Community Bank Marketing Seminar - Virtual


Sep 8 - Sep 10, 2021

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.

Participate in three engaging days packed with critical information to propel a bank to the next level.

Wednesday, Sept. 8

8:30 AM - 12:00 PM

Digital Marketing Strategy

  • What does digital and social mean to you and your bank
  • The role of the consumer
  • Competition for our attention
  • The power of the employee
  • Your digital plan
  • Defining your target customer (persona exercise)
Wednesday, Sept. 8

12:00 PM - 12:30 PM


Wednesday, Sept. 8

12:30 PM - 4:30 AM

Online Awareness and Social Opportunities

  • Three forms of visibility
  • Becoming a resource
  • Google and SEO/SERP changes
  • Building long-term loyalty
  • Social platform review
  • LinkedIn, Facebook, Twitter, Instagram, TikTok
  • Tracking and analysis
  • Cool resources
  • 2FA and why it’s important
Thursday, Sept. 9

8:30 AM - 4:30 AM

Too Much to Do in ’22? Get Your Plan Done in ’21!

  • Budget allocation tips
  • Fee income tactics
  • Delivering memorable customer experiences
  • Case study analysis with focus on digital transformation and data management
Thursday, Sept. 9

12:00 PM - 12:30 PM

Thursday, Sept. 9

8:30 AM - 4:30 AM

Digital Transformation & Data Management Case Studies

  • From Bank Midwest:
    • Learn to organize, prioritize, and divide initiatives into workable projects.
    • See how to create customized, persona-based campaigns.
    • Q&A with Bank Midwest marketing team members via breakout sessions.
  • From BankWest: 
    •  See how to approach data challenges in a progressive way that will drive significant bank-wide efficiencies and bottom-line results.
    • Examine data strategy frameworks to align resources and roles, fuel organizational collaboration, and leverage data into knowledge, and strategic interactions.
    • Q&A with BankWest marketing team via panel discussion.
Thursday, Sept. 9

8:30 AM - 4:30 AM

The Greenpenny Story

  • Case Study: Learn how a small, Midwestern bank used their clean energy advocacy as inspiration to create a virtual bank, where deposits are used exclusively to finance renewable energy projects, starting with solar.  
  • Visit with the team that launched greenpenny.
  • Finish the day with five hot ideas from presenter Becki Drahota.
Friday, Sept. 10

8:30 AM - 12:00 PM

Relationship Building Culture

  • Start with vision and focus
  • Assess your current culture
  • Identify your customer needs and expectations
  • Provide staff training and development resources
    – Coaching and mentoring
    – Foundational skills
    – Cross-solving and suggestive selling
  • Effective positioning product and service solutions
  • Customer information management
  • Supporting relationship activities
    – Promotions
    – Brand management
  • Continuous improvement

    Effective Product Evaluations and Development
  • Evaluating current offerings
  • Competitor assessments
  • Product streamlining
  • New product introductions
  • Structured implementation for product changes

    Money Saving, Money Making, Marketing Ideas
  • Supporting your brand and reputation
  • Promoting products and services 
  • Leveraging community support and events

ICBA Member Early-Bird: $595
ICBA Member after Aug. 6, 2021: $695
Nonmember: $795
Nonbanker: $1,195 

Bank Director Program ICBA Member: $495
Bank Director Program Nonmember: $595

NOTE: Registration fee is valid for one connection, only for the individual registered. Full payment is required prior to attendance. For more information, call 800-422-7285.


Becki Drahota

Mills Marketing

Sarah Bacehowski

Mills Marketing

Derek Baker

Mills Marketing

Tom Hershberger

Cross Financial Group

Who Should Attend: Chief Marketing Officers, all marketing titles and roles     
Prerequisites: Basic understanding of bank marketing
Advanced Preparation: None
Program Level: Intermediate 
Field of Study: Specialized Knowledge

Delivery Method: Group Internet Based

Printable Registration Form

If registration is cancelled more than 30 days prior to the event start date, you will receive a full refund. If cancellation is within 30 days prior to the event start date, 20 percent of the registration fee paid will be deducted for costs. A substitute registration will be accepted. No refunds will be issued after the event start date.

Attendance at all ICBA programs will be considered on a first come, first served basis. If the program is cancelled, ICBA’s liability is limited to the registration fee. For additional questions contact ICBA at 800-422-7285.

Registration, attendance, or participation in an ICBA event constitutes an agreement by the participant to ICBA’s use and distribution (both now and in the future) of the participant’s image and/or voice in photographs, videos, digital media, electronic reproductions and audio files/recordings of and at such events and activities.

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.