No one wants to go to a conference and hear a bunch of sales pitches. Which is precisely why the Forum 2014 is different.

The agenda for the Forum 2014 was engineered to speak exclusively to the unique problems, challenges and priorities facing financial marketers. All the presenters at the Forum 2014 are experts who understand the value of sharing their knowledge and experience. They have consistently demonstrated a willingness to teach, to educate, to inform with objectivity — and never sell from the stage.

Agenda   day 1   day 2

PRE-EVENT – WEDNESDAY, APRIL 2, 2014 - 5 to 7 pm

Arriving Wednesday? Kick-off networking with fellow attendees at the official Pre-event Social Mixer. Click here for details.


Day 1 – Thursday, April 3, 2014

9:00 – 9:30 am Opening Address
9:30 – 10:30 am Building the World's Greatest Bank: The Umpqua Brand Experience
10:45 – 11:45 am The Mobile Future of Financial Marketing
10:45 – 11:45 am The Financial Marketer's Guide to Busting Ruts & Unlocking New Ideas
Noon – 1:30 pm Networking Luncheon & Dessert Social
1:30 – 2:30 pm Fueling the Sales Funnel: Online Advertising & Marketing Strategies for Financial Institutions
1:30 – 2:30 pm Inside Today's Modern Family: New Opportunities for Financial Marketers
2:45 – 3:45 pm Integrated Financial Marketing: Creating Killer Campaigns for Young Adults
2:45 – 3:45 pm How Financial Institutions Can Unlock the True Power & Potential of Their Email Marketing Campaigns
3:45 – 4:45 pm Integrated Social Media Strategies for Financial Marketers
3:45 – 4:45 pm Financial Brand Spotlight: The Secrets Behind The Sunova Brand
4:45 – 5:45 pm Networking Welcome Reception
6:15 pm Networking Dine Around

 

 

9:00 – 9:30 am
Opening Address
Jeffry Pilcher, Publisher, The Financial Brand

9:30 – 10:30 am
Building the World's Greatest Bank: The Umpqua Brand Experience
Lani Hayward, EVP of Creative Strategies, Umpqua Bank

Lani HaywardUmpqua’s brand is one of the most admired in banking. It is chic, contemporary and stylish. It has a strong sense of local community flavor, yet it is infused with sophisticated urban design. How has Umpqua managed to build such a strong, differentiated brand? In this session, you’ll hear directly from one of the bank’s principle brand architects as she shows you how they did it and what it took to pull it off.

 

10:45 – 11:45 am | Breakout Sessions
(Choose one of our sessions packed with leading-edge solutions)

 1   The Mobile Future of Financial Marketing
Ron Shevlin, Senior Analyst, Aite Group

Ron ShevlinIn the good old days, financial marketing used to be straightforward. If a bank or credit union needed to promote a product, they would simply run an ad in the paper and send out some postcards. But now thanks to the mobile channel, marketing about to get a lot more complicated. What will banks and credit unions do when consumers learn about, research and open new checking accounts using only their iPhones? How will financial marketers sell new loans when the shopping experience is 100% mobile from start to finish? How will marketers need to adapt when tablets and smartphones dominate the new business development process? In this session, Ron will explain:

  • What financial marketing in the mobile channel looks like
  • How mobile devices can be used to generate new loans, new accounts and new relationships;
  • What new skills and strategies financial marketers will need in the all-mobile world; and
  • How some financial institutions are already utilizing mobile technologies in the consumer's
    path-to-purchase today

 2   The Financial Marketer's Guide to Busting Ruts & Unlocking New Ideas
Josh Streufert, Creative Director, Weber Marketing Group

Josh StreufertAs financial marketers, we’re asked to solve the same basic questions over and over. So how do you avoid the creative doldrums and bust out of those ruts? How do you stay inspired? How do you build consensus among your stakeholders without succumbing to groupthink? How do you foster an internal culture that fuels innovation instead of fights it? In this session, Josh will teach you how to think creatively, understand creative people and how to communicate with them. He’ll share valuable insights into how marketing executives can get the very best from the creative professionals they work with.

What you’ll learn:

  • How to think laterally
  • How to build a culture of innovation and creativity
  • Techniques for developing creative concepts  — campaigns, designs, headlines, etc.
  • Tricks and tips for getting unstuck when you need ideas

Noon – 1:30 pm
Networking Luncheon & Dessert Social

1:30 – 2:30 pm | Breakout Sessions
(Choose one of our sessions packed with leading-edge solutions)

 1   Fueling the Sales Funnel: Online Advertising & Marketing Strategies for Financial Institutions
Matt Wilcox, Managing Director of Marketing Strategy and Innovation, Fiserv

Matt WilcoxIt's getting harder and harder to get good results from traditional media channels. If print, TV and radio is losing its effectiveness, how can banks and credit unions drive new business and grow more relationships? In this session, Matt will show you the full spectrum of digital weapons you can use to generate new loans and new accounts. You'll learn the best practices and see how today's top financial institutions are using everything from online and mobile advertising to SEM/SEO and social media marketing to win the war for market share.

What you'll learn:

  • Why marketing in the online and mobile channel is critical to your success (and how to do it)
  • All the various online methods financial marketers can use to drive new business
  • How to create landing pages for your online campaigns that convert ad clicks into new customers

Handout: A checklist outlining the top online marketing tactics financial institutions should be utilizing today.


 2   Inside Today's Modern Family: New Opportunities for Financial Marketers
James Flores, President, SubCat Marketing

James FloresFor financial institutions trying to reach the next generation of consumers, nothing provides greater potential than including moms and dads in the process. Today’s parents serve as the primary financial role model in young consumers' lives. Kids, teens and young adults alike are challenged by an increasingly complex financial world, giving financial institutions a great tremendous opportunity to reach the entire household while building their brand.

In this session, you'll learn:

  • The financial dynamics driving Gen-X and Millennial family households
  • How to tailor campaign strategies that speak to today's parents
  • The criteria parents use when choosing a financial institution
  • Missteps and pitfalls to avoid when speaking to today's modern family about financial matters
  • Best practices and lessons learned from family-focused national brands

2:45 – 3:45 pm | Breakout Sessions
(Choose one of our sessions packed with leading-edge solutions)

 1   Integrated Financial Marketing: Creating Killer Campaigns for Young Adults
Tim McAlpine, President & Creative Director, Currency Marketing

Tim McAlpineTim McAlpine is widely recognized as one of the world's foremost authorities on young adult strategies for financial institutions. Since launching the wildly successful Young & Free integrated marketing franchise back in 2007, Tim has also become one of the most sought-after speakers in the financial industry. In this session, Tim will share the secrets and strategies to winning with Gen Y and Gen-Z, and teach financial executives how to build an integrated marketing platform from the ground up.

What you'll learn:

  • How and why you need to bake product offers into your marketing initiatives
  • What it takes for financial institutions to connect with Gen Y and Gen Z
  • How the most effective campaigns utilize a strategic blend of multimedia channels
  • The importance of offline, real-world events and how to incorporate non-traditional marketing tactics
  • Why treating social as a stand-alone channel is a mistake

 2   How Financial Institutions Can Unlock the True Power & Potential of Their Email Marketing Campaigns
Ray Parenteau, President, ClickRSVP;
Eunice Zaldivar, Email Marketing Manager, Arvest Bank Operations

Ray ParenteauEunice ZaldivarContent. Context. Conversation. Conversion. Control. These are the five interdependent keys to a successful and robust email program for your financial institution. This intense session will give you a solid foundation to plan and manage these essential email marketing components so you can maximize your response, retention and ROI. You'll learn actual, hands-on segmentation strategies, using dynamic content, trigger campaigns, sales automation (inbound marketing), and best practices that will keep your compliance team happy. If your bank or credit union uses email marketing (or is ready to), this session is for you.

What you'll learn:

  • How to attract and capture prospect email addresses
  • The most important data elements to maintain in your email database
  • How to use content tracks and preference centers to improve subscriber engagement
  • Simple automation techniques that will grow your program and multiply results
  • How to create compelling calls-to-action - and boosting response with "smart" landing pages
  • How to make your emails (and landing pages) mobile-friendly
  • How to interpret email metrics through the lens of marketing ROI

3:45 – 4:45 pm | Wild Card Presentations
(Choose one of our sessions packed with leading-edge solutions)


 1   Integrated Social Media Strategies for Financial Marketers
David Schultz, President, Media Logic

David SchultzBanks and credit unions have cautiously mixed social media into their marketing mix, but their tepid efforts have failed to tap the full potential social channels present. How can financial brands pivot from their "tip-toe" mindset to an approach that truly integrates social media in their marketing initiatives? This session will show you how to evolve your marketing plan from a fractured media approach to a more strategic and productive focus: the convergence of content and media distribution. The session will include a number of real-world case studies illustrating how financial institutions create, publish, share and recycle branded content. 

What you'll learn:

  • How to improve strategic marketing efforts by weaving together content and media
  • How to use social content to amplify your brand, generate campaign results, drive leads/conversions, spike web traffic, and improve customer loyalty
  • How to increase the impact of your marketing efforts through user-generated content, how-to videos, online educational modules, gamification, blogs, e-newsletters, webinars and infographics 


 2   Financial Brand Spotlight: The Secrets Behind The Sunova Brand
Vanessa Foster, Director of Marketing for Sunova
Alexandra Rachey, Marketing Coordinator for Sunova

Vaness Foster and Alexandra RacheySunova's approach to marketing and advertising is a little quirky compared to other banks and credit unions. Vanessa will share the Sunova brand story and demonstrate how their marketing strategies have produced record-breaking results for the organization. Vanessa will show financial marketers the benefits of taking marketing risks and how to view their brands from a new perspective. This session includes a number of campaign case studies and advertising examples. 

What you'll learn:

  • How the Sunova brand and brand strategy was developed and launched
  • Why Sunova uses St. Bernard dogs as the centerpiece of its brand identity How they leverage their brand to expand into new markets
  • How Sunova's marketing department generated $50 million in new mortgage loans in seven weeks with a campaign budget of less than $25,000
  • How they continually build their brand internally and get staff buy-in

4:45 – 5:45 pm
Networking Welcome Reception

6:15 pm
Networking Dine-Around

Are you attending solo? Maybe you'd like to grab dinner with your fellow thought-leaders? Sign-up to attend the Forum "dine around." We’ll have a selection of restaurants with pre-arranged reservations for groups of 10. Pick your favorite cuisine, sign-up, then head to dinner. Everyone goes dutch — each attendee pays for their own meal.

These are just a few of the events we have in store for you. In addition to the events above, you’ll have the opportunity to meet your peers at our daily breakfasts and refreshment breaks.

Day 2 Agenda   |   Back to top

Agenda Day 2  register

Money-Back Guarantee:
If you feel sessions at the Forum 2014 were in any way sales pitches and not the how-to presentations you were promised, you can have your registration fee back — no strings attached.

At The Financial Brand Forum, you'll hear from the industry's most insightful financial marketing minds on the subjects you care about most.

register

 


Presented by:

The Financial Brand