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CUES School of Strategic Marketing™ II


CUES School of Strategic Marketing™ I

July 18 - 20, 2016

Crowne Plaza Seattle
Seattle, WA

Your price:


CUES Member$2,095.00


Registration will be from 8:00–8:30 a.m. Class starts at 8:30 a.m. and continues until 4:30 p.m. each day. Class will conclude at noon on the final day.



Day 1

8:30–8:40 a.m. Introduction & Overview
8:40–9:15 a.m.
  • Old Model–New Model: Four Tiers of Marketing
  • Strategic and Information Funnel
  • Strategic and Organizational Challenges
  • Brand
  • Image Challenge and Eligibility
Q: What should you be more involved in to make a larger strategic impact for your organization? What changes will you have to make to get there?
9:15–9:35 a.m. Team Exercise
9:35–10:15 a.m.
  • Professional Purpose
  • 4 Foundational Principles of Organizational Success
10:15–10:30 a.m Team Exercise
10:30–10:45 a.m. Break
10:45–11:30 a.m.
  • Making Marketing Invaluable: Linking Brand to Vision to Drive Cultural Alignment
  • Bringing Vision to Life through Branding and Cultural Transformation
  • Bringing a Vision to Life – Across the Culture
Integration Marketing Into Operations to Drive the Transformation
11:30–11:45 a.m Team Exercise
11:45–12:30 p.m. Lunch
12:30–1:05 p.m.
  • Developing Marketing Strategy & Implementing to Increase Impact and Results
  • Strategic Challenges: Loan Growth, Member Growth, Market Share, Wallet Share
  • Consumer Trends; Market Segmentation
  • Brand Positioning
Program Management: Implement Results
1:05–1:30 p.m. Team Exercise
1:30–2:10 p.m. Marketing for the Bottom Line: Driving Profitability
2:10–2:30 p.m. Team Exercise
2:30–3:00 p.m.
  • Leadership Styles and Evolution
  • Redefining your Leadership Potential
3:00–3:15 p.m. Break
3:15–3:45 p.m. Team Exercise & Shared Reflections
3:45–4:15 p.m. Day One Wrap Up & Key Insights
4:15– 4:45 p.m. Application in Groups

Day 2

8:30–8:35 a.m. Introduction & Overview
8:35–9:20 a.m.
  • The Evolving Role of Strategy & Using Program Management for Strategic Execution &
  • Breakthrough Results
  • Defining Strategy to Drive Organizational Growth
  • Loans, New Members, Branches, Online & Mobile Channels, Social Media, SEG Marketing &
  • Small Business
  • Strategic Challenges: Loan Growth, Member Growth, Market Share, Wallet Share
  • Program Management: Implementing Results
Q: What are the most critical strategic imperatives your credit union faces that marketing could play a larger role in?
9:20–9:35 a.m. Team Exercise
9:35–10:15 a.m. The Changing Role of Research to Drive Strategic Decisions
10:15–10:35 a.m. Team Exercise
10:35–10:50 a.m. Break
10:50–11:30 a.m.
  • The Evolving Role of the Branch: Building a New Branch Business Model
  • Evolving the Branch in a Tech Focused World
  • Learning from Retailers and Hospitality Brands
  • Marketing’s Role in Branch Planning, Design, Merchandising
11:30–11:45 a.m. Team Exercise
11:45 a.m.–12:30 p.m. Lunch
12:30–1:10 p.m.
  • Break Through the Competitive Clutter
  • Reshaping Your Brand Image in the Minds of Consumers
  • Using Emotion to Connect with your Targets and Drive Results
1:10–1:25 p.m. Team Exercise
1:25–1:35 p.m. Pre-Gates Tour: Emotional Branding & Cause Marketing
1:35–2:00 p.m. Load buses and drive to Gates Foundation
2:00–3:45 p.m. Gates Foundation Tour
3:45–4:15 p.m. Gates Foundation Key Insights & Reflections
4:15 p.m. Optional: Meet at Experience Music Project for Happy Hour

Day 3

8:30–8:35 a.m. Introduction & Overview
8:35–9:10 a.m.
  • Strategic Marketing Plans & Budgets
  • Three Year Road Map, Product Plans, Matrix Plans
  • MarCom Plan & Budget
9:10–10:10 a.m.
  • Strategic Marketing & Brand Insights
  • Evolving the Role of the Marketing Team
  • Insights Into Our Marketing Strategy
  • Refreshing Our Brand & Increasing Market Awareness
  • Engaging Relevant Social Media & Communities
10:10–10:30 a.m. Leader Q & A
10:30–10:45 a.m. Break
10:45–11:20 a.m.
  • Partnerships: Managing Agency Role & In-house Team
  • Balancing Outside Agency Relationships with In-house Teams
  • What does it take to Build a Valued Partnership?
11:20–11:35 a.m. Audience Q & A
11:35–12:05 p.m.
  • Final Wrap Up
  • Speaker Questions & Key Insights
12:05 p.m.–End Year Two; Marketing Project & Certification; Call to Action

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