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2015 Spring Conference Agenda
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May 14 - 15, 2015
Newton Marriott Hotel - Newton, MA

Thursday, May 14, 2015

5:30 - 7:30 pm Registration Desk Open
6:00 - 7:00 pm Networking with Appetizers and Food Stations
7:00 - 9:00 pm Networking and Live Band and 30-Second Song Showdown

Friday, May 15, 2015

6:00 - 7:00 am Exhibitor Setup
6:30 am Registration Desk Open
7:00 - 8:00 am Breakfast/Visit Exhibits
8:00 - 8:15 am
Welcome and Introductions
8:15 - 9:00 am Key Learnings with Ron Shevlin
The first step in any marketing plan is your key learnings—knowing what worked and what didn’t. This session led by Ron Shelvin of the national consulting firm Aite Group will let you know what’s working for your peers and what isn’t. You’ll know what they’re spending more money on this year and what was a total disaster—so you don’t have to repeat history.

9:00 - 9:45 am Top 10 Technology Trends with Jack Vonder Heide
Forget banking. We’re all in the technology business these days. The latest payments innovation can make or break your plan. Jack Vonder Heide, one of the nation’s leading speakers on bank technology, will tell you exactly which technology will drive your business ahead or leave you at the side of the road.
945 - 10:30 am Media Wars 2015 Eric Van Heuvel
Eric will cut through the clutter of today’s complicated media landscape and tell you where you should be investing in 2016 and beyond. An expert in both new and traditional media, he’ll break through the hype surrounding new media and tell where advertisers in the know are placing their bets. He’ll tell you which tactics the experts think are really moving the bottom line, what channels are up and what channels are out. And once he’s told you what strategies the giants are betting on, he’ll let you know what the implications are for a local advertiser on a budget. Don’t miss this chance to sharpen your media game.
10:30 - 11:00 am AM Break/Visit Exhibitors
11:00 - 11:45 am What the Big Guys Are Up To with Gerard Cassidy
No matter how good a job we do as community bank marketers, our best laid plans can be undermined when the 800 pound gorilla rolls out a new trick. Don’t get caught sleeping. Well-known national expert Gerard Cassidy of RBC will tell you exactly where the big guys are going and what you can do to stay up-to-date. Cassidy has been on CNN and MSNBC and now he is at NEFMA.
11:45 - 11:55 am Introduction of New NEFMA Officers
11:55 am - 12:55 pm Lunch/Visit Exhibitors
12:55 - 1:55 pm Project Runway: Merchandising Edition
By now we’ve all seen Heidi Klum and Tim Gunn drive designers to turn out dresses in an hour. We’re going to do the same for marketing. We’ve engaged three very fast designers to work with teams of attendees to turn your strategies into posters in minutes and compete in front of judges. Can you walk the walk?
1:55 - 2:40 pm Products, Products, Products with Gren Blackall
Are you as tired as we are of the same old checking account? That’s why we’re bringing in one of America’s top thinkers on bank product design to talk about what’s truly new under the sun in the world of checking, savings, and loans. Yes, there really are some innovative ideas out there and thanks to NEFMA, you can have them in your plan.
2:40 - 3:25 pm Business Banking Directions with Christine Barry
Never have so many bankers wanted to be in the community business segment. And never have so few had something truly distinctive to say. Aite Consulting Group’s Research Director Christine Barry will share new custom research on what it takes to truly shine in the business sector. She’ll include five key strategies whereby community bankers and credit unions can use technology and customer service to increase their business bottom line. So if you plan on putting increased business revenue in your 2016 plan, attend this talk to get the facts, figures and directions you need to make the sale to your management team.
3:25 - 3:30 pm Closing Remarks and Adjournment

Our Speakers

Christine Barry
Research Director, Wholesale Banking, Aite Group
At the Aite Group, Christine focuses on the strategies and technology implementations of global banks of all sizes. Her recent research has addressed global cash management trends and technologies, capturing the valuable small-business customer, corporate mobile banking, the drivers of global core banking system replacement, remote deposit capture, and best practices for community banks and credit unions. She is a seasoned banking industry expert with more than 20 years of experience in financial services, products and technologies, analyzing industry trends and identifying market opportunities, product gaps, and potential partners for institutions all over the world to help them achieve their strategic IT goals.

She has presented her research at various conferences across the globe, has been quoted in various media outlets including the New York Times, Businessweek, American Banker and the Wall Street Journal in addition to appearing on CNN.

Christine holds an MBA from Babson College and a BA in international business from Villanova University. She is a triathlete and has completed six marathons.

Gren Blackall
Practice Director, Senior Consultant, CCG Catalyst Consulting Group
Gren works with financial institution clients in developing strategies for innovation, business and retail customer growth, marketing, cash management, MIS/CRM, profitability, deposit and loan product design, social media, technology and strategic assessment/planning. He joined CCG Catalyst after a successful career on the front lines of banking and bank consulting, from sales to back office, Business to Retail, including SVP and EVP leadership positions in $1B and $6B sized banks. He has a Bachelor’s Degree in Mathematics from Yale University and an MBA from UCLA.

Gerard S. Cassidy
Managing Director, Equity Research, RBC Capital Markets
Gerard is responsible for providing bank and regional economic research to the firm’s clients. As the creator of the Texas Ratio, a ratio used by investors to determine whether a bank could be insolvent, Gerard is often quoted in the Wall Street Journal, New York Times, Forbes, Businessweek, American Banker and other leading newspapers and periodicals regarding the banking industry.

Kerry Chaffer
Partner, HCC Marketing
Kerry joined HCC Marketing in 1989 after having served in account management positions at
Duffy & Shanley and Pagano, Schenck & Kay. Her experience includes financial services,
non-profit, retail, and hospitality. A graduate of the University of Rhode Island, Kerry is actively involved in the Women Presidents’ Organization and the New England Financial Marketing Association.

Dan Duval
CEO, McDougall & Duval Advertising
Over the last 20 years, Dan and his company have earned a solid reputation in the financial marketing arena for developing award-winning creative with measurable ROI for his clients. His particular interest is helping banks and credit unions differentiate themselves in an otherwise “vanilla” industry. Dan’s professional specialties are branding, corporate identity, strategic planning, and television and radio production. Dan lives in Newburyport, Massachusetts with his wife Bonnie and daughter, Maddie.

Amy Paxson
Chief Operating Officer, BankDot
Amy has over 25 years experience in marketing, advertising and digital technology. As Chief Operating Officer at BankDot, she guides the firm’s marketing strategy and oversees all administrative functions.
Prior to co-founding BankDot, Amy was one of the co-founders of VOXmarketing, a full service advertising and marketing firm, where she continues to hold the position of Managing Partner. At VOX, she supervised marketing programs for numerous financial clients, including Rockland Trust, MountainOne Bank, Slades Bank, Foothills Bank, Professional Business Bank, American Business Bank and Credit Union of Colorado.
Previously, she worked at Arnold Worldwide, Hill Holliday and Rossin Greenberg Seronick, and handled diverse accounts like Marshalls Department Stores, Hyatt Hotels and Resorts, Sperry
Top-Sider shoes, and Neworld Bank.

Before relocating to Boston, Amy held the position of Vice President, Director of Advertising at Fidelity Federal Bank in Los Angeles, and served as a writer and consultant in the financial industry.

Amy is originally from Southern California and received her BA from UCLA.

Ron Shelvin
Senior Analyst, Aite Group
A management consultant and industry analyst for more than 25 years, Ron was ranked #2 on Bank Innovation’s list of 30 Innovators to Watch: Key Executives Shaping the Industry in 2014. His website, Snarketing 2.0, was the number one blog for financial services marketers by The Financial Brand in 2013, and was named to Radius’ 25 Best Marketing Blogs of 2014.

Eric Van Den Heuvel
Managing Director for Media, The Gate Worldwide
Eric has led media planning and strategy efforts for financial, publishing, tech, telecom and packaged goods sectors including work for State Street Global Advisors, American Express, Bloomberg, Putnam Investments, McGraw Hill, Godiva, Hearst Publishing and others. He brings a full spectrum of understanding of both traditional and non-traditional media, offering solutions for local, national and international marketers. In addition to his work at The Gate NY, Eric has worked at Nested Media, Margeotes Fertitta + Partners, Dash.com and Ogilvy and Mather.

Jack Vonder Heide
CEO, Technology Briefing Center
Jack is one of the nation’s leading authorities on technology and is consistently ranked among the top speakers at industry conventions, management conferences, corporate seminars, board meetings and other events. Prior to founding Technology Briefing Centers in 1993, Jack was vice president of sales for a major financial services company and held marketing positions with IBM Corporation.