Conference program.SUNDAY, SEPTEMBER 14 8:00 AM-6:30 PM REGISTRATION 8:00 AM-12:30 PM PRE-CONFERENCE WORKSHOP Leveraging Public Relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most to Achieve Sustainable Business A business is sustainable if it has adapted its practices for the use of renewable resources and holds itself accountable for the environmental and human rights impacts of its activities. Growth Wayne Roberts Wayne Roberts is a Toronto journalist. He helped found the weekly magazine NOW in 1981. He is the former editor of the Socialist League newspaper Forward. Roberts still writes on a regular basis for NOW. , Senior Vice President/General Manager, Weber Shandwick Worldwide Weber Shandwick Worldwide is an international public relations firm which claims 60,000 employees in over 160 countries. It was formed by the merger of Weber Group, Shandwick International, and BSMG Worldwide in 2001. , Atlanta, GA Most marketing experts agree that a consistent public relations program, fully integrated with other communications activities, is one of the most cost-efficient and effective ways to support overall marketing and business development efforts. Few industries are better suited to leveraging a strategic public relations Strategic Public Relations (PR) involves creative planning, media research and strategic approach in designing a PR campaign. Unlike the present, PR programs used to be very media relations-centric and based on personal relationships with journalists and columnists. program than banking. Banks can build an effective public relations program to drive long-term sustainable customer loyalty and growth. The workshop will provide attendees with a blueprint for developing an overall public relations campaign, including: * Generating positive media coverage * Creating a vibrant news bureau * Fostering meaningful media relationships * Best practices in crisis avoidance. The workshop fee is $195 for ABA members ($275 non-members). 2:00-3:15 PM OPENING GENERAL SESSION Experience Authenticity [ILLUSTRATION OMITTED] Joseph Pine, Bestselling Author and Co-Founder, Strategic Horizons L.L.P. Today, goods and services In economics, economic output is divided into physical goods and intangible services. Consumption of goods and services is assumed to produce utility (unless the "good" is a "bad"). It is often used when referring to a Goods and Services Tax. are everywhere being commoditized--in the banking industry perhaps more than any other. What customers now look for are experiences-memorable events that engage them in an inherently personal way. Joe Pine, co-author of the bestselling books The Experience Economy and Authenticity: What Consumers Really Want, will show you how to move past marketing gimmicks to build an authentic experience for your customers. [ILLUSTRATION OMITTED] 3:30-5:00 PM CONCURRENT SESSIONS Competing with Direct Banks Eric Lucero, Vice President, Marketing Strategies, Umpqua Bank ($8.3B), Portland, OR Each year, we face growing competition for deposits and loans. One aggressive competitor is the direct bank. Direct banks enter our markets online and take millions of our local deposit dollars. This session will introduce new products and strategies to help you compete with direct banks by enhancing online products and services without cannibalizing your existing deposit customer base. Generating Deposits John Clayton John Clayton may refer to:
Karl Keller, President, Quest Analytics, Pittsburgh, PA Are you looking to expand customer relationships and generate new deposits? Learn about one community bank's success in growing deposits and reducing attrition through teller referrals, on-boarding activities and customer-event-triggered opportunity management, combined with a new sales and service culture. Learn how to identify opportunities within your customer base and provide your sales team with highly targeted leads each day. Event Marketing and Sponsorsbips--More Lucrative Than You Think! John Coulson John Metcalfe Coulson, born 1910, died 1990, was a UK chemical engineering academic particularly known for co-writing a textbook on chemical engineering with Jack Richardson (published in 1954), which became an established series of texts now known as Coulson & Richardson's , Vice President of Marketing and Sales, PressBox Event and Sponsorship Consulting, Baltimore, MD You just found out that your bank is going to sponsor the county high school football program. With limited resources, how do you make the most of this opportunity? Financial institutions of all sizes participate in events and sponsorships with varying degrees of success. This session will teach methods for analyzing, negotiating and executing events and sponsorships with a firm focus on ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). . Generation Y ... and Why Your Bank Can't Afford to Miss Them Bryan Sims, Founder and Chief Executive Officer, brass I MEDIA Inc., Corvallis, OR As the biggest population boom since the Baby Boomers See generation X. , Generation Y is going to change the way your bank does business. They don't act, think or communicate the same way as previous generations. Are you prepared for them? Does your bank turn down young adults with no credit? Do you offer free checks to people who swipe plastic and shop online? Learn how to increase your market share of Gen Y See generation X. customers. 5:00-6:15 PM Opening Reception in the Marketplace MONDAY, SEPTEMBER 15 7:00 AM-6:00 PM REGISTRATION OPEN 7:00-8:00 AM Power Breakfasts 8:00-9:00 AM GENERAL SESSION The Art of Vision [ILLUSTRATION OMITTED] Erik Wahl, Founder, The Wahl Group, Inc. Uncover new ways to make your bank more creative and ultimately more profitable. In this entertaining and highly practical program, attendees will learn how to achieve superior performance by visibly differentiating their banks. 9:00-9:45 AM Break in the Marketplace 9:45 AM-12:15 PM Learning Labs Branding, Inside Out Karen Hakala, CFMP CFMP Certified Financial Marketing Professional CFMP Come Find Me Pumps (polite version) , Vice President of Marketing, Norway Savings Bank savings bank, financial institution that, until recently, performed only the following functions: receiving savings deposits of individuals, investing them, and providing a modest return to its depositors in the form of interest. , Norway, Maine ($800M) Rick Jacobs, Principal, Monigle, Inc., Denver, CO Building and activating a powerful brand strategy in the financial industry is a journey, not an event. It requires bold leadership and must be embraced by your entire organization. To be successful, you must build a solid brand foundation, align behaviors and promises, and engage audiences with brand-infused communications. Learn vital strategies for building and activating your brand, plus participate in a dynamic "Mad Branding Lightning Round" that will get everyone involved and thinking. The Sleek Marketer: A Workshop on Streamlined Processes, Savvy Budgeting Strategies and Organizational Structures Patricia Gallaghnr, Senior Vice President, Director of Strategic Planning Strategic planning is an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people. , EVB ($1B), Tappahannock, VA Maggie Kelly Maggie Kelly is the fictional heroine of a series of murder mystery/romance novels by Kasey Michaels [1]. Maggie is herself the author of a series of Regency-era mystery/romance novels starring The Viscount Saint Just, his sidekick Sterling Balder, and a string of , Vice President of Marketing and Director of the ABA Marketing Network, American Bankers Association The American Bankers Association (ABA) is comprised of banks and other financial institutions. It seeks to promote the strength and profitability of the banking industry by Lobbying federal and state governments, building industry consensus on key issues, and providing products and , Washington, DC John Mathony, Director of Sales and Marketing, Brintech, Austin, TX You have fewer dollars and a smaller staff, yet you're expected to do more this year to acquire deposits, take advantage of falling loan rates and--oh yeah--beef up your online marketing efforts. In this session, industry experts and bankers will go over organizational structures, budgeting strategies and marketing processes that work in the real world--your world. [S] Driving an Effective Marketing and Sales Machine James Schneider, President and Chief Executive Officer, Schneider Sales Management Sales Management Role and Goal Importance of sales management is critical for any commercial organization. Expanding business in not possible without increasing sales volumes, and effective sales management goal is to organize sales team work in such a manner that ensures a , Inc., Greenwood Village, CO Peter Soraparu, Executive Vice President and Head of the Retail Banking Division, American Trust & Savings Bank ($847M), Dubuque, IA Calibrating the proper blend of marketing and sales and seamlessly transitioning from one activity to the other often presents a significant challenge to banks of all sizes. Learn to create a responsive sales environment through strategy, support and execution. Small group discussions and case studies will show how marketing can assist banks in driving sales. 12:15-1:00 PM Lunch in the Marketplace 1:00-2:30 PM CONCURRENT SESSIONS Building Loyalty Through Mobile Banking Joe Bartolotta, Senior Vice President of Marketing, Eastern Bank ($6.8B), Boston, MA Awele Ndili, Ph.D., Chief Executive Officer and Founder, MShift, Inc., San Jose San Jose, city, United States San Jose (sănəzā`, săn hōzā`), city (1990 pop. 782,248), seat of Santa Clara co., W central Calif.; founded 1777, inc. 1850. , CA It can be used to take photos, schedule meetings, play music, browse the Internet and, of course, make phone calls. The mobile phone is becoming more valuable to people than their wallets, and banks are steadily adopting mobile banking solutions that allow customers--particularly younger ones--to check balances and pay bills on the go. Learn how to easily and inexpensively adopt a mobile banking solution to improve customer satisfaction and loyalty. Business Banking: Bow to Get Your Share of the Market Lori Case, Senior Vice President, Marketing, First State Bank ($600M), Conway, AR Robb Hollosy, Vice President, Business Banking Marketing Manager, National City Bank ($150B), Cleveland, OH Business banking customers are a popular target for banks these days. This session will provide real-world, hands-on strategies and examples for penetrating this growing segment while providing top-notch marketing support. You'll be taken through the process, from lead generation and prospecting to positioning and messaging. Hear an in-depth case study on remote deposit and how both a small community bank and a super regional bank successfully marketed this product. [S] Leveraging Sales Opportunities Across Bank Lines of Business Candy Fitzek, Executive Vice President and Director of Banking, Ocean Bank ($2B), Portsmouth, NH Shawn O'Brien, Commercial Banking Segment Manager and Vice President, Corporate Marketing, BBVA BBVA Banco Bilbao Vizcaya Argentaria (First Bank of Spain) Compass Bancshares Compass Bancshares, Inc. is a privately held company based in Birmingham, Alabama. Its subsidiary, Compass Bank, is a Southwestern financial holding company with $47 billion in assets and 417 full-service banking offices in Alabama, Arizona, Colorado, Florida, New Mexico, and Texas. , Inc. ($35B), Birmingham, AL Gary Stein Gary Stein is a Sports Marketing Sales Manager / Sportscaster currently living in Baltimore, Maryland. He works for CBS Radio, Orioles Radio and Terrapin Sports Radio in Baltimore, where he also sells radio advertising. , Partner, Capital Performance Group, Washington, DC Up-selling an existing customer is always easier than acquiring a new one. However, cross-selling across business lines is a challenge for most banks. This session will concentrate on overcoming implementation issues In the Business world, companies frequently set-up a connection between which they transfer data. When the connection is being set-up, it is referred to as implementation. When issues occur during this phase, they are known as implementation issues. and provide guidance for developing successful cross-selling strategies. Learn tactics, tools and best practices. Community banks will find this session of particular value because of silos that often exist in their institutions. Leave with a well-developed plan for creating cross-line-of-business programs at your institution. Generating Deposits (Repeat Session) 2:30-3:30 PM Break in the Marketplace 3:30-5:00 PM CONCURRENT SESSIONS Marketing to the Mass Affluent Mass affluent and emerging affluent are marketing terms used to refer to the growing high end of the mass market. It is most commonly used by the financial services industry to refer to individuals with US$100,000 to US$1,000,000 of liquid financial assets,[1] Dan Arnold, President, LPL Financial  This article or section is written like an .Please help [ rewrite this article] from a neutral point of view. Mark blatant advertising for , using . Institution Services, Charlotte, NC There is a reason so many competitors are vying for a piece of the mass affluent market: it's very lucrative. This session will discuss how banks can offer an integrated wealth management program that empowers them to compete effectively in the mass affluent segment of the marketplace. The discussion will also include products, service, features and functionality required to serve these clients, as well as the distribution strategies many banks are using to reach them. Understanding Social Media as a Marketing Tool Gary Jackson, Business Relationship Manager, Goggle gog·gle v. gog·gled, gog·gling, gog·gles v.intr. 1. To stare with wide and bulging eyes. 2. To roll or bulge. Used of the eyes. v.tr. To roll or bulge (the eyes). , Atlanta, Georgia Facebook, blogs, MySpace, social networking See social networking site. social networking - social network ... The mere idea of trying to get a handle on all of it is dizzying. In this session, you'll gain a clear understanding of the world of social media, who is using it and whether or not it's a marketing tactic that's right for your bank. After just 90 minutes, social media will seem much less daunting daunt tr.v. daunt·ed, daunt·ing, daunts To abate the courage of; discourage. See Synonyms at dismay. [Middle English daunten, from Old French danter, from Latin . Compliance and Marketing Chuck Lewis, Director of Risk Management, RSM McGladrey RSM McGladrey, Inc. is a tax, accounting and consulting firm in the United States, headquartered in Bloomington, Minnesota. It is the US member firm of RSM International, the 6th largest network of professional service firms in the world. , Kansas City Kansas City, two adjacent cities of the same name, one (1990 pop. 149,767), seat of Wyandotte co., NE Kansas (inc. 1859), the other (1990 pop. 435,146), Clay, Jackson, and Platte counties, NW Mo. (inc. 1850). , MO Learn how compliance and marketing can function together in maintaining your bank's communications and media presence, yet still operate within the guidelines of banking regulations. Successful procedures will be reviewed, and solutions to marketing/ compliance challenges will be discussed. [S] Internal Incentive Programs--Delivering Results! Janice D. Mitchell. Small Business Segment Manager, Synovus Financial Corporation ($33B), Columbus, GA An internal incentive program can make the difference between a great product launch and a failed one. Learn how successful incentive programs are created, implemented and delivered. From iPod giveaways to trips to exotic places, learn the essential building blocks required to reward the right behaviors and communicate to participants and managers in an effective and fun way. 5:00-6:00 PM The ABA Financial Marketing Awards Recognizing outstanding financial services The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. marketing. [ILLUSTRATION OMITTED] The annual awards ceremony honors excellence in financial services marketing and advertising. Visit the Gallery to preview the work, and hear the winners announced at the Awards Ceremony. For more information, visit www.ABAFMA.com. 6:00-7:30 PM The CAB Reception Sponsored by the Corporation for American Banking Each year, the Corporation for American Banking treats attendees to a fun and relaxing evening. This year guarantees a good time for all. TUESDAY, SEPTEMBER 16 7:00 AM-2:00 PM Registration 7:00-8:00 AM Power Breakfasts 8:15-9:45 AM CONCURRENT SESSIONS Positioning Marketing at the "C" Level MODERATOR: Gregory A. Dufour, President and Chief Executive Officer, Camden National Bank ($2.3B), Camden, ME PANELISTS: Eleanor F. Dear, CFMP, Senior Vice President and Marketing Director, Amcore Bank ($5.3B), Rockford, IL Susan Bergen Painter, CFMP, Senior Vice President and Chief Marketing Officer, First National Bank (Pennsylvania; $8.3B), Hermitage Hermitage, museum, St. Petersburg, Russia Hermitage (ĕr'mētäzh`), museum in St. Petersburg, Russia, one of the world's foremost houses of art. It was reconstructed in the neoclassical style in the 19th cent. , PA Marketing's full potential requires the commitment and respect of an organization's executive team. Each of this session's panelists has been successful in positioning marketing to the "C" level. Learn from these executives as they describe their experiences and strategies. Be prepared with questions. Create a Complete Word of Mouth Strategy John H. Bell, Managing Director/Executive Creative Director, 360[degrees] Digital Influence, Ogilvy Public Relations Worldwide, Washington, DC While trust in marketing and media wanes, trust in peer recommendations rises. How can you introduce a complete word of mouth marketing strategy? Many social media opportunities--blogs, podcast, wikis--intersect with critical interactive strategies like search and multimedia distribution. Find out how companies like Lenovo, Intel, and Select Comfort have gone from putting a toe in the water to a full-blown commitment. ALCO in Plain English Plain English (sometimes known, more broadly, as plain language) is a communication style that focuses on considering the audience's needs when writing. It recommends avoiding unnecessary words and avoiding jargon, technical terms, and long and ambiguous sentences. Steve Borg, Senior Vice President and Corporate Marketing Director, California Bank & Trust ($10.5B), Oakland, CA Philip J. Mantua Mantua (măn`ch  ə, –tə), Ital. Mantova, city (1991 pop. 53,065), capital of Mantova prov. , Executive Vice President and Chief Financial
Officer, Sandy Spring Bank ($3.1B), Olney, MD
The Asset/Liability Committee is important and dynamic. Being knowledgeable about its role in your institution and how you can contribute to the ALC (Assembly Language Coding) A generic term for IBM mainframe assembly languages. 1. ALC - Assembly Language Compiler. 2. ALC - Airline Line Control. 0 process can be a critical factor in your success. This session will cover the objectives of ALC0, as well as the important role the marketing director plays in the direction and decisions coming out of the committee. [S] Start Banking on Your Current Customers Julie Cords, Vice President of Marketing, Eastwood Bank ($375M), Rochester, MN Ted Triplett, Relationship Marketing Specialist, JMFA JMFA John M Floyd and Associates (Baytown, TX) Direct, Lincoln, NE Judy Whitfield, Marketing Special Projects Manager, Venture Bank ($1.2B), DuPont, WA Constantly working to replace departing customers is like starting from square one each day. With today's marketplace becoming more competitive, and customers more choosy choos·y also choos·ey adj. choos·i·er, choos·i·est Very careful in choosing; highly selective. choos  i·ness n. , the time has come to switch the
focus to customer retention. Take away practical ideas on building
stronger customer relationships and actionable ideas on how to develop a
marketing strategy that increases customer lifetime value.
9:45-10:45 AM Break in the Marketplace 10:45-Noon Networking Roundtables In these informative small-group discussions, you will have the opportunity to share your best practices and gain great ideas with your marketing peers across the country. Noon--1:30 PM Luncheon with Speaker 1:30-3:00 PM CONCURRENT SESSIONS Create a Complete Word of Mouth Strategy (Repeat Session) Marketing Analytics: The Information Loop Kathleen Campbell, CFMP, Senior Vice President, First Citizens National Bank ($650M), Mansfield, PA Chad Crouch, CFMP, Marketing Information Officer, Central Bancshares ($3B), Lexington, KY Are you in the information loop? Do you have access to the business intelligence you need to most effectively manage your marketing? Discover the top 10 marketing analytics that will enable you to successfully drive ROI and deliver results that matter. Hear from marketing professionals at both a community bank and a regional bank holding company. Building an Effective Advertising Agency Relationship Roger Gray, President and Chief Executive Officer, GKV GKV Gesetzliche Krankenversicherung (German: statutory health insurance) , Baltimore, MD It's a universal truth: advertising agencies are generally viewed as cutting-edge thinkers while banks are generally viewed as ultra conservative. So how does this "odd couple" form a long-lasting, satisfying relationship? Learn how to get the most from an ad agency relationship, including how to work on a limited budget, best practices for communicating and how to measure success. 3:00 PM CONFERENCE ADJOURNS |
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