Program
Program At A Glance
Day 1
  • Bonus Learning Labs
  • Flash Sessions
  • Beignets and Bellinis Networking Reception
  • Opening Keynote: David Beebe – Publish or Perish: Win the Hearts, Minds, and Wallets of Next Generation Consumers with Content Marketing
  • Opening Reception in the Marketplace
Day 2
  • General Session: Scott Belsky – Making Ideas Happen
  • General Session: Brian Carter – Hack Your Customers Brain
  • Brand Hackathon
  • Bank Marketing Video Awards Ceremony
  • Live: Dwayne Dopsie and the Zydeco Hellraisers
Day 3
  • General Session: The New Buyer, and How to Cope
  • Prize Bonanza in the Markeplace
  • Flash Sessions
  • Closing General Session: Kai Kight – Composing Your World
  • See You Next Year!
Full Program Schedule
Day 1- September 24, 2017
9:00 AM  -  12:00 PM
SPEAKER
Robert Rose
Return on Audience: Rebooting Content Marketing into a Business Strategy

We are moving into a new era of marketing – one where marketing’s role has expanded. Yes, again. We tried Content Marketing, and now it needs a reboot. We’re all creating more content – but why, where, and how will we even measure success? While there are no templates in this new world, there are proven frameworks we can use to set our new course.

Take a look at the specifics of our Content Marketing approach and how it contributes to the very evolution of our business.

9:00 AM  -  12:00 PM
SPEAKER
Kerry Bodine
Customer Journey Mapping

Whether you’re just getting started or looking for a methodology refresh, this workshop will give you the language and tools to map your customer journey. We’ll discuss the core elements of effective journey maps within the context of real examples, then you’ll practice journey mapping during a hands-on exercise.

Learn why journey mapping is an essential methodology for today’s organizations to master—and receive Kerry Bodine Co.’s PowerPoint journey mapping template.

12:00 PM  -  12:30 PM
Beignets and Bellinis

You never know where you may find the next new idea. Catch up with colleagues and friends, make new connections, and discover an endless source of inspiration both at the conference and throughout the year!

12:30 PM  -  1:30 PM Lunch is served!
1:30 PM  -  2:30 PM
SPEAKER
David Beebe
Opening Keynote: Publish or Perish: Win the Hearts, Minds, and Wallets of Next Generation Consumers with Content Marketing

Today’s consumers have gotten really good at two things: avoiding advertising and making better-informed purchase decisions.The smartest CMOs are now shifting their core strategy away from advertising as we know it—and towards content marketing. Everyone is a publisher, media company, and content creator today – including brands, companies, and organizations of all types and sizes. David will examine the changing media landscape, the intersection of technology and storytelling, and share insights on how the most effective brands and marketers use a combination of the two to reinvent the way they are engaging with their audiences through the next generation of content.

2:45 PM  -  3:45 PM
SPEAKERS
Greg Kihlstrom
Lauren Hendricks
Using Website Redesign to Reach New Markets

As a growing bank brand, reaching into new markets often means expanding your brand to engage new demographics and audiences. This requires a balance between staying true to your core values, while positioning your brand to attract new customers. Hear how to do this when approaching a redesign of your website, and how those techniques can be applied to all your marketing efforts.

Discover how United Bank, headquartered in Parksburg, WV, used a website redesign to strengthen its brand positioning and grow into the more urban and business-centric Washington, D.C. market – while staying true to their 175-year old bank values.

2:45 PM  -  3:45 PM
SPEAKERS
Laura Pasternak
Michael Zimmerman
Practical Research: How to Get the Data You Need on the Budget You Have

Market intelligence isn’t a “nice-to-have.” It’s a MUST, if you’re going to effectively compete in today’s fast-paced marketplace. How do you get the data you need without breaking the bank (literally)? How is technology changing how market research is done? How are organizations leveraging data to improve their bottom-line? Join us for an informative, provocative, and sometimes whimsical exchange.

2:45 PM  -  3:45 PM
SPEAKERS
Amol Gill
Will Arndt
What Would You Do With 28% More Time?

You’ve got jobs to do: Gathering and sharing your organization’s stories, finding the right people, nurturing your culture, even organizing meetings. And you’re using email for most of that. But should you? Workers spend 28% of their time managing email. What if you could cut back on that time while improving your organization’s culture and efficiency? Are you ready for less email and more connection? Let’s talk about best practices for communication on your intranet.

2:45 PM  -  3:45 PM
SPEAKERS
Mark Gibson
Mary Beth Sullivan
Shon Aguero
Motivating Buying Behavior with Advanced Product Design, Marketing & Sales Strategies

Using insights from recent consulting work and a bank marketer’s recent product launch, this session highlights advanced concepts in product and marketing campaign design as well as research into best practices in customer acquisition and relationship building. We will discuss product design principles and campaign strategies that work to increase sales and response rates and build deeper, more loyal and more profitable relationships – with consumers and business owners. Today’s best-in-class products deliver more of the value customers seek and are designed to improve the experience customers have with their banks. New marketing campaign strategies and sales tactics have proven to drive higher buying response. We will provide insights into what works, review one of Landmark Bank’s recent and successful product launches, and recommend straightforward approaches to motivating buying behavior with current customers and prospects.

We will provide insights into what works and a straightforward approach to building a better product set for today’s consumers.

4:00 PM  -  5:00 PM
SPEAKER
Jen Michaels
Leveraging LinkedIn: (Re)Building Your Brand in a Crowded Space

You may have had a LinkedIn for a while, but it’s time to retool and optimize your profile on the most  powerful of professional platforms. This is increasingly critical for marketing and sales teams, who are using advanced search and filtering techniques to expand their networks and connections.  This interactive session will show you how to develop a dynamic profile (think mini-magazine bio), expand your network and opportunities, and become a brand ambassador and enhance your reputation.  If you don’t work LinkedIn, LinkedIn won’t work for you.

4:00 PM  -  5:00 PM
SPEAKER
John Deveney
Building an Actionable Crisis Communications Plan

Your organization has planned for every aspect of a crisis. But if an emergency strikes tomorrow, is your plan truly actionable? Will it achieve what it is meant to, without unnecessary delays or complications? Or is it only useful in theory? If your plan is not actionable, it’s important to fully operationalize it before the next emergency hits.

After attending this highly interactive session, you’ll be able to evaluate and create an effective plan for your bank. Learn the 8 golden rules of crisis, and the fundamental absolutes that should be followed in every crisis situation, no matter the crisis.

4:00 PM  -  5:00 PM
SPEAKER
Dave DeFazio
The Amazon Prime Effect – Surviving in the New Subscription Society

Subscription services are quickly becoming the dominate strategy of today’s best retailers and have caused a monumental shift in the way people buy. More than 50% of all American households now subscribe to Amazon Prime, and more than 200 million people subscribe to this and other retail services such as Netflix, Spotify, Dollar Shave Club, Costco and AAA. Bank marketers have a duty to understand these trends and drive their banks beyond just transactions to connect better with the lifestyles of today’s modern consumers.

4:00 PM  -  5:00 PM
SPEAKER
Andy Viana
Moving in a Digital Direction

Life is digital. People consume huge amounts of information digitally each and every day. Learn how to shift your traditional strategy to a digital strategy in an effective and measurable way. Align your company objectives with the best digital channels and create messages that resonate with customers and potential customers where they are – on their device. Learn how to identify micro-moments and use your marketing dollars smarter by presenting valid offers to interested consumers where they are and when they want.

5:00 PM  -  6:30 PM Opening Reception in the Marketplace
 
Day 2- September 25, 2017
7:00 AM  -  8:00 AM Power Hour
7:00 AM  -  8:00 AM
SPEAKER
Tom Kuhr
The Biggest Disruption to Banking in 2017: Facebook

The biggest change to customer interaction and marketing is happening with or without you. In the past year, Facebook has introduced three major platform changes that your customers are using today. Learn more about these game-changing concepts an a few of the options for using them to increase customer satisfaction, lower marketing costs and increase up-sell opportunities.

Sponsored by

7:00 AM  -  8:00 AM
SPEAKER
Gina Bleedorn
Bank Branding 101: Don’t Just Be Liked – Be Loved

Mad Men’s Don Draper famously said: “If you don’t like what’s being said, change the conversation.” In today’s transparent marketplace, banks must create new brand stories that shape conversation in authentic ways. In this disrupted, competitive landscape, brands need to be aware that consumers have never been so savvy, discerning or critical about brands, nor as bombarded with messages and choices.

In this Power Hour session, you’ll discover strategies to:

  • Make your brand relevant to the audiences you want to reach
  • Determine and perpetuate your brand’s archetype
  • Align your brand values with your audience values
  • Develop a unique value proposition for your brand
  • Successfully launch your brand in your market

Sponsored by

8:00 AM  -  9:00 AM
SPEAKER
Scott Belsky
General Session: Making Ideas Happen

Great ideas only see the light of day when creative people and teams are able to get organized, harness the forces of community, and become better leaders of themselves and others. After years of research, Scott Belsky and his team at Behance have found a series of best practices common across some of the world’s most productive creative people and teams. Scott is the author of the national bestselling book “Making Ideas Happen” and leads Behance, the world’s largest online platform of creative professionals. Scott will share insights and practical tips that you can use to push bold creative projects to completion.

9:00 AM  -  10:00 AM Networking in the Marketplace
10:00 AM  -  11:00 AM
SPEAKER
Wei Ke, PhD
Leveraging Decision-Making Psychology for Revenue Engagement on Digital Channels

Most banks think of digital as primarily a cost-cutting opportunity and ignore the huge potential it enables on the revenue side through “pull-based” marketing. Explore successful digital-interfaces, choice-architectures and techniques to present offers that encourage customers to self-identify needs and voluntarily enter into multi-product relationships, without the need to deliberately push or cross-sell. Learn how presentation can affect price-sensitivities, and address common psychological biases in lending towards up-front fees, rates and monthly payments.

10:00 AM  -  11:00 AM
SPEAKER
Barbara Sanfilippo
Financial Health – The Key to Customer Engagement

A recent Gallup Survey clearly demonstrated that consumers want their bank to improve their financial well-being, not just sell them products. Customers want help but all they get are financial calculators on a website. Going digital is not a differentiator. Those banks that provide education and advice to improve their customers’ financial health will gain a competitive edge! In this idea-packed session you’ll receive a “roadmap” to turn your retail staff into a highly confident team of financial coaches skilled at engaging customers with interactive tools to uncover their financial goals and generate organic revenue.

Note: This session is aimed at retail executives.

10:00 AM  -  11:00 AM
SPEAKERS
Shelly Loftin
Yurik Paroubek
Real World Merger & Rebrand Communications

Change can be a bear. In a world where banks are constantly consolidating or merging while simultaneously trying to innovate and take advantage of technology to become more efficient – how is a bank marketer to get all these touchpoints and communications right? This case study presented by Bear State Bank demonstrates how they have merged multiple banks together, handled core conversions and a re-brand all with minimal deposits dollars lost. Learn from what they did well and from the things they wish they would have done better, how to navigate key stakeholder communications, jump-start culture integration, capitalize on data and measure your success. Leave with practical tools to help handle a merger or other big organizational change on a timeline and within budget.

10:00 AM  -  11:00 AM
SPEAKER
Michelle Hastings Simon
Niche Marketing Approach and Case Study

The days of using mass marketing to successfully meet your goals and objectives have been over for some time. There are new ways to build profitable client relationships and one of those ways is through niche marketing. Banks cannot be everything to everyone, so why not direct your marketing efforts towards the niche that cares? Marketers are recognizing the changes taking place in the marketplace and must adapt their client engagement strategies to align with their specific geographic area. Marketing requires building the most efficient paths to new niche markets, finding ways to drive smaller and more frequent messages to prospects and anticipating points where prospects are receptive to your marketing messages. What this ultimately means is that bigger is not always better and that we, as marketers, must be vigilant in appropriately targeting niche segments. Learn how one bank identified a niche, developed a strategy and implemented a solid niche marketing program targeting women entrepreneurs.

11:15 AM  -  11:45 AM
SPEAKER
John S. Oxford, CFMP
Geo-fence Your Way to Mobile Marketing Magic

Mobile and digital advertising has exploded. From native ads to pre-roll videos, getting your brand onto a mobile device doesn’t have to be hard even in this crowded advertising space. Learn how to “geo-fence” and “geo-conquest”, what kind of creative helps break through the clutter, how to track your campaigns, and how to make your bank a mobile advertising winner.

11:15 AM  -  11:45 AM
SPEAKER
Lance E. Kessler, CFMP
How to Structure Your Marketing Department

Not all marketing departments are created equal. There is not a one-size-fits-all solution for structuring your marketing department. However, regardless of whether you lead a team of many marketers or a small team of marketers who wear many hats, the role of marketing is significantly changing. Digital disruption, better use of data for decision making, a focus on the customer experience all demand new skills and responses from marketers. Discover a six-step assessment process for arriving at the most effective marketing structure for your organization with the appropriate team of marketers.

11:15 AM  -  11:45 AM
SPEAKER
Jeff Januszek
Create Thumb-Stopping Video Content

In today’s hyper-distracted digital world, the window for capturing attention and delivering your message has never been narrower. Without proper execution, your message and budget investment will roll right off the screen in the blink of an eye. In a digital world where video is everything, how do you make your content leap off the screen, and emotionally connect with your target audience? See how one bank effectively, and creatively delivers its message in a condensed time frame.

11:15 AM  -  11:45 AM
SPEAKER
Sarah Grano
ABA Communications Resources – Did You Know?

What do you say if your bank is breached? Or, if there’s a protest outside one of your branches? What about a weather disaster, or a robbery? Our Crisis Communications Toolkit — designed especially for the role of the communicator — can help you answer those questions, and more. The toolkit includes information how to create a crisis communications plan, and sample materials for various types of crises. In this session, you’ll learn more about how to use the toolkit, and ABA’s other communications resources.

12:00 PM  -  12:30 PM
SPEAKER
John S. Oxford, CFMP
Geo-fence Your Way to Mobile Marketing Magic

Mobile and digital advertising has exploded. From native ads to pre-roll videos, getting your brand onto a mobile device doesn’t have to be hard even in this crowded advertising space. Learn how to “geo-fence” and “geo-conquest”, what kind of creative helps break through the clutter, how to track your campaigns, and how to make your bank a mobile advertising winner.

12:00 PM  -  12:30 PM
SPEAKER
Lance E. Kessler, CFMP
How to Structure Your Marketing Department

Not all marketing departments are created equal. There is not a one-size-fits-all solution for structuring your marketing department. However, regardless of whether you lead a team of many marketers or a small team of marketers who wear many hats, the role of marketing is significantly changing. Digital disruption, better use of data for decision making, a focus on the customer experience all demand new skills and responses from marketers. Discover a six-step assessment process for arriving at the most effective marketing structure for your organization with the appropriate team of marketers.

12:00 PM  -  12:30 PM
SPEAKER
Jeff Januszek
Create Thumb-Stopping Video Content

In today’s hyper-distracted digital world, the window for capturing attention and delivering your message has never been narrower. Without proper execution, your message and budget investment will roll right off the screen in the blink of an eye. In a digital world where video is everything, how do you make your content leap off the screen, and emotionally connect with your target audience? See how one bank effectively, and creatively delivers its message in a condensed time frame.

12:00 PM  -  12:30 PM
SPEAKER
Sarah Grano
ABA Communication Resources – Did You Know?

What do you say if your bank is breached? Or, if there’s a protest outside one of your branches? What about a weather disaster, or a robbery? Our Crisis Communications Toolkit — designed especially for the role of the communicator — can help you answer those questions, and more. The toolkit includes information how to create a crisis communications plan, and sample materials for various types of crises. In this session, you’ll learn more about how to use the toolkit, and ABA’s other communications resources.

12:30 PM  -  1:30 PM Lunch in the Marketplace
1:30 PM  -  2:30 PM
SPEAKER
Brian Carter
General Session: Hack Your Customer’s Brain: How Social Brands are Evolving to Entertain, Obtain & Retain Customers

Your customer wants to love your company. With today’s social tech, customer service tools and data, it’s easier than ever to understand and gratify customers. Many of these powerful tools are surprisingly affordable and simple. Hack your customer’s brain to discover what’s unique about your best customers and what they love most. Apply that to dazzle them, creating infatuation with your brand, and measurably increase their devotion to your company.

2:30 PM  -  3:15 PM Break in the Marketplace
3:15 PM  -  4:30 PM
Branding “Hack-a-Thon” – Marketing and Networking in ACTION!

Think you have what it takes to create a bank brand in less than two hours? One that’s vibrant, fresh and doesn’t have the words First or National in the name? Working in a group of colleagues by your asset class you’ll develop and pitch the best bank brand.

Learn the process of naming a new bank and creating a compelling tagline, and participate in a turbo-fast brand pitch all with creative collaboration. Prizes and refreshments too!

4:30 PM  -  5:30 PM
Bank Marketing Video Awards

Showtime! Announcing the best 2017 bank marketing videos! The big winners will be unveiled at this annual awards ceremony, along with plenty of pizzazz, lights, action and refreshments.

5:30 PM  -  6:30 PM
Dwayne Dopsie and the Zydeco Hellraisers

There’s no way you can sit still to Dwayne Dopsie! Hailed as “America’s Hottest Accordion”, Dwayne and his band play a unique, high energy style of zydeco that defies existing stereotypes. If you haven’t yet discovered zydeco, it’s a musical genre that evolved in southwest Louisiana by French creole speakers. So, get your NOLA style on! The fun factor will be way up there for this show.

 
Day 3- September 26, 2017
7:00 AM  -  8:00 AM Power Hour
7:00 AM  -  8:00 AM
SPEAKER
Kris Kieper
It’s Not Your Journey, It’s Theirs. Beyond the Map to Actionable Journey Insight.

Many Banks are ‘mapping the customer journey’ to better understand their customers. The trouble is that current journey thinking is flawed; it’s not actionable, and, therefore is failing to meet customer needs.

Only by realizing that a customer journey isn’t a fixed process and by acknowledging that the customer is in charge can banks truly engage with their customers.

In this session, we’ll debunk customer journey myths, introduce the customer-managed journey concept and look at how this can transform some typical banking journeys.

Sponsored by

7:00 AM  -  8:00 AM
SPEAKER
Adam Thompson
Consumer Checking Account Trends and Tactics

Products are more important than ever as we face increased big bank competition, more demanding consumers, and ever present financial/compliance pressures.  Join us in our power breakfast session where we examine the latest consumer research and peer performance checking account statistics, providing simple action items that every marketer can take home to improve their products.

Sponsored by

8:15 AM  -  9:15 AM
SPEAKER
Mathew Sweezey
General Session: The New Buyer, and How to Cope

The buyer has changed, we all get that but what does that really mean? In this session, Mathew Sweezey, Principal of Marketing Insights at Salesforce and author of Marketing Automation for Dummies will share with you research to help you understand what the modern buyers care about and tactically how to put that into action via nurturing programs and automated methods.

9:15 AM  -  10:15 AM
Prize Bonanza in the Marketplace

Last chance to learn about new resources you could be using at your bank, plus, lots of cool prizes.

Trust us, you will want to win big in the marketplace.

10:15 AM  -  11:15 AM
SPEAKERS
Chris Parker
Stephen Hill
Automated Marketing For The Resource-Strained Bank Marketer

Learn to leverage your data and the latest in modern marketing software to create more sustainable promotional and educational campaigns. You balance ten different roles in a given workday, but your bosses still expect results.

This session will help you develop logic-driven automation across your marketing  activities and avoid the crippling inefficiencies of static, one-off product campaigns and email “blasts.”

10:15 AM  -  11:15 AM
SPEAKER
Tim Pannell
Build Your Small Business Market the Right Way – By Listening

Every small business is unique. We will bring together a panel of local business owners of different sizes who will provide insights into their banking behaviors and decision-making processes – choosing one financial institution over another; the role the banker plays; what makes them leave their current bank to bank with you. What do they really think of your marketing efforts? How important is technology? Gain insights to communicate effectively and attract and acquire small business relationships in your market. Identify pain points and how your bank can best alleviate them.

10:15 AM  -  11:15 AM
SPEAKER
Rebecca Morris Hoeft
Creating a Memorable and Engaging Brand Experience

Status quo doesn’t work anymore. To exist in today’s world your brand has to innovate or it won’t exist tomorrow. As marketers, we adapt to today’s consumer expectations while also ensuring customers have memorable experiences with our brand. However, a ‘memorable brand experience’ will not exist if employees don’t feel or experience the same inside your organization. Those brands that succeed at creating meaningful customer and employee connections, are the brands who will survive and be seen tomorrow.

Learn how Sunrise Banks created a brand experience that has earned them their positive, “do good” bank reputation around the globe.

10:15 AM  -  11:15 AM
SPEAKER
Maggie Robert
Harnessing the Power of Social Influencers

In 2017, it is essential to think beyond traditional marketing. Influencer marketing isn’t just trending, it’s here to stay, and brands are realizing the power behind those with loyal and engaged followings. Learn exactly what everyone is talking about, if it’s right for your brand, and how to effectively work with influencers. You’ll leave with everything you need to implement influencer marketing for your institution and have access to consumers on a more personal level than ever before.

11:30 AM  -  12:30 PM
SPEAKER
Kai Kight
Closing General Session: Composing Your World

Why do some people just play notes they are handed while others write new music in the world? In his captivating presentation, violinist Kai Kight will tackle this question, perform original music and share the inspiring story of how he became an innovative composer in a field of conformity. This session will leave you feeling inspired to take your future into your own hands and bring your unique ideas forward.

12:30 PM Conference Adjourns
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