ABA Marketing Conference.

Critical thinking to differentiate your bank

* Develop a customer-centric marketing message that builds your brands and sets you apart from the competition without always competing on price

* Gain strategic and practical solutions to make the most of your marketing dollars

* Deepen your understanding of the relationship between sales and marketing

* Take home proven methods of attracting and retaining the profitable small business segment

Earn up to 15.5 CFMP credits.

Smarter ... Faster ... Better

Return on marketing investment (ROMI), profitability, MCIF, acquisition, retention, incentives, branding ... the list goes on Today's bank marketing professionals need to develop and implement marketing tactics to build strong financial institutions that stand out in the crowded marketplace. Those who succeed will be the ones who can take all of these daily challenges and implement tactics that positively impact the bottom line.

The mission of the ABA Marketing Conference is to deliver valuable, in-depth content to help you and your organization succeed. Designed by an advisory board of your peers, this conference provides big picture strategies as well as the practical how-to's of addressing various marketing challenges--both critical to successfully building your brand and differentiating your bank.

You will:

* Learn how to identify customer ideas and integrate them into your ongoing marketing campaign

* Understand how to employ ROMI tactics to help you measure your marketing efforts

* Walk away with a ton of useful tips on conducting research efficiently and inexpensively

* Get practical ideas on strengthening your small business marketing efforts

* Explore new generational marketing ideas that can build your bottom line.

Peer Interaction

At the ABA Marketing Conference, you will have plenty of opportunities to interact with your peers, enhancing your learning potential and establishing long-term peer relationships. In addition to the Networking Roundtable Lunches, described below, you'll have a chance to meet colleagues and potential service providers in the Marketplace and at conference social events.

Networking Roundtable Lunches

Join your peers for these interactive and informative discussion groups. The roundtable topics will reflect conference session topics so you can dig deeper into those issues that interest you. You will establish new ideas and strategies that you can take back to the office.

These facilitated discussions will focus on issues and topics most critical to today's bank marketing executives. And you'll make important networking contacts you can continue to rely on throughout the year. So bring your issues, best practices and business cards for this invaluable idea exchange.

Conference Key

To make the most of your conference experience, each session is designated by the following categories:

[L] Leadership & Management

[M] Marketing Intelligence

[P] Profitability

[S] Sales

** Strategic sessions will give you a top-down overview of the impact of a particular topic and what you should be doing to manage the resources dedicated to meeting these challenges.

Plan your conference wisely. Visit www.aba.com for expanded session descriptions, as well as updated conference information.

Who Will Attend

* Directors and Vice Presidents of Marketing for financial institutions

* Retail banking executive staff

* Marketing and sales leaders

* Suppliers of marketing and retail banking solutions

WEDNESDAY, SEPTEMBER 7

9:00-10:00 AM Opening General Session

Get Switched On!

The Magic of Mission and Momentum

Chip Eichelberger, CSP

If people take their jobs, their purpose and their colleagues for granted, it slowly destroys relationships, team unity and initiative. Your bank looks and acts like any other ... NOT GOOD. In this highly energetic opening keynote, Chip will show you how to switch on your team, and begin standing out from the crowd. Each person will pursue their work with renewed tenacity, high morale and contagious energy. Get your team on a roll!

10:15-11:45 AM Concurrent Sessions I

[L] Creating a Culture of Top Performers

Louise Anderson, President, Anderson Performance Improvement, Hastings, MN

In this informative session, you will learn how to develop an effective incentive program to drive desired behaviors and measurable results for your bank. Proven best practices and research in meaningful recognition and reward programs will lay the foundation for the presentation, while tactical discussions will focus on actual cash, points-based, gift and trip incentive programs in place at various banks. Common pitfalls will be reviewed, including how to avoid creating a tracking nightmare or over-paying incentives.

[M] Online Marketing: What You Do Online Can Make a Profitable Difference!

Lois Koch, Vice President, Sales Support, Digital Insight, Calabasas, CA

Jane Schachtel, Director, Marketing, Digital Insight, Calabasas, CA

You have launched your Website. You've launched online banking. Now, how do you capture those profitable online customers and increase cross-sales and wallet share? This interactive session will provide practical marketing tools and ideas to get and keep your customers online and provide insights into using online banking as a marketing channel to achieve greater wallet share.

** [M] The Changing Face of America: The Business of Reaching Emerging Markets

James Ballentine, Director, Community Development, American Bankers Association, Washington, DC

There are nearly 33 million immigrants in America today and each year nearly 1 million more arrive. How does this impact the way your bank does business? A small percentage of lenders have seized the opportunity to capture this emerging market of eligible first-time customers. Learn how lenders have overcome barriers and established institutional capacity to meet the needs of this burgeoning market of potential new homebuyers and depositors.

[M] Marketing Research: Benchmarks, Toolkit and Case Studies

Tonya Brothers-Bridge, Senior Vice President, Director of Retail Sales, Marketing, Electronic Banking and Training, German American Bancorp ($1 Billion), Jasper, IN

Kimberly Clay, Director, Marketing Research, Bancography, Birmingham, AL

The challenge for bank marketers and strategists lies in how to distinguish their institution in the marketplace. The most neglected area where financial institutions can make a significant difference and positively affect the bottom line with minimal investment is service quality. You'll leave with industry benchmarks, a toolkit with a dozen ready-to-implement surveys, over 60 Websites for free research and complete case studies from institutions with little or no budget.

11:45 AM-1:00 PM Networking Roundtable Lunch

1:00-2:00 PM Dessert in the Marketplace

2:00-4:30 PM Workshops

[S] Creating a Competitive Advantage: Using Differentiation as the Key to Small Business Acquisition and Retention

Nick Vaglio, CFMP, Vice President, Marketing, Wachovia Bank ($500 Billion), Summit, NJ

Learn valuable differentiation lessons from non-banking commodity companies. Hear case studies of banks that generate huge returns through differentiation and never compete on price. Explore successful brand, value proposition and go-to-market strategies, and also walk away with a myriad of low-cost acquisition and retention tactics. You'll also have the opportunity to share ideas, tactics and best practices. Come prepared to participate!

* [M] Become a "Top Gun": Outmaneuver Your Competition by Acquiring, Leveraging and Using Customer Insight

Bruce Clapp, CFMP. President, MarketMatch, Clayton, OH

Don Martin, CFMP, Marketing Director, Charlotte State Bank ($230 Million), Port Charlotte, FL

Customer insight is about identifying and aligning your strategies with your customers to create new opportunities. In this workshop you will learn how to uncover, identify and integrate customer insight and behavior into your ongoing marketing processes. We will show you why customer insight is critical, what is important to know, where to find it and how to adjust your business strategies to strengthen customer ties and build revenues. Position your bank to be your customer's trusted advisor.

[P] Marketing Can Influence Financials: Steps to Successfully Building an MCIF

Brian Fox, Senior Consultant, ViTEX Strategic Management Consultants, Mooresville, NC

Steve Stevenson, Executive Vice President, Sales and Marketing Manager, Bank of Agriculture and Commerce ($360 Million), Stockton, CA

This workshop will lead you through the process of acquiring and building an MCIF, including conducting needs analysis to determine if an MCIF will benefit your bank, developing MCIF strategies, selecting the right MCIF vendor, reviewing best practices to leverage your investment, avoiding common mistakes and obtaining buy-in throughout the bank. The session will conclude with successful MCIF implementation stories.

[M] Return on Marketing Investment: Understanding Why, When and How to Measure the Value of Brand, Customer and Marketing Initiatives

Michael Hinshaw, Managing Partner, MCorp, San Rafael, CA

Daniel Swartz, AVP, Product Development and Direct Marketing Manager, First National Bank of Pennsylvania ($5 Billion), Hermitage, PA

This workshop is for those interested in quantifying the value of their investments in marketing, brand and customer loyalty programs. Attendees will leave with an understanding of the interrelationships between strategy, customer, financial and marketing metrics, as well as tools for the planning and implementation of return on marketing investment initiatives in their organizations.

4:30-5:30 PM Ad Awards Reception

5:30-6:30 PM Opening Reception in the Marketplace

THURSDAY, SEPTEMBER 8

8:00-9:00 AM General Session

360[degrees] of Small Business Banking

Jim Blasingame, Creator and Host, The Small Business Advocate Show

Deepening and enhancing relationships with small business customers continues to be a challenge for both relationship managers and bank marketers alike. Consequently, there are an alarmingly high number of single-service small business customers at many banks. This informative panel discussion, moderated by international small business expert and award-winning talk show host, Jim Blasingame, will feature bankers and small business owners sharing ideas and best practices to uncover the secrets of building long-lasting relationships with each other.

9:15-10:45 AM Concurrent Sessions II

* [M] Branch Development

Steven Reider, President, Bancography, Birmingham, AL

Planning for new branches represents an essential discipline in banking strategy. The average cost of a new branch approaches $2 million in many market areas, rendering it critical that banks base network decisions upon thorough demographic, competitive, economic and financial analysis. This session will present the fundamentals of branch planning, including market level network planning, evaluation of new branch opportunities, site selection and branch closure decisions.

* [M] Millennials: Marketing Effectively to the Next "Great Generation"

Bruce Clapp, CFMP, President, MarketMatch, Clayton, OH

Your bank is changing ... your customers are changing ... your staff is changing. How you act or react to these marketing issues will determine the rate of success for your bank. Generational marketing is about understanding your changing customers' profile and effectively aligning your marketing strategies to create new opportunities. In this session, you will learn how to identify, understand and integrate generational differences into your marketing methods and messages for the critical Millennial generation--the drivers of tomorrow's bank success. Explore specific methods of relating to Millennials and gain practical advice on how to create a generational marketing approach for your organization.

[L] How to Do More with Less

Colleen Lingane, Vice President, Financial Services Practice Leader, M Squared, San Francisco, CA

Increased duties. More responsibilities. lighter deadlines. But no increase in staffing. Sound familiar? More and more, marketing professionals are being asked to do more with the same or less. This session will offer practical information on how to best structure your marketing department and hew to develop a procurement strategy that includes outsourcing and independent consultants.

[M] Telling Your Story: Lessons on Branding a Community Bank

Lisa Binder, Vice President, Marketing & Sales, MetaBank ($808 Million), Storm Lake, IA

Tom Flynn III, Vice President, Client Services, Lessing Flynn Advertising, Des Moines, IA

Everyone talks about building a brand, but what does that really mean? Branding is more than just changing your name and logo. In this informative session, you will hear firsthand about a bank's "rebranding" efforts and gain practical insights for "telling your story."

10:45-11:30 AM Break in the Marketplace

11:30 AM-1:00 PM Concurrent Sessions III

[S] Earning Your Way into the Circle of Trust: Creating Strategic Partnerships with Small Business Customers

Madeline Belfoure, Director of Marketing, CornerstoneBank ($120 Million), Atlanta, GA

Nick Vaglio, CFMP, Vice President, Marketing, Wachovia Bank ($500 Billion), Summit, NJ

Learn how to enter the "Circle of Trust" and become trusted, strategic advisors to your customers to grow relationships and maximize profitability. Tactical discussions will center on trusted advisor banking case studies that feature unique product niches, contact management, customer profiling, relationship planning, and gathering market, industry and competitor intelligence. You will receive valuable tools, including "Business Client Profile" and "Relationship Planning" templates and "Self-Diagnostic Test" and "Customer Perspective Insights" worksheets. You will have the opportunity to share your best practices, tactics and ideas, as well as participate in some trusted advisor exercises.

[M] Extreme Makeovers

Dee Kates, Vice President, First Community Bank ($100 Million), Columbus, OH

John Mathes, VP/Director of Brand Strategy, Brand Partners Group, Alpharetta, GA

Brian Reno, Principal Architect, GRFI/VRA, Chicago, IL

This entertaining, yet informative, seminar will focus on the importance of integrating your marketing efforts with the look and feel of the physical interior of your branch. While some makeovers can be an expensive proposition, this session will include tips on transforming your bank with little or no budget: All examples will be presented with the associated cost. Through trends, case studies and live makeovers from attendee submissions, participants will return home with the knowledge and confidence to make over their own branches. Learn everything from integrating point of sale collateral and brand management to choosing colors and plant placement. To be considered for the free in-session makeover, email photos of the inside of your branch to [e-mail] by July 1, 2005. Only registered bankers are eligible for this unique opportunity!

[M] Telling Your Story: Lessons on Branding a Community Bank

Repeat Session (See Thursday, 9:15-10:45 AM for session description.)

[M] Search and Seizure: Unlocking the Strategies of Customer Retention

Laura Fuller, Director, Dove Consulting, Boston, MA

This session will focus on strategic programs your bank can develop to improve retention for both new and existing customers in the consumer segment. Tactical discussions will include point of sale programs, on-boarding initiatives, cross-selling programs over the customer life cycle, and event-based marketing and retention initiatives. The discussion will cover strategies that can be developed by banks both with and without data mining capabilities.

1:00-2:30 PM Networking Roundtable Lunch

2:30-3:30 PM Dessert in the Marketplace

3:30-5:00 PM Concurrent Sessions IV

[M] Building Business Success by Partnering with the Community

Alisha Johnson, Senior Vice President/Director of Marketing, Highland Bank ($400 Million), St. Paul, MN

As a banker, you understand how important it is to give back to the community. But in this ever-tightening economic environment, how can we "give" and still get something in return? This presentation will get you thinking about how you conduct your current "giving" efforts and will help you choose fundamental policies and procedures that most benefit your financial institution. You will take away frameworks for community reinvestment, contribution requests, corporate citizenship programs and much more.

* [L] How to Be Better Bank Marketers

Sara Watkins, Executive Vice President, Sandy Spring Bank ($2.4 Billion), Olney, MD

The role of the bank marketer is an integral part of any bank's success, but all too often can be looked at as a cost center, and therefore not taken very seriously. In this informative session, you will learn how to be recognized as the marketing expert, build partnerships throughout the organization, sell an idea to the CEO and sell the same idea to the front line. You'll hear strategies on how to be included in sales meetings, become a productive member of ALCO and conduct meetings that everyone wants to attend. This session will include templates for developing your individual Career Development Plan.

[M] Extreme Makeovers

Repeat Session (See Thursday, 11:30 AM-1:00 PM for session description.)

[L] How to Do More with Less

Repeat Session (See Thursday, 9:15-10:45 AM for session description.)

5:30-6:30 PM Havana Nights Reception

Sponsored by the Corporation for American Banking

1950's Cuba, a balmy evening, sun setting over the water. The conditions are just right for joining your friends and colleagues for food, fun and dancing, Latin style.

FRIDAY, SEPTEMBER 9

7:30-8:30 AM Power Breakfasts

8:30-10:00 AM Concurrent Sessions V

What Keeps You Up at Night?

Sponsored by the ABA Marketing Network

This is your opportunity to give us feedback on ideas, challenges and issues. Log on to www.aba.com/marketingnetvvork, and give us your thoughts.

[M] Electronic Banking: Is Your Head Spinning Yet?

Nikki Waters, Chief Marketing Officer, SVP, Enterprise Payments Division, First Data, San Diego, CA

Electronic banking continues to grow in popularity, offering exceptional convenience, flexibility and buying power to consumers and businesses alike. In today's explosive market, electronic banking is the key to generating more income and staying ahead of your competition. This session provides an overview of current trends in the industry as well as a view of what lies ahead. Practical discussions will focus on the rollout of affordable solutions for new electronic products and how to generate income and other benefits.

[P] Building a Customer Profitability Model

Steve Stevenson, Executive Vice President, Sales and Marketing Manager, Bank of Agriculture and Commerce ($360 Million), Stockton, CA

A profitability model can help you identify and retain your most profitable customers, develop cross-sell strategies and enhance your product development and customer acquisition activities. This session will review the data required to accurately calculate income and expenses associated with various products and the monthly updating process to maintain data integrity. You'll also be presented with successful strategies for integrating the information throughout the organization and incorporating the data in customer relationship management activities.

* [M] Building Brand Equity by Creative Design: Leveraging Customer Touch Points

Bryan LiBrandi, Creative Director, LiBrandi Communication Group, Springboro, OH

Creative design is a critical tool in bringing a bank's brand identity to life. Consistently leveraging creative design creates recognition with customers and facilitates deeper understanding of the bank's key rational points of difference. In this session, you will learn how leveraging the strategies of brand design enables banks to connect with customers on a relevant, emotional level, building a relationship that leads to recognition, loyalty, increased sales and profits.

10:00-11:00 AM Break in the Marketplace 11:00 AM-Noon Closing General Session

The Future of Banking

John E. Silvia, Ph.D., Chief Economist, Wachevia Bank, N.A. ($500 Billion), Charlotte, NC

This general session will provide an update on the current U.S. economy, and how significant factors, including forecasts of GDP growth, inflation, Fed policy, interest rates and exchange rates, will affect the banking industry.

September 7-9, 2005

2005 ABA Marketing Conference Advisory Board

A faculty of your peers created this world-class program. The American Bankers Association thanks the Advisory Board members for their dedication and service.

Chair

Nick Vaglio, CFMP

Vice President, Marketing

Wachovia Bank ($500 B)

Summit, NJ

Members

Steven Borg

SVP/Marketing Director

California Bank & Trust ($9.2 B)

Oakland, CA

Bruce Clapp, CFMP

President

MarketMatch

Clayton, OH

Kimberly Clay

Director

Marketing Research

Bancography

Birmingham, AL

Michelle Devine, CFMP

Vice President and

Marketing Information Manager

First National Bank of Pennsylvania ($5 B)

Johnstown, PA

Dee Kates

Vice President

First Community Bank

($100 M)

Columbus, OH

Donna Kimes

Senior Vice President, Marketing

Farmers & Merchants Bank ($300 M)

Stuttgart, AR

Susan Langer

Vice President, Marketing

First National Bank of River

Falls ($275 M)

River Falls, WI

Don Martin, CFMP

Marketing Director

Charlotte State Bank ($200 M)

Port Charlotte, FL

Sara Watkins, CFMP

Executive Vice President

Sandy Spring Bank ($2.4 B)

Olney, MD

Program schedule and speakers are subject to change. Please check www.aba.com for continuing program updates.

The Institute of Certified Bankers (ICB)is dedicated to promoting the highest standards of performance and ethics within the financial services industry. The 2005 ABA Marketing Conference content has been reviewed and approved for up to 15.5 continuing education credits toward the CFMP designation.

The American Bankers Association is registered with the National Association of State Boards of Accountancy (NASBA), as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be addressed to the National Registry of CPE Sponsors, 150 Fourth Avenue North, Suite 700, Nashville, TN 37219-2417. Website: www.nasba.org.

9.0 CPE credits will be awarded for attending this group-live program.

2005 Marketing Conference Exhibitors AccuData America

ACTON Marketing LLC

Advantage Branch & Office Systems, LLC

ATM Advertising

Bancography, Inc.

Capital One

Captive Audience

Carlson Leisure Travel Services

Cendant Marketing Group

Corporation for American Banking (CAB)

Data Management Marketing

DataMentors, Inc.

DEI, Inc.

eNR Exstream Software

Financial Marketing Systems, Inc.

Financial Wisdom Marketing Services, Inc.

First Research

GRFI, Ltd.

Harte-Hanks

Hartmarx Consumer Apparel Products

HF Direct

Image Products, Inc.

Informa Research Services, Inc.

Inlighten, Inc.

JMFA Direct, LLC

John M. Floyd & Associates

Kane Graphical Corporation

Lands End

LR Money Machine

2005 Marketing Conference Exhibitors (Continued) L & H Custom Merchandising

Maplnfo

MarketMatch, Inc.

Mid-America Merchandising

Monigle Associates

Motivation Advantage

NewGround

NewGround Retail Media Group

NSS Corp

OUCH! Marketing

PCi Corporation

Pinnacle Financial Strategies

Priority Publications

PSB The Marketing SuperSource

Raddon Financial Group

Rennhack Marketing Services, Inc.

Semaphore, Inc.

Strunk & Associates, L.P.

Support Financial Resources, Inc.

Texas Digital

Talisma

The Halford Company, Inc.--dba The CD Guys

The Kiosk and Display Company, LLC

Upstanding

Willey Brothers, Inc.

WordCom, Inc.

Xerox Corporation

Zagat Survey

The ABA Guarantee

ABA guarantees that the ABA Marketing Conference will meet or exceed your expectations. If it does not, simply let us know, in writing, and we'll refund your full registration fee--no questions asked.

The ABA Marketing Conference is part of a comprehensive portfolio of ABA Retail Banking and Marketing Solutions designed to grow accounts and advance careers.