Community Bank Marketing Seminar - Virtual

Nov. 16 - 18, 2020

Community Bank Marketing Seminar
Retail wars, digital transformation, and customer demand are dramatically changing the landscape of community banking. To succeed in the competitive marketplace, community bank marketers and retail teams must be savvy, forward-thinking, and implement game-changing strategies. In this newly-created ICBA Community Bank Marketing Seminar, attendees will participate in three engaging days packed with critical information to propel a bank to the next level.


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All times shown are central time.


Day 1 - 9:00 a.m. - 4:30 p.m 
From Agile to Anti-Fragile: How to Recover,Retool and Re-energize Your Marketing
A year ago we were all learning how to be more agile in recognizing and leveraging marketing opportunities. Today, we need to learn how to also be anti-fragile in today’s unpredictable environment. 
From understanding the new role of the branch and your brand to sharing the story of your digital transformation with your stakeholders, Becki and the Mills Team will help you create your 2021 Marketing Plan roadmap. And we won’t forget the ever-present roll-up-your-sleeves initiatives like deposit acquisition, customer onboarding, and share-of-wallet growth. 
Each attendee will get their Day One Survival Kit in the mail prior to the session with helpful handouts and maybe even a little refined sugar. Since the program is virtual, we’ll bring a variety of members from our team to field your specific questions, provide design insights, and even help you with compliance challenges.
Fun, fast-paced and grounded with strong fundamentals, we promise to help you get ready to re-ignite your marketing in 2021!



Day 2 - 9:00 a.m. - 4:30 p.m 
Digital Marketing Strategy
Your second day of the CBMS will dive into all things digital. With your bank’s website likely being the most visited “branch office” in your entire network (many times over), making sure that your online and digital strategy is strong is a vital component of any marketer’s toolbox.
You’ll gain a clear understanding of the four main pillars of an online strategy to take back to your bank:
  • Site – Understand why your bank’s website should be at the center of your online efforts. We’ll look at things like mobile friendliness, analytics, conversion tracking, good landing page design, and content creation.
  • Search – Being found for not just “who you are” but “what you do” is important to remaining relevant in today’s online world. We’ll explore ways to tip the scales on SERPs (search engine result pages) both organically and via paid strategies.
  • Social – Building engagement on social networking sites is becoming harder, especially for brands (i.e. “banks”). We’ll cover some ways you can cut through the clutter and why you need to start thinking about getting your employees on board to help reach your audience and cut through the clutter.
  • Mobile – For some, the mobile device is the only device used to go online. But, when someone is on a smaller screen does that change your digital strategy? It should, and after day two you’ll know why!
  • We’ll also explore some of the newer technologies that are starting to “come of age” in the world of community banking. Marketing automation technology and chatbots are just a couple of things to watch… and ensure that you have them on your marketing roadmap.


Day 3 - 9:00 a.m. - 2:00 p.m. 
Data Management and Research

If you plan to integrate marketing endeavors into your bank’s daily culture, your metrics will make a difference. Not every performance expectation can be reduced to a single measurement, however, understanding and validating the impact of marketing activities will earn you a valuable seat at the management table. This portion of the Community Bank Marketing Seminar focuses on building an actionable knowledgebase for performance metrics, customer profiling, trade area research, and data sources (both internal and external) that will enhance every aspect of your marketing planning and implementation process.

Data helps drive better decisions. Join the discussion and you will learn about all of the following research and data management activities using techniques that any community bank can employ.
Research and Performance Measurement
  • Survey methodologies and implementation
    • Customers, employees, trade area
    • Telephone, mail, online, digital, focus groups, mystery shopping, post-transaction surveys, and more
  • Company and employee performance information
  • Marketing promotion and campaign performance tracking
  • Industry data collection and assessment
  • Trade area research and demographics
  • Customer journey mapping

Customer Information Management

  • Utilizing core system data sources
  • Relationship composition
  • Marketing customer information file resources (MCIF)
  • Client relationship management systems and resources (CRM)

Budgeting and Return on Investment

  • Budget parameters
  • Industry analysis
  • Understanding and utilizing ROI

There is an old saying, “Don’t ask your customer a question, unless you plan to listen to their answer.” That’s just one of the guidelines you will hear more about during this informative session. Research and data management need to become management tools that help leaders plan for superior strategy execution and evaluate desired performance. They also improve the quality of your decisions.

Full Pricing

ICBA Nonmember


  • CPE Credits: 22
Register Self

ICBA Member


  • Price after Oct.13 goes up to $695
  • Bank Director Program Participants: $495
  • CPE Credits: 22
Register Self



  • CPE Credits:22
Register Self

More Information

No previous experience and training necessary.

Recording Disclaimer
This live digital course is for educational purposes only and intended only for participants of the class/event.  All rights are reserved by ICBA.  No recording or distribution of the content is permitted unless expressly agreed to by ICBA.

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