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Bally's Las Vegas

NAFCU 2010 Strategic Growth Conference

March 9-11, 2010
Bally's Las Vegas
Las Vegas, NV

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Growth is Not an Option for Credit Unions in Today’s Marketplace, It’s Essential.

NAFCU non-members welcome! 

This three-day program is designed to connect credit union senior staff, CEOs and board members to the latest strategies to grow membership and increase non-interest income. Industry leaders seeking the latest information and training on all aspects of business growth through lending, marketing and non-interest income should not miss this event. Through workshops and interactive presentations, participants will gain essential tools that they will be able to apply when they return to their credit unions, including best practices from NAFCU’s 2009 Marketing Award Winners.

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Agenda At-A-Glance

Registration begins Monday, March 8 at 3:00 pm

Tuesday, March 9

•Explore Essential Tools to Accelerate Growth

•Building Brand Equity through Multi-Sensory Experiences

• Out-Smart, Out-Market, Out-Serve, Out-Sell and Flat Out-Do
   What Your Competitors Can’t 

• Economic Outlook presented by Fannie Mae

• Luncheon:  The Power of Performance

• NAFCU 2009 Marketing Award Winner Panel
• Concurrent Sessions - NAFCU 2009 Marketing
Award Winners

     • "Plastic Surgery Switch & Save" - Lending Promotion

     • "Don't Get Lost in Debt" - Lending Promotion

     • "Deals for all Wheels" - Promotional Campaign

• Concurrent Sessions

     • Real Estate Lending: Crisis or Opportunity? You Decide

     • Using Portfolio Analytics and Marketing Tools to Grow
        Your Credit Card Business

Wednesday, March 10

• Creating SM-FCU: Social Media Federal Credit Union

• Growing Gen Y Membership through Financial Education

• Card Products: Trends & Best Practices 

• Concurrent Sessions

     • Maximizing the Value of Commercial Real Estate in the  
        Current Market

     • How to Leverage Online Security as Part of Your Growth
        Strategy

     • Increasing Mortgage Lending in the “NEW Economy”

• Concurrent Sessions

     • Thriving in the Aftermath: Single-Signature Lending
        Plans after the Revised Reg. Z

     • Implementing a Strategic Plan to Maintain a Successful
        Payment Card Program

Thursday, March 11

• 2010 Marketing Awards Ceremony and Breakfast

•  What is the Return on Your Human Capital Investment?

• Designing & Refining Your Web Presence to Improve

   Member Relationships

Conference concludes Thursday, March 11 at 11:30 am

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Session Descriptions

Building Brand Equity through Multi-Sensory Experiences

Unlock the secrets that successful non-financial brands have utilized for years: true brands can be smelled, tasted, heard, felt and seen. Evaluate financial (Umpqua Bank and ING Direct) and non-financial examples (from large companies like Starbucks to small organizations like Bishops Barber Shop) that will demonstrate how a financial institution can create a powerful brand by building brand equity into all the senses. Learn why multi-sensory marketing is effective, how it can differentiate your credit union from the masses and how you can cost-effectively create a multi-sensory experience at your credit union.

Presented by Jeff Stephens, CEO & Founder, Creative Brand Communications

Out-Smart, Out-Market, Out-Serve, Out-Sell and Flat Out Do What Your Competitors Can’t 

Set aside the platitudes of loyalty, members have a simple list of demands: give me what I want, when I want it, and reward me for it or I’ll go somewhere else and get it. In a marketplace that defines all participants as a commodity, it’s time for your credit union to become an absolute necessity. Superior member service and lifelong commitment hinges on: thorough knowledge about your members; managing members as investments; rewarding those who choose you most; and, creating campaigns that increase your members’ lifetime value to your credit union.  Find out precisely what your members want, use that information to generate effective products and services, and watch your members keep coming back for more.

Presented by Jeff Rendel, President, Rising Above Enterprises

Real Estate Lending: Crisis or Opportunity? You Decide

The last 18 months has taken credit unions on a roller coaster ride. The peaks brought high volumes of mortgage loans and unprecedented market share growth. The valleys are fraught with grueling new regulations carrying miniscule implementation times and loss mitigation demands like none we’ve seen before. It’s 2010 and we need to take on the challenges and seize the opportunities. In this session you will find out what’s out to bite you and learn how not to get bitten! 

Presented by Tracy Ashfield, Executive Vice President, Strategic Mortgage Solutions, The Consulting and Training Division of Prime Alliance Solutions, Inc.

Creating SM-FCU: Social Media Federal Credit Union

Social media has become a world-wide sensation attracting people of all ages; spanning video, pictures, sound and words – all coming together to help marketers engage their members in relevant dialogue. With social media channels estimated to drive 15% of online transactions in 2010 you can’t afford to be sitting on the sidelines. Learn best practices for your social media strategies from case studies of champion marketers. Whether you are just starting out, have been experimenting for a while, or have dedicated resources in social media, you will walk away with valuable insight into how to use social media to drive revenue, reduce costs and create unprecedented member engagement.

Presented by Sundeep Kapur, Vice President of Strategic Marketing, NCR eCommerce

Growing Generation Y Membership through Financial Education

Building a generation Y membership base is crucial to the survival and prosperity of the credit union movement. Furthermore, parents and educators across the country are looking for trustworthy resources to teach children how to manage money responsibly. As locally-based not-for-profit institutions, credit unions are perfect candidates to meet these needs. You will learn how to design an effective financial education program and leverage your education efforts to directly increase youth and adult membership, enhance brand awareness, and present the credit union as a forward-thinking leader in the community.

Presented by Roy Page, Founder and CEO, Third Degree Advertising; and Morgan Vandagriff, Co-Founder, Banzai

Implementing a Strategic Plan to Maintain a Successful Payment Card Program: Evaluating Your Options

Through the review of alternative management and processing structures, many credit unions have been able to achieve significant processing cost reductions for their credit and debit card programs, or improve their capital and ROA through the sale of their credit card portfolio. Learn how market evaluations have also assisted in improving the issuers card programs by creating a significant upside with enhanced technologies, product offerings and profitability, all while reducing the risk associated with unsecured card products.

Presented by Michael Cebrick, Managing Director, Alliance Financial Services

Maximizing the Value of Commercial Real Estate Loans in the Current Market

Learn about the rapid growth of commercial real estate member business lending by credit unions over the past decade; the current, distressed state of the national commercial real estate market; and its impact on delinquencies and default rates for commercial real estate member business loans. You will also discover best practices for pro-actively dealing with member business loan portfolios to identify potential issues and maximizing recoverable value from “troubled” or non-performing loans.

Presented by Aharon Friedman, Principal, Wildwood Capital Group; James Sharkey, Principal, Wildwood Capital Group; and Stacie Hill, Principal, Wildwood Capital Group

How to Leverage Online Security as Part of Your Growth Strategy

With numerous news stories and articles written daily about online security, the ever-growing problem of fraud is top of mind to many credit union members and potential members. Many credit unions have invested significant resources in protecting their members from online fraud. Unfortunately, few credit unions have fully capitalized on these investments for purposes of marketing and competitive differentiation. Learn how your credit union can take advantage of investments already made to your infrastructure and applications, so you can ease the security concerns of your members and potential members. You will also discuss how to position security as part of your marketing strategy, create an online education center for members, and protect your brand from threats on Twitter, Facebook, and other Web 2.0 sites.

Presented by James Brooks, Director, Product Management, Cyveillance, Inc. (a QinetiQ North America company)

Using Portfolio Analytics and Marketing Tools to Grow Your Credit Card Business

This session will discuss the importance, utility, and integration of portfolio analytics and marketing strategies in growing a credit union’s credit card assets and profitability. Learn about the key metrics that drive portfolio growth and performance; review the building blocks of member penetration and acquisition, activation and usage; and discover different marketing strategies and tactics that can be employed to drive growth and profit from your credit union’s market segments. You will learn to utilize account-level data analytics and relationship-based evaluations of member behavior and performance in determining the right accounts to target to optimize the effectiveness of your credit union’s marketing efforts.

Presented by Barney Moore, Vice President, Director, Advisory Services, CMC

Thriving in the Aftermath: Single-Signature Lending Plans After the Revised Reg Z

This presentation will address how credit unions can comply with the changes to Reg Z without giving up the convenience, cost-efficiency, and loan penetration that they have enjoyed with their single-signature open-end credit plans. Get a total overview of the new rules, including the definition of “verification”; how these rules may or may not impact your credit union’s underwriting practices; and the consequences if the new rules are not followed. Learn to provide closed-end disclosures on “closed-end” or secured subaccounts which will allow your credit union to continue your current underwriting practices and preserve safety and soundness. You will also learn how treating these subaccounts as closed-end loans will eliminate the need to provide periodic statements on these subaccounts.

Presented by Catherine Klimek, Esq., Counsel, Securian Financial Group

What is the Return on Your Human Capital Investment?

Human capital - the collective skills, talents, knowledge, energy, and synergy, represents the major operating expense in most credit unions averaging in the 30% - 50% range. This presentation will outline the quantifiable impact of an aligned Human Capital Strategy and offer models for measuring human capital investment results including organizational influencers and yields to profit. Participants will review data from select credit unions as case studies. The presentation will include models for calculating ROI for human capital investment and the impact on ROA.

Presented by Loretta P. Dodgen, Ed. D., Consultant and Managing Partner, Human Capital Solutions Group

Card Products: Trends & Best Practices 

This session will address debit card industry trends and opportunities, best practices for rewards/relationship programs, as well as prepaid card industry trends and opportunities.

Lesley DeCator, Vice President, Fifth Third Processing Solutions

Designing & Refining Your Web Presence to Improve Member Relationships
Credit unions are moving more and more towards online avenues for building stronger relationships with existing members and attracting new members. It’s not just about having a presence on the Web. It’s how your members use your Web site. In this session, you will discover the secrets from successful credit unions on designing and refining their Web presence.

Presented by Michael Rawlins Director, User Experience, Open Solutions, Inc.; and Yvonne Garand, CLU, ChFC, Business Development Officer, Vermont State Employees Credit Union

Increasing Mortgage Lending in the “NEW Economy”…

The economic recession of 2007 and 2008 and the severe reduction in home values in the US require a different approach to mortgage lending in 2010 and beyond. As interest rates increase lenders, including the nation’s credit unions must strengthen business alliances with realtors and homebuilders in order to maintain and grow, in terms of mortgage market share and assets.

Presented by Bob Dorsa, President, ACUMA

Power of Performance

This session features two live acoustic musicians from Generation Y. They will give you an amazing insight into how this generation interacts with its financial institution brand. You will also hear them perform live, beautiful and unique musical arrangements. These two young musicians check their balance everyday but never visit a physical branch and never call your 1-800 numbers. Neither has ever purchased a book of stamps or a weekly newspaper subscription. Both are likely to have close to 250 thousand dollars of lending needs over the course of their personal and professional lives.
Presented by Jason M. Dias. President, Eloquent Online

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NAFCU's Marketing Award Winners
Panel and Sessions
Tuesday, March 9

Find out why NAFCU Strategic Growth Conference past attendees rave about the NAFCU Marketing Award Winner workshop and breakout sessions!

What better way to learn how to promote your products and services, then to learn from credit union professionals that are winning industry awards for their elite marketing? Join us to find out what it takes to make your marketing initiatives exceptional within any budget! 

Featuring:

- Brett T. Noll, Senior Vice President and Chief Marketing

Officer, Langley Federal Credit Union

"Plastic Surgery Switch & Save"

Winner of the Lending Promotion Category with More than $150

Million in Assets

- Rick Stokes, Vice President of Marketing, YOUR Federal

Credit Union

"Don't Get Lost In Debt"

Winner of the Lending Promotion Category with Less than $150

Million in Assets

- Scott Coe, Senior Vice President of Marketing, CoastHills

Federal Credit Union

"Deals for all Wheels"

Winner of the Promotional Campaign Category with More than $150

Million in Assets

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Industry Leading Presenters

Tracy Ashfield, Executive Vice President, Strategic Mortgage Solutions, The Consulting and Training Division of Prime Alliance Solutions, Inc.

For more than 25 years, Tracy has been involved in mortgage banking management. She has helped credit unions with mortgage lending strategy, development, policies, product design, training and strategic planning. Tracy has also helped the largest mortgage granting credit unions enhance their loan programs while helping those new to mortgage lending develop business strategies that have propelled them into efficient, profitable real estate lenders. She is also the co-author of Credit Union Mortgage Strategies: The Best Never Rest.

James Brooks, Director, Product Management, Cyveillance, Inc. (a QinetiQ North America company)

James is responsible for the strategic direction of the company’s products and services. He has over 14 years experience in the security products and services industry and is a noted expert on emerging online threats. He has served in a wide range of functions and possesses a thorough understanding of the most current security technologies, network and Internet environments and cyber intelligence strategies.

Michael Cebrick, Managing Director, Alliance Financial Services

Michael joined Alliance Financial Services in 2005 after working at MBNA America Bank, N.A. for 13 years on credit card portfolios and partnerships. His current responsibility is to work with credit unions in the development of successful credit and debit card programs. Michael has worked with and assisted hundreds of credit unions across the country to enhance the performance of their card programs and in the formation of successful agent card partnerships.

Dr. Loretta P. Dodgen, Managing Partner of Human Capital Solutions Group

Loretta brings 20-plus years of experience building the capacity of organizations and their leaders. In addition to her doctoral studies in leadership, business and organizational change, she has completed sessions on Compensation Issues through the Harvard Executive Management Program.

Bob Dorsa, President, ACUMA

As a 35-plus year veteran and integral part of the national credit union system, Bob is currently the president of the American Credit Union Mortgage Association (ACUMA). He has been acclaimed for his experience in developing, building and managing trade associations. His many years of experience include working for credit unions and CUSOs. Prior to his current position, he held the position of president and founder of the National Association of Credit Union Service Organizations (NACUSO). His 20 year tenure with NACUSO coincided with the growth and development of hundreds of CUSOs in the U.S.

Aharon Friedman, Principal, Wildwood Capital Group

Aharon Friedman has over 7 years of commercial real estate experience specializing in coordinating, structuring and executing a range of commercial real estate acquisitions, debt and equity financings, leasing and other asset management initiatives.

Stacie Hill, Principal, Wildwood Capital Group
Stacie Hill has over 13 years of commercial real estate experience specializing in the asset management of office, industrial, retail and multifamily properties. Additionally, she has extensive experience in acquisition, development, financing and strategic planning with respect to commercial real estate.

Yvonne Garand, CLU, ChFC, Business Development Officer, Vermont State Employees Credit Union

Yvonne has over 25 years of experience in the financial services industry and has been the chief marketing and business development officer for Vermont State Employees Credit Union since 1994. She was responsible for the development of the first ever Web site for VSECU ten years ago and has since reinvented the credit union’s Internet presence several times working towards an evolving member-centric and next generation experience.

Sundeep Kapur, Vice President of Strategic Marketing, NCR eCommerce

Sundeep Kapur has been assisting marketers with multi-channel marketing strategies since 1997. Sundeep is an industry veteran working with customers across multiple industries helping them to enable technology and services to brand, personalize and speak to customers more effectively.

Catherine Klimek, Esq., Counsel, Securian Financial Group

Cathy has been in charge of legal compliance for the PerFORMer Loan Forms area of Securian’s Financial Institutions Group for 12 years. Securian provides open-end and closed-end consumer and home equity loan forms, deposit forms, and business loan forms for over 300 credit unions nationwide.

Barney Moore, Vice President, Director, Advisory
Services, CMC

Barney is responsible for client focused business analysis and consultation, in addition to industry and competitive research and analysis. In previous roles, his responsibilities included product and business development, portfolio analytics and financial and operational management. He has over 20 years of experience in the consumer financial services business with companies including American General Finance and Fifth Third Bank.

Roy Page, Founder and CEO, Third Degree Advertising
Roy has over 20 years of experience in a broad range of consumer and business-to-business clients, marketing products and services on a national, regional and local level. Roy’s expertise includes strategic marketing, brand development, advertising planning, public relations, event promotion, product introduction and market research. He has served as an associate professor in advertising at the University of Oklahoma and has traveled nationwide to speak about credit union marketing in today’s complex marketplace.

Michael Rawlins, Director, User Experience, Open Solutions, Inc.
Michael currently holds the position of President of the CT Usability Professionals Association. Using his more than 20 years of Fortune 100 company experience, he teaches about user experience as an adjunct professor at Manchester Community College. In addition, he was presented with the HFI CUA of the Month in 2007.

Jeff Rendel, President, Rising Above Enterprises

Jeff Rendel brings a wealth of education, knowledge and experience to the platform for your credit union. With experience as a federal regulator (United States Treasury’s Office of the Comptroller of Currency), financial executive and Congressional lobbyist, Jeff knows business and, especially, the financial services’ marketplace. Jeff works with credit unions that want deeper market penetration and engaged, committed workforces.

James Sharkey, Principal, Wildwood Capital Group

James Sharkey has over 14 years of commercial real estate experience specializing in commercial real estate and debt underwriting, acquisitions, financing, asset management and real estate law.

Jeff Stephens, CEO, Creative Brand Communications

Jeff is the founder of the world's first and only word of mouth marketing agency for credit unions, PSST! Jeff is a noted thought leader in innovative branding and marketing for financial institutions.

Morgan Vandagriff, Co-Founder, Banzai
Morgan has extensive experience presenting to educators and financial industry professionals coast-to-coast. Prior to founding Banzai, Morgan held a variety of positions in the private wealth management industry. Banzai is an online financial education tool used by teachers in more than 800 schools across 46 states and three countries.

Lesley DeCator, Fifth Third Debit Marketing Program Manager, Fifth Third Processing Solutions

Lesley DeCator currently serves as Fifth Third Debit Marketing Program Manager, offering analytical and marketing services to Fifth Third Processing Solutions’ clients to improve debit portfolio performance and profitability. Prior to assuming her current position, Lesley managed the Fifth Third Bank Debit Portfolio, and served in a variety of electronic banking roles for Old Kent Bank, including AVP Debit Card Product Management and ATM Network Manager.

Doug Duncan, Fannie Mae

VP, Chief Economist

Douglas G. Duncan is Fannie Mae's vice president and chief economist. He is responsible for managing Fannie Mae's Economics & Mortgage Market Analysis Group. In this leadership role, Duncan provides all economic, housing, and mortgage market forecasts and analyses and serves as the company's thought leader internally and with external constituent groups. Reporting directly to the senior vice president of Business Strategy, Duncan is an important source of information and commentary on the external business and economic environment, and is a leading voice on the economy, housing, and mortgage markets.

Jason M. Dias, Eloquent Online

President

Jason M. Dias is the president of Eloquent Online. His speaking style is candid, direct and has been uniformly praised by thousands across the country for his ability to inform and inspire.

Accommodations & Travel

Bally's Las Vegas
Bally’s Las Vegas welcomes you with elegant style, timeless glamour and high rolling excitement. With its unwavering service, comprehensive dining and signature style, this jewel of the Strip attracts visitors from around the world. See for yourself why Bally's embodies the spirit of Las Vegas. Enjoy world-class amenities and service that will make your stay in Las Vegas unforgettable.

Room Reservation Deadline: February 12, 2010

Room reservations received after the deadline will be confirmed subject to rate and room availability.

Room Rates: Single/Double: $99 (plus 12% room tax)
Federally chartered credit unions are exempt from tax, if payment is made by the credit union’s official check or credit card and you must present a tax-exempt form upon arrival.

Registration Fees

Call NAFCU's Member Service Center at 800-344-5580 for more information or to register via phone today!

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Exhibit & Sponsorship

For Credit Union Suppliers/Vendors:  Exhibit & Sponsorship Opportunities

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Continued Education Hours

Conference attendees will receive 13.75 continued education hours.

NAFCU reserves the right to change dates, cities, venues or speakers should circumstances warrant. NAFCU’s conference delegates will be apprised of any such changes.