Community Bank Marketing Seminar


Community Bank Marketing Seminar

Sep 20 - Sep 22, 2023 | Live 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.

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

Learning Objectives
  • Develop the skills to identify and track key performance indicators (KPIs) effectively, enabling you to measure your progress towards your bank's strategic goals.
  • Gain a comprehensive understanding of the evolving role of marketing compliance.
  • Acquire the knowledge and techniques necessary to measure your brand's performance, assess its market impact, and position it for future growth.
  • Master the intricacies of campaign planning to maximize the effectiveness of your marketing efforts.
  • Learn how to ensure that your bank's website generates meaningful results and contributes to your overall objectives.
  • Discover strategies for building a strong personal brand using social media platforms.
  • Deepen your understanding of artificial intelligence (AI) through hands-on learning. Review its potential business applications and risks.
  • Explore various strategies and tactics that foster relationship growth.
  • Develop a thorough understanding of how to review a balance sheet and extract valuable insights.

Information (Central Time unless otherwise noted)
Wednesday, September 20

8:00 a.m. – 8:30 a.m.


8:30 a.m. – 4:30 p.m.

Elevating Your Position – and Value
Create Powerful Strategies
Helping your bank grow profitability has never been more challenging, and competitive. That’s why you need to expand your role as the marketing subject matter expert (SME) for your bank’s major strategies. We’ll help you do that by helping you learn:
  • What are the key trends affecting your opportunities for growth.
  • What lines of business are most cost efficient to advertise and have higher potential to succeed.
  • How you create relevant metrics: Return on investment versus return on outcome.
  • How to develop strategies to deliver on the five things your CEO wants most.
  • The changing role of marketing compliance.
  • How to identify and leverage personas.
Create a More Powerful and Relevant Brand
The expanding role social justice plays in a consumer’s and company’s choice of community bank is just one of the new criteria for defining brand strength. We’ll bring you up to speed and you’ll learn:

  • How to measure your brand based on two core deliverables: relevance and synergy.
  • How your customers perceive your brand strength.
  • How to build agility into your brand (growth versus sustainment).
  • How to exemplify and champion your brand internally.
  • How to create multi-platform brand standards.
Create More Successful Campaigns
We’ll cover the right way to plan your campaign using:
  • Creative briefs 2.0.
  • Compelling content creation.
  • Channel optimization (with a focus on digital and the demand for video).
  • Learning by example via a creative showcase that includes best practices and lessons learned.


12:00 p.m. – 1:00 p.m.

Thursday, September 21

8:30 a.m. – 4:30 p.m.

Website Deep Dive

As your bank’s #1 source for visibility and the most active “branch” in your entire network, it’s important to ensure that your website is delivering results and is a critical component of your overall marketing strategy. 

  • Build it—Things you should keep in mind when building your next bank website.
  • Promote it—How to drive traffic to your website using organic and paid traffic strategies.
  • Analyze it—Understanding what is (and is not) happening using Google Analytics and other analytics tools.
  • Improve it—Take the data you’re collecting and implement changes to improve results.
Personal Social Strategies
Continuing the discussions from day one around social media, explore ways to build a personal brand online using social strategies. As the #1 business social networking platform, we’ll focus our efforts on LinkedIn, but strategies can be applied to any social effort. Whether focused on your own profile, or your helping others at your bank, you’ll take away some great strategies for making an impression online.

  • Define your why—What is it that you want people to know about you.
  • Build your foundation—Understand the key elements of a solid profile.
  • Engagement and content—It’s called “social” for a reason so we’ll talk about interaction strategies and your content plan.
  • Measurement—Determine what is and is not working with your social strategy.
  • Advanced features—We’ll explore Creator Mode, live streaming options, and advanced post styles to take your social efforts to the next level.
AI Trends

It’s no secret that thanks to platforms like ChatGPT and other AI-empowered platforms the growing excitement and curiosity around artificial intelligence shows no signs of slowing down.

  • The history of AI—It’s helpful to understand where this all came from to help get a sense of where it’s going.
  • Strategies and business cases—While fun to use, what are some of the business cases for AI to provide maximum value to you and your bank.
  • Platform “hands-on”—We’ll spend some time working in ChatGPT and maybe some other platforms to give you real-world experience.
  • Risks and considerations—As helpful (and cool) and it all is, what are some of the compliance and security risks you should be aware of.


12:00 p.m. – 1:00 p.m.

Friday, September 22

8:30 a.m. – 12:00 p.m.

Supporting relationship growth

  • Developing the right culture.
  • Customer retention practices.
  • Expanding relationships with customers.
  • Supporting sales and business development activities.
  • Product offer personalization.
  • Service-based selling and referrals.
  • Direct marketing best practices.
  • Product promotion planning.
  • New customer acquisition.
  • Utilizing customer data.
Balance sheets for bankers

  • Key metrics and performance information.
  • Key areas of balance sheet and income statement.
  • Contributing to corporate goal achievement.
  • FDIC information resources.
    • Financial performance.
    • Deposit market share.
  • C-suite nomenclature.
    • Competitor assessments.


Early Bird Price (Ends Aug. 23, 2023): $695

ICBA Members: $795

Non-Members: $895

Non-Bankers: $1,295

Bank Director Program Member: $495

Bank Director Program Non-Member: $595

Printable Registration Form

Attendance/Cancellation Policy:

  • Registration fee is valid only for the individual registered. Each attendee must register.
  • Full payment is required prior to event attendance.
  • 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.
  • All rights are reserved by ICBA. No recording or distribution of the content is permitted unless expressly agreed by ICBA.

For more information, call 800-422-7285.

Embassy Suites by Hilton Nashville Airport

10 Century Blvd

Nashville, TN 37214

ICBA Room Rate: $189 until August 29, 2023

ICBA Booking Link

Hotel Housing Scam Warning: Only make your room reservation using the information provided by ICBA. Do not do business with any company that claims they are with ICBA or working for ICBA as the official housing service. Contact ICBA if you have any questions or concerns.

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

CPE Credit Hours: 21

Eric Cook

Eric C. Cook

Chief Strategist, WSI

Founder, The LinkedBanker

Crystal Steinbach

Crystal Steinbach

Digital and Marketing Automation Manager

Mills Marketing

David Robinson

Kris Mattoon

Vice President, Client Services

Mills Marketing

Derek Baker

Derek Baker

Vice President of Sales & Innovation

Mills Marketing

Tom Hershberger

Tom Hershberger

Chief Executive Officer

Cross Financial

Kyle Hershberger

Kyle Hershberger


Cross Financial

Code of Conduct

Registration, attendance, or participation at this event constitutes an agreement to adhere to the ICBA code of conduct and complaint policy. ICBA LIVE aims to be welcoming, safe, and inclusive to all participants, with the most varied and diverse backgrounds possible.

As such, The Independent Community Bankers of America (“ICBA” or the “Association”) has adopted a zero-tolerance policy toward all forms of unlawful discrimination and harassment.

Read Full Policy

Suitcasing Policy

Suitcasing is the act of soliciting business by non-exhibiting companies in the during the event or in other public spaces, including another company's booth, a convention center, or a hotel lobby. It is ICBA event management’s objective to do everything legally possible to protect its exhibitors and community banker attendees from suitcasing.