October 29-30, 2018
The Hershey Lodge & Convention Center
325 University Drive, Hershey, PA
REVIEW AND REGISTER
To review program details and register by mail, please download the REGISTRATION BROCHURE
To register online, please complete the ONLINE REGISTRATION FORM
CONFERENCE AGENDA • DAY I • OCTOBER 29, 2018
8:00am: Registration – Continental Breakfast
8:30am: Welcome/Opening Remarks
8:40am: Workshop: Marketing – Capitalizing on Your Competitive Advantages
Presented by: David Carlson – SVP, Haberfeld Associates
During this two-part Workshop, we will explore winning strategies to: (1) capitalize on your competitive advantages, (2) expand your market share(3) monetize your customer base (4) and effectively use data analytics to help grow your bank and become significantly more profitable.
10:30am: Workshop Continues: Capitalizing on Your Competitive Advantages
12:30pm: Bringing Your Brand to Life with Digital Marketing
Presented by: Jim Caliendo – COO, PW Campbell
Nearly 60% of traditional financial products were sold via the branch. The popularity of mobile and online banking is forcing financial institutions to rethink and modernize their marketing and advertising modules. This session will provide the necessary knowledge to engage and impress customers, reduce teller service times, educate and entertain customers, increase brand and product awareness and drastically reduce printing costs though the use of customized, scalable digital marketing solutions.
1:30pm: Marketing & Compliance – Working Together
Presented by: James Jarrett, CPA – Firm Director, Baker Tilly
This session will provide guidance to marketing leaders on the regulatory compliance requirements for written, spoken, website and social media marketing materials. We will discuss common pitfalls in marketing materials that could be seen as a potential violation of regulations.
2:30pm: Social Media Strategies for Community Banks
Presented by: Patricia Howard – Sr. PR Specialist, SHAZAM
Social media is increasingly being used for developing connections and advocacy efforts. Utilizing a mix of owned, earned and paid social media increases engagement, raises awareness of your brand and ultimately improves your bottom line. It’s a balance of what you are saying, what others are saying about you, and what paid messages are purchased. This session will provide insights for establishing a social media plan incorporating owned, earned and paid media.
CONFERENCE AGENDA • DAY II • OCTOBER 30, 2018
8:30am: Continental Breakfast
9:00am: Product Profitability: How the Sausage is Made, Profit Trends Per Product Type, and Profit Drivers
Presented by: Jeffrey P. Marsico – Executive Vice President, The Kafafian Group, Inc.
10:00am: Strategies to Engage Future Generations of Community Bank Customers
Presented by: Chris Warwick – VP-Consumer Marketing & Program Design, KASASA
WHO SHOULD ATTEND
CEOs, Marketing Professionals, Branch Personnel with Marketing Responsibilities, Marketing Department Staff, and those responsible for Strategic Marketing and Communications.
CONTINUING EDUCATION CREDIT
Attendees of this course are eligible for up to 7 hours of CPE. PACB is an approved provider of continuing education by the PA State Board of Accountancy.
The PACB has a special rate at The Hershey Lodge & Convention Center, 325 University Drive, Hershey, PA. Please contact the hotel directly at 855-729-3108, and ask for the room block for the PACB Marketing Meeting at the Hershey Lodge, October 29-30, 2018.