Hispanic Marketing Immersion Program Brings Participants Close to the Source

WOCCU’s Successful Annual Program Enters Third Year with One- and Two-Week Opportunities

February 25, 2009

2009_2_25_Hispanic Marketing Immersion Program
Participants in WOCCU's Hispanic Marketing Immersion Program will spend part of their time working in credit unions in central Mexico.

MADISON, Wis.—Spanish language training for U.S. credit union staff is a positive step forward in attracting and serving Hispanic members. But having a cultural understanding of their needs and expectations and knowing how to implement relevant products and services are what will truly boost credit unions to the forefront. World Council of Credit Unions' (WOCCU) Hispanic Marketing Immersion Program brings Spanish language lessons, credit union internships and full cultural immersion together in one- and two-week opportunities for U.S. credit union staff in Morelia, Mexico.

The third annual program kicks off on Sept. 19, 2009. The program offers participating credit union staff and executives the opportunity to stay with a Mexican family, take Spanish language classes through an accredited school and work in a Mexican credit union to gain first-hand knowledge of member service in Mexico. The program offers participants valuable insight into Hispanic marketing at the members' home credit unions through complete cultural immersion.

Hispanics are the fastest-growing demographic in the U.S. and may count for as much as 44% of the U.S. population by 2020. Credit unions have tremendous opportunities in tapping the Hispanic market, an advantage on which the Hispanic Marketing Immersion Program is designed to capitalize.

Participants will experience direct cultural immersion through home stays with pre-screened Mexican host families and in tailored Spanish classes that will include business and financial terminology. Host families will provide participants with private rooms, all meals during the program and an opportunity to sharpen language skills in a social setting. WOCCU program staff will be on hand to ease any cultural and social transitions.

In addition to the program's cultural aspect, participants serve practical internships with either Caja Morelia-Valladolid or Caja Alianza, two Mexican credit unions that participate in WOCCU's International Partnerships Program. Through interactions with the staff, management and members, participants will learn about daily Mexican credit union operations and study marketing strategies to attract new members and promote financial products. The program is flexible for participants who wish to pursue other areas of interest besides marketing.

Between the Immersion program's first and second weeks, participants will also have the opportunity to attend the third annual U.S.-Mexico Marketing Workshop, the price of which is included in the main program cost. Workshop attendees will experience marketing presentations from the four largest Mexican credit unions that will provide broader views of Hispanic marketing strategies.

The program registration form is now available online at Participants can select either a one- or two-week session. This year, participants who register before June 15 will receive a special early bird discount.

If you have any questions or concerns, please contact Joshua Fetting at or (608) 395-2060.

World Council of Credit Unions is the global trade association and development agency for credit unions. World Council promotes the sustainable development of credit unions and other financial cooperatives around the world to empower people through access to high quality and affordable financial services. World Council advocates on behalf of the global credit union system before international organizations and works with national governments to improve legislation and regulation. Its technical assistance programs introduce new tools and technologies to strengthen credit unions' financial performance and increase their outreach.

World Council has implemented 300+ technical assistance programs in 89 countries. Worldwide, 68,882 credit unions in 109 countries serve 235 million people. Learn more about World Council's impact around the world at

NOTE: Click on photos to view/download in high resolution.

Organization: World Council of Credit Unions
Phone: (608) 395-2000