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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.



8:30–8:40 a.m.    
Introduction & School Overview                 

8:40–9:30 a.m.    
Evolution of Strategic Marketing & Brand Management

  • Tackling strategic, organizational & revenue challenges Digital, social media & content shifts  
  • Balancing expertise & teams  
  • Market competitive challenges: reshaping perceptions    

9:30–10:00 a.m.                 
Team Exercise

Q: What should you be more involved in to make a larger strategic impact for your organization?               

10:00–10:45 a.m.               
Managing Your Professional Purpose

  • Four foundational principles of organization success
  • Redefining your leadership potential & style          

10:45–11:00 a.m.               

11:00–11:15 a.m.             
Team Exercise

Q: What do you need to change or focus in your management and leadership ahead?       

11:15–11:55 a.m.               
Powering Your Brand with Cultural Transformation

  • The power of aligned culture in brand transformation      

11:55 a.m.–12:15 p.m.     
Team Exercise    

12:15–1:15 p.m.                 

1:15–1:45 p.m.  
Data Mining for Increased Results

  • Marketing for the bottom line: driving profitability
  • Leveraging your MCIF & data to drive results        

1:45–2:25 p.m. 
The Changing Role of Research to Guide Strategic Decisions

  • Six P’s of research 
  • Qualitative/Quantitative

2:25–2:50 p.m.  
Team Exercise & Feedback 

Research theory in action: Applying the 6Ps        

2:50–3:05 p.m.  

3:05–3:50 p.m.  
Making Social Media Pay Off  

  • Building a social media strategy, goals & organizational policy
  • Managing relevant social media & community engagement           

3:50–4:20 p.m.  
Day 1 Wrap Up & Key Strategic Insights                 

4:20–4:45 p.m. 
Topics: Application in Groups                     

Optional Happy Hour:
Frolik Kitchen + Cocktails
1415 5th Ave.
Seattle, WA 98101
(Located on the top of the Motif Hotel)   

TUESDAY, JULY 14            

8:30–8:35 a.m.    
Introduction & Overview              

8:35–9:20 a.m.    
Death & Evolution of Brand Strategy

  • Effective market segmentation & relevant differentiation
  • Execution: implementing for results
  • “Fast follower is a copout”            

9:20–9:35 a.m.    
Team Exercise & Feedback

Q: What are the most critical strategic imperatives our credit union faces that marketing could play a larger role in?

9:35–10:15 a.m.               
Brand Assessment, Research & Cultural Engagements: Target Markets, Awareness, Loyalty, Differentiation       

10:15–10:35 a.m.             
Team Exercise & Feedback

Q: What brand or competitive challenges does your organization most need answers, data, insights to help drive critical growth decisions?            

10:40–10:55 a.m.             

10:55 a.m.–12:00 p.m.   
Applying Innovative Branch Performance Modeling to Retail Design

  • The evolving role of  the branch in a tech focused world
  • Learning from retailers and hospitality brands
  • Merchandising evolution: digital, brand, tech demo, cross-selling
  • Informative content and interactive discussion designed to foster robust conversation    

12:00–1:00 p.m.                 

1:00–1:45 p.m. 
“Easier Said Than Done”

  • Working with Creatives to achieve powerful results           

1:45–2:00 p.m. 
Team Exercise    

2:00–2:20 p.m.  

2:20–2:45 p.m.  
Pre-Gates Foundation Tour         
Emotive Branding & Cause Marketing  

2:45–3:00 p.m.  
Load Buses for Gates Foundation Tour                  

3:00–4:00 p.m.  
Gates Foundation Tour

4:00–4:15 p.m.
Drive Back from Gates Foundation Tour                   

4:15–4:35 p.m. 
Gates Foundation Key Insights & Reflections      

4:35–4:50 p.m. 
Day 2 Wrap Up & Key Strategic Insights                                 

Optional Happy Hour:     
Hard Rock Café
116 Pike Street 
Seattle, WA 98101
(2nd Ave. & Pike Street)                  


8:30–8:35 a.m.    
Introduction & Day’s Review      

8:35–9:10 a.m.    
Strategic Marketing & Planning

  • Driving organizational growth: revenues, net membership, channels, marcom plan, budgets – prioritizing for growth
  • Measurements & metrics: ROI & ROO
  • Innovation & cultural shifts             

9:10–10:00 a.m.               
One Journey to CMO + COO

  • Shaping the importance of marketing
  • Focus on vision, goals, results, culture alignment, member needs
  • Strategic marketing, profitability and competitive brand insights
  • Keeping our brand relevant and growing market awareness: name and brand evolution                   

10:00–10:20 a.m.               
Audience Q & A

10:20–10:40 a.m.             

10:40–11:10 a.m.             
Managing an Effective Agency Relationship

  • Balancing outside agency relationships with in-house teams
  • Building trusted and value-added partnerships    

11:10–11:25 a.m.               
Audience Q & A                

11:25–11:55 p.m.               
Final Wrap Up   Speaker questions, key insights, application 

Year 2 – Marketing Project & CSME Certification

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