“I've had the pleasure and privilege of knowing Mark Arnold for close to 20 years, watching him grow and develop as a credit union professional. A second generation credit union enthusiast, he is committed to leading edge, philosophy focused presentations. Our attendees say it best when it comes to evaluating speakers. A few comments from the 2005 Southwest CUNA Management School marketing class include:

• One of the best sessions! Very clearly laid out. Useable information. Great examples! 
• Mark was very good about explaining things. Handouts were great.
• Have a better understanding of how to improve my CU marketing strategies and how to present new ideas.”

Janine McBee, Director,
Southwest CUNA Management School

CD Topics: What You Will Learn

Top 10 Marketing Trends Every Director & CEO Should Know
Credit unions must become savvy marketing organizations to survive in the future, which means their board members must have a working knowledge of this key field. As a marketing executive and author, Arnold provides thoughtful insights for credit unions to consider. This session examines trends including:

• Marketing and technology fields merging
• Sales culture rules!
• CRM will dominate

Got Brand? Successful Credit Union Branding Strategies
Does your credit union have a strong brand identity? When your members see your credit union’s logo or hear the credit union’s name, does a consistent image come to mind? By giving brands distinctive qualities, brand marketers create loyalty for their products, services and credit union. Having led his credit union through a name change process, Arnold provides practical information on what to do and not do with your credit union’s brand. This session provides:

• The lexicon of branding
• Tactics for implementing a branding program
• Brand benefits • Brand consistency

It Takes A Village: Community Charter Marketing
CUNA’s E-Scan implores credit unions to “be involved in community activities.” However, true community charter marketing is much more than being at an event here and there: it takes a strategic approach. More and more credit unions are evolving into institutions serving larger populations. As a senior vice president who led his credit union from a single sponsor to a community chartered credit union, Arnold offers information and ideas for maximizing your reach into your communities.
This session covers:

• Community marketing strategies
• Targeting your community
• How non-community charters can compete against
• Community marketing tips and tactics community charters
• Formula for successful community marketing

Star Wars For Your Credit Union: Technology Strategy & Planning
With the dawn of the 21st century, credit unions can no longer wait to embrace technology. How can credit unions incorporate technology? As a credit union technology executive, Arnold provides information on how your credit union can brace itself for the rapid pace of technological changes. This topic covers:

• How to assess your technological needs
• Technology plan basics
• Technology planning tips
• Upcoming trends

Running Effective Board Meetings
Many board members report that meetings are too long, waste too much time and achieve nothing. However, if planned and conducted properly board meetings can be meaningful. As senior vice president for Neighborhood Credit Union, Arnold helps CUs examine their board and its meetings.This session covers:

• Board packets and agenda
• Board self-assessment
• Board chairman and committees
• Ten steps to an effective board meeting

Pearl Harbor or Pearl Jam? Marketing Across The Generations
Rotary phones. Touch-tone phones. Cell phones. Each generation identifies itself with unique cultural images. Consumers active in today’s marketplace can also be divided into three distinct groups: Matures, Baby Boomers and Xers. Your willingness and adaptability as an aggressive marketer will determine how successful you are in reaching and bridging these critical age ranges. As a credit union marketing executive, Arnold gives key points on how to conduct generational marketing. This session provides:

• An overview of Matures, Baby Boomers and Generation X • Financial products each generation finds appealing
• Practical ways credit unions can market to each generation

¿Se Habla Español? Developing A Hispanic Marketing Strategy
Does the “Got Milk? campaign work in Mexico? Hardly. The Spanish translation for “Got Milk” is “are you lactating?” Simply translating marketing campaigns into Spanish can lead to failure. The Hispanic population is the fastest growing population segment in the United States. Wanting to market to Hispanics is different than doing so successfully. As author of CUNA’s white paper Marketing to Hispanics and the person responsible for his credit union’s Hispanic initiatives, Arnold offers ideas for reaching this demographic.This session provides:

• An overview of Hispanic statistics and demographics
• Strategies for reaching Hispanics
• Products Hispanics tend to want and segments within
• Tactics for serving the Hispanic community this key group

Jumping The Shark—Has Your Credit Union Reached Its Defining Moment?
It’s a moment. A defining moment when you know that your favorite television program has reached its peak. The instant that you know from now on…it’s all downhill. Some call it the climax. We call it the jumping the shark (like when Fonzie jumped the shark on Happy Days). As senior vice president for Neighborhood Credit Union, Arnold helps credit unions examine their organization. This session covers:

• Where your credit union is an organizational cycle
• How can your credit union avoid “jumping the shark?”
• Has your credit union “jumped the shark?”