Community Bank Marketing Seminar - In-Person


Community Bank Marketing Seminar - In-Person

Sep 20 - Sep 22, 2022 | LIVE EVENT

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.

Information (All times are Central Time)
Tuesday, Sept. 20

Registration is open 8:00 a.m. - 8:30 a.m.

Data-Rich Campaigns, Customer Onboarding, the Metaverse and Beyond!

Beyond the Click Workshops: Create Data-Rich Campaigns

The days of a traditional campaign are gone. So too, are the ways we measure them. In today’s data-rich environment, you can more easily tap into campaign data to measure marketing efforts. We will challenge you to think beyond the click as we take you through interactive case studies, processes, videos, and a briefing on the tools you need to make data driven decisions for any campaign.

Specifically, you will learn about:

  • Google optimization
  • Keyword strategy and implementation
  • Locations optimization
  • User experience tips
  • How to leverage and understand free Google data tools
  • Google Analytics/GA4
  • Google Tag Manager
  • Google Data Studio
  • Putting your data to use
  • Building an audience
  • Developing a strategic creative brief
  • Understanding KPIs (and getting senior leadership to understand too!)
  • Tracking and analyzing campaign results/Return on Investment (ROI)

Beyond the Click Workshops: Level Up Your Customer Onboarding

Your bank probably spends hundreds of dollars to acquire a new account; but you can successfully retain and build that relationship for pennies on the dollar. With a truly personalized (not a product litany list) automated, high-touch digital onboarding program you can build a relationship with your account holder that increases share of wallet, reinforces your brand and lowers attrition rates.

In this immersive session, we will work hands on to identify required data points, how to build a tailored communication plan, and activate full account usage, incorporating email, landing pages, retail branch staff and/or customer service representatives, digital retargeting, and direct mail.

How Marketing Must PERFORM

The class will choose 3 of the topics below and get key insights and quick takeaways:

1. What is the Metaverse and how should my bank get ready for it?

2. Tactics to retain share of wallet with your most profitable customers.

3. Understanding the potential brand impact of ESG.

4. Tips to avoid today’s compliance potholes.

5. How to create and deliver effective board-level reports.

How Marketing Must TRANSFORM

Learn the 3 most important questions facing your bank and what you can do to help your CEO answer them.

Join us for dinner!

Enjoy cocktails and gourmet fare while getting to know your fellow attendees better, compliments of Mills Marketing! Details to come.


Wednesday, Sept. 21

Developing Your Digital Marketing Strategy
Get ready to explore your bank’s approach to “all things digital” when it comes to your marketing strategy. Take part in an interactive persona building exercise to explore your key customer segment(s) and learn how to build a strategy to reach and be relevant to them.
  • 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 (hands-on persona building exercise)

Online Awareness and Social Opportunities
Following lunch, we’ll spend time going over more tactical elements, including how to get found online and the importance of content in the overall visibility generation process. In addition to exploring the primary social channels, we’ll conclude the session with tracking strategies for determining ROI as well as a quick peek in the crystal ball for a glimpse of where marketing is headed.
  • 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
  • Where Web3 and the Metaverse is taking us
  • Cool resources
Thursday, Sept. 22

A Practical Approach to Calculating Your Marketing ROI

Marketing professionals are frequently challenged to create a Return on Investment (ROI) to justify their marketing investments. It might seem like a daunting task, but it isn’t. Using case studies, examine how marketing professionals can calculate an ROI for common marketing activities.

How to Develop and Sustain an Effective Referral Culture

Simply introducing a referral program doesn’t guarantee success. To be successful, referral programs must be easy-to-manage, credible, visible, and focused. Does your referral program meet these standards? Properly structured referral programs aren’t programs at all. They are cultures. Employee and manager accountability, product growth and relationship longevity are all by-products of a functioning referral culture. You will also benefit from the relationship potential of reaching your best source of future business…your customers. This session will give you guidelines and support tools to develop a management structure for your referral culture. 

    All times stated are Central Time.


    ICBA Member Early-Bird: $595
    ICBA Member after Aug. 29, 2022: $695
    Non-Member: $795
    Non-Banker: $1,195 

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

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

    Becki Drahota

    Becki Drahota


    Mills Marketing


    Eric C. Cook


    Derek Baker

    Derek Baker

    Vice President of Sales & Innovation

    Mills Marketing

    Crystal Steinbach

    Crystal Steinbach

    Digital and Marketing Automation Manager

    Mills Marketing

    Tom Hershberger

    Tom Hershberger

    Chief Executive Officer

    Cross Financial

    Kyle Hershberger

    Kyle Hershberger


    Cross Financial

    Avatar Man

    Kris Mattoon

    Vice President, Client Services

    Mills Marketing

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

    Delivery Method: Group Live

    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 once the bank has received event materials or 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.