Consumer Research Results, High Level Marketing Techniques Offered at NWCUA Marketers’ Conference; Scholarships Available

An advanced conference exclusively for communications, public relations, design and marketing professionals offers two days of high level discussion aimed at more effective targeting of the consumers credit unions need to connect with.

The conference is scheduled May 9-10 in Seattle.  The Northwest Credit Union Foundation is accepting scholarship applications postmarked by Thursday, March 15, 2012.

“This is a first of its kind conference offered by the Northwest Credit Union Association (NWCUA), and it’s directly in response to our marketers’ request for advanced training,” said Nancy Pullen, Senior Director of Training and Development for the NWCUA.

In addition to keynote presentations by nationally-recognized marketing and media experts, consumer research results commissioned by the NWCUA will be shared at the conference.

Noted credit union research expert Neil Goldman is conducting the survey of 800 Northwest financial services customers for the NWCUA.  Goldman is the Senior Partner for Goldman Strategy and Consulting.  He has conducted consumer research in more than 40 states for credit unions and other clients, and is known for his extensive study of member loyalty.

“You can’t manage what you can’t measure,” said Goldman, whose previous national analysis of consumer behavior detailed nine top drivers of member loyalty.

The research of consumer opinions in Washington and Oregon this spring will give marketers new information to help them develop effective messaging, Goldman noted.  The survey will include both members and non-members of credit unions, and will address whether Bank Transfer Day, Occupy or other activists and economic movements played a role in their banking decisions.

Among key questions consumers will answer:

  • What keeps members from leaving, even if  they are less than fully satisfied
  • How recently they may have changed their financial institution and what drove them to move; why consumers left, and why they selected a new provider.
  • Likelihood they will change their financial institutions in the future

“The research is designed to help uncover the drivers of both member loyalty and acquisition,” said Goldman. “The presentation will share timely research specifically on Oregon and Washington credit unions’ current positioning in the marketplace, and the messaging marketers can use to bring new members in the door, and build relationships with members once on board.”

The full body of research will be shared with NWCUA members following the Marketers’ Conference. Attendees will have the opportunity to ask questions and more fully examine the results.

In addition to Goldman’s research presentation, noted credit union marketers Kelley Parks and Josh Allison will offer a joint presentation on the “new consumer” who is said to be twice as likely to try new things, share opinions online and reward or punish a brand based on its corporate practices.  Parks is a former CUNA Marketer of the Year. Allison is the Relationship Development Manager for Horizon Credit Union in Spokane and is a sought-after speaker on the national circuit who is known for riveting presentations on youth outreach.  Ron Rosenberg, whose breakout presentations drew standing-room audience at last year’s NWCUA Convention, will present two new higher-level workshops for marketers.

The $369.00 registration fee includes most meals.  Group discounts are offered.  Registration and more information can be found online.


Questions or Concerns? Contact Matt Halvorson, Anthem Editor: mhalvorson@nwcua.org.

Posted in Events, Marketing & Communications, NWCUA.