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Curriculum | Bank Marketing School

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The Bank Marketing School is for marketers, with at least three years of experience, who are ready for the next step in their career. 

The school will take place virtually and in person. You must attend both to receive a certificate of completion and the Advanced Certificate in Bank Marketing.

  • April 10-12 - Virtual Classes
  • April 16-21 - In Person Classes

All times are in ET.

  • Mon, Apr 3

  • Mon, Apr 10

  • Tues, Apr 11

  • Wed, Apr 12

  • Sun, Apr 16

  • Mon, Apr 17

  • Tues, Apr 18

  • Wed, Apr 19

  • Thurs, Apr 20

  • Fri, Apr 21

Mon, Apr 3

1:00 PM - 2:00 PM

Student OrientationJoin us for an overview of the school and a thorough review of ABA’s learning management system.

Mon, Apr 10

11:00 AM - 12:30 PM

School Welcome and Orientation
Are you ready for a great experience?  Meet the team for an in-depth look at the curriculum and what to expect throughout the program so you can prepare accordingly.

12:30 PM - 1:15 PM

Lunch

1:15 PM - 3:15 PM

Marketing ROI IMarketing professionals are required to fill many roles within a financial services organization. They provide strategic direction, research client needs, conduct competitive intelligence, develop new products, manage company communications, support sales activities and more. Given the large demands and challenges of the job, many find it difficult to effectively evaluate and prioritize marketing activities. In this session, learn to show the financial ROI of your bank marketing endeavors.

  • Joann Marsili, CFMP, EVP, Chief Marketing & Digital Experience Officer, Fidelity Bank

3:15 PM - 3:30 PM

Break

3:30 PM - 5:00 PM

Digital Marketing ICustomers interact with your brand at many touchpoints, like pit stops along a journey. In this course, develop a strategic mindset to connect the dots between available digital marketing channels and the customer journey. Today’s consumers spend a majority of their day online, yet marketing budgets don’t always maximize that opportunity. Learn effective tactics for planning digital channel selection, maintaining a brand across the entire spectrum of engagement, applying the right channel at the right time and being resourceful with implementation and measuring success.

  • Amber Farley, EVP, Emerging Media, Financial Marketing Solutions

Tues, Apr 11

11:00 AM - 1:00 PM

Marketing Data & Analytics IThe implementation of “big data” and marketing analytics has challenged financial institutions everywhere. In this course, discover various data types that can be used to make informed decisions in both traditional and digital marketing endeavors. Learn to identify how to extract meaningful information from data sources, tools to derive insights from this data, and best practices when taking action on discovered insights.

  • Hunter Young, Founder & President, HIFI Agency

1:00 PM - 1:30 PM

Lunch

1:30 PM - 3:30 PM

PR/Communications IIn this course, examine mass and digital media from the perspective of both receivers and senders of marketing communications. Learn to take into consideration both the consumer and business markets in a rapidly changing environment. Consider how your organization handles PR, including requests for donations, media list compilation, media contact strategies and the creation of an annual communication plan.

  • Theresa Wendhausen, CFMP, VP & Branding & Communications Manager, First National Bank and Trust Company

3:30 PM - 3:45 PM

Break

3:45 PM - 5:00 PM

Sales and Marketing Alignment IWhen sales and marketing teams work together; they can generate a powerful growth engine for banks. Designed as an engaging case study, this course will walk through the steps to create alignment between the sales divisions and marketing team to develop successful marketing campaigns and strategies in obtaining bank-wide goals.

  • Shelley Regin, CFMP, SVP, Marketing, Country Bank

Wed, Apr 12

11:00 AM - 12:30 PM

Marketing Risk ManagementReputation risk affects an institution’s ability to establish new relationships, products or services, and continue serving existing relationships. This risk can expose an organization to litigation, financial loss, and damage to the brand. Aside from reputational damage, operational risk can lead to increased costs or decreased revenue. In this course, learn to managing operational risk so you can ensure that your marketing programs are executed on accurately, on time, on budget and on strategy.

  • Charles LeFevre, CRCM, Principal Consultant, Big Easy Advisors, LLC

12:30 PM - 1:00 PM

Lunch

1:00 PM - 2:30 PM

Compliance and Marketing IThis course will provide students with an overview of the laws and regulations that govern a bank’s advertising and market planning. Students will learn how these laws and regulations relate to loan, deposit and nontraditional products and to customer privacy. Gain practical knowledge to ensure your bank’s advertising is effective and compliant when developing appropriate marketing collateral. 

  • Charles LeFevre, CRCM, Principal Consultant, Big Easy Advisors

2:30 PM - 2:45 PM

Break

2:45 PM - 4:15 PM

Multicultural MarketingMulticultural Americans play an integral role in expenditure growth in the country. The impact of this consumer segment is central to the success of every consumer brand, and financial institution, in America. During this course, gain insights into how marketing to multicultural consumers can elicit incredible results for your bank.

  • David Femi, Head of Multicultural Banking & Diverse Market Strategy, M&T Bank

4:15 PM - 5:00 PM

In-Person School Q&A

Sun, Apr 16

3:00 PM - 4:00 PM

Hotel Check In

4:00 PM - 4:30 PM

School Registration

4:30 PM - 6:00 PM

Welcome and Team Building Exercise

6:00 PM - 7:00 PM

Welcome Dinner

7:00 PM - 8:00 PM

Welcome Reception

Mon, Apr 17

8:00 AM - 10:00 AM

Marketing Planning IUsing the Path to Superior Execution as its framework, this course details how marketing planning does not happen in a vacuum. Learn how to implement a five-step participatory marketing planning process, and how the situation analysis, competitive strategy, market segmentation, etc. play a role. Then, practice applying those elements to a real-life case study.

  • Lance Kessler, CFMP, President, Lance Kessler & Associates - Marketing Consulting and Training

10:15 PM - 12:15 PM

Marketing Planning IIUsing the Path to Superior Execution as its framework, this course details how marketing planning does not happen in a vacuum. Learn how to implement a five-step participatory marketing planning process, and how the situation analysis, competitive strategy, market segmentation, etc. play a role. Then, practice applying those elements to a real-life case study.

  • Lance Kessler, CFMP, President, Lance Kessler & Associates - Marketing Consulting and Training

12:15 PM - 1:00 PM

Lunch

1:00 PM - 3:00 PM

Marketing Profitability: Bank Financial Analysis and Asset/Liability Management IUnderstanding the components of a balance sheet, and how they drive income statements, is critical to understanding how marketing affects bank performance. Management reporting, including Asset-Liability Management (ALCO) and profitability reporting, are used internally to manage risks, measure progress and drive decision-making. In this session, learn to identify profit drivers that result in positive financial performance and how to develop a strategy that focuses on strategic objectives that drive long-term success. 

  • Peggy Hudson, CFMP, SVP, Marketing, MidWestOne Bank

3:00 PM - 3:15 PM

Break

3:15 PM - 5:15 PM

Marketing Profitability: Bank Financial Analysis and Asset/Liability Management IIUnderstanding the components of a balance sheet, and how they drive income statements, is critical to understanding how marketing affects bank performance. Management reporting, including Asset-Liability Management (ALCO) and profitability reporting, are used internally to manage risks, measure progress and drive decision-making. In this session, learn to identify profit drivers that result in positive financial performance and how to develop a strategy that focuses on strategic objectives that drive long-term success.

  • Peggy Hudson, CFMP, SVP, Marketing, MidWestOne Bank

Tues, Apr 18

8:00 AM - 9:30 AM

Marketing Planning IIIUsing the Path to Superior Execution as its framework, this course details how marketing planning does not happen in a vacuum. Learn how to implement a five-step participatory marketing planning process, and how the situation analysis, competitive strategy, market segmentation, etc. play a role. Then, practice applying those elements to a real-life case study.

  • Lance Kessler, CFMP, President, Lance Kessler & Associates - Marketing Consulting and Training

9:45 AM - 12:00 PM

Marketing ROI IIMarketing professionals are required to fill many roles within a financial services organization. They provide strategic direction, research client needs, conduct competitive intelligence, develop new products, manage company communications, support sales activities and more. Given the large demands and challenges of the job, many find it difficult to effectively evaluate and prioritize marketing activities. In this session, learn to show the financial ROI of your bank marketing endeavors. 

  • Joann Marsili, CFMP, EVP, Chief Marketing & Digital Experience Officer, Fidelity Bank

12:00 PM - 1:00 PM

Lunch

1:00 PM - 3:00 PM

Digital Marketing IICustomers interact with your brand at many touchpoints, like pit stops along a journey. In this course, develop a strategic mindset to connect the dots between available digital marketing channels and the customer journey. Today’s consumers spend a majority of their day online, yet marketing budgets don’t always maximize that opportunity. Learn effective tactics for planning digital channel selection, maintaining a brand across the entire spectrum of engagement, applying the right channel at the right time and being resourceful with implementation and measuring success.

  • Amber Farley, EVP, Emerging Media, Financial Marketing Solutions

3:00 PM - 3:15 PM

Break

3:15 PM - 5:30 PM

Social Media MarketingIn this course, discuss the strategy, uses and planning required to succeed in the fast-changing world of social media marketing. Social networks are constantly stepping up their game to keep users engaged and entertained. Your organization’s social strategy should be doing the same. Whether you’re focused on becoming a trusted resource, humanizing the bank, highlighting community involvement, promoting bank products, developing business opportunities, or extending your customer service offerings, this course will show you how to achieve results in the social space.

  • Amber Farley, EVP, Emerging Media, Financial Marketing Solutions

6:00 PM - 8:00 PM

Bowling & BBQ

Wed, Apr 19

8:00 AM - 10:00 AM

Content Marketing and ManagementThis course will review foundational elements of creating a content strategy for your bank. From understanding the competition to developing your customer persona, you will walk away equipped with tactical takeaways to build your content plan. Learn the proven processes to effectively document, plan and coordinate your content plan, and create a production schedule to engage, nurture and convert your customers and prospects. Discover ways to research, remix and repackage your content to make your content work harder for you.

10:15 AM - 12:45 PM

Marketing Data & Analytics IIThe implementation of “big data” and marketing analytics has challenged financial institutions everywhere. In this course, discover various data types that can be used to make informed decisions in both traditional and digital marketing endeavors. Learn to identify how to extract meaningful information from data sources, tools to derive insights from this data, and best practices when taking action on discovered insights.

  • Hunter Young, Founder & President, HIFI Agency

12:45 PM - 1:30 PM

Lunch

1:30 PM - 3:45 PM

PR/Communications IIIn this course, examine mass and digital media from the perspective of both receivers and senders of marketing communications. Learn to take into consideration both the consumer and business markets in a rapidly changing environment. Consider how your organization handles PR, including requests for donations, media list compilation, media contact strategies and the creation of an annual communication plan.

  • Theresa Wendhausen, CFMP, VP & Branding & Communications Manager, First National Bank and Trust Company

3:45 PM - 4:00 PM

Break

4:00 PM - 5:00 PM

Content Marketing Case Study and DiscussionModern marketing consists of the Four C’s: Content, Connection, Conversion and Campaigns. In this session, learn about the first C: why all great marketing begins with content. Content marketing is about taking information and making it something engaging that leads to an action. Learn to identify what brand content should be for your bank, and how to create, deliver and measure it. Discover how to create content for various budgets, receive a lesson in the creative process and explore new ideas to make a bank’s brand content grab attention in the age of distraction.

  • John Oxford, CFMP, SVP & Director of Marketing & Public Relations, Director of Marketing & Public Relations, Renasant Bank

5:30 PM - 6:30 PM

Karaoke

Thurs, Apr 20

8:00 AM - 10:00 AM

Compliance and Marketing IIThis course will provide students with an overview of the laws and regulations that govern a bank’s advertising and market planning. Students will learn how these laws and regulations relate to loan, deposit and nontraditional products and to customer privacy. Gain practical knowledge to ensure your bank’s advertising is effective and compliant when developing appropriate marketing collateral. 

  • Charles LeFevre, CRCM, Principal Consultant, Big Easy Advisors

10:15 PM - 12:15 PM

Sales and Marketing Alignment IIWhen sales and marketing teams work together; they can generate a powerful growth engine for banks. Designed as an engaging case study, this course will walk through the steps to create alignment between the sales divisions and marketing team to develop successful marketing campaigns and strategies in obtaining bank-wide goals.

  • Shelley Regin, CFMP, SVP, Marketing, Country Bank

12:15 PM - 1:00 PM

Lunch

1:00 PM - 5:00 PM

Student Group Exercise

Fri, Apr 21

8:00 AM - 10:00 AM

Student Group Presentations 

10:30 PM - 12:30 PM

Effective Marketing Leadership

One of the biggest challenges facing marketers today is having a seat at the executive table. This course is designed to explore the role of marketing, and how strategic leadership is essential to that role. Through interactive discussion and hands-on activities, explore how to become a stronger leader in your organization.

  • Lance Kessler, CFMP, President, Lance Kessler & Associates - Marketing Consulting and Training

12:30 PM

School Adjourns

This program is subject to change. Please bookmark this page to check for continuing updates. Read ABA Conference and School Policies to help answer additional questions.

Keep Me Informed

Get updates on the next session of the Bank Marketing School. Contact John Capotosto if you have any questions.