ABA School of Bank Marketing & Management

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What’s Yours?

ABA School of Bank Marketing and Management June 19–26, 2013 | Emory Conference Center Hotel | Atlanta, Georgia

focused, in-depth

learning to meet today’s marketing challenges.

Backed by ABA’s reputation as the unrivaled leader in high-quality training and education for financial services professionals, this outstanding program provides thorough, in-depth exploration and skill development for targeted, successful marketing. From strategic planning to practical implementation and evaluation,= this unmatched educational opportunity delivers: • A practical, dynamic curriculum that immediately transfers to the workplace • Outstanding instruction from industry experts and thought leaders • Specific skill building and leadership development • A deepened understanding of the broad role of bank marketing • Peer-to-peer interaction and networking, case studies and practical solutions • Ongoing guidance and learning opportunities • Valuable CFMP exam preparation.

intelligent marketing for your bank’s success.

As banks re-evaluate their business models and seek new sources of revenue, marketing plays a pivotal role.

Business lines rely on intelligent marketing to successfully increase profitability and demonstrate tangible results.

The ABA School of Bank Marketing and Management is the industry standard for bank marketing education. It is the only national program that helps bank marketers build the solid foundation of marketing principles, leadership skills, and critical thinking necessary to break outside of current boundaries, and produce high-impact marketing.

The program’s relevant, wide-ranging, proven curriculum is developed by bank marketers, and taught by industry experts and marketing practitioners.

In 2013, the school moves to the Emory Conference Center Hotel, a leading executive education destination, conveniently located in Atlanta, GA.

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Intelligent Marketing for Your Bank’s Success.

develop your

strategic analysis identify your

target market

goals and objectives

set your

Key areas of learning through the school program activate the critical thinking you need to develop an effective, dynamic marketing plan. Learn from: • Relevant data and a practical curriculum–valuable knowledge that immediately transfers to the workplace • Situation analysis and strategies–including guidance on ways to develop a marketing plan that will best leverage your bank’s market position • Market research and planning–highlighting the appropriate research technologies and data analysis that lead to actionable intelligence.

Discover ways to define, evaluate, and locate the audience you want to target, acquire, and retain.

Explore resources designed to help you: • Learn more about the customers you plan to attract to your bank–considering their wants and needs, age, income, education level, behaviors, geographic location and more • Apply marketing applications that help you target and track customer demographics–including channel usage and purchase patterns • Maximize your marketing budget through data mining tools and strategies–to segment your market and integrate performance data with MCIFs, CRMs and organizational profitability measures.

Developing an overall marketing strategy that will generate revenue to achieve business goals is critical to the success of your organization. Discover ways to: • Define the overall purpose of your bank’s marketing plan and promotional efforts–to identify what you hope to achieve and accomplish • Understand the relationship between research and planning–and how this can lead to action • Clarify your marketing objectives–to help determine what you want to accomplish, and assist in making informed decisions • Quantify your goals with timeframes and monitoring–using assessment tools and programs for evaluation.

Visit aba.com/SBMM for complete school requirements, curriculum and fee schedule.

create your

marketing plan

measure your

success

Between Years One and Two of the ABA School of Bank Marketing and Management, you’ll participate in a project that will put your new skills and knowledge into practice as you develop a marketing plan for an initiative within your organization. Focusing on the key elements of an effective marketing action plan, you’ll discover ways to maximize your marketing ROI with practical strategies, planning methods, and best practices to: • Develop a strategic marketing plan–and ensure it is supportive, actionable and relevant to your bank’s goals • Integrate your marketing efforts–into your bank’s business goals and bottom line • Refine your brand experience–through integrated marketing planning, cohesive advertising, marketing strategy, public relations and more • Help you create a market-driven organization–to generate revenue directly related to your business goals.

Cover the process for evaluating and monitoring the effectiveness of your marketing action plan, and ongoing marketing efforts, as you learn methods to: • Increase your profitability–through a cost/benefit analysis of your marketing mix, and the ROI of your marketing action plan • Determine who should monitor and evaluate your marketing efforts–including how your marketing program should be evaluated, ways to identify milestones, and how often monitoring and evaluation should take place • Develop effective marketing leadership–to improve your ability to see the “big picture” of your bank’s strategies, and offer ideas you can implement to help reach your goals and achieve results • Put your leadership into practice–through participation in BankExec™ interactive simulations and asset/liability management designed to help you understand how key decisions and marketing efforts support your organization.

Visit aba.com/SBMM for complete school requirements, curriculum and fee schedule.

Curriculum: YEAR ONE

Compliance for Bank Marketers

Product and Customer Profitability

Overview of the laws and regulations that govern your bank’s advertising and market planning.

Your bank may sell or service hundreds of products and services. Learn how all functions of the bank need to collaborate to ensure success using appropriate management information systems, integrated performance data with MCIFs, CRMs and organizational profitability measures.

Customer Intelligence Explore resources and marketing applications to acquire, retain and expand customer relationships. Evaluate customer demographics, channel usage and purchase patterns.

Digital Marketing Develop fundamental knowledge of digital media strategies and identify tools appropriate for your bank, as you lay out the framework for a digital marketing plan.

Marketing Ethics Explore the many ethical issues facing marketers today, including scenarios that provide practice in solving a number of ethical dilemmas.

Marketing Planning Learn how to develop a market-driven organization, including situation analysis, competitive strategy, market segmentation and the steps to developing a marketing plan that generates revenue to achieve business goals.

Market Research Learn how to conduct research that leads to action and gain a greater understanding of the relationship between research and planning, including appropriate research technologies and data analysis.

Marketing ROI Examine strategies for measuring your marketing efforts and optimizing your ROI by better evaluating which programs are effective, and better communicating with management about your marketing objectives.

Product Management Learn the framework to implement an effective product development and management process, and explore process models to help you develop, manage and implement profitable products.

Public Relations/Communications Build a fundamental knowledge of developing a communications strategy, incorporating the most effective channels and messaging for your bank.

Sales Management Build deep, long-lasting client relationships by recognizing and reinforcing high impact sales and service behaviors, and partnering with managers and sales staff and further penetrating desired market segments.

Small-Business Marketing More than half of all small businesses now use nonbanks for their financial needs, making it vital that banks become smarter about marketing to this segment. Learn about primary causes of customer defection, industry trends in business marketing, and setting goals and measuring performance.

Between-Session Assignment Between Years One and Two, you will participate in a project that gives you the opportunity to apply new skills and knowledge to a “real-life� initiative within your organization. You will write a marketing plan of value to your institution, and will be assigned an advisor who will guide you through the process.

Visit aba.com/SBMM for complete school requirements, curriculum and fee schedule.

Curriculum: YEAR TWO

Asset/Liability Management

Delivering the Brand Experience

Learn to decipher NII, NIM, ROE and ROA, discuss interest rate risk and liquidity, and understand how liquidity plays a key role in the financial flexibility of the institution.

Learn what it takes to install the brand, starting with self-identification and concluding with ongoing measurement and review. Coordinate the impact and cohesiveness of advertising, marketing strategy and public relations, and measure and refine a quality brand experience.

BankExec™ As part of a team, you’ll participate in this innovative computer simulation that gives you immediate feedback on key decisions pertaining to product pricing, practical aspects of loans, securities, investments, deposits, funding sources and capital, as well as how to compete with other institutions in your community.

Effective Marketing Leadership Explore leadership qualities needed to maintain marketing’s critical role in the success of the organization. Participate in a self-assessment exercise, and learn how personal traits affect one’s ability to lead.

Commercial Business Development

Profitability and Strategic Issues

Developing commercial customers requires special strategies, including establishing a sales culture pyramid, relationship management and applying relationship action plans.

The ability to measure and manage people, locations, delivery channels, products and markets is key to making informed marketing decisions.

Compliance Update Gain insights into the latest compliance issues facing banking, with a special emphasis on regulations that directly affect marketing’s ability to develop and promote products and services.

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Executive Presentations Students will deliver their between session assignment to their advisor and classmates in the form of an executive presentation. Learn how to focus on key elements of the plan that will have the most impact on your organization’s decision makers.

This is an excellent opportunity to practice your presentation skills and sell your ideas to senior management.

iQ Who should attend?

ABA’s School of Bank Marketing and Management will be of particular interest to anyone whose professional role includes: • Strategic marketing • Retail banking • Database marketing • Public relations and communications • Product management • Financial services partnerships The tuition fees per year cover all coursework, materials, most meals onsite, and are the same for Year One and Year Two. ABA Bank Member $2,945 ABAMN Member $2,945 Nonmember $3,945

Think smarter, work smarter.

Register now to discover how high-impact, intelligent marketing can lead to profitable results at your organization. Your satisfaction is guaranteed and backed by ABA’s reputation as the unrivaled source of high-quality training and education for financial services professionals.

Visit aba.com/SBMM for complete school requirements, curriculum and fee schedule.

What’s Yours?

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KET ING

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June 19–26, 2013 | Emory Conference Center Hotel | Atlanta, Georgia

ABA School of Bank Marketing and Management