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Marketing and Public Relations Workshop

Aug 17 8:15 AM - Aug 17, 2023 4:00 PM
Aug 17, 2023 8:15 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.

This workshop is open to any credit union role with a focus on member communications and sharing the CU Difference.


8:15 am – 8:45 am 

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

9:00 am – 10:30 am 
Tattoos: The Ultimate Proof of a Successful Brand 
Denise Wymore | Cheerleader For Passion and Commitment, GSD
Can you imagine your members being so loyal to your credit union that they would tattoo your logo to their flesh? The Harley Davidson logo is one of the most popular tattoos in America. Harley is a company that is over 100 years old with a fiercely loyal fan base. So how do you gain that level of commitment from your membership.  

In this lively and interactive session you’ll learn the five secrets to becoming tattoo-worthy, Spoil alert, the secret sauce is making your competition irrelevant……again. 

10:45 am – 12:30 pm 
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 

12:30 pm – 1:30 pm

1:30 pm – 2:00 pm
Table Conversations

2:00 pm – 3:45 pm 
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. 

4:00 pm

Additional Info


Denise Wymore

Cheerleader For Passion And Commitment, GSD

Denise is a credit union lifer. She started her career as a teller at a credit union in Portland, Oregon over 35 years ago. Denise moved up and around the organizational chart before heading out on her own to start her consulting business. 

As a consultant she specialized in helping credit unions tell their story, both internally and externally. She has worked with credit unions all over the US ranging in asset size from $3 million to $3 billion. She facilitated strategic planning and turned “me too” brands into something worth talking about. 

She is the author of two books: Tattoos: The Ultimate Proof of a Successful Brand and The 2020 Vision of Marketing.

Denise is a graduate of Western CUNA Management School, a certified Net Promoter® Score Associate and in 2012 was named a CU Times Woman to Watch. On September 29, 2022 she was inducted in the “Credit Union Women Making History….Herstory” Hall of Fame. Denise has spoken for CUES, CUNA, WOCCU and almost every credit union league in the United States. 

In New Mexico she spearheaded the Keep It Co-Op campaign that has united all cooperatives in Santa Fe, Los Alamos and Espanola. Denise and her husband both hold an Advanced Emergency Medical Technician license and volunteer with Cochiti Fire Department.

Sarah Best

CEO/Chief Strategist | Sarah Best Strategy

Sarah Best (she/her, CEO of Sarah Best Strategy and her team have won over a dozen awards for their digital marketing  work, including Best Use of a Social Media Platform from Travel + Leisure. Recognized as a 40 Under 40 by InBusiness, her work has been profiled in SUCCESS, Crain’s Chicago Business, Mashable, TechCrunch, Chicago Tribune, National Geographic Traveler and other publications. She was tapped to speak at Social Media Week for the MacArthur Foundation, and has twice been selected for SXSW. An alumna of New York University, Sarah holds a Certificate in Entrepreneurship from the Goldman Sachs 10,000 Small Businesses Program at Babson College and has completed executive education for diverse businesses at the Tuck School of Business at Dartmouth.

Sue 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

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. 

Event Type



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


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

Room Rate

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

When making your reservation, mention the WI Credit Union Block.
WI Credit Union Reservation Link