Curriculum | Bank Marketing School

1 Hour

Sales & Marketing Alignment I

When sales and marketing teams unite around shared goals, they become a formidable engine for driving revenue growth. This course, tailored to professionals in sales and marketing roles, will equip you with the tools and strategies to effectively align sales and marketing efforts, enhancing your ability to create impactful, data-driven campaigns that resonate with the C-suite.

• Shelley Regin, CFMP, SVP, Marketing, Country Bank

1 Hour

Marketing ROI I

Marketing professionals are required to fill many roles within a financial services organization. They provide strategic direction, research client needs, conduct competitive intelligence, develop new products, manage company communications, support sales activities and more. Given the large demands and challenges of the job, many find it difficult to effectively evaluate and prioritize marketing activities. In this session, learn to show the financial ROI of your bank marketing endeavors.

• Joann Marsili, CFMP, Strategic Marketing Consultant

4:00 PM – 5:00 PM

Hotel Check-In

4:00 PM – 5:00 PM

Registration

5:00 PM – 6:00 PM

Welcome and Team Building Exercise

6:00 PM – 7:00 PM

Welcome Dinner

7:00 PM – 8:00 PM

Welcome Reception

8:00 AM – 10:00 AM

Marketing Planning I

Using the Path to Superior Execution as its framework, this course details how marketing planning does not happen in a vacuum. Learn how to implement a five-step participatory marketing planning process, and how situation analysis, competitive strategy, market segmentation and more play a role. You’ll practice applying those elements to a real-life case study in a group exercise that includes presenting your group’s marketing plan to the entire class.

• Lance Kessler, CFMP, President, Lance Kessler & Associates – Marketing Consulting and Training

10:00 AM – 10:15 AM

Break

10:15 AM – 11:30 AM

How Banks Make Money

• Jeff Marsico, President, The Kafafian Group, Inc.

11:30 AM – 12:15 PM

Lunch

12:30 PM – 1:30 PM

How Banks Make Money

• Jeff Marsico, President, The Kafafian Group, Inc.

1:45 PM – 3:00 PM

Data & Analytics

The rise of advanced data analytics and scalable data has transformed how financial institutions approach marketing. In this course, you’ll explore diverse data types used to drive both traditional and digital marketing strategies. You’ll learn how to extract, analyze and operationalize data to uncover actionable insights, optimize marketing efforts and stay competitive in a rapidly evolving digital landscape.

• Hunter Young, Founder & President, HIFI Agency

3:00 PM – 3:15 PM

Break

3:15 PM – 4:30 PM

Data & Analytics

Refer to description above.

• Hunter Young, Founder & President, HIFI Agency

8:00 AM - 10:00 AM

Marketing Planning II

Refer to Marketing Planning I course description.

• Lance Kessler, CFMP, President, Lance Kessler & Associates – Marketing Consulting and Training

10:00 AM - 10:15 AM

Break

10:15 AM - 11:30 AM

Marketing ROI II

Refer to Marketing ROI I course description.

• Joann Marsili, CFMP, Strategic Marketing Consultant

11:30 AM - 12:15 PM

Lunch

12:30 PM - 2:30 PM

Marketing ROI II

Refer to Marketing ROI I course description.

• Joann Marsili, CFMP, Strategic Marketing Consultant

2:30 PM - 2:45 PM

Break

3:00 PM - 5:00 PM

Brand Intelligence

Your bank has a brand. The long-term value of the bank will depend on the value of that brand. Your ultimate goal should be to establish a unique brand and advance that brand through every internal and external effort of the entire organization. Doing so will strengthen the undercurrent of all other marketing actions and deliverables. This course will focus on building your passion to manage the brand and elevate your bank’s culture and market share.

• Amber Farley, EVP, Brand Development, Financial Marketing Solutions

6:00 PM – 8:00 PM

Bowling & BBQ, Sponsored by FMS

Now’s your chance to show off those bowling skills! And if you bowl more gutter balls than strikes, we have tasty BBQ and refreshments that are right up your alley. Get ready for Bowling and BBQ, sponsored by our friends at FMS.

8:00 AM - 9:30 AM

Marketing Planning III

Refer to Marketing Planning I course description.

• Lance Kessler, CFMP, President, Lance Kessler & Associates - Marketing Consulting and Training

9:30 AM - 9:45 AM

Break

9:45 AM - 11:45 AM

Expanding Reach in Consumer Banking

Consumers from various backgrounds play an integral role in expenditure growth in the country. Understanding the unique needs and preferences of differing consumer segments is essential for banks and brands looking to build lasting relationships. In this course, learn how tailored marketing approaches can drive meaningful engagement and business success.

• David Femi, SVP, Business & Professional Banking Regional Manager

11:45 AM - 12:45 PM

Lunch

12:45 PM - 1:45 PM

PR/Communications I

In this course, examine mass and digital media from the perspective of both receivers and senders of marketing communications. Learn to consider both the consumer and business markets in a rapidly changing environment. Consider how your organization handles PR, including requests for donations, media list compilation, media contact strategies and the creation of an annual communications plan.

• Theresa Wendhausen, CFMP, VP & Branding & Communications Manager, First National Bank and Trust Company

1:45 PM - 2:00 PM

Break

2:00 PM - 4:30 PM

PR/Communications II

Refer to PR/Communications I course description.

• Theresa Wendhausen, CFMP, VP & Branding & Communications Manager, First National Bank and Trust Company

4:45 PM - 5:30 PM

CFMP Exam Prep

8:00 AM - 9:45 AM

Sales & Marketing Alignment II

Refer to Sales & Marketing Alignment I course description.

• Shelley Regin, CFMP, SVP, Marketing, Country Bank

10:30 AM - 10:45 PM

Break

10:45 AM - 12:15 PM

Marketing Risk Management

Reputation risk affects an institution’s ability to establish new relationships, products or services, and continue serving existing relationships. This risk can expose an organization to litigation and financial loss as well as damage the brand. Aside from reputational damage, operational risk can lead to increased costs or decreased revenue. In this course, learn to manage operational risk so you can ensure that your marketing programs are executed accurately, on time, on budget and on strategy.

• Charles LeFevre, CRCM, Director of Compliance Operations, Kadince

12:15 PM - 1:00 PM

Lunch

1:15 PM - 3:15 PM

Content Marketing and Management

Learn how to develop a content strategy that aligns with your business goals, creates engaging and valuable content, and tracks the success of your campaigns. By the end of this course, you will be able to create a content marketing plan that drives results and grows individual business lines of focus. You’ll also learn a proven process to generate endless story ideas and discover ways to research, remix and repackage your content so it engages your customers and meets your goals.

• Emily Schwartz, CFMP, 1st Assistant Vice President, Financial Education, MidFirst Bank

3:30 PM - 5:45 PM

AI In Action: Using Innovation to Build Value for You and Your Brand

Marketing teams face shrinking resources, increasing channels and customers’ shortening attention spans — along with a demand to use AI tools to get leaner, smarter, faster and more proficient. But what’s real? And when and how should you embrace the gains promised by AI to deliver outstanding performance, resonance and return on investment for your financial brand? We’ll explore use cases, tools, tricks and tactics to employ AI, and help you capture the promise of AI while avoiding pitfalls for your brand.

• John Hanley, CFMP, Chief Experience Officer, Idaho First Bank

6:00 PM - 7:00 PM

Karaoke and Pizza Party, Sponsored by Pannos Marketing

It’s time to stretch your legs and your vocal cords! Bring your inner diva or rockstar to Karaoke and Pizza, sponsored by our friends at Pannos Marketing.

9:00 AM - 10:30 AM

Compliance and Marketing I

Increased regulatory burden, the rapidly changing landscape of advertising and a shift away from traditional media can make compliance seem overwhelming. This course will provide an overview of the laws and regulations that govern a bank’s advertising and market planning so you can best mitigate compliance risk. You will learn how these laws and regulations relate to loan, deposit and non-traditional products, as well as gain practical knowledge to ensure your bank’s advertising is effective and compliant when developing marketing collateral.

• Charles LeFevre, CRCM, Director of Compliance Operations, Kadince

10:30 AM - 10:45 AM

Break

10:45 AM - 12:15 PM

Compliance and Marketing II

Refer to Compliance and Marketing I course description.

• Charles LeFevre, CRCM, Director of Compliance Operations, Kadince

12:15 PM - 1:00 PM

Lunch

1:00 PM - 5:00 PM

Student Group Exercise

Collaborate with fellow students to create a marketing plan for a fictional bank, based on all the coursework you learned at the school.

8:00 AM - 10:15 AM

Student Group Presentations 

10:30 PM - 12:30 PM

Effective Marketing Leadership

One of the biggest challenges facing marketers today is having a seat at the executive table. This course is designed to explore the role of marketing and how strategic leadership is essential to that role. Through interactive discussion and hands-on activities, explore how to become a stronger leader in your organization.

• Lance Kessler, CFMP, President, Lance Kessler & Associates - Marketing Consulting and Training

12:30 PM

School Adjourns