8:00 am – 6:30 pm

Registration

2:00 – 3:15 pm

Opening General Session

Our Changing Workforce – What You Need to Know to Attract Generation Y

Penelope Trunk, (Bio) Columnist, Boston Globe and Yahoo Finance

The face of our workforce is changing.  As those who have shaped our organizations prepare to retire, a new group is entering – one with different values, ideals and expectations from their employers.  Traditional recruitment tools won't solve today's recruitment challenges.  Traditional management won't create effective teams.  This program will explain the changing demographics and help you attract, engage and retain the twenty-something, Generation-Y demographic.  

3:30 – 5:00 pm

Concurrent Sessions

Stemming Attrition and Building Relationships with Effective Onboarding

Jim Marous, Marketing Services Director, Harland Clarke Marketing Services, Cleveland, OH

Matthew Wilcox, Vice President, Zions Bank ($55B), Salt Lake City, UT

Acquiring a new customer is no longer enough. Now more than ever, it is imperative to encourage your customer to actively use your services, help them expand their relationship with your bank, and to enhance the customer's overall experience. This session will provide attendees with the strategies, tactics and best practices from an array of banks who have developed their onboarding processes into effective communication and engagement tools. Being shown how to leverage multiple channels and touchpoints, attendees will be able to go back to their banks either to develop or enhance their own onboarding processes.

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Mobile Banking: The Reality Behind the Hype

Calvin Grimes, Product Manager, Fiserv Mobile Money, Atlanta, GA

Growing consumer adoption and a proliferating variety of solutions prove that mobile banking and payments are more than hype. But the increasing complexity of emerging mobile technologies and infrastructures poses real challenges. This session offers an overview of key emerging mobile technology types and insights into mobile platform integration and adoption opportunities, particularly among Gen Y. Real-world examples will illuminate the mobile banking value proposition so you can decide if it is right for your bank.

The Brand News Hour: 3 Years Progress in Building
Employee Brand Power

Dan Rogers, Senior Consultant, Monigle Associates Inc., Denver, CO

Judy Zezula, Senior Vice President, Marketing Director, American National Bank and Sturm Financial Group ($2.1B), Denver, CO

In a service business that trends toward commodity products and me-too service, the employee IS the brand. Building and activating a powerful brand strategy in the financial industry requires branding on the inside first. Internal constituents must understand the brand philosophy, deliver on brand promises, and use tools to reinforce the brand at every customer touch point. Armed with information and resources, these constituents can become a powerful force of Brand Ambassadors. This behind-the-scenes and in-depth look into an employee brand engagement story will be delivered in a "news-hour" format.  Join our host, Dan Rogers and his special guest, Judy Zezula, as they discuss the American National Bank X-Team strategy—a communications, training, and reward system designed to ensure consistent brand and culture alignment across a 5-state market. In this dynamic exchange, learn about the peaks, pitfalls, and rewards of a multi-year employee brand engagement program. Your input and questions will be welcomed!

5:00 – 6:30 pm

Opening Reception in the Marketplace

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7:00 am – 6:00 pm

Registration Open

7:00 am – 8:00 am

Power Breakfasts
So What Have Your Checking Accounts Done for Your Customers Lately?

Mike Branton, Managing Partner, StrategyCorps
Dave DeFazio, Partner, StrategyCorps

This presentation focuses on:

• The three simple things your bank needs to do to win the retail checking battles
• How market segmentation is important but the way consumers buy checking accounts is more important
• Why your checking products matter today more than ever
• How account design, line-up strategy and a simple branch sales process will help your bank become a top retail checking performer

8:00 – 9:00 am

9:00 – 9:45 am

Break in the Marketplace

9:45 am – 12:15 pm

Learning Labs

Accessing the Energy of Social Media

Virginia Miracle, SVP, Head of Digital Strategy, 360 Digital Influence, Ogilvy Public Relations Worldwide, Washington, DC

Social media is a powerful tool marketers can use to discover insights on everything from what customers value, to product and service offerings. Engaging with customers through social media can heighten loyalty and move the role of a bank beyond just a commodity offering. This session will walk through the process and elements of a successful social-media strategy, map objectives to some of the tools available, and hear cases straight from the trenches.  Session highlights include:

•       Risks associated with social media?

•       Elements of a social media strategy

•       Measurement

•       Operational considerations - technology, human resources, communication approvals and processes

•       Pilot Approach — How to talk about this internally with your CEO

Deposit Growth Strategies That Work!

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Public Relations in a Crisis Environment

Eve Callahan, Vice President, LANE PR, Portland, Oregon

Virtually every company at one time or another faces a business challenge or crisis.  In today's economic environment, banks and bank executives are under intense scrutiny.  Having a solid public relations strategy in place is more important than ever.  Attendees will learn how to develop a crisis communications plan that will prepare you to think clearly and communicate effectively even under intense pressure.  Session highlights include:

•       Understanding the importance of proactive communication strategies

•       How to identify and leverage newsworthy events and situations

•       Build a foundation of strategies/guidelines for communicating through a crisis

•       Gain the tools to go back and create a crisis plan for their own companies

12:15 – 1:00 pm

Lunch in the Marketplace

1:00 – 2:30 pm

Concurrent Sessions

Defining, Developing, & Delivering a Highly Differentiated,
Consistent Customer Experience

Lance Kessler, CFMP, Lance Kessler & Associates

Ask most bankers what makes their bank unique, and they will tell you it is "service."  The problem is bankers, especially those with customer responsibilities, can rarely explain what they mean.  Using real life examples, this session will provide you with a step-by-step approach to defining, developing, and delivering a consistent customer experience that truly differentiates your bank.

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Debit Card Strategies that Improve Retention and Profitability

Scott McCormack, Vice President, First National Merchant Solutions

To enhance card programs that work harder for the bottom line, it is critical to learn how banks improve debit card take rates and increase usage.  This session will explore strategies banks currently use - points programs, cash back, rewards plans, personalization opportunities, prepaid cards – and will look to the future to discuss strategies to implement a few years from now. 

Session highlights include:

•       Three quick and affordable tactics to increase usage of current card programs

•       A strong understanding of the targets, pros and cons of different cards and programs

•       Steps to use when evaluating and selecting the best card and retention programs to fit a particular bank

2:30 – 3:30 pm

Break in the Marketplace

3:30 – 5:00 pm

Concurrent Sessions

5:00 – 6:00 pm

6:00 - 7:30 pm

The ABA Financial Marketing Awards

Recognizing outstanding financial services marketing

The annual awards ceremony honors excellence in financial services marketing and advertising.  Visit the Gallery to preview samples of work, and hear the winners announced at the Awards Ceremony. For more information on the ABA Financial Marketing Awards visit 

www.aba.com/marketingnetwork.

The CAB Reception

Join your marketing peers for a fun and relaxing evening, sponsored by the Corporation for American Banking

7:00 am – 2:00 pm

Registration

7:00 – 8:00 am

Power Breakfasts

8:15 – 9:45 am

Concurrent Sessions

Climbing the Learning Curve – Understanding Marketing
ROI in Financial Services

Steven Treppo, Principal, Booz & Company, Cleveland, OH

Despite abundant resources and strong interest in marketing innovation, financial services companies have thus far made less progress in employing their understanding of return on marketing dollars to unlock marketing value than companies in other industries. Even though financial services now ranks as of the leading industries in terms of marketing spend, it lags behind other sectors, such as consumer packaged goods (CPG), in its ability to understand the link between marketing investment and results. The paradox is that the FS industry has access to more marketing data than nearly any other industry, but it is much more difficult to capture analyze, and act on this data. The good news is that there are methodologies that can be implemented to realize significant benefits and drive accountability through ROI metrics.  Building a solid and measurable ROI capability at your institution will help align the organization, processes, systems and analytics to realize marketing's true value in the company.

Marketing to High Net Worth Individuals and their Business Entities

Jean Holloway, Executive Vice President, Private Banking, Bank of North Georgia, Atlanta, GA

Developing a strategic initiative focused on entrepreneurs, professionals and their business entities can create compelling, differentiated, and enduring value that motivates purchase, deepens cross-sell, and generate referrals.  This session will provide insights on how to package the program in a way that makes it simple to buy and sell, and put all the pieces together to support a successful launch and sustain its momentum. It will also focus on the skill set team members must possess to effectively build and sustain the business model.  Session highlights include:

•       How to own the customer experience and facilitate effective cross-sell

     strategies

•     Identify the most profitable market segment within the organization

•     Build collaboration & consensus that maintains focus on the "prize"

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The ABC's of Establishing Financial Education Outreach Programs

Laura Fisher, VP of Education Foundation and Director of Education, American Bankers Association, Washington, DC

Daniel N. Hebert, Northeast Regional Director, Jump$tart Coalition for Personal Financial Literacy, Technical Advisor to the Centsables, Hillsboro, NH

Julie Cripe, President and CEO, Omnibank ($363M), Houston, TX

Despite the negative headlines over the past year, the banking industry is still known for its longstanding community focus and commitment to youth.  You probably remember your local bank visiting your school to talk about the importance of saving money or how to balance a checkbook.  You not only learned something, but you were also given a cool "tchotchke" to take home! 

It's time to get back into the classroom and teach young people the same basic lessons we learned "a few" years ago.  Not only will it help today's youth make better financial decisions down the road, but if you frame your bank's financial education efforts as cause marketing, it can help to build your brand at the same time!  Learn about specific action items and resources to initiate or enhance your bank's education outreach program as well as hear banker-tested practical ideas designed to not only improve financial literacy, but reinforce your brand, increase awareness and strengthen retention.

9:45 – 10:45 am

Break in the Marketplace

10:45 am – Noon

Networking Roundtables

The collective wisdom of the group often surpasses what a single presenter can offer.  In these informative small group discussions, you will have the opportunity to share your best practices…and gain great ideas to help your marketing program. 

Noon – 1:30 pm

Luncheon with Speaker

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1:30 – 3:00 pm

Concurrent Sessions

CRM:  Why Marketers Should Care

Kathleen Campbell, CFMP, SVP Marketing, First Citizens National Bank ($600M), Mansfield PA

Jay Kassing, President, Marquis Plano, TX

What does Customer Relationship Management mean for marketers and why should they care?  What is marketing's role in CRM?  How can referral tracking/CRM help marketers prove the ROI of their marketing efforts?  What are the 5 reasons CRM installations fail?  Learn and apply the real life experiences of a marketer who embraced CRM years ago. Discover the 3 key customer insights that marketing should share with the front line to maximize sale

Turn Your Branch Events and Promotions Into Bottom-Line
Success – On A Budget!

Becki Drahota, President, Mills Financial Marketing, Storm Lake, IA 

Jan Knock, Director of Marketing, Iowa State Savings Bank ($160 M), Creston, IA
At a time when you're challenged to do more with the same or fewer resources, leveraging the knowledge and customer relationships of your branch teams is critical. The good news is that opportunity at the branch level is significant, with 60% of consumers coming into a branch to do business every month.  This session will give you 10 low-cost, tested and measured initiatives to take back to your bank and implement. We'll emphasize cost-saving options and offer "after the campaign" action steps to build more robust – and profitable – customer relationships.

Media Planning Tactics and Creative Excellence Without an
Advertising Agency

Mike Sells, CEO, Sells Agency, Little Rock AR

Melissa Worrell, Vice President of Marketing, Plains Commerce Bank ($370M), Aberdeen, SD

Many banks don't allow for an advertising or media buying agency relationship whether it is for financial reasons or for the perception consumers have of media spending in the midst of challenging economic conditions.  Regardless, banks can still employ smart advertising tactics, functioning as their own creative director and inspiring internal and freelance talent to reach new heights.  From forging media partnerships to negotiating "buy's," this session will provide "plug and play" ideas to improve results, save time, and decrease expenses – all without the help of an agency.

3:00

Conference Adjourns

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