Justify Your Attendance

You recognize the value of attending the ABA Bank Marketing Conference but you need to secure approval for time away from the office, as well as travel and registration funds from your organization. Using this Justification Kit, you will find everything you need to present your business case, including a letter template, which you can customize to suit your needs.


General Tips & Talking Points

  • High Return on Investment: Outline how the time and money being spent for you to attend the ABA Bank Marketing Conference will help take your skill’s and your bank’s performance to the next level
  • Efficient & Cost Effective: ABA Bank Marketing Conference offers an intensive learning environment. Attending will be much more cost-effective and time-efficient compared to registering for multiple seminars or webinars.
  • World-Class Content: The ABA Bank Marketing Conference is developed and delivered by the banking industry’s top thought leaders and practitioners.


Next Steps

  • Customize the Justification Letter (below) to present as part of your formal request.
  • Offer to prepare a short presentation for your colleagues to share what you learn, maximizing your bank’s ROI for your attendance. Mention that presentations and notes can be shared with your colleagues, providing a valuable resource tool.
  • Be ready with a plan that shows who will cover for you while you are attending the ABA Bank Marketing Conference.
  • Be sure to check out the registration page for applicable fees and discounts. ABA Members save on registration fees! Also, team members from the same institution are eligible for a group discount for even greater savings.


Sample Justification Letter


Dear <supervisor’s name>,

I would like to attend the ABA Bank Marketing Conference in Baltimore, Maryland, September 23-25. 2018.

Attending the ABA Bank Marketing Conference will provide me with strategies and tactics to building our marketing to deliver improved profitability and ROI. The sessions are carefully prepared to be relevant to institutions of all sizes. In addition, I will be immersed in learning with a diverse group of peers from across the country whose insights and perspectives will enhance the learning experience.

The ABA Bank Marketing Conference covers topics such as profitability and ROI, branding and customer experience, product management, social media and digital marketing, and more. After reviewing the Conference program, I have identified a number of sessions that are directly relevant to our organization’s situation.(insert examples). This opportunity to gain greater knowledge in bank marketing trends and techniques makes my attendance at the ABA Bank Marketing Conference a wise investment for the institution.

Here is the breakdown of costs:
  • Roundtrip Airfare: <$xxxx>
  • Transportation: <$xxxx>
  • Hotel: <$xxxx>
  • Meals: <$xxxx>
  • Registration Fee: <$xxxx>
  • The total costs associated with attending this Conference are: <$xxxx>
  • The experience and benefit for the institution: Priceless.

I am extremely enthusiastic about this opportunity and the benefits that both I and (your organization’s name) will realize as a result of my attendance. Thank you for your consideration.



Contact the ABA Bank Marketing Conference program manager John Capotosto for more information.