10/01/2007

Immersion program teaches culture, language and marketing

A group of participants stand in front of one of Caja Popular Mexicana's branches during their internship.

Starting on September 16th, World Council of Credit Unions’ International Partnerships department held their first-annual Hispanic Marketing Immersion Program. Eighteen participants from nine states participated. The program offered either a one- or two-week option. The program consisted of a combination of language classes, home stays with Mexican families, and practical internships in a Mexican credit union (or cajas, as they are called in Mexico).

This special combination allowed for the participants to fully immerse themselves in Mexican culture, while at the same time learning the tactics and strategies that the Mexican Cajas use in their marketing campaigns. They explored marketing devices such as the use of volunteer marketing committees, branding, mascots, financial education materials and cultural holiday celebrations.

The participants began their days with four to five hours of intensive Spanish courses based on their language ability. After classes, the participants returned home for an authentic Mexican lunch and had the opportunity to practice what they had learned in class.

The afternoon held a portrayed a different atmosphere with the practical internship at one of the four Mexican cajas: Caja Popular Mexicana, Caja Libertad, Caja Alianza and Caja Morelia Valladolid. Each caja offered a different experience about credit union operations, marketing tactics, microfinance opportunities and financial products that meet the needs of working families.

The internships took place in a variety of environments and branches, showing the diversity of the Mexican market and the strategies needed to market services to the people. Activities were also very diverse, consisting of presentations, operational tours, and meetings with marketing teams and executives.

The Texas and California leagues have a partnership with Caja Popular Mexicana through WOCCU’s International Partnership Program; the Arizona Credit Union System is partnered with Caja Libertad; and the Credit Union Association of New Mexico has a partnership with Caja Alianza. The Hispanic Marketing Immersion Program was a direct result of the partnership deliverables for 2007.

The participants also had the chance to partake in a workshop in Guanajuato, September 22-23, which included presentations by all four cajas and visits to local businesses financed by microentreprise loans.

In light of the program’s great success, the next Hispanic Marketing Immersion Program will take place in Mexico’s heartland, September 21-October 4, 2008. Stay tuned to WOCCU’s website for more details: http://www.woccu.org/.


Written by Josh Fetting, International Partnerships Program Specialist

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