Agenda

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  • Tuesday, April 9, 2019
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    7:30 pm  -  9:00 pm
    I Will Not Be Attending the Welcome Reception
     Optional 
    7:30 pm  -  9:00 pm
    Taste of Traverse City Welcome Mixer & Registration

    Sponsored by CU Solutions Group

     Optional 
    7:30 pm  -  9:00 pm
    Yes! I Plan on Attending the Tuesday Welcome Reception
    SPONSORED BY MCUL & AFFILIATES AND CU SOLUTIONS GROUP
     Optional 
  • Wednesday, April 10, 2019
  •  
    8:00 am  -  8:30 am
    Wednesday Registration, Vendor Showcase and Kick Start Breakfast

    Sponsored by Member First Mortgage

     Optional 
    8:30 am  -  9:00 am
    Welcome

    Sponsored by CUSG Marketing Solutions

    Speakers:
     Optional 
    9:00 am  -  10:00 am
    Turning Digital and Fintech Into Marketing and Lending Growth

    Financial institutions can no longer count on face-to-face interactions to drive revenue. Everything is shifting to digital, but the focus has been mostly transactional service. Digital banking strategies now must stretch to become explicit revenue generators. This requires marketers, lenders and other leaders to own everything affecting their institution's brand — from the digital experience and data analytics, to sales and service. Leaders today have a simple choice: step up or move out. Listen in for best practices to turn the digital experience into a revenue generator, how to build an integrated marketing and delivery strategy around a cohesive digital-first experience and how to craft relevant content fueled by the data-driven insights that digital channels now make possible.

    Sponsored by CU Direct

    Speakers:
     Optional 
    10:00 am  -  10:20 am
    Wednesday Stretch Break

    Sponsored by Intuit TurboTax

     Optional 
     

    Gaining the Edge Sessions

    10:20 am  -  11:30 am
    Inside Out Transformation Through Innovation
    Marketing innovation has never been as important as it is today. Innovation takes on a totally different meaning for every credit union. It does not just happen. Transformation takes planning, hard work, perseverance and calculated risk. Along the way, it can be easy to get lost in constantly changing communication channels. To chart the right course, credit unions need to understand and embrace their starting point. Join in this collaboration of ideas including understanding what brand is about, marketing beyond mumbo jumbo and getting a content strategy in place and executing on it regularly.
    Speakers:
     Optional 
    10:20 am  -  11:30 am
    Inside the Minds of a Millennial: How to Market to this Target Group
    Everyone has heard of Baby Boomers, Generation X, Millennials and Gen Y’ers. These younger groups may be the most important target for today’s credit union marketing campaigns. Both successful and unsuccessful credit union practices will be shared, intended to capture business from teens and young adults. Learn why this tech-savvy group is changing the way credit unions do business and how to create winning strategies to get them through the door and to keep them as members once they have joined.
    Speakers:
     Optional 
    10:20 am  -  11:30 am
    Lending Technology: Where We’ve Been and Where we are Headed
    Uncover trends in consumer lending and the challenges facing credit unions in the coming years. As an industry, credit unions are getting further and further removed from the end consumer, so discover how to maintain an identity in the current landscape and reach potential members, as well as learn how and when they are in the market. Lending channel preferences, the innovation curve in lending, what to expect from a loan origination system and using mobile technology to hold on to dealer pre-approvals will all be covered.
    Speakers:
     Optional 
    10:20 am  -  11:30 am
    Turning Digital Into Revenue Growth, Panel Perspective from Michigan Credit Union Leaders
    Take away valuable perspectives on translating digital into growth from prominent Michigan credit union leaders. The panel will share what they have learned in their own shops and in their own markets about growing lending and maturing their marketing capabilities.
     Optional 
     
    11:30 am  -  11:50 am
    Wednesday Power Break

    Sponsored by MSHDA

     Optional 
     

    The Pathway to Success Sessions

    11:50 am  -  1:00 pm
    Building a New Foundation: Innovation in the Credit Union Industry
    Credit unions are beginning to understand emerging threats and realize that members expect more than just personal service. They require a personalized experience. Meeting these new demands and staying relevant requires innovation, but what does that mean exactly? Take a look at what innovation is and what it is not, as well as how a credit union with limited resources and time constraints can still be innovative. This is a great opportunity to explore how emerging solutions such as AI, machine learning and robotic process automation are being applied in lending today, and how credit unions can get there too.
    Speakers:
     Optional 
    11:50 am  -  1:00 pm
    Serving Up Digital Delights
    Get a fresh perspective about brand intimacy in the digital world. Showcasing human touch and the customer experience makes digital a delight and is an ideal fit for credit unions in serving their members.
     Optional 
    11:50 am  -  1:00 pm
    Seven “I Can’t Believe I’m Not Doing That” Ideas to Increase Wallet Share from Members
    Learn how to take a limited marketing budget and increase share of wallet among members. These seven great tips will demonstrate how to get more products and services from existing members and offer ideas and suggestions that any credit union can implement to jump-start their marketing efforts. Some of these super-easy tips are surprising, but the proven strategies do not require a big budget to get big results.
    Speakers:
     Optional 
    11:50 am  -  1:00 pm
    The Lending Model that Maximizes ROA
    The vast majority of credit unions were not “born digital.” With one foot in the past and one in the future, many credit unions struggle with attracting and growing direct loans. Learn how the most successful credit unions are maximizing remote delivery to increase sales and how “convenience” has been redefined. This thought provoking session will challenge management about how they currently deliver lending today and how they need to deliver it in the future. Organizing a loan department for maximum success, lowering the expense ratio while increasing loan volume, motivating employees to achieve better results and choosing a loan delivery channel will all be covered, along with credit union success stories using these strategies to maximize efficiency and consistency.
    Speakers:
     Optional 
     
    1:00 pm  -  1:20 pm
    Wednesday Lunch Pick Up

    Sponsored by CUNA Mutual Group

     Optional 
     

    Vendor Lunch and Learns

    1:20 pm  -  2:20 pm
    Loan Growth in a Rising Interest Rate Environment
    The Federal Reserve raised rates four times during 2018 and expects to continue to raise them in 2019. In a rising interest rate environment, credit unions need to continue to meet their growth initiatives in an ever changing market. Learn to adapt and implement new strategies to align with goals and continue loan growth while maintaining profitability.
    Speakers:
     Optional 
    1:20 pm  -  2:20 pm
    Making a Bigger Difference Together

    Leverage the Michigan Credit Union Foundation to enhance credit union lending and marketing activities. Discover how participating in MCUF community reinvestment initiatives and professional development opportunities can help credit unions make a bigger difference. Financial education programs, MCUF grants and financial counseling training can help improve members' financial health, add to credit union growth and help communities thrive.

    Sponsored by Michigan Credit Union Foundation

    Speakers:
     Optional 
    1:20 pm  -  2:20 pm
    MSHDA's Homeownership Programs: Delivering the Dream to Michigan Families
    Get the information needed for Michigan credit unions to use MSHDA to develop and market a premier residential lending program. Credit unions may introduce mortgage products that are offered by MSHDA, whether through a CUSO or internally.
    Speakers:
     Optional 
    1:20 pm  -  2:20 pm
    Win-Win-Win Vehicle Lending

    Be there to serve members and close more auto loans by utilizing lending partners to enhance credit union offerings. These tips and insights provide a great foundation to increase member's options for vehicle financing, while building stronger relationships that deliver on the credit union difference.

    Speakers: CUSG Michigan Solutions

    Sponsored by CU Solutions Group


     Optional  Closed 
     
    2:20 pm  -  3:20 pm
    Dessert with Vendors

    Sponsored by Member First Mortgage

     Optional 
     

    Navigating the Future Courses

    3:20 pm  -  4:20 pm
    Brain Power Exchange
    As an industry, credit unions have a lot of fabulous ideas that they are will to share so everyone can learn from each other. Take this opportunity to swap ideas with fellow credit union professionals in an informal setting. Come prepared with one problem/challenge that needs to be solved and one best practice suggestion, as well as a story about a favorite/best vendor. Once the session is over, a list will be compiled of all the challenges, best practices and vendor favorites for everyone to have for future reference.
    Speakers:
     Optional 
    3:20 pm  -  4:20 pm
    Engaging Email Strategies that Work!
    Learn how to increase email open rates by double digits with engaging email strategies that work. It is possible to create personalized emails that get results, without being a creepy big brother.
    Speakers:
     Optional 
    3:20 pm  -  4:20 pm
    Fair Lending: What it is and What a Credit Union Should Look For
    Follow this overview that covers fair lending regulations and to be prepared for what credit union examiners are looking for. The discussion will include a few recent case studies involving fair lending violations and the risks potential violations pose to credit unions.
    Speakers:
     Optional 
    3:20 pm  -  4:20 pm
    How to Stay Relevant in a Competitive Lending Space
    Lending is becoming a commoditization business, so discover how to keep top of mind with members for a loan while still earning yield, as well as what keeps members coming back time and again. If members can get loans anywhere, why would they come to a credit union? This conversation will address the greatest competitive advantage that top performing credit unions have including lending disruptors, review of the competitive landscape, owning a niche as a local lender, specialization, staying connected with the borrower and pay for performance.
    Speakers:
     Optional 
  • Thursday, April 11, 2019
  •  
    8:00 am  -  9:00 am
    Thursday Registration, Vendor Showcase & Grandma's Sunday Breakfast
     Optional 
     

    Ain't No Stoppin' Us Now Sessions

    9:00 am  -  10:30 am
    Core Technology Impacts to Lending
    Credit unions are prone to (perhaps even enjoy?) perennially contemplating whether their core processing technologies are working to efficiently and cost effectively support their operations. Recent years have seen an accelerated movement away from legacy cores to more modern technologies. And yet, many credit unions remain on lending origination platforms which are 20+ years old in their foundational design approach to digital experiences. Join in to explore the ideas of fundamentals of relevant technology, tech and digital channel strategies outside the credit union industry, impactsresulting from outdated lending/LOS technologies, criticality of centralizing and using lending/LOS data efficiently and creating digital channels for modernized, optimized lending experiences.
    Speakers:
     Optional 
    9:00 am  -  10:30 am
    Lending Compliance Update
    As lending regulations are continuously changing it can be incredibly difficult to keep up. Take this opportunity to gain an overview of the various changes to lending regulations over the past year and what to watch out for in 2019.
    Speakers:
     Optional 
    9:00 am  -  10:30 am
    New Technology and Social Media
    Gary Vaynerchuk once astutely called the social web, “the current state of the internet.” This is where a customer is spending more time than they will spend eating over their lifetime, so it is where a brand needs to meet them. Once a credit union knows where members are, they need to know what to say and when to say it. Where most brands stumble is in the creation of content for social media and understanding the difference between being social and being “salesy.” Discover how to cut through the noise in the social space and takeaway meaningful tips and tactics to execute today, as well as a lens to see these platforms in the future.
    Speakers:
     Optional 
    9:00 am  -  10:30 am
    Understanding Keyword Marketing: SEO & SEM Best Practices
    Today’s digital world practically revolves around the use of keywords to best identify what internet users are looking for. However, the world of keyword marketing can be complex and hard to understand, not to mention finding the right ways to attract the right audience to a site. Understanding keyword marketing cuts through all of the clutter and provides credit union marketers with the best practices to find the members they desire, as well as covers both the organic (SEO) and paid advertising (SEM) side of these efforts.
    Speakers:
     Optional 
     
    10:30 am  -  10:50 am
    Thursday Energy Break and Hotel Checkout
     Optional 
     

    Building for the Future Classes

    10:50 am  -  12:00 pm
    A Deep Dive Into Digital Strategy: Building Fantastic ROI
    Many community financial institutions have accomplished the basics of digital strategy such as advertising on Facebook and Google, and linking ads to the right areas of a site. So, what is next? Take this deep dive into digital strategy to advance to the next level with a focus on how to get the most ROI out of a digital program. Focusing on lead generation, conversion tracking and audience building will turn all of that data into meaningful marketing.
    Speakers:
     Optional 
    10:50 am  -  12:00 pm
    Fintech and CU Lending Technology
    Much has been said and written lately about the emergence of non-traditional lenders and Fintech impacting the credit union industry. Credit unions can deploy technology and data strategies to compete with these non-traditional players and are actually in an advantageous and privileged position to do so. However, competing with these non-traditional players requires shifts away from traditional, tired ways of thinking about technology and data use within credit unions. Join in to examine the data strategies and digital channel development strategy of non-traditional players, the historically privileged position of credit unions and how to align these historical origins and technology strategies.
    Speakers:
     Optional 
    10:50 am  -  12:00 pm
    The Hidden Risks of the Auto Lending Boom

    While credit unions are enjoying the recent surge in auto lending, digging deeper into the numbers reveals some potentially troubling trends. Gain insights into why the most loyal members may be vulnerable, why marketing can be one even more effectively than you think and the steps to take to strengthen member relationships.

    Sponsored by CUNA Mutual Group

    Speakers:
     Optional 
    10:50 am  -  12:00 pm
    Website Compliance
    With more and more credit union memberships looking for channels outside of their brick and mortar locations, it is time to rework those websites to meet these needs. In doing so, there are a number of things to consider, so uncover the basic website requirements, including looking at advertising of various products and services, web-linking and even ADA compliance.
    Speakers:
     Optional 
     
    12:00 pm  -  1:00 pm
    Thursday Lunch

    Sponsored by Sprint

     Optional 
     

    Dedicated to Success Path!

    1:00 pm  -  2:30 pm
    Lending Data and Modern Digital Strategies
    How much would Google, Amazon, Apple, etc. pay for a credit union's loan portfolio data? Turns out, this is a fairly straightforward question to answer, because these players are doing just that--buying credit card and loan transaction data from major financial sector players. Why? Because loan and loan origination pipeline data is nearly priceless in the digital age. But how effective are credit unions at incorporating this data into their core operations and business decisions, and how easy is it to obtain LOS pipeline data and append it to core member records and profiles? Join in this discussion about how credit unions came to accept siloed and fragmented LOS systems as a norm, what challenges are being faced as a result of these siloed and tired norms and how credit unions can course correct and adopt a more core-centric lending and LOS data strategy. Attendees will leave with fresh perspective on how fragmentation of LOS and lending data impacts digital channels and puts credit unions at a disadvantage for competing with FinTech and non-traditional competitors.
    Speakers:
     Optional 
    1:00 pm  -  2:30 pm
    Lending in the Digital Age: How to Create and Execute a Winning Strategy

    The financial services industry is becoming a breeding ground for disruptions that are threatening a dramatic shift in the financial services sector. An ever-growing cast of financial technology (FinTech) startups and new breeds of disruptive financial institutions have arisen as threats in the marketplace. This puts more pressure on credit union loan portfolios, membership bases, margins and income streams. Join in this review of the strategies of these disruptors and explore unique, innovative and proven best practices to grow and close more loans to create more loyal members.

    Sponsored by CUNA Mutual Group

    Speakers:
     Optional 
    1:00 pm  -  2:30 pm
    Short Attention Spans and Advertising Budgets: Why Video is the Key

    Advertising on video broadcasting is not dead. And videos are king (or queen) of social media and digital marketing—-not to mention their prime placement on the many video streaming services and platforms. To make the most of video advertising’s unique marketing advantages, there are a few things to know, like how important are the first three seconds of an ad. Learn to make the most of this important medium with the top five bang-for-the-buck advertising options, how to reach a target audience across marketing channels and the secrets of video on social media.

    Sponsored by CU Solutions Group

    Speakers:
     Optional 
    1:00 pm  -  2:30 pm
    Top Digital Marketing Trends and the Road Ahead

    Online advertising changes and evolves rapidly from month to month, and year to year. New technologies released can be disruptive to marketing plans. Some of them stay around and have a lasting effect, while others fall off. As marketers, it is necessary to navigate the changing landscape, evaluate opportunities and make decisions, so take a look at top digital marketing trends to watch and what to consider as while developing own marketing plans.

    Sponsored by CUSG Marketing Solutions

    Speakers:
     Optional 
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