This is why you should bring someone with you. Give them an opportunity to experience that special feeling of being one of us…and you have all these break-out session covered!
2:16 PM–3:19 PM > SESSIONS REPEAT
3:30 PM–4:46 PM > FIRST DAY CLOSING SESSION: BRYAN KRAMER, “HUMAN TO HUMAN #H2H: LEARN HOW TO SPEAK HUMAN, SHARE HUMAN, AND MARKET HUMAN.”
We’ve been trained to speak “business to business” (B2B) or “business to consumer”(B2C). But businesses and products do not have emotion. Humans do. In Human to Human Marketing (#H2H), Bryan explores why and how communication needs to be adjusted to exude simplicity, empathy and imperfection—in the same way humans are built.
His latest book, Shareology, made the USA Today’s Top 150 Book List the week of its release, as well as #1 on Amazon in four categories including Business & Planning. The book explores the history, art and science of sharing, and illustrates why sharing is what gives us a unique competitive advantage as individuals and brands.
DAY TWO > THURSDAY, JUNE 1
8:30 AM–9:00 AM > REGISTRATION AND BREAKFAST WITH THE SUPPLIERS
9:03 AM–10:15 AM > OPENING SESSION: KELLY McDONALD, EMPRESS OF ENERGY (it’s what we call her), “CRAFTING THE MEMBER EXPERIENCE FOR PEOPLE NOT LIKE YOU: HOW TO DELIGHT AND ENGAGE THE CONSUMERS YOUR COMPETITORS DON’T UNDERSTAND”
This session will show how companies, brands and products struggling to differentiate themselves in a sea of sameness can foster long-term loyalty and brand preference with exceptional and customized customer service.
A “one-size fits all” approach to service is no longer viable. Businesses competing on service need to understand and cater to racial, ethnic, religious, generational, lifestyle and geographic differences in order to meet or exceed their service expectations. Core customer groups will be covered, including women, the five generations (Matures, Boomers, Gen X, Gen Y and Gen Z), racial and ethnic segments, as well as those who are defined by key lifestyle and life-stage attributes. Includes consumer insights that will help you deliver a better business experience for every member.
You cannot control the economy, the stock market or the costs of goods and labor. But you can control your organization’s member experience. It’s an empowering thought. Member service is 100% in your control at all times and it’s more important than ever in today’s competitive business environment. And terrific member service doesn’t have to break the bank (or the credit union!) It’s about understanding your member’s values and catering to their priorities.
Why we insisted Kelly come back!
- Learn the latest techniques that innovative companies are using today to train their staff to deliver exceptional service.
- Best practices among leading companies and brands will be reviewed.
- Learn how to listen for what a member wants, not just what he/she may ask for.
- Learn key insights into delivering terrific member service to the Hispanic consumer.
- Specific strategies and tactics will be discussed as well as Do’s and Don’ts.
10:30 AM–11:03 AM > NETWORK WITH YOUR SUPPLIERS
11:05 AM–12:30 PM > MACQUEE PRESENTATIONS
The cream of the crop, the cookies in your milk, the peanut butter with your jelly…these credit unions are the top dog, the big enchilada…and the ones that just really, really, really do great work. Hear from each of them about their project and why you should vote for them as the MACQUEE winner for 2017.
12:30 PM–1:15 PM > LUNCH & NETWORK WITH SUPPLIERS
1:15 PM–2:05 PM > 3 BREAKOUT SESSIONS (THEY ALL REPEAT)
BREAKOUT SESSION 1 KELLY MCDONALD & KENJA PURKEY, “8 SECONDS TO IMPACT: HOW TO FOCUS ON DISRUPTION AND MEMBER EXPECTATIONS.”
In bull riding, the goal is to hang on for eight seconds. An eight-second ride can earn a perfect score. With the new GenZ and millennials, you’ve got just eight seconds to grab their attention, according to a recent Microsoft study. If you’re riding a bull, eight seconds seems like forever. In marketing, eight seconds seems barely enough time to say “hi” when it comes to making significant connection with your target customer. How will your message impact their decisions?
This informative and interactive session will focus on how you can make meaningful impact with the up and coming GenZ and aging Millennial consumers — in eight seconds or less — and without spending a zillion dollars. Kelly McDonald co-presents with Kenja Purkey, Marketing Director for The People’s Federal Credit Union, a mid-sized, Texasbased credit union, to bring you actionable, real-life strategies and tactics that you can put to use right away.
BREAKOUT SESSION 2 RANDY SCHULTZ, VP MARKETING, WEBER MARKETING GROUP & DR. NEIL GOLDMAN, GOLDMAN CONSULTING & STRATEGY—AND MAC EMCEE, “TURNING STAFF INTO BRAND CHAMPIONS”
Marketers speak to their brand every day…and many of those discussions are held internally as they talk social media strategies, product marketing and more. The roadblock is that most staff members don’t know 1) What your brand is all about; 2) What their role in the credit unions brand is, and; 3) the organizations expectations of a differentiated experience that staff should be practicing on an everyday basis to separate you from the financial clutter. This interactive program pulls in the marketers themselves to talk about their pain points and success stories along with giving them practical tools they can take back to their organization to help turn their staff…into Brand Champions.
BREAKOUT SESSION 3 PANEL DISCUSSION: FINTECH AND CREDIT UNIONS. A PERFECT MATCH?
Men of distinction – Stephen Garten with Charity Charge, Matthew Goldman of Wallaby and Bryan Glagett, CMO of Geezeo talk about your challenges to attract newer and younger members who are looking for a better customer experience but not at the trade-off of a strong mobile and digital experience. Fintech companies are providing products that level the playing field for credit unions but they will not be successful without an engine to drive consumer adoption and repeat use. In this panel you will learn about the latest ways to use technology to engage members and what is need to build sticky relationships.
2:05 PM–2:28 PM > NETWORK WITH YOUR SUPPLIERS
2:30 PM–3:20 PM > 3 BREAKOUT SESSIONS (AND THEY ALL REPEAT!)
3:33 PM–4:33 PM > RAPID FIRE!
The one you’ve been waiting for. We’ve selected four top credit union marketers who designed, implemented and tracked an impactful initiative in 2016. It’s on your mark…get set…go time to listen intently and take copious notes as each one has only 20 minutes to share it all. And…we’ll let you have a minute or two for questions after each one…but make sure to track them down for more details.
2017 MAC AWARDS
And you thought the day was over. Get freshened up and put your fancy duds on because it’s time to celebrate all your hard work at this year’s AWARDS! We'll shine a light on the best of the best in Credit Union marketing and toast to your accomplishment. Plus, we'll announce the winner of the coveted MACQUEE award judged by you! Hosted by the multitalented Dr. Neil Goldman, there’s going to be a hot time in Austin tonight!
5:17 PM–6:31 PM > JOIN US FOR COCKTAILS AND CONVERSATION
6:31 PM —UNTIL WHO KNOWS WHEN > IT’S DINNER AND AWARD TIME AT BRAZO’S HALL
AFTER PARTY HOSTED BY MARQUIS
Our good friends at Marquis are sponsoring the after-party to top all after-parties. So go stash your awards in your room, or let us package them for shipping, and keep the celebration going!
DAY THREE > FRIDAY, JUNE 2
8:30 AM–9:23 AM > BREAKFAST WITH MIMOSAS AND BLOODY MARYS.
9:30 AM–11:30 AM > NETWORKING SESSION
One, maybe two facilitated hot topic discussions from the week that you just couldn't get enough of. And when it's over...it's over!