Program
Program

NOBODY KNOWS BANKS LIKE WE DO. LEARN STRATEGIC BANK MARKETING FROM THE EXPERTS.

The ABA Bank Marketing School is for seasoned bank marketers ready for the next step in their career.

This bank-focused program will show you how to:

  • Develop a strategic marketing plan that produces a greater ROI

  • Leverage the role marketing plays in every aspect of your bank, from basic transactions to relationship building, and every step in between

  • Role-play in team-based activities, parallel to daily activities

  • Use practical application and up-to-date approaches to analyze and interpret your marketing results.

  • Become an invaluable leader in your bank, in your career and in your life.

Develop Your Strategy
  • Branding
  • Customer Experience
  • Marketing Risk Management
Know Your Market
  • Applying Market Intelligence
  • Effective Analytics and Search
  • Relationship Management
Understand Your Audience
  • Digital
  • Social
  • Content Marketing
Calculate Your ROI
  • Strategic Marketing Planning
  • Establishing Marketing ROI
  • Manage What You Can Measure
Demonstrate Your Value
  • Marketing Leadership
  • Your Role in Bank Profitability
  • Marketing Compliance
Discover Edge Learning
  • Apply Marketing Concepts to Edge Bank and Trust — A Fictional Bank with Real-world Challenges Where You Take On the CMO Role
Program Schedule

This schedule is subject to change.

Tuesday- April 24, 2018
4:30PM
School Registration Opens
5:00PM  -  6:00PM
Orientation
6:00PM  -  8:00PM
Welcome Dinner and Networking Reception
 
Wednesday- April 25, 2018
8:30AM  -  10:00AM
SPEAKER
Lance E. Kessler, CFMP
Marketing Planning I

Marketing Planning is dependent on a number of different elements in the organization for it to be successful. Some elements that surround marketing planning are the situation analysis, competitive strategy, and market segmentation. During the first part of this course, the instructor lays the groundwork for building a marketing plan that generates revenue. In the second half of the course, the students apply those elements to a real-life case study.  (Full course description)

10:00AM  -  10:15AM
Morning Break
10:15AM  -  11:45AM
SPEAKER
Jeffrey P. Marsico
Marketing’s Impact on Bank Profits and Strategy I

Understanding various balance sheet components and ratios, and how they drive the income statement and its ratios is critical to understanding how Marketing impacts bank performance. Management reporting, including Asset-Liability Management (ALCO) and profitability reporting, are used internally to manage risks, measure progress, and drive decision-making. Identifying profit drivers that result in positive financial performance is critical to developing bank strategy that focuses on strategic objectives that drive long-term financial performance. (Full course description)

11:45AM  -  1:00PM
Lunch
1:00PM  -  2:30PM
SPEAKER
Lance E. Kessler, CFMP
Marketing Planning II
2:30PM  -  2:45PM
Afternoon Break
2:45PM  -  5:00PM
SPEAKERS
Laura Pomerene, CFMP
Tom Hershberger
Marketing Intelligence I

This course is designed to give students a comprehensive review of the types of marketing research appropriate for financial institutions, uniting quantitative and qualitative techniques with practical application of examining results, developing critical observations, and creating appropriate responses and strategies to leverage the information. Students will use research from an actual banking scenario, and work in groups applying what they’ve learned to create insight for developing strategy. Students will take away a marketing intelligence toolbox that includes research and survey templates, “how to’s” for appending data and calculating share of wallet, an MCIF due diligence checklist, a branch scorecard and report examples, and a complete list of resources to obtain research and refine intelligence. (Full course description)

 
Thursday- April 26, 2018
8:30AM  -  10:00AM
SPEAKER
Jeffrey P. Marsico
Marketing’s Impact on Bank Profits and Strategy II
10:00AM  -  10:15AM
Morning Break
10:15AM  -  12:15PM
SPEAKER
Jeffrey P. Marsico
Marketing Intelligence II
12:15PM  -  1:15PM
Lunch
1:15PM  -  2:45PM
SPEAKER
Jeffrey P. Marsico
Marketing’s Impact on Bank Profits and Strategy III
2:45PM  -  3:00PM
Afternoon Break
3:00PM  -  4:30PM
SPEAKER
Jeffrey P. Marsico
Marketing’s Impact on Bank Profits and Strategy IV
4:45PM  -  6:30PM
CFMP Exam Study Session
 
Friday- April 27, 2018
8:00AM  -  10:00AM
SPEAKER
Lance E. Kessler, CFMP
Marketing Planning III
10:00AM  -  10:15AM
Morning Break
10:15AM  -  12:00PM
SPEAKER
Lance E. Kessler, CFMP
Marketing Planning IV
12:00 PM  -  1:15PM
Lunch
1:15PM  -  2:30PM
SPEAKER
Joann Marsili, CFMP
Marketing ROI I

Marketing professionals provide strategic direction, research client needs, conduct competitive intelligence, develop new products, manage company communications and brand, support sales activities, and improve client experiences. And much more. Many find it difficult to effectively evaluate and prioritize marketing activities, or how to show the financial return of these marketing programs. This course gives the foundation to achieve these goals. These skills are critical in the protection and expansion of your marketing budget, building a case to invest in new projects, and demonstrating to your senior management team and board of directors that you are effectively managing the company’s marketing resources. (Full course description)

2:30PM  -  2:45PM
Afternoon Break
2:45 PM  -  5:00PM
SPEAKER
Joann Marsili, CFMP
Marketing ROI II
6:00PM  -  9:00PM
Dinner and Sponsored Student Activity
 
Saturday- April 28, 2018
8:00AM  -  10:00AM
SPEAKER
Tom Hershberger
Branding and Customer Experience

Bank employees are the caretakers of the brand. Education and motivation are required to create a common understanding among employees and to connect their personal values to the bank’s organizational values. Employees become brand ambassadors when they are fully engaged in the bank’s brand. Brand success is measurable through financial outcomes and research results. (Full course description)

10:00AM  -  10:15AM
Morning Break
10:15AM  -  1:00PM
Guest Speaker
1:00PM  -  5:00PM
Afternoon Off
 
Sunday- April 29, 2018
9:00AM  -  11:00AM
SPEAKER
Kristin Sundin Brandt, CFMP
Content Marketing Strategy

An effective content marketing strategy works as an integral part of any marketing/communications strategy to connect your bank with customers, prospects and the community through a variety of channels. We will identify the critical components to build a content marketing strategy for your bank, while setting the stage for courses later in the week related to social media, public relations and digital marketing. (Full course description)

11:00AM  -  11:15AM
Morning Break
11:15PM  -  12:15PM
SPEAKER
Amber Farley
Social Media Marketing & Analytics

An effective and authentic social media strategy means that it is aligned with the bank’s strategic business and marketing objectives, while at the same time making a connection and providing value to your social audience. Assuming you already know the social media marketing basics, we will take a deeper dive into optimizing your social media presence, developing a growth strategy, making a lasting impression with your content, social advertising best practices, turning your staff into brand advocates, measuring social media performance and more. (Full course description)

12:15PM  -  1:00PM
Lunch
1:00PM  -  2:00PM
SPEAKER
Amber Farley
Social Media Marketing & Analytics (continued)
2:00PM  -  2:15PM
Afternoon Break
2:15PM  -  4:15PM
SPEAKER
Amber Farley
Digital Marketing & Analytics

As marketers, it is our job to make sure that our marketing messages reach the right person, at the exact moment of relevance. This course will provide an overview of digital marketing channels, consumer expectations, and the importance of tracking results and optimizing as you go. Students will learn how to create a digital marketing strategy that’s aligned with the bank’s overall marketing strategy. (Full course description)

4:30PM  -  6:30PM
CFMP Exam Study Session

 

 
Monday- April 30, 2018
8:00AM  -  10:00AM
SPEAKER
Theresa Wendhausen, CFMP
PR/Communications I

As today’s financial services organizations pursue business opportunities and grapple with complex issues, effective communication has never been more crucial. This class will examine various media, including traditional mass media like television, mail and radio, as well as digital media, to be evaluated from the perspective of both receivers and senders of marketing communications. (Full course description)

10:00AM  -  10:15AM
Morning Break
10:15AM  -  12:00PM
SPEAKER
Theresa Wendhausen, CFMP
PR/Communications II
12:00PM  -  12:45PM
Lunch
12:45PM  -  2:45PM
SPEAKER
Charles LeFevre, CRCM
Compliance and Marketing

This 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 non-traditional products, give-aways, and customer privacy.  The course will also provide student’s practical knowledge to ensure the bank’s advertising is effective and compliant when developing appropriate marketing collateral. (Full course description)

2:45PM  -  3:00PM
Afternoon Break
3:00PM  -  5:15PM
SPEAKER
Kimberly T. Barker Conway
Marketing Risk Management

Best practices indicate that Marketing Risk Management can mitigate reputational and operational risk.  This course is designed to give students a framework to establish or enhance the structure needed to be effective and prepared demonstrate an organization’s diligence in reducing the risk associated with marketing activities and deliverables. (Full course description)

 
Tuesday- May 1, 2018
8:00AM  -  10:00AM
SPEAKER
Shon Aguero
Relationship Management Infrastructure I

Every relationship starts with a spark. And in business that spark is our value proposition to the customer. This course begins with developing a meaningful value proposition and then progresses through creating an infrastructure in which relationship building can occur. While we tend to think of “relationship building” as a soft skill the reality is that it takes disciplined processes and management routines to be consistently effective.  (Full course description)

10:00AM  -  10:15AM
Morning Break
10:15AM  -  12:15PM
SPEAKER
Shon Aguero
Relationship Management Infrastructure II
12:15PM  -  1:15PM
Lunch
1:15PM  -  3:15PM
SPEAKER
Lance E. Kessler, CFMP
Effective Marketing Leadership

One of the biggest challenges facing marketers today is having a seat at the executive table in order to have the appropriate level of influence and impact on the organization’s strategic direction. 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, students will explore how they can become stronger leaders in their organizations. (Full course description)

3:30PM  -  5:00PM
Student Farewell Reception
 
Wednesday- May 2, 2018
8:00AM  -  10:00AM
CFMP Exam
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