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Lance Kessler Full Day Marketing Planning Seminar
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When: Thursday, March 13
9:00 am - 5:00 pm
Where: Framingham Sheraton
1657 Worcester Road
Framingham, Massachusetts  01701
United States
Contact: (978) 250-9847

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Marketing Planning Seminar

Learn how to develop a marketing plan that pays off!

Join us on March 13 at the Sheraton Framingham (MA) Hotel from 9am to 5pm for a special full-day, interactive Marketing Planning Seminar where you’ll learn how to create a revenue-generating marketing plan.

The seminar will be presented by consultant and trainer Lance Kessler, president of Lance Kessler & Associates and a faculty member of the ABA’s School of Bank Marketing and Management and the Mass Bankers’ New England School for Financial Studies.

Seminar topics will include:

  • The Path to Superior Execution
  • Situation Analysis
  • Competitive Strategy/Competitive Advantage
  • Focus on the Customer & Focus on Revenue Generation
  • Market Segmentation: Framework & Application
  • Participatory Marketing Planning Process
  • Bank-wide Marketing Planning
  • Local Market Level Marketing Planning
  • Measurement of Marketing Plans
  • Leadership/Accountability as it Relates to Execution of the Marketing Plan

You’ll learn how to develop and implement a five-step participatory marketing planning process for your organization. Later in the session, participants will apply those elements to a real-life case study.

The final step is to take this marketing planning approach and process back to the workplace and apply it.

This seminar is highly recommended for everyone involved in financial marketing, and equally beneficial for recent NEFMA Bootcamp graduates.


About Our Speaker: Lance Kessler

Lance Kessler is the President of Lance Kessler & Associates, a marketing consulting and training firm. Before he started his own firm, he worked in the banking industry for 25 years. Mr. Kessler is on the faculty of the ABA’s School of Bank Marketing & Management, as well as the Stonier Graduate School of Banking. He also serves on the board of the ABA School of Bank Marketing and the Graduate School of Banking’s Academic Committee. In addition, he was a member of the Board of Directors of the ABA’s Bank Marketing Association and a charter member of the ABA’s Certified Financial Marketing Professional Certification Advisory Board. 

Mr. Kessler is a frequent speaker on marketing, management and organizational development topics at industry conferences. He has also authored various articles published by Bank Marketing magazine, Journal of Retail Banking Services and paBanker Magazine. Mr. Kessler earned his BS in Psychology from York College, Masters Degree in Management from Johns Hopkins University, completed an Executive Program on Consumer Marketing Strategy at Northwestern University’s J.L. Kellogg Graduate School of Management, and is a graduate of ABA’s Stonier Graduate School of Banking.

CANCELLATION POLICY All attendee cancellations must be in writing. Cancellations received by March 7, 2014 will be offered a refund less a $50 cancellation fee. No refunds after March 7, 2014.