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How to Revamp Your
Marketing Program
November 4, 2011
NJ Credit Union League
299 Ward Street
Hightstown, NJ
2011 Conference Agenda
8:30 am - 9:00 am
9:00 am - 9:30 am
9:30 am - 10:30 am
10:30 am - 10:45 am
10:45 am - 11:45 am
11:45 am - 12:45 pm
12:45 pm - 1:15 pm
1:15 pm - 2:30 pm
2:30 pm - 3:00 pm
What are the Biggest Marketing Challenges in Front of Us?
The conference will begin with a brief group discussion in order to get the largest
issues in the open so we can develop solutions throughout the day and leave with
a clear action plan.
Branding Begins Internally
(Ken Bator)
As Marketing Professionals we need to be seen as just that – professionals. Getting other areas involved in the process and leading the way for everyone to
communicate in a consistent way is the key. Consistency is critical to successful
marketing. If we can demonstrate that we all have a very similar perception of
the institution and what it stands for, many of the hidden agendas can be erased.
Who Owns Your Brand
(Bret Rigby)
Most brand managers and executives think they own their brand. While they
make decisions about the brand, ultimately it is owned by the customer/member. It is the brand image in the customer/member’s mind that is most important
because it drives the buying decision. This session will include also look at the
disconnect between market research and the reality of what our members actually spend their time, energy and money on.
Build Relationships on the Front Line
(James Robert Lay)
In today’s market place, the most trusted and well received marketing channel is not a direct mail piece, TV spot, newspaper ad or even a web site. Your
best marketing channel as a credit union is your members and staff. During this
session, progressive social marketer James Robert Lay will explore ways organizations outside of the credit union world are growing through word of mouth
initiatives. It’s all about turning your staff and members into walking and talking
billboards to share your credit union’s love with their friends and family.
How Do We Put All These Ideas Into One Plan?
(Ken Bator)
If we can put the ideas on paper, at least in some form, they become a reality. The key is to use it as a valuable tool rather than a pile of paper sitting on a
shelf collecting dust.
Q&A Panel Discussion
A wrap-up discussion reviewing the issues listed at the beginning of the day to
ensure we all leave with a clear and concise action plan.
Speaker Information
Ken Bator
Bator Training & Consulting
Kenneth C. Bator, President of Bator Training & Consulting, has over two decades of
experience in management, marketing, and sales in the financial-services category. The
vast majority of this experience has been as an executive of two corporate credit unions in
the Midwest – both over $1 billion in assets – as well as a natural-person community credit
union in California with over $500 million in assets and 11 branches. Bator has facilitated
several training and strategic planning sessions for credit unions across the country. He is
also a co-founder of the Police Officers’ Credit Union Conference. Bator has earned a BS
in Finance and an MBA in Entrepreneurship from DePaul University as well as a Certificate
in Integrated Marketing from the University of Chicago. His articles have appeared in
The Credit Union Journal, ABA Bank Marketing, and the Michigan Credit Union League
James Robert Lay
PTP New Media
Seven years ago, in his sophomore year at San Jacinto College, James Robert founded PTP
NEW MEDIA in the bedroom of his parent’s house. Since starting, PTP NEW MEDIA has worked
with more than 100 clients including 35 plus credit unions, credit union chapters, and CUSOs.
PTP NEW MEDIA has found success in helping credit unions grow relationships with members
through web, viral and social marketing. He is also one of the founders of CU Grow, a
credit union blog dedicated to innovation, communication and collaboration. James Robert
completed his MBA in 2006 at the University of Houston – Clear Lake and enjoys sharing his
passion for web, viral and social marketing at credit union conferences and chapter meetings.
Moving to the other side of the desk, James Robert began teaching a marketing class in the
fall of 2008 at San Jacinto College. When he is not rockin’ it out with credit unions, James
Robert enjoys traveling with his wife and experiencing the world throughout.
Bret Rigby
Deepwater Industries FCU
On May 1, 2011, Bret Rigby was appointed as the CEO of Deepwater Industries FCU.
Bret served as the CFO for the Credit Union for the previous 5 years where he has been
responsible for financial reporting, ALM and marketing. In addition to his day-to-day
activities and responsibilities, he has earned his Certified Credit Union Executive and
NAFCU Certified Compliance Officer designations.
Prior to working for the Credit Union, Bret was a Strategic Planning and Marketing
Consultant, CEO of a Trade Organization that promoted milk and dairy products in the
Mid-Atlantic and a Marketing Specialist with the US Department of Agriculture. He holds
an MBA from George Washington University and a BA from Brigham Young University.
2011 Marketing Conference Registration
2011 Marketing Conference | November 4, 2011 | 8 am - 4 pm
Organization Name:__________________________________________________________
Registrant Name
Registrant Title
All registration forms can be completed and sent to Mary Zelinsky in one of the following
ways: e-mailed to [email protected]; faxed to her attention at 609-448-3499; or mailed
to her attention at 299 Ward Street, Hightstown, NJ 08520.
_________ x $209.00 (Over $100 million)
_________ x $159.00 ($25-$100 million)
_________ x $109.00 ($10-$25 million)
_________ x $ 69.00 (Under $10 million)
Total Amount Due: $_______________
☐ Check Enclosed (make payable to NJCUL)
☐ Visa
☐ Mastercard
☐ American Express
☐ Discover
Please charge $_______________ to the above credit card.
Card Account #: ___________-___________-___________-___________ Exp.:_____________ CVV Code:__________
Print Name as it Appears on Card:____________________________________________________________________
Billing Address:____________________________________________________________________________________
By signing this form you are acknowledging that you are personally liable to NJCUL for the dollar amount printed in the
“Please charge $___________” space above.