Telling the Credit Union Story and Outstanding PR Added to Marketers’ Conference Agenda

Credit union teams know full well the benefits of membership and the investment they are making in communities thorough volunteerism, financial education outreach and financial services provided to those the banks may be ignoring. But even some of their members may not fully understand the value and impact the credit union structure is delivering.

Attendees to the Northwest Credit Union Association (NWCUA) Marketers’ Conference in Portland May 8-9 will take a deeper dive into reasons, data and resources to help them tell the credit union story. NWCUA president and CEO Troy Stang will share his insight and some new research during opening remarks at the Conference.

“With tax exemptions under scrutiny in up to 20 states and under discussion at federal levels, credit unions need to be very intentional to share publically and with Congress the fact that the not-for-profit, cooperative structure of credit unions delivers value and impact for communities,” said Lynn Heider, vice president of communications and public relations for the Northwest Credit Union Association (NWCUA.) “The billions of dollars in real, tangible benefits for members, the millions of dollars raised for charities, the thousands of hours Northwest credit unions are donating in community service and the documented examples of how our credit unions are standing by their members in tough times, all support the corporate tax exemption.

 This two-day conference also features a dynamic group of speakers including Maya Bordeau, a nationally renowned credit union marketer who founded Attune LLC. In addition to taking a deep dive into the psychology of marketing, Bordeau is sharing insight into the science of viral video marketing.

Conference attendees will also hear from Kim Malek, owner of Salt and Straw—a unique ice cream shop in Portland that is getting national attention. With daring flavors and a fervently loyal fan base, Salt & Straw is paving an innovative path into a delicious new reality of sweet treats. Malek’s success story has common threads to the credit union story; she discovered that supporting the community can create a powerful foundation for a successful business.

There is much more on the agenda.

Two Northwest credit union marketers will share with their peers how they are navigating change with successful public relations strategy and execution. Rogue Federal Credit Union purchased the assets of the former Chetco Credit Union late last year, and has integrated new branches, employees and members into the fold. Northwest Resource FCU will undergo a name and branding change in June, and members have already been informed. The credit unions’ marketers will share details of their strategic and execution process in an interactive dialogue with attendees. Another conference highlight will be the Spectrum Marketing Awards dinner May 8 which promises to be a high-energy celebration. An expert panel of 24 judges from across the nation has completed its work judging a record 108 entries in the Spectrum Marketing Awards program. The event will be emceed by Denise Gabel, chief operating officer for the NWCUA, and Maya Bourdeau.

The Conference will take place at the Embassy Suites Hotel in Downtown Portland. Registration is still open.


Questions? Contact Lynn Heider: 503.350.2225,

Posted in Events, Marketing & Communications, NWCUA.