ABA School of Bank Marketing and Management: re-energize your efforts at the premier program for bank marketers.

* Increase your competitive advantage with leading-edge strategies and approaches

* Benefit from a dynamic curriculum delivered by the industry's top marketers

* New in 2005--effective strategies for evaluating your marketing efforts and optimizing your ROI

* Announcing new location--Northwestern University in Evanston, IL--outside Chicago.

Dear Prospective Student,

It gives us great pleasure to introduce you to the ABA School of Bank Marketing and Management. For half a century, we've provided the marketing and management expertise that's powered many of our nation's banks, while giving thousands of individuals a boost on long and rewarding careers. Today, students come to us from all over the globe, drawn by the in-depth education we provide in all areas of financial marketing and management.

No matter if you're an experienced banker or new to the profession, you're sure to find the know-how you need at the ABA School of Bank Marketing and Management. Our curriculum covers all the fundamentals, as well as special interest areas. What's more, you'll learn from leading experts in classes that simulate real-life working situations.

Whether it's managing a call center, responding to new market trends, or selling financial products on the Internet, a successful banker's education never stops. And the best place to begin or continue your learning is with the undisputed leader in bank marketing and management education. We're proud to say that's the ABA School of Bank Marketing and Management. We look forward to meeting you at Northwestern University in June.

Sincerely,

James H. Donnelly Jr., CFMP

ABA School of Bank Marketing and Management

Academic Dean and Faculty Member

Thomas C. Simons

Professor of Business

University of Kentucky

A Smart Investment for Banks and Bankers

Enjoy success in bank marketing and management with the only educational institution of its kind. The ABA School of Bank Marketing and Management has developed an industry-wide reputation for excellence. For over 50 years, our courses have helped bankers across America to:

* Gain a firm grasp of critical marketing principles, management practices and current trends

* Learn from marketing heavyweights, powerhouse banking professionals and highly experienced teachers

* Network with colleagues and make valuable, enduring contacts.

A Top-Flight Bottom Line

A wise investment for all financial institutions and their marketing partners, the ABA School of Bank Marketing and Management education offers highly valuable, long-term benefits such as:

* Keeping your marketing efforts fresh, cutting-edge and profitable

* Rewarding and encouraging valued employees

* Increasing your institution's visibility and contacts among banking professionals nationwide

* Keeping your staff up to date on the latest trends and techniques.

New Career Power for Everyone

The ABA School of Bank Marketing and Management offers opportunities for bankers from a wide range of professional backgrounds, especially:

* Bankers who need a solid grounding in marketing and management

* Marketing directors and staff who want to stay current and increase their expertise

* Training specialists, database marketers, product managers, retail and branch managers, and others who want to develop an in-depth understanding of bank marketing and management.

The Nation's Top Bank Marketing and Management School

The ABA School of Bank Marketing and Management has graduated over 5,000 students in 50 years. The first choice of bankers and financial institutions everywhere, the ABA School of Bank Marketing and Management offers a top flight education in a dynamic environment that encourages problem-solving, intellectual exploration and creativity.

Highly Rated Instructors and Updated Programs

You'll be taught by industry experts and experienced instructors who are leaders in their fields. Every year, each course is reevaluated by a team of more than 30 bankers, marketers, service organization professionals and industry experts, to reflect changes in the industry.

Small Classes to Encourage Learning

Class sizes are limited, ensuring you get individual attention from the instructors, generous use of program materials and facilities, and ample opportunity for group projects and discussion.

Intensive One-Week Programs

The curriculum is completed in two, one-week intensive sessions. Between Year I and Year II, you will complete a marketing plan or research report that you will be able to implement within your own organization.

Special Recognition and Personal, Year-round Guidance

You'll be assigned an instructor as your advisor for the entire two-year commitment, answering questions and helping with your Intersession Assignments. Advisors will recommend papers of superior effort and content for special recognition and publication, upon graduation, by the ABA Marketing Network.

Innovative Curriculum and Learning Methods

Through lectures, case work, individual and group exercises, dynamic presentations, bank management simulations and small group discussions, you'll get the know-how you need to maximize learning. You'll also participate in special workshops and a leadership training course.

Networking Opportunities

Some of the best things you'll take away from the program are professional contacts and life-long friendships. The ABA School of Bank Marketing and Management arranges networking events and encourages the establishment of networks to share ideas and solve problems.

Year I

Course Descriptions

Developing a Market-Driven Organization

Discover the advantages of becoming a market-driven organization, and learn how to incorporate marketing considerations into all areas of your organization, by examining:

* The three critical marketing management challenges facing financial services providers

* The essential components of peak performance

* The changing nature of our workforce and its effects on banking

* Practical lessons for achieving a market-driven financial services organization.

Marketing Planning

Discover new strategies for focusing on the customer. In addition to applying segmentation strategies, you'll also learn:

* How marketing generates revenue for your organization

* How competitive strategy relates to the marketing planning process

* The components of an effective marketing plan, and the importance of managing its implementation and evaluation

* How to apply your knowledge to a case study and to your organization.

Marketing Research

Understand the strategic role of marketing research and how to integrate it into financial disciplines. This hands-on course will teach you how to:

* Identify the steps in the research process

* Learn the different types of data collection techniques

* Design an effective sample plan and questionnaire

* Apply market segmentation strategies

* Interpret and communicate results effectively.

Product Management Strategy

Careful product management ensures that you'll have a profitable product line. This course teaches you to:

* Match financial product lines with marketplace needs

* Identify the steps in the product development process

* Understand the concept of product life cycle

* Recognize organizational issues relating to product strategy.

MCIF

Software that manages household customer information to provide a better view of the financial institution's customer makeup. In this course you will learn:

* How to select an MCIF

* The art of householding

* What customers are profitable

* What products are profitable.

Asset/Liability Management

To be effective on the job, every marketer should understand the basic goals and strategies of asset/liability management. As you study these strategies, you'll also learn:

* The quantitative and qualitative approaches to the analysis of bank balance sheets and income statements

* The purposes and techniques of spread and gap management

* The role of the marketing manager in the asset/liability management process

* The strategy of hedging to offset interest rate risk.

Customer and Product Profitability

Learn how to segment your customer base, so you can focus on the most profitable accounts by:

* Identifying and applying costs

* Focusing on your pricing for key marketing strategies

* Exploring relationship pricing and packaging strategies

* Understanding the four values behind pricing and positioning approaches.

Marketing Ethics

This course provides a framework for recognizing and resolving ethical dilemmas. Along with many other issues, you'll:

* Discuss the importance of standards, and learn to distinguish between personal and external standards

* Apply ethics through an ethical decision making model

* Consider marketing scenarios that raise ethical questions.

Sales Development

Selling is a critical skill focused on meeting customer needs and increasing loyalty. In this course, you'll:

* Develop a clear understanding of why sales are critical to a bank's survival

* Describe how the front-line customer contact personnel fit into the overall bank sales program

* Develop an understanding of performance based pay, and how it enhances sales performance

* Learn which sales management techniques result in increased sales.

Business Writing

Written communications are at the heart of all marketing. You'll learn how to write more effectively in this practical course, covering:

* Common errors that instantly discredit the writer

* Nuts and bolts of writing, including jargon and punctuation

* How to engage the reader

* Writing effective memoranda, advertising, annual reports, product names, minutes, press releases and letters

* Preparing oral presentations.

Small Business Marketing

More than half of all small businesses now use non-banks for their financial needs, making it vital that banks become smarter about marketing to them. In this course, you'll learn about:

* Primary causes of customer defection

* Industry trends in business banking

* How customers view sales efforts

* An effective sales leadership and management system

* Setting sales goals and measuring performance.

Measuring Your Marketing Programs

How effective are your marketing programs and how can you measure their results? In this class, you'll:

* Learn how to establish a marketing budget

* Examine ways of calculating your marketing programs' ROI

* Evaluate non-financial aspects of your marketing efforts

* See how your marketing budget compares to that of other banks

* Find out how to get the most return from your marketing budget.

The ABA School of Bank Marketing and Management is part of a comprehensive portfolio of ABA Retail Banking and Marketing Solutions designed to improve profitability and advance careers.

Year II

After successfully completing Year I requirements, you're automatically enrolled in Year II. Completing the second year rounds out your experience and adds to your expertise in important areas.

Course Descriptions

BankExec: State-of-the-Art Learning

BankExec[TM] is the American Bankers Association's unique proprietary computer simulation of real-life banking situations. Working with a team of your classmates to run "your own" simulated bank, you'll integrate marketing techniques and management practices to learn:

* The real-life process of management decision-making

* Practical aspects of loans, securities investments, deposits, funding sources and capital

* Strategies for competing with other institutions in the same community

* How your operations and decisions influence other bank activities, and vice versa.

Asset/Liability Management II

Building on the first-year coursework, you'll discuss the evolving role of asset]liability management (ALM) in the bank. You'll also:

* Learn to decipher and understand NII, NIM, ROE and ROA

* Define and discuss interest rate risk and liquidity

* Build and improve your bank with more effective ALM techniques.

Delivery Channels

Discussion will include:

* Key factors influencing delivery channel behavior

* How demographics are less predictive of channel choice

* How wireless capabilities are changing how consumers access bank accounts

* Delivery channel trends and statistics.

Pricing to Profit

Growing business and the bottom line are always important. Learn how to better define profit segments by:

* Establishing guidelines for sales compensation based on profit

* Learning how to redefine the marketing mix to develop profitable relationships

* Working with a practical pricing model you can take back to your bank.

Target Marketing

This course explains how direct mail fits into the total media mix. It will also help you:

* Identify the key criteria for successful budgeting and objective-setting

* Determine your key market segments: customers, prospects, demographic breakdowns

* Improve your mailing package design

* Examine effective response tracking.

Sales Management

There's more to managing sales than setting up an incentive plan. Discover how to:

* Identify the responsibilities of the sales manager

* List the advantages and disadvantages of alternative structures for organizing the sales force

* Evaluate sales performance based on various measurement techniques.

Commercial Business Development

Developing commercial customers requires special strategies. In this course, you'll:

* Use the Sales Culture Pyramid as a vision for commercial business development

* See how to fit relationship management into your bank

* Learn how to coach commercial officers to make more effective calls

* Apply Relationship Action Plans to set portfolio goals

* Learn four sales secrets to pass on to your commercial bankers.

Branding

We will discuss:

* What it is

* Why we do it

* How we start doing it

* How we use it

* Its role in the organization.

Graduation Requirements

To qualify for graduation, your work will be evaluated and you must fulfill the following requirements:

* Attend all classes

* Successfully complete all pro-session and on-site casework

* Successfully complete all between-session assignments.

Additional Coursework

To graduate from the ABA School of Bank Marketing and Management, you must complete several between-session assignments in addition to your week-long program coursework. Your faculty advisor will be available throughout your two-year course of study to guide and advise you on these assignments, which are designed to teach you how to apply your knowledge.

Year I Post-Session Assignment

This excellent Year I review tool, a take-home essay assignment, challenges you to integrate all the marketing principles you learned in the first year curriculum. Your faculty advisor will review your essay and give you clear comments and direction.

The Marketing Plan or Research Report

A between-session assignment is the cornerstone of your ABA School of Bank Marketing and Management commitment. With the expert guidance of your faculty advisor, you may choose to write either a marketing plan or a research report based on independent investigation.

Either way, you'll integrate the knowledge you gained at the school with an issue important to your bank, combining theory with real-life applications. An invaluable learning experience, it's also an excellent opportunity to contribute to your organization, and demonstrate your new marketing expertise to top management.

Special Recognition

Marketing plans and research reports that are exceptionally well-written, and considered to be significant contributions to the advancement of financial services marketing, will receive special recognition in the form of an "Honors" designation and will be placed on the ABA Marketing Network Website.

The James H. Donnelly, Jr. Award

Each year, one student is honored and recognized as the "best of the best" for submitting an impressive marketing plan or research report and is awarded the James H. Donnelly, Jr. Award--the most prestigious award that can be earned by a graduate of the ABA School of Bank Marketing and Management.

BankExec Assignment

To prepare for your Year II BankExec experience and become familiar with the simulations, you'll be assigned a pre-session reading assignment. Your instructor will be available to answer any questions you have before returning to campus.

ALCO Assignment

This brief assignment will help you prepare for your Year II ALCO studies, where you'll apply the concepts you learned in your Year I Asset/Liability Management class. The Year II instructor will send you a detailed description of the assignment, and be available to answer questions as you work on the project.

Admission Requirements

Admission to the ABA School of Bank Marketing and Management is open to individuals associated with a financial institution or service organization.

Please submit your application to: Daisy Johnson, Project Assistant ABA School of Bank Marketing and Management 1120 Connecticut Avenue, NW Washington, DC 20036. Or fax your application to: 202-663-5215. You will be notified of your acceptance in writing.

Exciting new location at Northwestern University in Evanston near Chicago, Illinois.

On-Site Registration, Orientation and Class Hours

Registration will be held the evening of Friday, June 24, 2005, from 5:00-8:00 PM. Attendance at all classes is mandatory. Class hours are usually from 8:00 AM to 6:00 PM, except for Friday, July 1, when Year 1 classes end at Noon and Year II classes end at 10:00 AM. To maximize your learning experience, some sessions are scheduled on weekday evenings.

Housing and Meals

Accommodations and most meals are included in the tuition fees. Students will be housed in single-rooms on campus and meals will be served on-site.

Airline Discounts

Delta and United Airlines both offer special discount fares to the ABA School of Bank Marketing and Management students. To take advantage of the discount, you or your travel agent must call one of these unlisted toll-flee numbers and use the following special ABA identification numbers:

Delta: 1-800-241-6760 Refer to ABA# 205797A

United: 1-800-521-4041 Refer to ABA# 597BY

Hertz Rent A Car: 1-800-654-2200 Refer to ABA# CDP11657 PC# 957622 www.hertz.com

What to Bring

Pack comfortable, casual clothes for class, with shorts and other sport clothes for recreational activities. Be prepared with sweaters for cooler evenings. Rain gear can be helpful, too.

And don't forget to bring an ample supply of business cards to exchange with fellow students!

Fees

The tuition fees per year cover all coursework, materials, room, most meals and are the same for Year I and II.

ABA Bank Member   $3,200

ABA Marketing     $2,990

Network Member
Non-Member        $4,000

Cancellation and Refund Policy

An administrative fee of $300 will be charged for all cancellations. Cancellations received after May 13, 2005, are subject to a charge of 50% of the full fee. Reproduction of the whole or any part of the program for commercial use is specifically prohibited without the written consent of the American Bankers Association.

Sign Up Today!

To guarantee that you can participate in this year's program, be sure to enroll as soon as possible. To ensure a productive learning environment, we limit the size of our classes--and they fill up quickly. To register, please complete the application and mail or fax back to ABA as indicated on the form. Or, for more information, call Perette Bonner at [phone].

"I thought the school was fantastic. I came away with more ideas than I can take action on in the next five years. Not only do I feel as if my career has been elevated by attending, I feel that the profit returns to the bank from the ideas and experiences I gained far, far outpace the cost of tuition."

Jim Stewart

Vice President, Retail Banking

West Plains Bank and Trust Co.

"The ABA School of Bank Marketing and Management was an invaluable experience offering great depth in multiple disciplines of marketing. The networking opportunities, the idea exchange and the email exchanges provide a great resource of ideas for meeting my institution's strategies, challenges and opportunities. "

Steven Hearn

AVP, Marketing Research & Information

Bank of Hanover

"When I attended the ABA Bank Marketing and Management school I had only been in banking for 10 months. The complete realm of knowledge I was exposed to at the school has expanded my confidence and really helped me to excel in my daily activities throughout all areas of the bank. And the ability to network with my peers and share concepts, questions and ideas with them is an invaluable resource."

Rebecca Duke

Marketing Director

Century Bank and Trust

2005 Faculty *

Candace Bernard

Principal

Candace Bernard Consulting

St. David's, Pennsylvania

Bill K. Campbell

Consultant

Campbell & Associates

Phoenix, Arizona

Paul M. Diesel

Principal

Paul Diesel Marketing

Marshfield, Massachusetts

Dr. James H. Donnelly, Jr., CFMP

Professor of Business

University of Kentucky

Lexington, Kentucky

Nancy Duling

Training Consultant

Los Angeles, California

Sandra Goswick

Consultant

Phoenix, Arizona

Jack Hubbard

Consultant

St. Meyer & Hubbard, Inc.

Elgin, Illinois

Lance E. Kessler, CFMP

SVP & Chief Marketing Officer

Waypoint Bank

Harrisburg, Pennsylvania

Lillian Suffolk Kilroy

Director of Marketing

Provident Bank of Maryland

Baltimore, Maryland

Dr. David T. Polk

Polk-Lepson Research Group

York College of Pennsylvania

York, Pennsylvania

Phill S. Rowley

President

Treasury Management Services, Inc.

Vancouver, B.C., Canada

Kent D. Stickler

President

Stickler Learning, Inc.

Clearwater, Florida

Joseph Sullivan

President

Market Insights Inc.

Chicago, Illinois

Nancy Turner

Consultant

The Turner Group

Lake Oswego, Oregon

Michael Uline

Senior Partner

Insight Financial Marketing

Farmington, Minnesota

George S. Wachtel

President

WordCom

Ellington, Connecticut

Thomas E. Watson

President

PlanMark Corporation

Highlands Ranch, Colorado

* Faculty subject to change.

"SBMM is ready an integral part of any bank marketing professional's development. The school provides real world examples that not only teach important lessons about the role of marketing, but also give practical tips that can be implemented directly upon your return. In addition, the network of contacts that you develop is unparalleled and is the real secret of the success of school participants."

Brian C. Tague

Executive Vice President

MarketMatch, Inc.

Board of Advisors

Academic Director

Dr. James H. Donnelly, Jr., CFMP

University of Kentucky

Lexington, Kentucky

Chair

Lance E. Kessler, CFMP

SVP & Chief Marketing Officer

Waypoint Bank

Harrisburg, Pennsylvania

Members

Joseph Beaulieu, CFMP

Senior Vice President, Marketing

Venture Bank

Olympia, Washington

Michelle M. Devine, CFMP

VP-Regional Marketing Manager

First National Bank of PA

Johnstown, Pennsylvania

Alisha J.R. Johnson, CFMP

Senior Vice President

Highland Bank

St. Paul, Minnesota

Lillian Suffolk Kilroy

Director of Marketing

Provident Bank of Maryland

Baltimore, Maryland

Susan Moore Triscoli, CFMP

President

Women Banking

Women, Inc.

Carrollton, Texas

Teresa Ziebarth, CFMP

Director, Sales Learning Academy

Wells Fargo Home Mortgage

Minneapolis, Minnesota

ABA Staff

Ann Latham

Group Director

[e-mail]

Cathrine Nelson

Team Leader

[e-mail]

Perette Bonner

Sr. Project Manager

[e-mail]

Daisy Johnson

Project Assistant

[e-mail]

The Mission of ABA Schools

The mission of the ABA Schools is to be the unrivaled leader and an indispensable source of training and education services by:

* Providing the highest standards of knowledge on a full range of financial products and services

* Providing the skills for professionals to promote financial products and services to their customers

* Empowering financial services professionals with the knowledge and competency to compete as the leading providers of financial services

* Encouraging competition and professionalism in the financial services industry

* Successfully delivering a high-quality educational experience

The ABA Guarantee

ABA guarantees that the ABA School of Bank Marketing and Management 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.