MADISON, Wis. — Executives and leaders from 14 different credit unions and credit union leagues learned some practical lessons in how to market credit union products and services to Hispanics while traveling to Mexico, according to the World Council of Credit Unions, which sponsored the trip.

The participants from 14 different credit unions and leagues selected a one- or two-week immersion experience in the cities of Guanajuato and Queretaro in central Mexico, WOCCU explained. During their stay, they completely immersed themselves in Mexican culture and language through family home stays, intensive Spanish language classes and hands-on internships in Mexican credit unions, known as cajas.

The main intent of the internship was to expose participants to Hispanic marketing tactics they could bring home to their own credit unions to expand outreach to the growing Hispanic market in the United States. Groups met with marketing teams and executive staff at the institutions to get an inside look at marketing strategies used in Mexico. They explored tactics such as the use of volunteer marketing committees, branding, mascots, financial education materials and