SUNDAY, SEPTEMBER 14, 2008

8:00 am – 6:30 pm

Registration

8:00 am – 12:30 pm

Pre-conference Workshop

Leveraging Public Relations to Achieve Sustainable Business
Wayne Roberts, Senior Vice President/General Manager, Weber Shandwick Worldwide (Atlanta)
Most marketing experts agree that a consistent public relations program, fully integrated with other communications activities, is one of the most cost-efficient and effective ways to support a company's overall marketing and business development efforts.

Few industries are better suited to leverage a strategic public relations program than banking. From building and enhancing a corporate reputation to using media relations to advance awareness, understanding and differentiation, banks can build an effective public relations program to drive long-term sustainable customer loyalty and growth.

The workshop will provide attendees with a blueprint to developing an overall public relations campaign, including:

• strategies for generating positive media coverage
• ideas on creating a vibrant news bureau
• ways to foster meaningful media relationships
• best practices in crisis avoidance.

Attendees will be able to take the workshop's key learning's and easily apply them to their current and future marketing programs, be they with a local, regional or national bank. The workshop fee is $195 for ABA members ($275 non-members).

2:00 – 3:15 pm

Opening General Session

Experience Authenticity
Joseph Pine, Best-selling author and co-founder, Strategic Horizons LLP
Today, goods and services are everywhere being commoditized -- in the banking industry perhaps more than any other.  What customers now look for are experiences -- memorable events that engage them in an inherently personal way.  Joe Pine, co-author of the bestselling books The Experience Economy and Authenticity: What Consumers Really Want, will show you how to move past the marketing gimmicks to build an authentic experience for your customers.

3:30 – 5:00 pm

Concurrent Sessions

Generating Deposits
John Clayton, Senior Vice President of Community Banking, Washington Federal Savings Bank ($650M), Washington, PA
Karl Keller, President, Quest Analytics, Pittsburgh, PA
Are you looking for ways to expand customer relationships and generate new deposits in your bank? This session will focus on one community bank's success in growing deposits and reducing attrition by focusing on generating teller referrals, managing on-boarding activities and using customer event triggered opportunity management, combined with an overall change in the sales and service culture within the bank. Learn how to identify opportunities within your customer base and provide your sales team with highly targeted leads each day. Take back practical strategies and tactics with proven results that you can implement immediately.

Event Marketing and Sponsorhips - More Lucrative Than You Think!John Coulson, Vice President Marketing and Sales, PressBox Event and Sponsorship Consulting, Baltimore, MD
You just found out your bank is going to sponsor the county high school football program. With limited resources, how do you make the most of this opportunity? Financial institutions of all sizes develop and participate in events and sponsorships with varying degrees of success. This session will teach methods for analyzing, negotiating and executing events and sponsorships with a firm focus on ROI.

Generation Y... and Why Your Bank Can't Afford to Miss Them
Bryan Sims, Founder and CEO, brass|MEDIA Inc., Corvallis, OR
As the biggest population boom since the Baby Boomers, Generation Y is going to change the way your bank does business. They don't act the same way, think the same way, or communicate the same way as previous generations. The question is, are you prepared for this change?
Does your bank turn down young adults with no credit? Do you offer a free box of checks to young adult who swipe plastic and shop online? Learn how to increase your share of Gen Y customers.

5:00 – 6:15 pm

Opening Reception in the Marketplace

MONDAY, SEPTEMBER 15, 2008

7:00 am – 6:00 pm

Registration Open

7:00 am – 8:00 am

Power Breakfasts

8:00 – 9:00 am

General Session

The Art of Vision
Erik Wahl, Founder, The Wahl Group, Inc.
Uncover new ways to make your bank more creative and ultimately more profitable. In this entertaining and highly practical program, attendees will learn how they can achieve superior performance by visibly differentiating themselves from the competition.

9:00 – 9:45 am

Break in the Marketplace

9:45 am – 12:15 pm

Learning Labs

Branding, Inside Out
Rick Jacobs, Principal, Monigle, Inc., Denver CO
Karen Hakala, CFMP, Vice President of Marketing, Norway Savings Bank, Norway, Maine ($800M)
Building and activating a powerful brand strategy in the financial industry is a journey, not an event. It requires bold leadership (that's you!) and must be embraced by your entire organization.To be successful you must build a solid brand foundation (identity elements, positioning, core messaging, etc.), align behaviors and promises, and engage audiences with brand-infused communications and programs. Join this workshop to learn more about the vital strategies and case studies for building and activating your brand. Moreover, you will have the opportunity to participate in a dynamic "Mad Branding (thanks Jim Cramer) Lightening Round" Q & A session that will get everyone involved and thinking.

Web-Based Marketing for Banks: Optimizing Online Strategy

Richard Carlisle, CIO, Valley National Bank ($270M), Espanola, NM

Clay Morgan, Creative Services Manager, Digital Insight, Athens, GA

Maintaining your brand image and Web site is critical to improving usability as a way to attract and keep users.  This session will provide attendees with solid research, tips, tricks and tools from first-hand experience, as well as share a case study on a successful online marketing approach. Attendees will learn best practices to improve their online banking/website.

[Sales]
Driving an Effective Marketing & Sales Machine
James Schneider, President & CEO, Schneider Sales Management, Inc., Greenwood Village, CO
Peter Soraparu, Executive Vice President & Head of the Retail Banking Division, American Trust & Savings Bank ($847M), Dubuque, IA
Calibrating the proper blend of marketing and sales and seamlessly transitioning from one activity to the other often presents a significant challenge to banks of all sizes. Developing a strategy, determining the marketing mix to support that strategy and then effectively executing the various elements of the marketing plan will create a responsive sales environment. It's then the responsibility of a bank's sales force to deliver the necessary results for overall success.  This workshop will include both small group discussions and Case Studies of how marketing can assist their bank's in driving sales.

12:15 – 1:00 pm

Lunch in the Marketplace

1:00 – 2:30 pm

Concurrent Sessions

Building Loyalty Through Mobile Banking
Joe Bartolotta, Senior Vice President of Marketing, Eastern Bank ($6.8B), Boston, MA
Awele Ndili, Ph. D, Chief Executive Officer and Founder, MShift, Inc., San Jose, CA
It can be used to take photos, schedule meetings, play music, browse the Internet and, of course, make phone calls. That's why the mobile phone is becoming more valuable to people than their wallet, and why banks are steadily adopting mobile banking solutions that allow customers – particularly younger ones – to check balances and pay bills on the go. This session explains how banks can easily and inexpensively adopt a mobile banking solution, and how marketing of this service will improve customer satisfaction and loyalty.

Business Banking: How to Get Your Share of the Market
Lori Case, Senior Vice President, Marketing, First State Bank ($600M), Conway, AR
Robb Hollosy, Vice President, Business Banking Marketing Manager, National City Bank ($150B), Cleveland, OH
Business banking customers are a popular target for banks these days. This session will provide real world, hands-on strategies and examples for penetrating this growing segment while providing top-notch marketing support. You'll be taken through the process from lead generation and prospecting to positioning and messaging. Hear an in-depth case study on remote deposit and how two bank marketers, one representing a small, community bank and the other, a super regional bank, have both successfully marketed this product. Attendees will glean immediate take-away ideas while also having an opportunity to share their business banking strategies with colleagues.

[Sales]
Leveraging Sales Opportunities Across Bank Lines of Business
Candy Fitzek, Executive Vice President & Director of Banking, Ocean Bank ($2B), Portsmouth, NH
Shawn O'Brien, Commercial Banking Segment Manager & VP, Corporate Marketing, BBVA Compass Bancshares, Inc. ($35B), Birmingham, AL
Gary Stein, Partner, Capital Performance Group, Washington D.C.
Selling additional services to an existing customer is always easier than acquiring new customers, and many segments represent significant opportunities for more than one business line. However, cross selling across business lines has always been a challenge for most banks. This session will concentrate on overcoming organizational and other implementation issues and provide guidance for developing successful cross-sale strategies. Tactics, tools and best practices from other banks who have formalized this process into an effective and measurable strategy will be featured. Community banks will find this session of particular value because of silos that often exist in their institutions. Best practices for sharing information, establishing working teams and sales processes will be highlighted. Attendees will leave with a well developed plan for developing cross-lines of business programs at their own institutions.

Generating Deposits (Repeat Session)
John Clayton, Senior Vice President of Community Banking, Washington Federal Savings Bank ($650M), Washington, PA
Karl Keller, President, Quest Analytics, Pittsburgh, PA
Are you looking for ways to expand customer relationships and generate new deposits in your bank? This session will focus on one community bank's success in growing deposits and reducing attrition by focusing on generating teller referrals, managing on-boarding activities, using customer event triggered opportunity management, combined with an overall change in the sales and service culture within the bank. Learn how to identify opportunities within your customer base and provide your sales team with highly targeted leads each day. Take back practical strategies and tactics with proven results that you can implement immediately.

2:30 – 3:30 pm

Break in the Marketplace

3:30 – 5:00 pm

Concurrent Sessions

Marketing to the Mass Affluent
Dan Arnold, President, LPL Financial Institution Services, Charlotte, NC
There is a reason so many competitors are vying for a piece of the mass affluent market: it is very lucrative. This session will discuss how banks can offer an integrated wealth management program that empowers them to compete effectively in the mass affluent segment of the marketplace. The discussion will also include products, services, features and functionality required to serve these clients, as well as the distribution strategies many banks are using to reach these clients.

Understanding Social Media as a Marketing Tool
Gary Jackson, Business Relationship Manager, Google, Atlanta, GA
Facebook, blogs, My Space, social networking... The mere idea of trying to get a handle on all of it is dizzying. In this session, you'll gain a clear understanding of the world of social media, who is using it and whether or not it's a marketing tactic that's right for your bank. After just 90 minutes, social media will seem so much less daunting.

Compliance & Marketing
Chuck Lewis, Director of Risk Management, RSM McGladrey, Kansas City, MO
Learn how compliance and marketing can function together in maintaining your banks communications and media presence, yet still operate within the guidelines of banking regulations. Successful procedures will be reviewed and solutions to marketing/compliance challenges will be discussed.

[Sales]
Internal Incentive Programs - Delivering Results!
Janice D. Mitchell, Small Business Segment Manager, Synovus Financial Corporation ($33 Billion), Columbus, GA
An internal incentive program can make the difference between a great product launch and a failed one. In this session, you'll learn successful incentive programs are created, implemented and delivered for maximum results. Whether you are planning an incentive program around iPod giveaways or trips to exotic places, you will understand the essential building blocks required to reward the right behaviors as well as communicate to participants and managers in an effective and fun way.

5:00 – 6:00 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.

6:00 – 7:30 pm

CAB Event
Each year, the Corporation for American Banking treats attendees to a fun and relaxing event. This year guarantees a good time for all. 

TUESDAY, SEPTEMBER 16, 2008

7:00 am – 2:00 pm

Registration

7:00 – 8:00 am

Power Breakfasts

8:15 – 9:45 am

Concurrent Sessions

Positioning Marketing at the 'C' Level
Panelists:
Eleanor F. Doar, CFMP, Senior Vice President & Marketing Director, Amcore Bank ($5.3B), Rockford, IL
Susan Bergen Painter, CFMP, Senior Vice President & Chief Marketing Officer, First National Bank (Pennsylvania; $8.3B), Hermitage, PA
Moderator:
Gregory A. Dufour, President and Chief Executive Officer, Camden National Bank ($2.3B), Camden, ME
Marketing's full potential and impact will be reached only if it has the commitment and respect of an organization's executive team. Each of the session's panelists have been successful in positioning themselves and marketing, to the all important chief or "C" levels of their organizations. In this session, through a moderated panel discussion, you will learn from these executives as they describe their own experiences and career strategies as well as respond to questions from the session attendees. All session attendees should be prepared with questions for the panelists in order to make this a significant learning experience.

Creating a Complete Word of Mouth Marketing Strategy

John H. Bell, Managing Director/Executive Creative Director, 360° Digital Influence, Ogilvy Public Relations Worldwide, Washington, DC

While trust in marketing and media wanes, trust in peer-to-peer recommendations rise. How can you introduce a complete word of mouth marketing strategy inside your organization? The demands and the opportunities for getting involved with online influencers, establishing your own voice, creating platforms for conversations with customers and even, co-creation are great. And many of the new social media opportunities – blogs, podcasts, wikis – intersect with critical interactive strategies like search and multimedia distribution. Find out how companies like Lenovo, Intel, and Select Comfort have gone from putting a toe in the water to a full-blown commitment.

ALCO in Plain English
Philip J. Mantua, Executive Vice President & Chief Financial Officer, Sandy Spring Bank ($3.1B), Olney, MD
Steven Borg, SVP & Corporate Marketing Director, California Bank & Trust ($10.5B), Oakland, CA
The Asset/Liability Committee is one of the most important and dynamic management committees in any banking organization.  Being knowledgeable about ALCO, its role in your institution and how you can contribute to the ALCO process can be a critical factor in your success as a marketing professional.  Although some ALCO concepts may seem complex and difficult to understand, some of the basic tools necessary to effectively participate can go a long way to allowing Marketing to be connected to the ALCO process in order to be more fully integrated into the decisions of the organization.  This session will cover the objectives of ALCO, as well as the important role the marketing director plays in the direction and decisions coming out of committee.

[Sales]
Start Banking on Your Current Customers
Julie Cords, Vice President of Marketing, Eastwood Bank ($375M),  Rochester, MN
Ted Triplett, Relationship Marketing Specialist, JMFA Direct, Lincoln, NE
Judy Whitfield, Marketing Special Projects Manager, Venture Bank ($1.2B), DuPont, WA
Constantly working to replace the non-stop flow of customers that leave a bank is like starting from square one each day. And that's not an easy or inexpensive proposition for banks. With today's marketplace becoming more competitive and customers more fickle about their choices, there's never been a better time for banks to switch their focus to customer retention.
Attendees will take-away practical, how-to-ideas on how to building stronger customer relationships so they can get their customers to consolidate more financial relationships with their bank, stay with their bank for a lifetime and become more profitable. Actionable ideas on how to develop a marketing strategy that will increase customer lifetime value will be detailed and real life examples will be shared by banker co-presenters.

9:45 – 10:45 am

Break in the Marketplace

10:45 am – Noon

Networking Roundtables

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

1:30 – 3:00 pm

Concurrent Sessions

Marketing Analytics: The Information Loop
Kathleen Campbell, CFMP, SVP, First Citizens National Bank ($650M), Mansfield, PA
Chad Crouch, CFMP, Marketing Information Officer, Central Bancshares ($3.0BB), Lexington, KY
Are you in the information loop?  Are you seeking or do you have access to the business intelligence you need to most effectively manage your marketing?  You should have a firm grip on your bank's financial position, strategic objectives, and tactical efforts.  Discover the Top 10 components of Marketing Analytics that will enable you to successfully drive ROI and deliver results that matter for your bank.  Gain perspectives from Certified Financial Marketing Professionals (CFMP) at both a community bank and a regional bank holding company. 

Building an Effective Advertising Agency Relationship
Roger Gray, President and CEO, GKV, Baltimore, MD
It's a universal truth: Advertising agencies are generally viewed as cutting edge thinkers while banks are generally viewed as ultra conservative. So how does this 'odd couple' form a long-lasting, satisfying relationship? In this session attendees will learn how to get the most from an ad agency relationship, including how to work on a limited budget, best practices for communicating what you need, and how to measure success.

3:00 pm

Conference Adjourns