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2016 Fall Conference Agenda
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2016 NEFMA Fall Conference Agenda

(Note: The agenda and presenters are subject to change.)

Thursday, October 13, 2016

6:00p-8:00p                       Welcome Reception

Friday, October 14, 2016

8:00a-9:00a                       Breakfast            

9:00a-9:50a                       General Session #1

How Social Media Started A Movement, Jill Castilla: CEO Citizens Bank of Edmond (OK), American Banker’s Community Banker of the Year

Social media is not a fad and the banking industry has caught on to that fact. What’s next? Find out how social bank culture has transformed a $250-million asset community bank in Edmond, OK. Not only is social media deeply integrated into Citizens Bank of Edmond, it’s a key component that reaches into every part of the bank. Whether it’s cash mobbing a small business or running a popular downtown event Heard on Hurd, using social media is second nature and a key conductor in communicating the message to an audience. Learn more about how the physical and digital feed seamlessly into each other in an integrated marketing approach.


9:50a-10:30a                     General Session #2

Meet the ROI Challenge Head On, Mary Beth Sullivan, Managing Partner, Capital Performance Group, Washington, DC

CPG recently collaborated on a survey that revealed that both Marketing and other Senior Executives at banks and credit unions believe the greatest challenge marketing faces today is measuring results – including the return on investments (ROI) in marketing.  This session will address this challenge head on, explaining why results measurement is critical for the Marketing team and providing marketers with straightforward approaches to measuring results, even on the hardest-to-measure investments in brand and social media.  The ability to better forecast and quantify results will enable marketers to improve how they allocate spending to optimize returns and make the case for greater investments in marketing.

10:30a-11:00a                  Coffee break with exhibitors

11:00a-11:40a               General Session #3


Eat or be Eaten. How You Can Be Ready to Lead Communications in the Next Merger Wave, Dena Hall, Regional President and EVP, Chief Marketing Officer, United Bank, Glastonbury, CT and Elizabeth Mach, First Vice President, Berkshire Bank

Join us for a panel discussion and hear two marketing veterans of several acquisitions share their experience on what makes for a successful merger communications plan. Discussion topics to include how and when to communicate with your employees, current customers, those you are acquiring and the community; review regulatory and best practice communication check-lists, communication during a branch sale/divestiture and how to take advantage of those opportunities created when other bank mergers are happening in your backyard. Whether or not an acquisition is in your future you won’t want to miss this interactive discussion with plenty of time carved out for Q+A and information sharing.

11:40a-12:40p                     Lunch and exhibits

12:40p-1:20p                       General Session #4

The View From Europe / Where Fin Tech Innovation Will Drive The Customer Experience, Koen Vanderhoydonk, Business Accelerator & Client Experience Innovator, EuroClear, Brussels, Belgium

NEFMA’s first international speaker! Given that Europe leads in FinTech, we’ll learn about the latest developments from someone firmly connected to the hub of the European banking system.

The Fintech industry is booming and the banking industry is adapting to the new digital world at the speed of lighting. What is really happening at the moment and how is Europe evolving in current times. How do we look at other continents and how are we influenced? Where are the threats and opportunities? How will future business models potentially look like? Will technology impact and/or drive our expectations? What’s the customer experience law? Let’s discover what are the trends in the banking industry that matter.

1:30p-2:30p                       Breakout Sessions

  • Creating a Data-Driven Marketing Organization, Mary Beth Sullivan, Managing Partner, Capital Performance Group, Washington, DC

    Most marketers agree that improved data analytics is a priority in today’s banking business, but most marketing organizations have limited data analytics capabilities. In this session, we’ll discuss the analytics that are essential in today’s competitive environment and how to build, buy, or partner to create a data-driven marketing organization. We’ll discuss how to create the right customer, brand, media mix, and other analytics based on your strategy and put these to work inside your marketing organization, yielding far better results and returns on marketing spending.

  • Disruptive Mentality in BankingKoen Vanderhoydonk, Business Accelerator & Client Experience Innovator, EuroClear, Brussels, Belgium

  • Get on Board the Event  Revolution, Jason Soucy, Director of Sales, Travelers Championship

    Event marketing has gone through a revolution in the past 15 years. Where firms once sponsored events merely for goodwill, smart marketers now demand individual branded elements, unique celebrity interactions, increasing exclusivity and advanced social media tie-ins. Whether you are hosting a golf event for your commercial customers or want to hitch your star to a major league event as a sub-sponsor, you won’t want to miss this session. In this fast paced give and take session, Jason Soucy, Director of Sales for the PGA Travelers Championship, will provide the latest insight on what it takes to make your event a powerful experience that clients will remember.


    2:30p          Conference Wrap-Up and special prize presentation