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CUES School of Strategic Marketing™ I

July 17 - 19, 2017

Crowne Plaza Seattle
Seattle, WA

Your price:


CUES Member$1,995.00


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
Mark Weber, CEO, Weber Marketing Group

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

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

9:30–9:50 a.m.                 
Team Exercise
Mark Weber 

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

9:50–10:25 a.m.
Shifting Your Leadership Role
Mark Weber

  • Shifting to a more strategic and invaluable role
  • Redefining your leadership potential & style

10:25–10:40 a.m.

10:40–11:00 a.m.
Team Exercise
Mark Weber

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

11:00–11:45 a.m.
Assessing the State of your Brand: Articulation
John Mathes, Director of Brand Strategy, Weber Marketing Group

  • Using market research to guide strategy
  • Internal cultural engagement to create a catalyst
  • Focusing on target markets and needs

11:45 a.m.–12:00 p.m.     
Team Exercise   
John Mathes

12:00–1:00 p.m.                 

1:00–1:25 p.m.  
Data Mining for Increased Results
Mike Bartoo, Regional Manager, Marquis

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

1:25–2:15 p.m. 
Understanding the Perceptions & Motivations of Millenials: Live Research Panel
Mark Weber

  • Inside the minds, values, life journey and decision making of Millenials 
  • What drives financial lifestyle decisions and actions (post college and beyond)?
  • How can credit unions be more relevant in acquiring this elusive target?

2:15–2:35 p.m.  
Questions & Feedback
Mark Weber

How do we shift our thinking, culture, marketing and branding to grow Millenials?

2:35–2:55 p.m.  

2:55–3:45 p.m.
Evolving your Social Media & Content Strategy to Pay Off

Charlotte Boutz-Connell, Senior Account Manager & Social Media Strategist, Weber Marketing Group

  • Building a social media strategy, goals & internal “pro-social” organization
  • Managing relevant social media & community engagement
  • Content development for brand and culture building

3:45–4:20 p.m.  
Topics: Application in Groups     

  • Millenial growth    
  • Social & content strategy
  • Brand articulation

4:20–4:45 p.m.
Day 1 Wrap Up & Key Strategic Insights

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

DAY 2  

8:30–8:35 a.m.    
Introduction & Day 1 Review
Mark Weber

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

  • The biggest reasons brands stagnate or decline
  • Rebranding; renaming; brand articulation or identity: what’s the right decision – and when?
  • Defining goals and objectives that align with corporate initiatives

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

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

9:35–10:20 a.m.
Powering Your Brand with Cultural Transformation
Karen McGaughey, VP Client Services, Weber Marketing Group

  • The power of aligned culture in brand transformation: “inside out branding”
  • Why building a great culture is a driver of performance and member experience

10:20–10:40 a.m.

10:40–10:00 a.m.
Team Exercise
Karen McGaughey

11:00 –11:45 a.m.   
Applying Innovative Branch Performance Modeling to Retail Design
John Mathes, Director of Brand Strategy, Weber Marketing Group

  • The evolving role of  the branch in a tech focused world
  • Learning from retailers and hospitality brands
  • Merchandising evolution: digital branded content, tech demos, cross-selling

11:45 a.m. – 12:00 p.m.
John Mathes

12:00–1:00 p.m.

1:00–1:45 p.m. 
“Easier Said Than Done”
Josh Streufert, Creative Director, Weber Marketing Group

  • Working with creatives to achieve powerful results

1:45–2:00 p.m. 
Team Exercise   
Josh Steufert

2:00–2:20 p.m.  
Pre-Gates Foundation Tour  
Mark Weber

Emotive Branding & Cause Marketing    

2:20–2:45 p.m.  
BREAK/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 2 Review  
Mark Weber  

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

  • Driving organizational growth & branding: net membership, channels, prioritizing for growth
  • Measurements & metrics: ROI & ROO
  • Driving innovation & cultural shifts

9:10–10:00 a.m.
The Journey to CMO
Tom Berquistm, Chief Marketing Officer & Co-op Affairs, BECU

  • BECU Brand Story

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

10:20–10:35 a.m.

10:35–11:10 a.m.
Managing an Effective Agency Relationship
Panel: Karen McGaughey, Josh Streufert

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

11:10–11:25 a.m.
Audience Q & A
Karen McGaughey and Josh Steufert

11:25–11:55 p.m.             
Final Wrap Up  

Speaker questions, key insights, applying your learning’s at work

Year 2 – Marketing Project & CSME Certification

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