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Marketing and Public Relations Workshop

Aug 17 9:00 AM - Aug 17, 2023 4:00 PM
Aug 17, 2023 9:00 AM - 4:00 PM
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Interested in hearing what the market experts have to say about messaging to your members, social media trends and branding strategies? Join us for this August marketing event focused on the human side of messaging and branding. You’ll also get up close and personal with the recording of a podcast, just one of many innovative methods for sharing your credit union brand.


8:15am – 8:45am 

8:45am – 9:00am
Welcome & Introductions

9:00am – 10:30am 
Tattoos: The Ultimate Proof of a Successful Brand 
Denise Wymore | Field Marketing Manager, Zest AI 
Using her book of the same title as a framework, Denise Wymore will lead this session focused on marketing that makes your credit union “tattoo-worthy” to your members. She will help you to identify your target audiences, competitors, and share case stories of successful marketing strategies. There will be plenty of hands-on-time for activities and discussion. Don’t miss this self-professed credit union brand nerd dedicated to helping credit unions tell their stories. 

10:45am – 12:45pm 
Messaging for Target Audiences
Sarah Best | CEO/Chief Strategist, Sarah Best Strategy 
What makes your audience tick and how can we effectively speak to them? Join digital marketing expert Sarah Best for an interactive workshop on how to write messages that are tailored to your key stakeholders, and how to deploy these messages as part of a communications strategy. We'll demonstrate the design tools of user personas and value proposition canvases and how we can use them to create foundational messaging. 

Learning Objectives 

  • Get hands-on experience completing a user persona for one of your top audience segments 
  • Complete a value proposition canvas to hone in on your product market fit 
  • Develop and workshop key messages for your customers with peer input 
  • Learn the many ways that you can leverage key messages across communications platforms 

12:45pm – 1:30pm

1:30pm – 2:00pm
Table Conversations

2:00pm – 3:45pm 
Humanizing Your Brand 
Sue Campbell | Brand & Content Manager, Exclamation 
Ben Bauer | Director of Collaboration & Innovation, Exclamation CUSO 
The goal is to grow a brand that looks, sounds, and feels consistent and authentic in every place it’s going to connect with your audience, and that means asking everyone on your team to get onboard right along with you. If your brand is really thinking, acting, and talking like a human – in other words, if it’s all not just a gimmick - it’s much easier for your people-facing team to say and do the right things and create the consistency that builds customer trust. 

How do you get there? By knowing yourself and your team, understanding your business, and truly caring about the needs of the people you serve. You see, humanizing your brand has never been about playing make-believe, it’s always been about recognizing how you can connect with the humans you serve and make their lives better in the ways only you and your team can. That’s how you human. 

  • Step One: Know What Audience Holds the Most Potential for You 
  • Step Two: Know Who You (and Your Team) Are 
  • Step Three: Be Human, OVER AND OVER AGAIN 

If you want your brand to connect to people on their very human level, understand that it’s about growth and evolution. Commit today to view your work through the eyes of your audience and honor that commitment every day through what you say, what you do, and how you talk to the people who mean the most to your business. 



HS_WymoreDeniseDenise Wymore | Field Marketing Manager, Zest AI

Denise Wymore is a credit union lifer; she started her career as a Teller. For the next 20 years she moved her way up and around the org chart working in just about every department except for IT. Then she made the big leap to go out on her own and consult with CUs all over the nation on her favorite subject “reputation” some people call it “brand.” She even wrote two books about it. She is a graduate of Western CUNA Management School and teaches Strategic Marketing at two other CUNA Management Schools. She has spoken for CUES, CUNA, WOCCU and almost every state trade association in the US. 



sarah_best_sbs_headshotSarah Best | CEO/Chief Strategist, Sarah Best Strategy

Sarah Best, along with her team, has won over a dozen awards for her work including best use of a social media platform from Travel + Leisure. Her work has been featured in Mashable, TechCrunch, Crain's Chicago Business, National Geographic Traveler, Chicago Tribune, and other publications.  

She was tapped to speak at Social Media Week for the MacArthur Foundation and has been selected twice for SXSW. She is an alumna of New York University and received a certificate in entrepreneurship from the Goldman Sachs 10,000 Small Businesses Program at Babson College. She's on the board of several nonprofits. 
An avid traveler and multi-faceted creative, Sarah is also a poet who has been published in The Yale Review and Painted Bride Quarterly. As a visual artist and film curator, she has curated programs at the Museum of Contemporary Art (Chicago), Hyde Park Arts Center (Chicago), Mana Contemporary (Chicago / Miami / NJ), Links Hall (Chicago), Chicago Cultural Center, and Echo Park Film Center (Los Angeles). (she/her)  

Sue CampbellSue Campbell | Brand & Content Manager, Exclamation

Sue Campbell is the Brand & Content Manager on the Exclamation Services Marketing team and the self-proclaimed evangelist for Brand Voice. She’s picked up a lot of smart ideas from a lot of amazing people in her more than 20 years of experience and you can frequently hear them on the Awsomology podcast. 




Ben_Bauer_ExclamationBen Bauer | Director of Collaboration & Innovation, Exclamation CUSO

Ben Bauer was recently promoted to Director of Collaboration & Innovation. Ben works closely with Exclamation clients and Board of Directors to ensure that Exclamation consistently delivers on the promises of innovation, collaboration, and growth. He’s been instrumental in building the organization, guiding the team, and fostering collaboration and creativity with their clients.  

In addition to devoting his time and talent to Exclamation, Ben is a Credit Union Development Educator, a Credit Union Certified Marketing Executive, a member of the Marshfield Community Foundation Board of Directors, a graduate of the Filene I3 program, was selected by CUNA as a 2017 Credit Union Rockstar, and is a devoted Rotarian. 


DoubleTree by Hilton Madison East
4402 E. Washington Ave., Madison, WI 53704

Room Rate

$139 plus taxes & fees | Rate Expires - July 17


$219 | Early Bird by August  2, 2023
$249 | Regular 

Additional Info

Event Type


Topics Covered

  • In-Person
  • Leadership
  • Marketing & PR