Marketing Track


Get the inside scoop on properly marketing your bank to customers. Discover how to transform your existing brand and data into tools and branch aesthetics that will help your bank's brand stand out.

Wednesday, April 3, 2024

10:00 - 11:00 a.m.

The Brand Plan: Pillars, Pitfalls and Profits
Steve Sievert (PULSE a Discover Company)

This presentation delves into the critical elements of developing, refining and updating your bank's brand to align with evolving market dynamics and customer expectations. Join us to elevate your bank’s image and solidify your commitment to community banking excellence in the increasingly competitive financial landscape.

Session Outline: 

  • Gain insights into the importance of a durable brand promise and why it should be experienced by your customers in the moments that matter.
  • Understand the importance of consistency, storytelling and customer-centricity in creating a lasting and impactful brand identity.
11:15 a.m. - 12:15 p.m.

Brands that Work: The Key is Continuity and Your Story
Cathy Landtroop (Vista Bank)

Now that you have a brand promise, are you ready to update your aesthetics?

Session Outline:

  • Do I have to push it out all at the same time?
  • How do I get buy-in from the whole bank team?
  • How long should this take?
  • How much does it cost?
  • Is there ROI in rebranding?
1:30 - 2:30 p.m.

The Data Behind Decisioning: Getting Your C-Suite on Board
Preston Afrank (Haberfeld)

At a time when data analytics drives everything, community financial institutions have access to a wealth of data regarding consumer and business behaviors as well as high-probability prospects to target.  The challenge is most executives never use this data to make effective decisions. Your financial institution’s data represents the key to growth. We know where our current consumers live and operate their businesses, and we have access to internal product and service utilization.

During this session, we will explore specific and actionable strategies to use internal data to:

  • Grow core relationships;
  • Increase fee income; and
  • Deepen relational intensity.
2:45 - 3:45 p.m.

Reimagining Banking: Exploring Digital Innovations for Enhanced Branch Experiences
Coleman Clougherty and Kim Jankowski (La Macchia Group)

As customer expectations evolve, how do you know what elements will best engage them in your branch? Learn how banks are leveraging unique applications of technology and innovation to drive foot traffic and increase engagement within their brick-and-mortar locations.

 4:00 - 5:00 p.m. Stop Selling and Start Connecting
Patrick Dix (SHAZAM)

It’s not enough to be your community’s “hometown bank.” It’s more than telling a potential customer it’s “your people” that make the difference. They really don’t care how many years you’ve been in business. It’s time to focus on your story. Information is being delivered faster than ever and the volume can turn to noise if you don’t stop and pay attention. Explore the ways digital media is changing the way we market to consumers, the new ways customers are digesting information and how you can differentiate your message by connecting with customers through storytelling instead of trying to sell to them.

Thursday, April 4, 2024

10:00 - 11:00 a.m.

Crafting a Corporate Giving Strategy Aligned with Your Core Values for Lasting Impact
Kathrynn Cavanaugh (Kameo Marketing)

Corporate giving is not just a philanthropic act; it's a strategic imperative that can elevate your brand, engage your employees and make a meaningful impact on society. This is an immersive workshop designed to guide attendees through the essential steps of crafting a corporate giving strategy that resonates with their organization's core values and extends its influence in its communities along with creating CRA impact.

11:15 a.m. - 12:00 p.m.

Navigating the Marketing Maze: Insights from Community Bankers and Industry Experts (Panel Discussion)
Abbey Carnes (Moderator, IBAT), Kelsey Goates (Wellington State Bank), Brad Womack (Kleberg Bank) and Giancarlo Perossa (MG Architects)

Step into the intersection of marketing and banking with this dynamic panel of community bankers and industry experts. Explore the symbiotic relationship between finance and brand strategy as we delve into innovative approaches to bank marketing. From challenges in maintaining brand cohesion across diverse markets to strategies for leveraging community engagement and social media, we'll explore topics such as standing out in crowded markets, enhancing the branch experience, and measuring success in marketing campaigns.
Don't miss this dynamic discussion that promises to inspire new ideas for your bank's marketing strategies.

1:30 - 2:30 p.m.

The Importance of Data and Information to Create Strong Marketing Campaigns
Robb Gaynor (Digital Onboarding)

When campaigns fail, bank marketers often blame the creative. However, failures are usually caused by poor targeting and personalization. Offers simply don't resonate.
Join this session to learn:

  • Why your data model is holding you back & what to do about it.
  • How to create data visualizations you can leverage to launch winning campaigns.
  • Why you should use surveys if you don't have centralized "big data."
  • How to target campaigns.
  • How to leverage results over time to optimize your results.
2:45 - 3:45 p.m.

Turning Data Into Revenue, Deposits, and Growth
Brian Bauer (revio.)

In this session, we'll discuss the banking landscape, traditional data use cases and customer intelligence to focus on growth. 

Session Outline:

  • The framework to contextualize "data analytics" for banks; and
  • Breakdown data types, sources and uses between peer performance, business intelligence and customer intelligence.