Event Info

May 4th 1:00 pm -
May 5th 3:30 pm PDT

May 4th 2:00 pm -
May 5th 4:30 pm MDT

1 day, 2 hours, 30 minutes

Register Now

The 2017 Marketers’ Conference will be THE face to face, thought leadership opportunity for Northwest credit unions’ marketing, business development, and community outreach professionals.

Program Overview

The 2017 Marketers’ Conference will be THE face to face, thought leadership opportunity for Northwest credit unions’ marketing, business development, and community outreach professionals. Join us in Vancouver, WA May 4th and 5th for high level content including:

  • Digital Brilliance—leveraging every platform at every opportunity to market your CU
  • Business Development Strategies for Credit Unions—A CU industry thought leader plants seeds to inspire CU growth
  • Marketing to the Money—things you need to know about the balance sheet to be effective
  • Managing Change—Get the team on the same page and cross the finish line
  • What’s the Message?—What more can you say about The CU Difference to grow membership?

All that and a celebration of your best work at the annual Spectrum Marketing Awards dinner May 4. Who will win “Best in Show?” We’re not telling just yet.

Program Agenda

Thursday May 4, 2017
1:00 p.m. - 1:15 p.m.Welcome
Discovery Room C/D/E
1:15 p.m. - 2:00 p.m. 75% Market Share by 2025
Troy Stang • President and CEO • NWCUA
Discovery Room C/D/E
2:00 p.m. - 4:00 p.m.What's the Message?
Credit Union Awareness Initiative
Graeme Trayner • Vice President • Greenberg Quinlan Rosner
Zan McKelway • Deputy Chief Strategic Communications Officer • CUNA
Discovery Room C/D/E
4:15 p.m. - 5:30 p.m.Marketers' Trade Show
Discovery Foyer
5:45 p.m. - 6:30 p.m.Spectrum Reception
Discovery Foyer
6:30 p.m.- 8:30 p.m.Spectrum Awards Dinner
Discovery Room C/D/E
Friday May 5, 2017
8:15 a.m. - 9:00 a.m.Continental Breakfast
Discovery Room E
9:00 a.m. - 9:10 a.m.Welcome to day two of Marketers' Conference
Discovery Room C
9:10 a.m. - 10:30 a.m.Marketing to the Money
Rich Jones • President/CEO/Principal • Leading2Leadership
Discovery Room C
10:30 a.m. - 10:40 a.m.Break
10:40 a.m. - 11:15 a.m.Concurrent Breakout Sessions
Managing Change
Rich Jones • President/CEO/Principal • Leading2Leadership
Discovery Room C
Powerful Advocacy Messaging Resources
Samantha Beeler • Director, Grassroots Advocacy • NWCUA
Discovery Room D
Digital Strategies for Credit Unions
Stephanie Chadwick • Managing Partner/EVP • Edge Multimedia
Trenton Platt • Account Manager • Edge Multimedia
Zack Stack. Senior Digital & Creative Strategist. Edge Multimedia
Discovery Room E
11:25 a.m. - 12:30 p.m.Deepening Member Relationships Through Digital Transformation
Sarah Canepa Bang • EVP • CO-OP Financial Services
Discovery Room C
12:30 p.m. - 1:15 p.m.Networking Lunch
Discovery Room E
1:15 p.m. - 3:15 p.m.Getting More Juice From Your Digital Marketing Squeeze
Zack Stack • Senior Digital & Creative Strategist • Edge Multimedia
Discovery Room C
3:15 p.m. - 3:30 p.m.Closing Remarks
Discovery Room C

About the Trainers

Sarah Canepa Bang

Executive Vice President, Industry Relations •  Co-Op Financial Services

Sarah Canepa Bang is Executive Vice President, Industry Relations, for CO-OP Financial Services. She had previously served as Chief Strategy Officer of CO-OP Shared Branching, and President/COO of FSCC, LLC, a part of CO-OP Shared Branching. Up until January 1, 2012, she had been the President & Chief Executive Officer of Financial Service Centers Cooperative, Inc. (FSCC) the international shared branch network, since 1999. During her tenure, FSCC has more than quadrupled in the number of credit unions, branches and states involved in shared branching. In that time, FSCC expanded traditional shared branching to five countries and expanded the technology to include full-service kiosks, mobile, call centers, disaster recovery, foreign currency exchange and remote deposit capture. In 2011, FSCC and CO-OP FS successfully completed discussions for a merger of the two companies, bringing the U.S. credit union shared branching movement under one roof. The combined shared branching networks provide over 5,400 branches to members today.

She serves on numerous boards, including Children’s Miracle Network Hospitals.

Sarah holds multiple degrees from the University of Wisconsin, Madison.


Stephanie Chadwick

Managing Partner, EVP Sales & Marketing • Edge Multimedia

Stephanie has a strong understanding of how the digital and technical side of marketing marries with the traditional side. Her natural ability to break down the complexities of the digital marketing world brings clarity and vision to her client’s objectives, making the overwhelming fathomable, and pushing them forward to achieve greater things.

Working with credit unions since 2008, her knowledge and experience guides our clients and our team to deliver the “just right” fit – hand selecting the right tools to get the job done and helping our clients get the most bang for their buck across all marketing tactics. Plus, she’s just plain fun to work with!

With a background in sales and management spanning over 20 years, including roles at CBS Radio and Nordstrom, her strength in customer service, experience in retail, understanding of sales channels and intimate knowledge of both digital and traditional media play to the advantage of our clients. Stephanie has collaborated on award winning work and is the winner of multiple sales awards including CBS Radio Rookie of the Year.

A resident of Oregon since 1989, Stephanie and her husband Scott moved across the river to Vancouver, Washington in 2006. Together they enjoy wrangling their four active children (which include a set of twins), gardening and cooking gourmet meals followed by dance parties at home. On their occasional date night out, they appreciate taking in the robust art, culture and craft scene (brews, spirits and food) that the awesome city of Portland has to offer.

Life is full, time is precious and spent intentionally. As a family, they enjoy any opportunity to recreate outdoors (rain or shine!) and spending quality time together – from camping and traveling to anything Star Wars related and cheering on the Portland Trail Blazers.

Denise Gabel

Chief Operating Officer/ Executive Director of the NWCUA • NWCUF 

Denise Gabel is the Chief Operating Officer at the Northwest Credit Union Association and the Executive Director for the Northwest Credit Union Foundation. She is passionate about people and possibilities—focused on building a brighter future for the not-for-profit cooperative credit unions in the region.

Denise is an author, dynamic speaker, innovative executive, emcee, and a remarkable coach. She is a connector and a change agent.

A lifelong learner, she has been named a Woman to Watch. She is a summa cum laude graduate of Eastern Washington University and served as a member of the Berkeley Innovation Forum at the University of California Berkeley Haas School of Business. She also graduated from Harvard Business School’s Women’s Leadership Forum.

She ignites creative new thinking with her energized approach – that’s how she’s wired. She came from the Filene “think tank” Research Institute where she served as the Chief Innovation Officer leading the prestigious i3 innovation program.

Rich Jones

President/CEO/Principal • Leading2Leadership

A published author and engaging speaker, Rich Jones is President/CEO/Principal for Leading2Leadership. Prior to starting his own strategic planning agency, he was Senior Vice President of Sales, Marketing, and Business Development with $1B Elements Financial Federal Credit Union (previously known as Eli Lilly Federal Credit Union). With more than three decades of leadership experience that included building entrepreneurial enterprises, he brings innovative thought and practices to credit unions, community banks and, nonprofit enterprises across the country. A Marine and graduate of Colorado State University, Jones is characterized as cautiously optimistic, while delivering complex ideas and financial education in an engaging and humorous manner.


Zan McKelway

Deputy Chief Strategic Communications Officer • CUNA

Zan is an accomplished communications professional with extensive experience in building and leading communications and public relations programs. He is a collaborative leader with broad experience in trade association, advocacy and public policy work.

Zan leads staff and teams responsible for media and PR, social and digital media, and publications. Provides counsel to the Chief Strategic Communications Officer (CSCO) to ensure that department strategies and team and individual goals are developed and implemented in a manner that supports the association’s overall strategic plan. Plays leading role in the development and execution of the association’s key initiatives, including creating greater consumer awareness of credit unions as a category in financial services.

Trenton Platt

Account Manager • Edge Multimedia

With 10+ years’ experience in customer service & 8 years’ experience in nonprofit organizational development, Trenton’s can-do attitude, excellence in time management and strong communication skills are well respected and relied upon by both his colleagues and clients.

Trenton is well-versed in project managing multi-level digital campaigns, large- scale website rebuilds and video shoots for clients. His drive, work ethic and skill in keeping all the individual elements on track through completion and execution have been pivotal to our clients digital marketing success as well as a true asset to our team at Edge.

Before his time with Edge, Trenton spent several years crafting his skills in digital marketing strategies with a special focus on social media. Developing strong relationships with clients is at the forefront of his priorities and it is his goal to help clients realize, execute and achieve their goals. Trenton is jokingly referred to as our clients “easy button”.

At his core, Trenton Platt is a connector. His love for building relationships is only rivaled by his passion for basketball. Trenton graduated from Portland State University with a Bachelor’s degree in Psychology while simultaneously working at a local pub and assisting in the creation and development of a nonprofit in downtown Portland. His energy level is off the charts, and you will be sure to find it, and his general demeanor, infectious!

When not tending to his clients’ needs, Trenton and his wife can be found drinking great coffee at their favorite local spot, visiting plenty of craft breweries, exploring the country, spending time with family and playing basketball at Trenton’s alma mater.

Zack Stack

Senior Digital & Creative Strategist  • Edge Multimedia

Zack grew up in the Pacific Northwest, not much further than a stone’s throw from the waters of the Puget Sound. After venturing back east for school and then starting his own architectural photography & web design firm in Southern California, he decided it was time to return to the PNW. This time, by good fortune, he landed in Portland in 2011, and immediately fell in love with this delicious, off-kilter town.

He joined the crew at Edge shortly after arriving in Portland and has loved every minute of it. His full range of talents, quirks and skills are put to use on a daily basis here, where he heads up the Digital Marketing Team and contributes handily to all of the creative offerings dished up at Edge.

Zack has spent the last 12 years helping companies of all shapes and sizes succeed with their digital marketing by helping them shape the stories they tell about their brands and build engaged audiences around them.

From his client’s perspective, Zack’s the guy who helps them produce their best content and craft marketing strategies that are useful to their customers, beneficial for their brand and crucial to their own bottom line – even if it’s on a shoestring pulled tight by a skeleton crew.

Zack is perhaps the most untechnical techie you’ll ever meet. Because of this, he’s developed a reputation as a down-to-earth educator able to break down the complexities of digital marketing and make them into easy-to-digest, creamy, nougaty bites. He also has been accused of defaulting to food analogies way too often.

When not crafting digital marketing campaigns or educating organizations as to all things digital, Zack can be found tending his hops, organizing North Portland’s Free Clothing Exchange, attempting to fix something in his 100-year old home, and riding bikes to-and-fro with his wife/hero Jenny and daughter/inspiration Baya.

Troy Stang

President & CEO • NWCUA

Troy Stang serves as the President and CEO of the Northwest Credit Union Association. The Association is the leading regional trade organization representing credit unions throughout the region. Under his leadership, the Association continuously strives to position credit unions as the most relevant financial institutions of choice in the marketplace by ensuring the legislative, regulatory, and political environments embrace the most progressive policy environments possible. This allows the cooperatives to remain relevant in the marketplace.

Stang joined the Credit Union Association of Oregon as its President and CEO in 2008. After guiding the organization through its January 2011 merger with the Washington Credit Union League, he assumed the role of President and CEO of the regional industry trade association.

The Northwest Credit Union Association has become a formidable public policy influencer, advancing state and federal credit union policy through advocacy efforts with legislators and regulators. Stang is committed to building awareness about credit unions’ not-for profit structure as cooperatives, the value of the tangible benefits they generate and deliver to their members, and the impact they have in communities they serve.

Stang served from 2003-2006 as senior political staff under U.S. Department of the Treasury Cabinet Secretary John Snow, during the George W. Bush Presidential Administration. He has an established and significant body of work in the credit union industry, having previously served as a Vice President at the Texas Credit Union League and as a Senior Vice President for one of the nation’s largest credit unions in Arizona. There he provided oversight of strategic growth and development. Stang began his career as a manager of a central Minnesota credit union.

Stang holds a Master’s Degree from The College of St. Scholastica in St. Paul, Minnesota, a Bachelor’s Degree from Concordia University in St. Paul, and an Associate of Applied Science Degree from St. Cloud Technical College in St. Cloud, Minnesota. Stang also earned Credit Union Development Educator (CUDE) distinction from the National Credit Union Foundation.

Graeme Trayner

Vice President • Greenberg Quinlan Rosner

Graeme Trayner is a Vice President at Greenberg Quinlan Rosner, where he runs the firm’s brand and communications practice. Drawing on his background in politics, branding and opinion research, he has developed programs to advance corporate strategies, and helped manage and frame issues including regulation, mergers and acquisitions, foreign direct investment and social responsibility.  He has written extensively on the role of values in brand and corporate communications.

Trayner has advised companies globally on how to build and manage reputation, and has worked across sectors including financial and professional services, energy and utilities, consumer industries, healthcare and telecoms.  He has worked with industry associations and trade bodies on campaigns and initiatives, including Airlines for America and the National Association of Manufacturers.

Prior to joining GQR, Trayner was a Partner in the London office of Brunswick Group, the international financial communications consultancy.  At Brunswick, he created and led the group’s insight practice, and pioneered new thinking on using qualitative research to inform communications and marketing.  Trayner also worked closely with consumer research pioneer Wendy Gordon, and has counseled companies and organizations on brand identity, values and culture.

Location & Travel Information

Event Location:

Hilton Vancouver Washington
301 W. 6th St.
Vancouver, WA 98660

Lodging Information:
A room block has been established for this location. Rates have been negotiated for $159/night. Please follow the link here and select Book a Room to get started.

Travel Discounts

The Northwest Credit Union Association has negotiated special rates and discounts for travel accommodations. Find out more at www.nwcua.org/travel-discounts.

Pricing Information

Two Day Marketers Conference Pricing: $299 until February 18, $349 after.

Spectrum Marketers Awards Dinner ONLY Pricing: $139

Exhibitor Trade Show & Marketers Conference Pricing: Contact Erin Bennett at eb[email protected] for more information on how to become an exhibitor.

Scholarship Information

Continued education and training of credit union employees helps keep the credit union movement vibrant and competitive in the financial marketplace. We understand this can take a significant commitment of time and money.

The Northwest Credit Union Foundation provides professional development scholarships awarding up to $1,500 per year for selected applicants. Learn more at www.nwcuf.org/my-foundation.

Cancellation & Refund Policy

Registration fees are non-refundable after April 15, 2017. Substitutions will only be accepted prior to notifying NWCUA.

Questions or Concerns?

For more information, contact Lynn Heider at 800.995.9064 x 225 or email your questions directly to [email protected].

For assistance with registration, please contact us at 800.995.9064 x 211 or email Erin Bennett at [email protected].