ABA Marketing Conference
September 23-25, 2012 • Manchester Grand Hyatt • San Diego, CA

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2011 Conference Program

Program schedule and speakers are subject to change.
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Sunday, September 18, 2011
8:30 am - 12:30 pm	Pre-conference Workshop How to Get Sales and Marketing on the Same Page Cathy Berch, President, Center for Practical Management, Boulder Junction, WI Jo Kinsey, Senior Vice President Retail Banking, Country Club Bank, ($1.0B), Kansas City, MO David Weiss, Senior Vice President Employee Development, Huntington Bank, ($30B) Columbus, OH Who controls the direction and pace at which your bank's products are sold, marketing or sales? The answer is both. But getting these often disparate groups to collaborate is a constant challenge.  The sales force must believe in the value of your bank's products to successfully discover needs and sell more.  And marketing professionals must educate and help motivate the sales force to successfully promote your products and services, and penetrate markets.  Jo Kinsey and David Weiss each have over 20 years of banking experience.  Ms. Kinsey has controlled the reins of marketing and sales during her banking career at both community and super-regional banks. Mr. Weiss has steered the sales efforts of retail and business banking units and now oversees the professional development of both groups. Joining them is Cathy Berch, who has years of experience working with both Kinsey and Weiss, and has helped hundreds of community banks maximize employee performance and sales results. Together, they will share insight, advice and practical tools for getting marketing and sales on the same page. This session will appeal to all marketing professional's intent on generating more product sales and return on their marketing dollars through strategic alliance with their client-facing sales staff. Session objectives and takeaways include: A new marketing paradigm where it's understood that alignment with sales is the cornerstone for marketing success Improved understanding of what sales wants from marketing and what marketing wants from sales Three best practices for creating alignment with sales and compelling proof of success Practical tools for establishing alignment with sales (participants will walk away with the Partner Planning, Tracking and Feedback tools). Price:  $249 ABA Members/ABA Marketing Network Members/CFMP            $349 Nonmembers
2:00 – 3:15 pm	Opening General Session Frank Keating, President and CEO, American Bankers Association Banks are a vital part of the fabric that builds strong communities, and marketers are the first in line to deliver this message.  ABA president and CEO Frank Keating will discuss the issues that confront the banking industry and share insights into how strong marketing leadership drives successful organizations.
3:30 – 5:00 pm	Concurrent Sessions The Social Media Marketing Imperative: How to Sell Internally and Build Strategically Stephanie Healey, Marketing & Communications Specialist, Norway Savings Bank, Norway, Maine ($940M), Portland, ME Tara Hershberger, Media and PR Director, Pannos Winzeler Marketing, Bedford, NH Social media usage is rising at meteoric rates, yet many banks have not initiated involvement.  It's simply not enough for banks to merely have a presence on social media.. In this session, participants will learn lessons from one bank about how they sold social media to management, developed a social media personality consistent with their brand, and integrated social media into their marketing efforts. Discover how the agency perspective offers the business case for social media, along with insight into a variety of community bank social media efforts, tracking, and results analytics. Attendees of all levels of experience and working at banks of all asset sizes will take home ideas for planning, pitching and processes for implementation. Session objectives and takeaways include: Why social media is a marketing imperative and how to get the internal green light to move forward How to prioritize, plan and prepare for a social media launch as a true extension of your brand and personality Beyond Employee and Customer Satisfaction:  Human Sigma Peggy H. Eddens, Executive Vice President, Human Capital Management, WSFS Bank ($3.9B), Wilmington, DE Sheila Wall Hacker, Vice President, Human Sigma Manager, WSFS Bank ($3.9B), Wilmington, DE Emerging research has surprisingly indicated that achieving high levels of employee and customer satisfaction does not drive incremental financial success for a business.  However, simultaneously achieving emotional engagement with these two critical groups, the backbone of what is known as "Human Sigma" literally produces an exponential financial benefit for any organization. This session provides an ideal opportunity for organizations to learn more about transitioning their current satisfaction programs to emotional engagement programs, and gain insight into any business that has already embarked upon their own Human Sigma journey. Session objectives and takeaways include: Reasons to commit to a Human Sigma led business model What kind of ROI you can expect if the Human Sigma model is executed well Which strategic levers can help a business effectively execute a Human Sigma led model. Extreme Bank Makeover:  Deposit Product Edition Tami Armstrong, Vice President  &  Marketing Director, The National Bank & Trust Company ($600M), Sycamore, IL Recognizing the need to evaluate retail and business deposit product lines is the first step in ensuring your bank remains highly competitive in its marketplace.  In a race against time on a project that would ordinarily take months to achieve, your host will have just 90 minutes to show you how to completely renovate your deposit product line up from design and packaging to rollout and marketing. Get ready to learn as the keys to deposit growth and expansion will be handed over to you.   Bus Driver, "Move that Bus!" Session objectives and takeaways include: A better understanding of why a deposit product redesign and packaging initiative can help mitigate the impact of regulatory and competitive pressures, while underpinning the need for increased profitability, product penetration, and expanded household share of wallet Components of a deposit product redesign strategy including market research, competitor survey, gap analysis, and a sample product lineup Ways to package deposit products with online delivery channels and market them to targeted consumer segments An implementation and roll-out plan including account migration, training, customer communication, and compliance checklists and timelines.
5:00 – 6:30 pm	Opening Reception in the Marketplace

Monday, September 19, 2011
7:00 am – 6:00 pm	Registration Open
7:00 – 8:00 am	Power Breakfasts Growing Checking Profitability in a Post-Durbin World Dave DeFazio, Partner, StrategyCorps Mike Branton, Partner, StrategyCorps Don't resort to blanket fee increases or punitive account requirements, like a minimum balance, to generate new fee income. These techniques generate only a fraction of projected fee income, won't fix your unprofitable checking accounts (40%-50% of total accounts) and increase attrition risk of your super profitable ones.  Instead, get up early and take home the best performing consumer checking solutions in the marketplace today, generating $60-$75 in customer-friendly fee income per account annually and improving the retention of your best accounts by at least 10%.    Leveraging Consumer Behavior to Create Profitable Relationships James Hanson, CFMP, Director of Acquisition and Engagement Strategies, Affinion Group Learn how Affinion's engagement strategies are helping financial institutions around the country mitigate fee income loss and drive sustainable and profitable account relationships – all by leveraging consumer behavior and employing the right retail account strategies to both target and retain profitable customers. This will be an interactive session so come prepared to share your own institution's challenges or successes in driving profitable account relationships.
8:15 – 9:15 am	General Session Making It Happen Peter Sheahan, author, Making it Happen The world is not short of ideas, but it is short of people who know how to carry them out. Making It Happen unravels the process of taking a good idea and turning it into a successful venture. Bestselling author, Peter Sheahan, guides break through mental barriers and effectively position your offer in the market. Streamline your thinking to turn good ideas into great results you through the five competencies that will enable you understand and utilize the forces that drive buyers' behavior.
9:15 – 10:15 am	Break in the Marketplace
10:15 – 11:45 am	Concurrent Sessions Social Media—Moving to the Next Level Kendra Ramirez, Social Media Strategist, Accelerated Business Results, Cincinnati, OH Using social media to connect with other professionals and businesses is an excellent way to reap its benefits, but it is only the beginning. Move beyond the basics and take your business development efforts to the next level. earn how to use social media throughout the sales process by building brand awareness, prospecting more efficiently, setting appointments, and generating referrals. The session will focus largely on using LinkedIn, including how to connect with the people in the companies that you are targeting, ensuring that your bank and employees create strong profiles, and how to find industry and competitive information using this tool. Session objectives and takeaways include: Ways to help you identify new trends in social media for businesses Learning how to use social media throughout the sales process Techniques for using LinkedIn to boost your business development efforts How to better measure your social media efforts and ROI. Capturing the CEOs Attention and Support Robert Chapman, President & CEO, United Bank & Trust ($800M), Tecumseh, MI Michael Cullen, President & CEO, The National Bank & Trust Company ($600M), Sycamore, IL Donna Petrocco, President and CEO, Valley Bank & Trust ($233M), Brighton, CO As a bank marketer, you continually network, listen and learn from peers on how to position yourself as a strategic leader within your organization.  Now, you have an opportunity to go directly to the top! Three bank CEOs sit down together to discuss how they have formed strategic partnerships with their own marketing professional(s).  Through an informative and interactive panel discussion, you will gain insight, advice, and answers that can positively impact your initiatives. This session will be of interest to bank marketers looking to build or improve a strategic partnership with their CEO to enhance their ability to capture CEO attention and support in developing and executing successful sales and marketing programs. Session objectives and takeaways include: An overview of each CEOs organizational culture and commitment to sales, service and marketing The top strategic initiatives CEOs are currently focused on and how these initiatives impact marketing How marketing professionals can partner with their CEO to implement successful, strategic sales and marketing programs. See Your Customers through an Ethnographic "Lens of Life" Ms. Laura Winn Johnson, Qualitative Research Manager and Ethnographer, CMI, Atlanta, GA In today's volatile and competitive financial marketplace, issues of customer acquisition and retention have never been more critical for financial marketing professionals.  At the same time, customer attitudes about financial institutions, saving, investing, and overall financial wellbeing are in a state of flux.  More than ever before, it is essential to move beyond the basics – product, promotion, price and placement – toward an understanding of the larger context of the category, and the role that brand and product play in each customer's life.  Discover how a successful and well-designed ethnographic research program can provide a comprehensive view of individuals' lifestyles, behaviors and attitudes.  And learn how Ethnography can be a valuable tool to understand how customers make decisions about where and how to invest their money, particularly in financial services, where decisions are often complicated by multiple influencers and considerations over a long period of time. This session will be particularly helpful to bank marketers from banks of all sizes looking for an effective research method that focuses on customer acquisition and retention. Session objectives and takeaways include: A deepened understanding of how and when you should use ethnography to accomplish strategic marketing research initiatives. Specific examples and case studies of how other financial institutions have used ethnography to guide new product development, marketing strategies, and sales communications. An interactive discussion of tips and considerations for customizing the ethnographic approach based on specific types of business issues.
11:45 am – 1:00 pm	Lunch in the Marketplace
1:00 – 2:30 pm	Concurrent Sessions Driving Customer Acquisition and Retention by Leveraging Digital Media Bryna Butler, Vice President & E-Strategies Officer, Ohio Valley Bank ($802M), Gallipolis, OH Renan Levy, CEO at ActivePath, New York, NY Drew Sievers, CEO at mFoundry, Larkspur, CA Moderator: Schwark Satyavolu, Co-Founder & CEO at BillShrink, Redwood City, CA New regulations and increased scrutiny are forcing banks to focus on more consumer-friendly revenue streams which, in turn, are driving innovations that are positively impacting consumers and bank profitability.  This panel discussion will examine how online banking is evolving to increase customer loyalty and drive new customer acquisition.  Some of the newest innovations in banking -- advancements in email, mobile and in-statement financial technology solutions -- will be presented.  Discussions will highlight how value-adding technologies can increase a bank's desirability to its consumer base, and spur new spending on financial products. Session objectives and takeaways include: Ways to integrate the newest technologies to boost your bank's marketability, Research and best practice case studies illustrating how the convenience and savings from these new banking features encourage users to switch to banks that employ these new tactics, How bank features can help customers save money on their highest everyday bills and deliver significant rewards with their favorite merchants, while increasing bank revenues thousands of dollars per customer. Good to Great Marketing Leadership Sara Watkins, CFMP, Director, Boardroom Bound, Bethesda, MD The need for executive marketing leadership in our industry has never been greater. Examine and discuss leadership styles to set the stage for creating an individual development plan that builds on your strengths, and provides actions for the areas of improvement needed to position yourself for the next level position.   Cover strategies on developing your replacement, and analyzing direct reports to ensure you have the skills and knowledge needed for your organization's current and future needs. This session is designed for the experienced marketing leader. Session objectives and takeaways include: A comprehensive review of ways to analyze your marketing department's current processes -- to ensure you are using best practices to add value and drive revenue. Fee or Free: The Debate Continues Mary Beth Sullivan, Managing Partner, Capital Performance Group, LLC, Washington, DC Mark Zmarzly, VP of Financial Services, ACTON Marketing, Lincoln, NE As regulatory changes squeeze non-interest income from bank profits, the checking account product is once again under the microscope – with bank marketers re-designing the product to make it both more competitive and more profitable.   The next few months are certain to bring a variety of product and pricing changes, as well as new strategies for acquiring and retaining profitable checking relationships. To set the stage, attendees will learn the evolution of the checking account and how regulatory reform has forced changes in the product's design and pricing.  Then, in a lively debate, the presenters will provide a clear understanding of two polar opinions – "Free Checking" versus "Value Based Checking. " This session provides valuable guidance for all bank marketers in regional and community banks, banks competing with large banks who have already introduced new checking products with new pricing strategies, and banks with small in-house marketing departments. Session objectives and takeaways include: The profitability impact of each side of the debate Up- to- date industry information on factors driving change in the product line, and the competitive responses to those factors A framework for determining the checking account products and features most appropriate for your bank's target customers Considerations for future checking account product line enhancements.
2:30 – 3:30 pm	Break in the Marketplace
3:30 – 5:00 pm	Concurrent Sessions Understanding and Leveraging Customer Profitability Jay Kassing, President, Marquis, Dallas, Texas Understanding client and product profitability can have a tremendous impact on marketing results.  With tighter marketing budgets, every dollar invested in marketing must deliver measurable return on revenue.  Successful marketing plans must include the fundamentals of profitability to ensure profit growth.  In this session attendees will learn the fundamental importance of customer and product profitability, and how to leverage this knowledge to increase sales, improve retention, lower costs and improve profits.  Designed for all marketers, this session will explain how to determine profitability, and how to best utilize this information with -- and without -- the use of MCIF and CRM software. Session objectives and takeaways include: A high-level overview of methodologies used to determine account, household, and product profitability Valuable guidance on how to divide customers into useful and actionable segments based on profitability, and ways to develop and implement strategies to improve the profitability of each of these segments in a customer base Ways to utilize customer profitability intelligence to improve marketing initiatives, develop targeted cross-sell programs, and focus retention efforts Bank case studies that demonstrate the value of using customer profitability analysis to allocate sales and marketing resources, increase profits and retention. The Business Case for Mobile Teresa Epperson, Partner, Mercatus, Boston, MA Bob Hedges, Managing Partner, Mercatus, Boston, MA "What is the business case for investing in and deploying mobile?"  This question is being asked with increased frequency by leaders at financial institutions. Given the strong outlook for mobile adoption and usage, and high consumer demand, why do so many banks continue to stay on the side lines? Explore four categories of benefits --- increased customer acquisition, stronger retention, new sources of revenues, and lower costs --- and learn how and why these key performance indicators can be driven by mobile.   Then,  you'll break down the process of calculating the ROI of your mobile initiatives into four key steps — identifying benefits, estimating the value of the benefits, calculating costs, and building a model — to help develop the business case you need for mobile banking for your management team. Session objectives and takeaways include: Understanding the key business benefits of Mobile Financial Services Establishing an approach to quantify the benefits Building a model to summarize the benefits and formalize the business case An outline for building your own business case analysis. Fee or Free: The Debate Continues (Repeat Session) Mary Beth Sullivan, Managing Partner, Capital Performance Mark Zmarzly, VP of Financial Services, ACTON Marketing.
5:00 - 6:00 pm	Networking Reception Sponsored by Intel

Tuesday, September 20, 2011
7:00 am – 1:30 pm	Registration
7:00 – 8:00 am	Power Breakfasts How Banks Can Maximize Marketing ROI in Today's Economic Environment Steve Rosenblum, Account Director, Hacker Group Matthew Knuth, Senior Business Development Manager, Hacker Group Prove marketing ROI quickly – and use the results to optimize your media plan.  At Tuesday's Power Breakfast, Hacker Group will show you how to get the best results at any budget level to succeed in today's turbulent economy. The Next Megatrend In Bank Marketing - It's Not What You Think Rich Weissman, President & CEO, DMA The session looks at megatrends in bank marketing over the years, addressing what's next in creating an altogether new model for how banks market and sell, differentiating between trends and megatrends, and giving you the roadmap for preparing for the next era in bank marketing.  This is a must-see presentation, but be forewarned -- the next megatrend is not what you may think, and this provocative and enlightening (and humorous) session may surprise you as you learn about what the future holds and how it will dramatically change bank marketing.
8:15 – 9:45 am	Concurrent Sessions Winning in the Small Business Market Martie Woods, Vice President and Chief Experience Officer, Deluxe Corporation, St, Paul, MN Small business continues to be an untapped market -- not because banks don't have competitive small business products, but because small businesses are looking for more than just a competitive product line. Explore the disconnect between what we deliver and what small businesses want.  Learn how small business owners think about their bankers, and discover what it takes to compete more effectively in the small business market. This session will be of interest to all executives involved in setting their strategic direction in the Small Business Market. Session objectives and takeaways include: Seven things customers wish you would help them with and how to impact account balances, acquisition and loyalty How key changes can improve your relationships with small businesses Practical ideas on how to build passion, enthusiasm and accountability among your small business bankers. From GOOD Ad Campaigns to GREAT Ad Campaigns:  A Before-and-After, Interactive Critique Laurie Campbell Pannell, Creative Partner and Brand Strategist, Financial Marketing Solutions, Franklin, TN Tim Pannell, President and CEO, Financial Marketing Solutions, Franklin, TN Bank marketers learn valuable lessons from each advertising campaign launched.  Most successful campaigns began as "works in progress", campaigns that needed lots of tweaking before being good enough to appear in a newspaper, on TV, on a billboard, in a flyer, or on a web site.  This session will review the principles involved in taking a good campaign and making it great, allowing session attendees to see actual campaign transformations.   At this interactive forum, you'll gain valuable insights from reviews of actual marketing campaigns.  Follow how all types of marketing materials, campaigns, and resources are scrutinized, and learn practical tips to develop great campaigns.  A valuable resource for bank marketers in large, regional, and even smaller banks with just one or two members in the marketing department.   Session objectives and takeaways Include: A look at the trends in bank advertising, including new methods on the horizon Reviews of bank marketing materials and open discussion Specific "best practice" to-do lists Copies of a variety of showcased work and the presented revisions, provided to each session attendee on a flash drive.  Delivering a Seamless eBranch Experience Mike Seymour, Senior Vice President, Franklin Savings Bank, ($351M), Franklin, NH Tom Brown, Senior Vice President, Easthampton Savings Bank, ($880M), Easthampton, MA Online use by all demographics is expanding exponentially, and the Internet has quickly evolved from an informational resource to become a primary driver of product sales. In this session, you'll learn timely e-marketing lessons from two banks profiting from action-based web and micro-sites that encourage account openings, loan applications, and other business.  Content is geared towards all experience levels, and all asset-sized banks.  Session objectives and takeaways include: A deepened understanding of the value and benefits of building "action-based" web site navigation and design concepts that function as a virtual branch, with the ability to sell products as effectively as a traditional branch Ways to create integrated marketing plans and micro-sites that will appeal to Gen-Y/X and generate relationships with  a younger demographic by utilizing interactive and social media marketing integrated with traditional marketing Multiple ideas for planning, pitching, and processes for implementation.
9:45 – 10:30 am	Break in the Marketplace
10:30 am – Noon	Concurrent Sessions Transaction to Interaction:  The Role of the Branch in an Age of Automated Banking Steven Reider, President, Bancography Incorporated, Birmingham, AL Since the first ATM was introduced in 1967, bankers have heard predictions of the demise of the traditional retail branch.  Now, amidst relentless cost pressure, expanding electronic channel alternatives, and declining in-branch transaction volumes, calls continue for banks to reduce the scope of their branch networks.  This session shows you why, in reality, banks should pursue just the opposite as branches remain the overwhelmingly dominant channel for new account opening.  Review empirical evidence that proves larger branch networks capture a disproportionate share of deposits.  Discover ways community banks can encourage customers to utilize the branch channel as you see how your institution can reinforce your greatest differentiating trait – your people.   Session objectives and takeaways include: The changing role of the branch as electronic channels emerge, and why we should embrace rather than replace branches, New concepts in design and technology to improve branch sales, service, and efficiency Ways to align branch service models with market demographics, and why effective branch merchandising involves more than just "flat screens," How branch banks can be used to define issues of the next decade, including privacy, customer freedom, and risk management.  Understanding Customer Profitability to Maximize Revenue (Repeat Session) Jay Kassing, President, Marquis, Dallas, Texas
Noon – 1:30 pm	Luncheon with Speaker The Financial Industry's Bum Rap: How Your Bank Can Help Repair it, Restore it and Earn Back Respect! Becki Drahota, President, Mills Marketing, Storm Lake, IA Over the last three years, the perceived focus and value of community banks has been re-defined by politics, media and third party interests. While bankers were busy conforming processes to new standards, bank customers were listening to Today Show guests explaining how credit unions were "a better deal." Banks never stopped being relevant. They just stopped telling their story. Reclaim the value proposition banks provide to America's families and businesses and learn how to repair, restore and/or earn back respect for your bank through a truly inspiring, real-life example.
1:30 – 3:00 pm	Concurrent Sessions The Best Laid Plans: Practices for Marketing Planning Kimberly Barker, CFMP, Vice President, Strategic Internal Communications Manager, M&T Bank Brian Townley, CFMP, Senior Vice President, The National Banks of Central Texas, President, Motivational Management Group According to the Scottish poet, Robert Burns, the  "best laid plans of mice and men go oft askew."  But not if you plan carefully.  In this session, you'll learn how to create marketing plans that truly fit your institution's situation and financial objectives, and are less likely to "go oft askew."  Find out how to analyze your bank's objectives and opportunities, and develop strategies and tactics for success.  Discover that planning can actually be one of the easiest and most rewarding aspects of bank marketing. For all asset-sized banks, and for all experience levels.  Finally – because every bank is different – we'll examine ways you can apply the planning process regardless of size and structure. Session objectives and takeaways include: How the right marketing plans can help you avoid an 80% reactive and 20% proactive role, and how easy developing the right marketing plans can be Variations on the planning process and how they can work for most banks, regardless of size, market or objectives Planning templates to take back to the bank. Setting the Bar High – Exceeding Customer Satisfaction in Changing Times Jason Kincy, Vice President – Marketing Manager, Arvest Bank ($11B) Bentonville, AR Michael Beird, Director of Banking in the Financial Services Practice, JD Power and Associates The 2011 J.D. Power and Associates Retail Banking Study finds that the value of the banking relationship in the customer's mind has become about the bank's ability to deliver against higher service expectations, greater self-empowerment, and ubiquity of access. Excellence in customer service is universal.  So what does it take to be recognized for excellence in customer satisfaction year after year? Find out which performance drivers matter most to customers, and what differentiates top banks from their peers. Discover how top-ranked banks, like Arvest, leverage new delivery channels and technology without neglecting the importance of personal customer interaction.  Designed to benefit professionals of all levels of experience from banks of all asset sizes. Session objectives and takeaways include: How exceptional customer service is defined and measured by JD Power Ways banks excel against higher customer service expectations among the growing Gen Y/X age cohorts – a highly sought after affluent market The behaviors and practices that generate the highest levels of satisfaction, especially in markets where branches are few and far between What it takes to be recognized for Excellence in Customer Satisfaction – firsthand-- from a bank with experience achieving this milestone Actionable tactics and insights to help them build the business case for achieving top rated customer service and satisfaction, and why it matters to the banks' bottom-line. Overtime or Overnight: The expanded role of the Bank Marketer in Mergers and Acquisitions Debi Barnes, Principal, DD&F Consulting Group, Inc. Little Rock, AR With M&A's  on the rise, bank marketers and their CEOs need to understand the importance of the marketer's role in the total process, and the unique skills they can share with their executive management team to make sure things go smoothly before, during and after the transaction.  Discuss the expanded role of the bank marketer in an acquisition, and learn what good marketers should do to prepare in advance for these events—even with very little notice.  Attendees will receive a template for an M&A Acquisition Timeline for conventional acquisitions, and an FDIC Assisted Acquisition Checklist.  Session objectives and takeaways include: The traditional role of the bank marketer and how the acquisition process can change your job description How to create buy-in for the expanded role marketing plays How to prioritize, plan, and prepare for an acquisition The marketing and communications components of an acquisition and their interdependencies with other functional areas of the bank Steps to overcome the challenges of an acquisition FDIC Assisted Acquisitions, and what can we do when it has to be done "absolutely, positively overnight."
3:00 pm	Conference Adjourns

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Questions? Please contact Program Manager John Capotosto.