CCA Professional Development Workshop


Hotel | Registration | Schedule | Speakers | Sponsors | Discover Sacramento

Join the West and South Central regions as we dig a little deeper into some technical topics for co-op communicators.

Download the Official 2014 Workshop Brochure


Holiday Inn Capitol Plaza – SacramentoHoliday Inn Capitol Plaza – Sacramento
300 J Street
Sacramento, CA  95814

Make your hotel reservations early to obtain the Group rate of $129 per night plus taxes currently at 15%.

Use the group code: “C14” and Group name: CCA 2014 Professional Workshop.


Registration for CCA’s 2014 Professional Development Workshop is now open! Join your fellow cooperative communicators for this year’s workshop at the  Holiday Inn Capitol Plaza – Sacramento where you’ll hear from industry experts on the following topics:

  • Storytelling with video
  • The use of video in social media
  • Video on a budget
  • Graphic design
Download Registration Form or Register online


Monday, February 10

10:00 a.m. Registration opens
11:30 a.m. Lunch
12:30 p.m. Storytelling with Video
Mike Schrader, Moxie Creative Communications
Thinking about producing a video? Scripted or unscripted? Documentary, drama, comedy or parody? Whether it is for your website, members, employees, a trade show or sales presentation, there are an unlimited number of visual storytelling tools and genres you can use to engage your audience. Learn about proven approaches to telling your story through video, and discover exciting ways to motivate, inform or educate your audience.
2:30 p.m. Break
2:45 p.m. Strategic Design
Steve Mehallo, Design Strategist
Graphic design isn’t the practice of making things look nice. Okay, that’s one part of it, but a designer’s work should make a design work better, sell better, communicate better. Strategic design trumps random decoration, and quality trumps quantity. Learn
the process of strategic design, examining how understanding target audiences is key, while asking the question: Does the design communicate what it needs to communicate?
5:30 p.m. Optional group dinners

Tuesday, February 11

7:00 a.m. Breakfast
8:00 a.m. Using Photography and Video in Social Media
Jim Morris, California Rice Commission, and Leslie Morris, wildlife photographer
Tweets and status updates are only half of the story you share on social media. Take it even further with photos and video. Wait, you say social media isn’t a part of your communications plan? Also learn how to create and adopt social media as a part of
your overall communication strategy.
10:00 a.m. Break
10:15 a.m. Video on a Shoestring Budget
Mark Bagby, Calcot; Courtney Hennis, Crystal Valley Co-op; Clinton Lancaster, Ozarks Electric Cooperative; moderated by Mike Schrader
No big cameras or fancy software needed, listen in as CCA members share their experiences with creating and editing videos on a shoestring budget using either a GoPro camera or a smartphone video capability.
12:15 p.m. Lunch
1:30 p.m. Tour of Blue Diamond Growers
Sign up at the workshop registration table.
Conclude your visit to the Golden State with a tour of Blue Diamond Growers, headquartered in Sacramento. Blue Diamond, owned by California almond growers, was founded in 1910 and is the is the world’s largest almond processing and marketing company. The tour will be 1:30 p.m. - 3 p.m.


Mike Schrader President/creative director, Moxie Creative Communications Agency

Mike has worked in television and film since 1979. His experience includes managing, writing, shooting and producing television programming, broadcast news, and strategic corporate communications for many of the nation’s top organizations including: ESPN, ESPN 2, NBC News, CBS News, Avon, CoBank, Johns Manville, Transamerica, First Data, and many others.

Today, Mike is president and creative director at Moxie Creative Communications (Moxie CCA). Mike founded Moxie CCA in July 2003. Moxie CCA has established itself as a premier media production organization, serving clients nationwide. The Moxie CCA team creates award winning communications campaigns utilizing high definition video, the latest interactive technologies, mobile applications and innovative print design.

Steve Mehallo Design strategist

Steve is a freelance design professional, font designer, illustrator, educator, foodie and gadfly. He has over 20 years of communications experience in graphic design, brand development, advertising and publishing.

His multi-industry background includes technology, retail, accounting, health care, insurance, legal, staffing, publishing, fashion, philanthropy, education and the arts, among others. His clients have included Microsoft, Monotype, The David and Lucile Packard Foundation, The Learning Company and many more.

Steve has also organized graphic design tours, talks, workshops and has curated contemporary design exhibitions in the Sacramento region. Steve's portfolio and additional information can be found at

Jim Morris communications manager, California Rice Commission

Handling communications for the California Rice Commission (CRC) since 2007, Jim Morris is proud to serve California’s 2,500 family rice farmers and handlers. Jim manages the CRC’s public education campaigns, which utilize social media and other vehicles to inform key audiences including legislators, decision makers and opinion leaders about the important role California rice plays in the state’s environment, economy and cuisine.

Prior to the CRC, Jim worked in communications for more than 17 years at the California Farm Bureau Federation, including nearly a decade as a reporter and host of the popular syndicated television show, “California Country.”

Leslie Morris Wildlife photographer

Leslie Morris is a nature and wildlife photographer specializing in birds that live and migrate along the Pacific Flyway. Her photos have been published in Audubon Magazine, Bay Nature, Sierra Heritage and Bird Watcher’s Digest, among others. She recently won Best of Show and People’s Choice Award for her image “Sandhill Promenade” at the 2013 Sandhill Crane Festival. She has a bachelor’s in agricultural business from California State University, Chico, and an master’s in management from Golden Gate University.

More of Leslie’s work can be seen at Her most current work and activities can be followed at



Friend of CCA  

Discover Sacromento

There's gold in them thar hills!

While you are here in Sacramento to strike creative gold at the CCA workshop, be sure to discover the city and surrounding area, which is rich in history, culture and cuisine.Sacramento

We are only a short walk from the California State Capitol. The building serves as both a museum and the state’s seat of government. Or travel back in time as you enter Old Sacramento, a national historic landmark themed around the California Gold Rush and filled with things to see and do.Learn about the Pony Express, railroading or life during the Gold Rush. Learn more at

No matter the time of year, there is always something going on in Sacramento. HistoryVisit to discover what special events are happening in February, or visit one of the many museums Sacramento has to offer, such as the Crocker Art Museum, which is only a few blocks from the hotel.

Sacramento is the Farm-to-Fork Capital of America. Designated so because of the region’s local farmland, culinary scene, food production, export practices and high quality chefs and restaurants. The city is also home to the largest “Certified Farmers’ Market” in California. You will discover culinary gold in Sacramento. Several restaurants that embrace the farm-to-fork movements are located just steps from the hotel in Old Sacramento. Or venture further and one of the many restaurants in the area. Learn more at

Stay tuned for more information on speakers and session topics.In the mean time, CCA recommends you register early and book your hotel room to take advantage of special discounts.




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