We are now offering two week-long programs specifically designed for marketing professionals and the executives who manage the marketing function in the credit union.

• Determine the number of product sales needed to recover marketing costs of a promotion (break-even) and the return on investment (ROI) of marketing dollars when completed
• Build a strategic marketing plan that supports the strategic plan and annual goals, as well as differentiates your credit union from the competition—not just provide a list of promotions for the year
• Create marketing activities to convert front-line staff into a successful cross-selling team
• Prepare a well-thought out marketing promotion that will facilitate execution of the strategic marketing plan, and include the theme, timeline, and promotion elements resent a marketing plan to the senior management team with the added confidence by using and understanding financial tools (MCIF, spreadsheets, and formulas) Return to Top

The Program – Lots of Interaction

During the 4½-Day Program, students will have lots of interaction and learn specifically how to link marketing strategy with credit union goals and objectives. Because most marketers are used to moving around a lot in their work day, the CUMU program moves everyone around while learning:

The Strategic Planning Process
Before writing the marketing plan, students will gain an understanding of the importance of the credit union’s strategic plan.

• The Impact of Strategic Planning on Marketing
• How to Design & Develop a Strategic Marketing Plan
• Economic, Demographic & Social Trends Impacting Marketing Decisions

Analyzing Competitiveness
Today there is intense competition and very little difference in pricing, quality and service for financial products. Students will learn how to monitor the competition for better marketing planning.

• Uncovering Marketing Opportunities
• Creating Strategies to Support Your Goals

Branding & Multi-Media
Students will learn how to determine what members think of the credit union and what marketing message is reaching them, with the goal of improving the branding strategy to have members think of the credit union first.

• Branding As Applied to Credit Unions
• Emerging On-Line Issues & Opportunities
• Budgeting, Benchmarking and Tracking Costs
• Measuring Marketing Effectiveness & ROI
• Understanding Financial Ratios & Their Application to Marketing

Putting It All Together - The Bottom Line
Having marketing plans and promotions approved is enhanced when students learn to justify marketing expenditures, promotions or marketing project costs to the senior management team. Factors discussed to improve chances that get the plan/project approved.

• Gathering Support for Marketing Initiatives
• How to Market Your Ideas

Special Sessions
Students will be asked to prepare and bring the results of an Image Audit from a special tool provided by LemmonTree prior to attending the university during a brainstorming session. Among the guest lecturers for the CUMU are credit union CEOs, COOs and CFOs, and speakers from the business community. Other special sessions are an Image Audit Roundtable Discussion & Critique, and a CEO Panel on "Understanding the Marketing Relationship with Senior Management."

The Project
At the beginning of the program, students will be placed on teams and assigned a project to complete to “pitch” at the end of the week. For the Fall Session, the focus is on the marketing plan for the next year. For the Winter Session, the focus is on reviewing the strategic plan for specific marketing solutions to implement.

Continuing Education Credits (CEUs)
Students will receive 2.5 CEUs for completing the requirements of the CU Marketing University granted from Arizona State University (ASU) in Tempe, Arizona. ASU has a national reputation as a leading research institution located in a thriving metropolitan area. The university has four campuses across the Valley of the Sun and produces more graduates than any other institution in the state. Return to Top