Pre-Conference Workshop (separate fee required)

Swift Strategies: Building Unstoppable Credit Union Marketing Inspired by Taylor Swift

Speaker: Kelly McCormick | Professor of Practice at University of Houston

Discover how Taylor Swift’s approach to trust, connection, and creativity can inspire your credit union’s marketing strategy. Learn the importance of reliability and authenticity in building loyalty, how feedback fuels innovation, and why meaningful connections with your audience create lifelong advocates. Explore ways to surprise and delight members, build an engaged community, and embrace evolution while staying true to your brand. From VIP experiences to bold use of traditional and social media, this session will unpack actionable lessons to amplify your credit union’s impact and grow your fan base like never before.

Registration & Welcome Center/Exhibit Hall
Registration

Refreshments during Registration: Sponsored by Prisma Campaigns

Giveback Session – Info Coming Soon!

Mix, Mingle, Connect: An Interactive Conference Kickoff for First-Time Attendees & Solo Travelers – Info Coming Soon!

Sponsored by Triad Connected TV

Opening General Session - The Art of Vision for Credit Unions

Sponsored by Digital Onboarding

Speaker: Erik Wahl | American graffiti artist, speed-painter, author, and motivational speaker 

Success in today’s market means standing out. This program empowers credit unions to innovate, drive growth, and differentiate themselves by helping employees embrace creativity and tell impactful stories that resonate with members and the industry.

Key Focus Areas:

• Differentiating your credit union’s services
• Sharing a compelling and authentic story
• Adapting to change and thriving in a dynamic economy
• Turning challenges into opportunities to better serve members

Welcome Reception

It's Credit Union Spirit Day! Today is the day to show your credit union pride and show off your very best credit union logo wear.

Registration & Welcome Center/Exhibit Hall

Breakfast

Sponsored by 360 View 

Announcements + General Session  

Productive Persistence - How Strategic Adaptability Outperforms Blind Perseverance 

Sponsored by Finalytics.ai 
Beverage Station: Sponsored by Infusion Marketing Group

Speaker: Courtney Clark | Resilience Researcher | + 4-Time 9/11-Related Cancer Survivor | Brain Aneurysm Survivor 

If at first you don’t succeed… then what? While traditional resilience emphasizes never giving up, true success comes from knowing when to persevere and when to pivot.  Empower your team with realistic resilience strategies that go beyond clichés. Productive Persistence is an evidence-backed form of resilience based on Courtney’s National Goal Resilience Study, designed to prevent burnout and increase adaptability in the face of change. This session offers practical insights to help you maximize progress, avoid dead ends, and achieve lasting success.

After the session, participants will be able to…

• Recognize how “persistence” and “resilience” create hidden barriers to achievement
• Increase flexibility during change and uncertainty
• Identify the difference between a goal and a plan – and how to focus on the goals that really. matter
• Apply a simple framework to evaluate competing needs and decide which to prioritize 

Networking Break

Co-Sponsored by CD Valet and Kane Graphical

Say Goodbye to Boring Videos: A Checklist to Create Engaging Content

Speaker: Daniel Thorpe | President of BOOM

“How to not make your video content terrible” is a part technical guide, part brainstorm, part checklist to create videos that get seen. This presentation includes a checklist to not only avoid making your video content terrible, but in the process, create something that is engaging, entertaining and maybe, just maybe, might get passed around. Content includes:  

• Idea generation strategies 
• Understanding your audience 
• Making that 'first step' in production 
• The need for simplicity • The necessity of preproduction 
• Crew basics - What is needed for what type of production 
• Securing locations and releases 
• Shoot requirements - including lighting, audio 
• Camera recommendations 
• Recommended editing equipment/software  
• Creating content with an honest voice   

Adding fun to the process!

PR: The What, The How, The Why

Speaker: Stephen Adams | Chief Marketing Officer | Pillar Credit Union

Dive into power of public Relations in this dynamic session. Learn the fundamentals of building a PR strategy, from goal-setting to creating standout content that captures attention. Explore techniques to craft messages that resonate and gain insights into what drives engagement in today's fast-paced media landscape.  Key Takeaways:  Strategic Planning: Develop actionable goals and a roadmap to achieve them. Content Creation: Learn what makes PR content compelling and effective. Media Relationships: Hear practical tips on building relationships with media partners and stakeholders, including personal anecdotes of successes and partnerships. Earned vs. Paid Media: Understand the nuances of 'pay-to-play' models and leveraging both approaches for maximum impact. Crisis Communication Basics: Prepare your black-box templates to respond swiftly during crises. Digital PR: Master social media monitoring and reputation management.

Be Known Before You Are Needed

Speaker: Derek McWilliams | Vice President of Marketing | Sabine Federal Credit Union

How do you become known before you are needed?  It is all about building relationships and how you approach making those connections and turning them into solid referral and business partners.   Discover unconventional networking tactics that actually work for you, introverts included and how to be effective in each connection you make.

The Rural Cluster

Speakers
- Ashley Kjenaas | Marketing Manager | NorthRidge Community Credit Union
- Melissa Cox | Marketing Manager | North Star Credit Union

Reaching the right audience in rural markets requires a strategic approach—especially when working with smaller budgets and fewer resources. This session will explore how to maximize impact through smart audience segmentation, hyper-localized messaging, and cost-effective marketing channels. Learn how to leverage community connections, digital tools, and data-driven insights to build engagement and drive results in rural areas. Whether you're facing staffing constraints or financial limitations, this session will provide actionable strategies to help you make the most of what you have.

Networking Lunch

Sponsored by Alpharank 

AI-Driven Digital Advertising: Transforming Member Engagement for Credit Unions

Speakers
- Tomer Borenstein | CTO/Co-Founder | BlastPoint
- Josh Wilson | Senior VP of Marketing | Whitefish Credit Union

Personalization and automation have become more important to member retention and growth, especially for credit unions looking to maximize impact with limited resources. This session will explore using AI and data-driven segmentation to propel member outreach to the next level. Attendees will learn how to collect and leverage data from multiple sources and systems to create effective member personas.  We'll walk through real-world applications of segmentation, from campaign customization to personalized messages, offers, and marketing channels for maximum engagement. Discover how to measure segment effectiveness using key KPIs like engagement and conversion rates, and gain tips on evolving segments as your credit union and member base change. This session will equip credit union leaders with actionable strategies to modernize marketing efforts, increase ROI, and strengthen member loyalty. Don't miss this opportunity to learn how AI and segmentation can give your credit union an edge.

Living Our Mission Through Meaningful Community Partnerships – Panel 

Panelists
- Kelli Walter | VP of Community Development | Envision Credit Union
- Teagan Werden | Community Impact Manager | Colorado Credit Union
- Sumeet Grover | Chief Digital & Marketing Officer | Alliant Credit Union
- Spencer Carver | Marketing Director - Granite Credit Union

Credit unions, even with limited resources, create significant community impact through strategic partnerships and public relations. This panel will bring together credit union leaders who have successfully built meaningful collaborations with nonprofit organizations to drive financial education, community development, and social impact. Panelists will share real-world examples of how they’ve leveraged storytelling, authentic communication, and PR strategies to amplify their initiatives.

From developing innovative financial literacy programs—like the Junior Financial Counselor Patch Program with the Girl Scouts—to securing grant funding and earning recognition beyond the credit union industry, this discussion will provide insights into maximizing partnerships for greater visibility and credibility. Attendees will leave with actionable PR strategies to enhance their programs, secure community support, and elevate their credit union’s role as a trusted community partner.

Reaching Your Community Through Digital Partnerships

Speaker: Rachel Lauren | Co-Founder & CEO | Debbie

As credit unions look to grow within their communities, particularly with Millennials, Gen-Z, and even Gen Alpha, how can they lean on digital channels to help them amplify their message?   Events and financial literacy seminars have historically been the primary strategy, but have not necessarily driven immediate results, particularly within these segments. This doesn't mean that they aren't an important part of a CU's strategy, but they must be augmented with digital outreach and tools. Here's a step by step guide on how to utilize digital channels to drive positive outcomes, such as opening accounts, increasing deposits, and managing debt.

Uncommon Ground: How Credit Unions Are Redefining Unique - Panel

Panelists
- Christian Riepe | SVP Insights & Analytics | ReconMR
- Bernardo Meza | CMO | UFCU
- Tom Sweet | SVP Marketing
- Ryan Zilker | SMO | Sound Credit Union

Panel discussion with 3 senior marketing executives sharing lessons learned in what makes your credit union unique. Attendees will gain actionable insights from real-world marketing case studies. Discover strategies that worked, pitfalls to avoid, and practical tips for effectively marketing a credit union, positioning for success, and improving customer engagement. Whether you're a marketing professional, program manager, or customer-facing team member, this session offers proven techniques to enhance your messaging, drive awareness, and strengthen customer relationships. Learn directly from examples that will inspire new approaches and sharpen your communication skills. Don't miss this opportunity to elevate your impact by applying lessons from leading CU marketers.

Networking Break

Co-Sponsored by Engageware and ReconMR

TBD

Conquering the Competition with Advanced Targeting Tactics

Speaker: Jim Pond | Co-Founder | JXM

Jim Pond, Co-Founder of digital marketing firm JXM, shares advanced targeting tactics in this no-holds-barred, value-packed talk to help credit unions outpace their competition.   Jim uses his 15+ years of experience providing solutions to credit unions nationwide. He breaks down common misconceptions about 'competition' and offers strategic approaches to breaking existing customer relationships and making the most of those finite marketing dollars.   Jim's practical advice on competitive insights and leveraging social media is essential for any brand seeking to gain a strategic edge and drive significant growth. In 2024, a version of this talk was given at the Financial Brand Forum and the CU Leadership Convention.   Participants in this session will be the first audience to get Jim's take on tactics for 2025. Jim will challenge attendees to rethink their approach, highlighting the importance of positioning your organization's greatest value against your competition's weakness

Lessons from a $20 Billion Credit Union: Strategies Scaled for Your Credit Union

Speaker: Sumeet Grover | Chief Digital & Marketing Office | Alliant Credit Union 

What can a credit union with $20 billion in assets teach CU's of all sizes? In this session, we'll break down the strategies, insights, and best practices from a leading credit union and explore how they can be adapted to fit your Credit Union—no matter its size. From innovative growth tactics and operational efficiencies to member engagement and technology adoption, learn how to scale big ideas in a way that works for your credit union. Walk away with practical, actionable strategies to drive success and stay competitive in an evolving financial landscape.

Building Brighter Financial Futures: Aligning PR with Purpose

Speaker: Toni Nichols – Assistance VP of Public Relations – Texas Trust Credit Union

In an increasingly purpose-driven world, credit unions have a unique opportunity to amplify their impact by aligning public relations strategies with their core mission. This session will explore how Texas Trust Credit Union leverages its commitment to Building Brighter Financial Futures to connect with members, engage communities, and drive measurable results. Attendees will learn how to tell authentic, purpose-driven stories that build trust, enhance brand visibility, and inspire meaningful action.  Through case studies and actionable insights, participants will leave with strategies to elevate PR efforts that not only communicate value but align with the deeper 'why' behind their organization.

Designing for the Modern Web: Design Trends, Features and UX

Speaker: Jennifer Buccini | Creative Director | ZAG Interactive 

This presentation outlines key trends shaping modern website design and user expectations. It highlights the rise of minimalism, micro-animations, immersive visuals and responsive, mobile-first design. Attendees will learn about interactive elements and techniques to increase engagement as well as techniques to simplify navigation and improve load times, creating a smoother, app-like experience.

When Flavor Meets Community: What Credit Unions Can Learn from Austin’s Food Scene

Sponsored by Zogo Inc. 

Speaker: Ali Khan | Food content creator and television personality
Moderators: Lorrell Bellotti & James Robilotta

What can credit unions learn about member experience and branding from a TV host, brand ambassador, and “food whisperer”? In this engaging fireside chat, Ali Khan will share insights on creating memorable, authentic experiences that build loyalty—whether in the food world or financial services.

Drawing from his career in media, storytelling, and brand partnerships, Ali will explore how to cultivate a strong brand identity, connect with audiences on an emotional level, and deliver an experience that keeps people coming back. Just like a great meal is about more than just ingredients, a great member experience goes beyond products—it’s about trust, authenticity, and delivering value in ways that resonate.

Join us for a dynamic conversation on how credit unions can elevate their brand, foster deeper member relationships, and craft experiences that leave a lasting impact.

Networking Reception

Registration & Welcome Center/Exhibit Hall

Breakfast

Contributing Sponsors: Banzai; HubSpot Inc.; Stukent 

General Session – Powered Productivity: Super Tech Tools to Get Stuff Done

Sponsored by Amsive
Beverage Station: Sponsored by RelPro, Inc.

Speaker: Beth Z – Your Nerdy Best Friend

Exasperated by email? Peeved about passwords? Tired of tedious tasks? You're not alone.  

Join Your Nerdy Best Friend, aka Author Beth Ziesenis, for a research-based look of common productivity problems, followed by the technology to solve them.

Discover how to use free and bargain technology tools you never knew existed to work more efficiently with your teams, get organized and finally get stuff done.

Takeaways  

• Discover low-cost, high-value apps and tech tools that you can start using right away
• Learn great tech tips and app ideas from your colleagues
• Get new ideas to increase efficiency, improve relationships and get things done! 

Networking Break

Sponsored by Mission Disrupt

Skills Based Learning – Creating World-Class Member Experiences with a Unified Customer Platform

Speaker: Erin Philbrick | Principal Inbound Consultant | HubSpot

In today's competitive financial landscape, delivering exceptional member experiences is no longer optional-it's essential. Credit Unions must adapt to evolving member expectations, where personalization, seamless interactions, and trust are paramount. Credit Unions must arm themselves with technology that enables their teams to easily provide personalized and trusted member experiences.   This session will explore how Credit Unions can leverage a unified customer platform to streamline member engagement, enhance communication, and provide personalized services at every touchpoint. By uniting marketing, business development, and member engagement on a single platform, credit unions can eliminate silos, gain a 360-degree view of members, and create meaningful, lasting relationships.

Skills Based Learning – Navigating Crisis Communications with Confidence: Insights from PR Experts

Speakers
- Jim Delaney CEO | Activate Sports & Entertainment
- Sarah Haertl | Sr. VP Marketing, BD & Sales | Colorado Credit Union 

Join public relations veteran Jim Delaney and credit union marketing/PR professional Sarah Haertl for an immersive session to help elevate your crisis communication strategy. With decades of combined experience, they bring unique perspectives from managing high-profile events, including the NBA, NFL, and global brands, as well as the unique world of credit unions. This session goes beyond the fundamentals, equipping you with a comprehensive toolkit to handle crises. 
Learn to: 

• Prepare your organization with effective tools and strategies.  
• Achieve organizational alignment during critical moments.    
• Master media interactions, balancing transparency while protecting your CU's reputation.

Attendees will engage in roleplaying exercises, receive a sample crisis communication plan, and receive ready-to-use media scripts. Whether you're a seasoned professional or new to the field, this session will provide actionable insights to help you confidently tackle any crisis.

Skills Based Learning – AI's Biggest Questions, Myths, and Mysteries

Speaker: Beth Z | Your Nerdy Best Friend

Artificial Intelligence (AI) often feels like a blend of buzzwords and bewilderment. Will robots take our jobs? Does ChatGPT steal our data? Are AI tools big fat liars? Join Beth Z, Your Nerdy Best Friend, in a lively exploration of AI’s most puzzling questions and common myths. With nerdy humor mixed with practical tips, Beth Z makes the enigmatic world of AI a tad less intimidating and a lot more intriguing.

In this session, you'll... 

• Learn ways to future-proof your job from an AI takeover
• Understand why AI makes up facts and how to combat misinformation
• Examine the issue of data privacy 
• Gain insight into AI challenges with plagiarism and copyright infringement
• Discover the newest AI tools and how to stay on top of new AI technology and opportunities.

Skills Based Learning – You CANva Do More!

Speaker: Chelsea Schnyer | CEO/Owner | Wingman Marketing

With multiple updates that came out in 2024, Canva introduced a number of new tools, workspaces, AI resources, and features. We'll deep dive into those, so you can walk away with insider tips and tricks to streamline your creative and team's marketing process. This session is ideal for those who are Canva Admins or have Editor access.

If attending this session, you must bring a laptop.

Networking Lunch

Sponsored by Infusion Marketing Group 

Skills Based Learning - Mastering Marketing Projects: Strategy, Collaboration, and Success for Credit Unions

Speaker: Ben Bauer | Executive Director | Exclamation Services

As a creative marketer, I know most of us in marketing aren't formal project managers-but project management is increasingly part of the job. This session is tailored for creatives, specialists, designers, and leaders on credit union marketing teams who work with project management platforms but don't specialize in them. We'll explore how to align marketing initiatives with strategic goals, foster cross-functional collaboration, manage budgets and resources, and measure project success using various tools and processes. Through a mix of presentation, table discussions, and Q&A, you'll gain practical insights and tools to streamline workflows, improve teamwork, and make project management work for you. Walk away with actionable takeaways to drive a transparent, agile and collaborative culture, while generating real results in your marketing projects.

Skills Based Learning - Falling Behind Is Not an Option: The AI Playbook for CU Marketers

Speaker: Dave Martin | CEO | Nettra Media

AI is no longer a futuristic concept; it's a present-day game changer that can revolutionize how CUs connect with their members, attract new audiences, and deliver unparalleled value. In this 60-minute session led by AI marketing expert Dave Martin, you'll gain actionable insights into using AI to create compelling copy for ad campaigns, social media, and emails. Discover how to optimize content for SEO, craft financial literacy campaigns, and personalize member experiences with AI-driven tools. Learn to automate workflows, analyze data for better targeting, and improve campaign ROI. Designed for marketing professionals and decision-makers, this hands-on session addresses unique CU challenges, offering tools to streamline efforts, save time, and drive measurable results. Don't miss this opportunity to gain the competitive edge your CU needs. By the end of the hour, you'll walk away equipped with the knowledge and tools to ensure that falling behind is not an option.

Skills Based Learning - Rural Reach: Crafting Winning Advertising Strategies for Small-Town Markets

Speakers
- Lee Melancon | SVP/CXO | Ascension Credit Union
- Jason Sisk | Digital Media/Analytics Manager | The Advocate

This workshop will explore effective advertising strategies tailored to reach rural populations and CDFI credit union members. Participants will learn how to leverage data and insights to pinpoint rural targets, while understanding local culture, seasonal trends, and community cycles to drive engagement. Participants will dive into rural demographics and psychographics, uncovering key characteristics of rural consumers' values, interests, and spending behaviors. Participants will also learn traditional and social marketing tactics to reach rural audiences and how to measure them to improve future relatable, relevant content that aligns with rural values and highlights products and services that cater to the unique needs of rural life.

Hands-On activities will be conducted to brainstorm marketing messages that build trust and foster long-lasting connections with the community. Participants Leave equipped with practical strategies to effectively connect with and serve rural targets.

Unlocking GenZ

Speaker: Terence Mascarenhas | Sr Director: Products, Experience Design and Digital | VISA

This session presents insights from Visa research on GenZ customers, based on multiple studies including a survey of 2000+ financial institutions, and qualitative ethnographic research. The session will offer unique findings on attracting and retaining this important segment.  Explore GenZ trends and their relevance to financial institutions, given their significant population, workforce representation and projected $12T spending power by 2030.  Discuss key factors for GenZers in banking relationships, financial literacy, products and experiences.

Networking Break 

Swag Exchange

Speaker: Evan Strandberg – Community Impact Manager – iQ Credit Union 

The Swag Exchange is a unique, hands-on session designed to inspire credit union marketers and business development professionals with fresh, creative giveaway ideas. Attendees will have the opportunity to share and explore the swag items other credit unions use to drive engagement at events, deepen brand visibility, and create lasting impressions.  This interactive session allows attendees to showcase their most effective swag, discover innovative trends, and leave with a treasure trove of inspiration for their next community event.  

Key Learning Objectives: By participating in this session, attendees will:

• Discover unique and creative swag ideas that align with brand goals.
• Share best practices for selecting swag that resonates with target audiences. 
• Learn how to evaluate swag ROI (impact, brand recall, and event engagement). 
• Gain inspiration for giveaways that stand out at community events.

*Attendees are required to bring 5 of their Favorite Swag item to swap/share

All that Sparkles!

Speaker: Hannah Wilburn | Director, Member Councils – America’s Credit Unions 

Get a sneak peek at the 2025 Diamond Awards and some of the incredible submissions.  Learn a bit more about those that rose to the top with their entries.

Diamond Reception

Sponsored by: Egg to Apples

Diamond Dinner & Awards Ceremony

Contributing Sponsors: image.works; Push Button Productions;  
Strum Agency; The Pod 

Diamond Soiree (Dance Party)

Breakfast

Closing General Session – Leading Imperfectly: The value of being authentic for leaders, professionals, and human beings

Sponsored by Sogolytics

Speaker: James Robilotta | Leadership Author, Motivational Speaker, and Trained Improv Comedian

Hey Superwoman, take off your cape. Hey Batman, take off your mask. Hey decision makers, put away your ego. Let's talk about who you are personally as a leader and as a partner. As humans, we can't learn things from people who are perfect, we can only learn things from people who are imperfect. So, it is time to own who you are so you can be real to others and lead through your faults. This deep but hysterical session will leave you feeling introspective about the person you show to others and recognize the rapport and trust building power of authenticity in your communication and relationships. If you're looking to master the art of courageous feedback and authentic relationship building, this is the session for you.