DON KLEIN
• 1997-2013 GNAR AE (CEO)• REALTORS® Division Advisory
Council• RFCU BDO Team Building Session• 20+ YEARS PR/Advertising• MUSIC? Well, sort of . . .
KEY TOPICS
• THE IMPORTANCE OF CULTURE• CHANGE MANAGEMENT – Making it
last• BALANCE/Prioritize• PRACTICAL (REAL) APPLICATION
VALIDATED
Dr. Bandura, Stanford Univ.Dr. Seligman, Univ. Of PennsylvaniaDr. Latham, Univ. of TorontoDr. Bennis, Univ. of Southern Calif.Dr. Budd, Harvard Medical SchoolDr. Terrell, Washington State Univ.Dr. Kotter, Harvard Business School
CLIENTS
British Telecom AFLACHP Bank of Am.Oracle CitibankVerizon U.S. Dept. Of JusticeHarley-Davidson DHHS/TexasJohnson & Johnson Univ. of AlabamaKraft Foods Hallmark CardsPhillips Petroleum Toyota
CLIENTS - NAR!
“But no single event or experience had a bigger impact on Stinton’s journey to the CEO job than the training he received through The Pacific Institute, an organization that teaches individuals and companies to achieve their fullest potential, in part through the use of affirmations.” (Excerpt from REALTOR® Mag.)
RFCU GOALS
• New Members 4,000• Consumer Loans $7,000,000• Mortgage Loans $8,000,000• Commercial Loans $25,000,000• Changing of Deposit Mix to Focus on
Non-Interest Bearing• Culture?
STRATEGIC RELATIONSHIPS
PRIORITY “PUBLICS,” “MARKETS,” AND KEY RELATIONSHIPS FOR THE REALTORS© FEDERAL CREDIT UNION
Who are we positioned to serve?
AEs, Presidents, Presidents-elect, Boards, Brokers, Members, Families (Note: It is all about relationships)
STRATEGIC MESSAGING
COMMUNICATING CORRECTLY ABOUT THE RFCU WITH ACTIONS, WORDS AND TACTICS
Communications audit . . . Are our top 5-6 messages being delivered correctly and consistently to the right audiences?
STRATEGIC TIMING
THE FLOW OF THE REALTOR® YEAR AND THE OPPORTUNITIES IT PROVIDES
•Key times for associations: Key events, yearly leadership change, budget season, etc.•Key times for brokers/members: Dues season, summer activity, etc.
STRATEGIC LOCATION
GEOGRAPHIC OPPORTUNITIES . . . AND ISSUES
Where are RFCU/BDO people located and engaged? What are their priority personal appearances? How do we connect and effectively communicate with a million members nationally?
STRATEGIC POSITIONING
COMMUNICATING WHO WE ARE . . . MORE THAN TRANSACTIONS, PRODUCTS AND SERVICES
How does the RFCU want to be positioned other than simply another provider of financial services? (Financial Partner of the REALTOR© Family . . . And YOUR family?)
STRATEGIC SUPPORT
THE RESOURCES THAT PROVIDE THE FOUNDATION FOR RFCU SUCCESS
What resources do we have and are they being used to the maximum impact? Budget, staff, relationships (NAR, media, etc.) materials, visibility, etc.
STRATEGIC CHOICES
MATCHING INDIVIDUAL GOALS AND AVAILBLE RESOURCES WITH CORPORATE GOALS
Are the resources – including marketing and communications – being used in concert with RFCU goals?
TACTICAL OPPORTUNITIES
•WEBSITE•NEWS RELEASES•VIDEOS•SOCIAL MEDIA•PRESENTATIONS•NEWSLETTERS – Print/Electronic•MATERIALS•TRADE SHOWS, FOCUS GROUPS, RECEPTIONS
NEXT STEPS
A PARTNERSHIP WORKING TOGETHER ON STRATEGIC BUSINESS DEVELOPMENT AND TACTICAL SUPPORT FOR RFCU SUCCESS
www.Don-Klein.com Follow Don on Twitter Find Me On Facebook
1701 Rogers Rd. #410Fort Worth, TX 76107
phone (615) 477-3100email [email protected]