Marketing Conference 2019

Marketing Conference 2019

October 7, 2019 @ 8:30 am – 11:15 am
Hershey Lodge & Convention Center
325 University Drive
PA 17033
Evelyn Sponsler

Monday, October 7, 2019 – Tuesday, October 8, 2019
Hershey Lodge & Convention Center
325 University Drive, Hershey, PA 17033



To review program details and register by mail, please download the REGISTRATION BROCHURE

To register online, please complete the ONLINE REGISTRATION FORM


CEOs, Marketing Officers & Managers, Retail Officers, Social Media Managers, all involved in Marketing Strategy and Development.


This course will provide up to 7 hours of continuing education credit for CPA’s. PACB is an approved provider of the PA State Board of Accountancy.


The PACB has reserved a block of rooms for this conference. To make your reservations, please call the Hershey Lodge 855.729.3108 and ask for the room block for the PA Association of Community Bankers Marketing Conference. Alternatively, guests may make reservation online at

The cut off date for the room block is Friday, October 4, 2019 so make your reservations today!


Day 1 • Monday • October 7, 2019


8:45am: How Community Banks Win at Marketing
Presented by: Jim Gillen, Director of Business Development, Financial Institutions, Lightstream
Most banks today compete in an overbanked market, and most times against much larger institutions who have very large marketing budgets. Can they compete and develop a successful marketing strategy? We’ll show you how to develop a cohesive message that can resonate with the target audience through telling the right story to the right people, both internally and externally!

9:45am: Getting in the Game: Aligning Marketing and Execution for Growth
Presented by: Neil Stanley, CEO/Founder, The CorePoint
As an industry, we spend vast amounts of money, not to mention time and internal resources, to market our institutions—to get them to choose us. We brand. We market. The role of the marketing professional is to get consumers—the team captains—to pick our bank first. For this to be most effective, however, there must be alignment between marketing and execution. Building true alignment between marketing and execution depends on four factors: product knowledge, customer service, accountability and incentives. Join us as we figure out how to keep your bank from being left on the sideline.

Key points to be covered:
• Overview of key industry trends
• Best practices for building true alignment between marketing and execution
• Proven strategies for expanding your customer base


11:00am: Leadership in a Media-Driven World
Presented by: Dr. Jeffrey D. McCausland, Founder & CEO, Diamond6 Leadership & Strategy, LLC
Perception is reality. – Lee Atwater
Successful leaders are constantly striving to find innovative ways to “leverage” the media to communicate their vision, broaden the organization’s reach, and enhance (or preserve) their reputation. As a leader and marketing professional you must recognize that you and your organization could come under the media’s microscope at any moment – be it the hiring of a controversial CEO, financial crisis, the leak of sensitive information, a tragic accident, or an inadvertent “tweet”! Every organization will face some kind of “press” at one point or another – positive AND negative. At those critical moments in the life of any organization it is important to realize that the perceptions portrayed by the media are, in fact, reality. The big question is…. are you ready for that reality?

Learning Objectives:
• Learn to deal with the media to avoid misconceptions and misinterpretations
• Understand to present your organization’s message using the various media outlets – during day to day operations AND crisis situations
• Discuss to “join forces” with the media to create a positive and beneficial relationship

12:00pm: LUNCHEON

1:15pm: Winning with Customer Data
Presented by: Shelly Swanson, National Account Executive, Main Street, Inc.
Sifting through deposit and loan customer data can be overwhelming and confusing as to how to use it for valuable insights. We’ll walk through examples on how to take retail customer data and transform it into insights and actionable solutions for growth. You’ll be encouraged to rethink how to optimize customer data in a way that makes sense for your institution.


2:20pm: Branches vs. Digital – Where is your retail delivery sweet spot
Presented by: Bob Reggiannini, Senior Manager, Crowe LLP & Tom Grotte, Manager Director, Crowe LLP
Branch traffic is decreasing and new digital banking competitors are becoming increasingly viable in financial services. For customers, however, physical branches and digital banking is not an either/or choice. They want the benefits of having both digital and person-to-person banking. For community banks finding the right strategy and combination of delivery for branches and digital is critical to success. During this presentation, Crowe experts will share their perspective on the sweet spot for delivering value to customers through a combination of digital and physical branches. They will review key trends and opportunities in digital banking technology, and will also describe operating models for keeping branches relevant.



Day 2 • Tuesday • October 8, 2019


9:00am: Reaching the Small Business Community…Marketing Strategies that Engage and Motivate Business Owners
Presented by: Sarah Barr (invited), Owner, Konhaus Marketing

10:00am: Was My Communication Received?
Presented by: Patricia Howard, Sr. Public Relations Specialist, SHAZAM
Measure twice and cut once. Sound advice and it works in the communication world, too. Chances are you’re using multiple communication channels to tell your story. From web content, blogs and social media — how do you learn what’s successful, what isn’t and what should be improved? This session will review measurement techniques, provide tips for improving social media reach and engagement for your financial institution and ways to use these metrics to justify your budget to leadership.