Marketing and Public Relations Workshop

8:15am – 8:45am 
Registration

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
Lunch

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. 

4:00pm
Adjourn