THURSDAY, MAY 8
9 a.m. – 5 p.m.
BANK MARKETING FUNDAMENTALS CLASS
OPTIONAL, SEPARATELY-TICKETED MARKETING FUNDAMENTALS COURSE
If you’re a recent hire in the marketing department at a community bank or credit union (or even if you’re a seasoned pro looking for a refresher), this special day-long seminar is for you. Join the nation’s leading bank marketing instructor as we lay the foundation for being a better bank marketer.
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FINANCIAL MARKETING EXCHANGE
Preliminary Schedule, Subject To Change
Exhibitor Setup allowed from 10 a.m. to 1 p.m.
Registration opens at 1 p.m.
2 p.m. – 2:50 p.m.
MARKETING THAT DRIVES LENDING
The bread-and-butter of community banks and credit unions is quality lending. We’ll look at what marketing programs work to drive lending initiatives, including examples from lenders who’ve seen measurable, substantial business from their advertising and outreach programs.
3 p.m. – 3:50 p.m.
FACING UP TO SOCIAL MEDIA REALITIES
Hear from experts and who are making the best use of Facebook, Twitter and LinkedIn. How do you get relationship managers (and compliance officers) to embrace social media initiatives. Our presenters will include Joann Marsili,VP & Marketing and Sales Director of Fidelity Deposit and Discount Bank in Dunmore, Penn., and Kristin Sundin Brandt, president of Sundin Associates and a frequent speaker on social media issues for banks.
4:00 – 4:50 p.m.
COMPLIANT SALES AND MARKETING STRATEGIES
The latest on consumer protection issues and what bank marketers need to understand about UDAAP regulations. The prohibition of Unfair Deceptive Abusive Acts and Practices (UDAAP) under the Dodd-Frank Act is an ever-evolving regulation, and one that can easily trip up marketers of consumer banking and credit products, no matter the medium of advertisement or promotion. Amit Varia, formerly with TD Bank and now a Philadelphia-based risk manager with McGladrey, will examine the act, recent legal and regulatory actions, best practices, exam preparation and self-monitoring strategies to help shape your organizational perspective in marketing campaigns to minimize risk and deliver a positive consumer experience.
6 p.m. – 9 p.m.
GALA COCKTAIL RECEPTION & NETWORKING DINNER
Join Us Beachside To Meet & Mingle With Your Peers
Reception and Dinner at Margaritaville. Cocktails afterward at the LandShark Bar and Restaurant on the AC Beach.
Special Dinner Speaker
Philadelphia Inquirer Columnist
Hear from one of the region’s most insightful business observers. Joeseph DiStefano writes business stories for the Inquirer, including the PhillyDeals column on Wednesdays, as well as the blog at www.philly.com/phillydeals. DiStefano covers Philly-area finance, investment, commercial real estate, tech, hiring and public spending, which he’s been writing about since 1989, mostly for the Philadelphia Inquirer. DiStefano studied economics, history and a little engineering at Penn, taught writing at St. Joe’s, and has written the book Comcasted, more than a thousand columns, and thousands of articles, and raised six children with his wife, who is a saint.
FRIDAY, MAY 9
6 a.m. — Exhibitor Setup Allowed
7:00 – 8:45 a.m.
8:45 a.m. – 9 a.m.
WELCOME & OPENING REMARKS
PennJerDel Bank Marketing Association
9:00 – 9:45 a.m.
PULL YOUR BANK OUT OF THE SEA OF SAMENESS
Community banks and credit unions like to talk about their brand. But if your “brand” is that you serve your community, just how different does that make you from every other community bank? Sandwiched between the mega offerings from the mega-banks and the consumer-friendly imagery of credit unions, what does a community bank need to do these days to differentiate its brand in the marketplace? For a no-holds-barred look at the problem and what to do about it, join Noel Devine — an experienced banking professional who served as director of marketing and public relations for several community banks in Pennsylvania and South Jersey as well as at larger banks such as JPMorgan Chase and PNC — and Michelle Price Taglialatela, a certified brand specialist and president of Philadelphia-based Tag Strategies.
9:45 – 10:30 a.m.
TURNING VISITORS INTO CUSTOMERS ISN’T ROCKET SCIENCE… IT’S MORE IMPORTANT!
One of the most critical strategies and challenges for financial institutions will be the ability to reach potential customers via online marketing, and subsequently converting them into customers. Are your website and landing pages optimized for conversions? Can your online and mobile media campaigns stand-up to the test of analytics? In this session you’ll learn how to increase your marketing effectiveness by combining online and traditional marketing, improve online results with campaign optimization, and improve conversions by maximizing the impact of your landing pages and websites. Best of all, these techniques will also help you attract a younger demographic, maximize business from existing customers and allow your FI to be visible when buying decisions are being made. The countdown is on, make sure your institution is ready for takeoff! Presented by James Pannos, president, and Tara Hershberger, media director, of Pannos-Winzeler Marketing.
10:30 – 10:45 a.m.
Break With Exhibitors
10:45 – 11:15 a.m
QUICK CASE STUDY: SUCCESSFUL ONBOARDING
Getting full buy-in from new customers, bringing them successfully into your institution’s “family” is a critical task for marketing managers. We’ll present a case study from one of the Mid-Atlantic region’s onboarding leaders. Join Mary E. Posluszny, Strategic Marketing Analyst at Philadelphia Federal Credit Union for a look at PFCU’s initiatives.
11:15 a.m – Noon
STEAL THIS IDEA
We’ll break into round-table discussions to share interesting and innovative marketing initiatives. We’ll work cooperatively to present the “best of the best,” with winners walking out with special prizes for the most useful and imaginative ideas. This is a lively idea-sharing session that will give you an opportunity to work one-on-one with your fellow attendees.
Noon – 1 p.m.
Lunch With Exhibitors
1 p.m. – 1:50 p.m.
DECODING THE DNA:
HOW TO UNDERSTAND GENDER DIFFERENCES IN FINANCIAL MARKETING
How you market banking services to men is not the same as how you sell mortgages to women. Even if men and women end up buying the same product, they may buy it for different reasons. Understanding these differences can increase your success dramatically when marketing to women and marketing to couples. Making the right connections can present a huge opportunity. Women are earning, inheriting and controlling more money than ever. Yet very few marketers are doing an outstanding job of attracting and selling to this increasingly affluent market. Understanding these gender differences can give you the competitive edge you’ve been looking for. Presented by Holly Buchanan, marketing professional and author of Selling Financial Services To Women. All attendees will get a copy of the book.
CLOSING REMARKS AND GIVEAWAYS
Financial Marketing Exchange Concludes