Our speakers and peer group discussions will provide you with answers for the following goals:

é	Developing Your Marketing Plan to Support the Bank’s "Scorecard"
é	Building Customer Loyalty
é	Ways to Acquire Small Business Relationships
é	Small Business Pricing Strategies
é	Measuring Your Brand's Effectiveness - Getting a Better ROI on Your Marketing Efforts
é	Winning the Customer Retention Race
é	Staying Ahead of the Curve on New Products
	Overdraft Protection Stored Value Cards Cash Management Check Imaging & Online Statements
é	Biz Development Teamwork - Defining the Roles & Incentives for the Players
é	Relationship Banking - More than CRM
é	Segmentation and Targeting a Specific Market
	Part I - Researching and Planning by Market Segment Part II - The Hispanic Consumer - What Motivates this Growing Target Market
é	Direct Mail, Ads and Event Marketing … Learn What Really Works!

Speaker Highlights

GENERAL SESSIONS

Developing Your Marketing Plan to Support the Bank’s “Scorecard”
Tom Dobyns, Chief Enthusiology Officer, Enthusiology  

Presentation

Tom will stress the importance of teamwork…each department really working together for the benefit of the entire bank.   It involves listening to what the goal is, understanding where your specific department fits in, and how together, you can proactively move the bank’s financial results in a positive direction.  He will speak of the negative effect “silos” play, whether they are intended or not, and how to specifically eliminate them.  Take aways will include:

• Creating a team environment

• Great ideas versus meeting the needs of the organization

• Getting everyone on the same page

• How the right activities can actually make a difference on the scorecard

• Working together to achieve “ka-ching” for the organization!

You will have fun in this session, using real-world examples instead of “what ought to be.”  In other words, it will be done with “Enthusiology!”

Building Customer Loyalty
Lutz Braum, Director, Relationship Marketing, World Savings  

Presentation

• Definition of customer loyalty (it's not the same as customer satisfaction)

• Drivers of loyalty

• What drives loyalty in banking (besides lethargy)

• Case studies and examples of easy and low-cost loyalty programs

• Leveraging rewards programs

• Adding value to the business proposition

• Moving from one-way marketing to dialogue marketing

• The pitfalls of referral programs

Lutz will also share with you what's ahead in customer loyalty.

Ways to Acquire Small Business Relationships
Tom Dobyns, Chief Enthusiology Officer, Enthusiology  

Presentation

One of the jobs Tom held during his 30-year career in banking was to head up the Small Business segment for First Interstate Bank.  He was in charge of “inventing” how the bank would identify, and ultimately serve, this important segment throughout the entire branch network. The bank went from a non-player to one of the primary competitors in this market segment.  He has many specific “war stories” of what to do, and what not to do including:

• Small business acquisition is about relationships (banker/customer)

• Understanding the “buying decision” of the small business customer

• Does your bank have the necessary products to serve this segment?

• Training—a critical component to successful customer acquisition

• What does the competition offer? 

• How to become a “player” in your marketplace

Tom’s style is centered around having fun, while at the same time you with some tangible “nuggets” that you can take away and implement in your professional lives.  The “people” component is first and foremost in what Enthusiology is all about. 

Small Business Pricing Strategies 
Joseph Sullivan, President, Market Insights, Inc.  

Presentation | Handout

The most effective presentation regarding the small business market must begin with an assessment of the market. The primary focus of this presentation will be on key trends in the small business market and how they affect product behavior and pricing strategies.  After a review of small business demographic trends, you will be updated on new research into the small business market and how to price products and services more competitively within their markets.

• Outline a process for assessing the small business market

• Key research insights into this market and how it affects pricing

• Discuss trends in product pricing, product packaging and relationship pricing and how to capture a larger “share of wallet” with each business customer

• Effective “best practices” for pricing

• Create a toolkit of action strategies which can be applied within your own markets.

Measuring Your Brand’s Effectiveness - Getting a Better ROI on Your Marketing Efforts
Michael Murphy, CEO, Brand IQ  

Presentation

Marketing experts say children can express brand awareness as early as age 2, an awareness encouraged by a world that offers more choices than ever before (AdWeek March 24, 2003).  So what’s your brand communicating?  In this presentation Michael Murphy will share with you the key areas you should focus on to determine the effectiveness of your communication, and operational efforts at the bank.

You will learn:

• What the specific brand metrics you should measure to better predict the activities that are generating the biggest impact with your market

• The benefits to measuring some of the key metrics to you and your bank like awareness, esteem, customer loyalty and advertising impact

• Key steps to begin measuring your brand

Winning the Customer Retention Race 
Charlene Stern, Senior Vice President & Chief Experience Officer, NewGround   

Presentation                       

Bank surveys indicate an alarming disconnect of customers from their primary bank, which mandate a significant change in industry thinking.  Recent focus group research in various markets show a significantly higher level of cynicism and distrust of customers’ view of banks and their own primary bank.  The single most important differentiator is the meaning of your brand and the actual delivery of your brand experience across all points of presence.  This session provides a framework for understanding and defines key steps in innovating a brand that builds customer retention and a deeper meaning of who you are in your customers’ financial lives.  Includes these topics and case studies:

• Rebuilding the brand-to-customer relationship

• The real price of technology in the customer building equation

• Building your brand experience; challenges and rewards

CONCURRENT SESSIONS

Biz Development Teamwork - Defining the Roles & Incentives for the Players
Stacy Taylor, Sales Success

This presentation and interactive session will cover how you can increase positive teamwork and present a unified team approach to your clients in order to boost revenues. Break down walls that prevent you from gaining share of wallet. Find ways to build trust and confidence between departments to help facilitate cross-referrals. This session includes a check sheet you can use to evaluate your commission plan and how well it meets these objectives.

• Did you know your biggest potential for revenue increase is in your backyard?

• Do your bankers get bogged down in territorialism and who “owns” the client?

• Does it take a rocket scientist to untangle your commission plan?

• Can your average front line banker clearly articulate how it works?

• What are the key elements of a commission plan that really drives results?

• What types of tracking systems and feedback mechanisms really work?

Direct Mail, Ads & Event Marketing - What Really Works
Susan Kirshenbaum, President, Kirshenbaum Communications  

Presentation

Susan, founder of an integrated marketing communications agency, will describe the pros and cons of different methods of marketing outreach.  Her presentation will address concerns specific to the financial services sector including the frequent launch of new products and services. Take away information will include:

• What you should use and when, and how they work together to build integrated programs, to effectively reach customers and targeted prospects

• What worked in the past with how you need to approach the market today

• What resources you should consider, together and separately

• Strategic connection of various programs to an organization’s sales and retention goals.

• Fresh ideas on how to make your programs and projects have greater impact

• A useful checklist for evaluating your options

Her recommendations are tailored to the institution with a limited budget and how to make the most of what you do have.

Segmentation and Targeting a Specific Market - Panel

Part I - Researching and Planning by Market Segment
Denise Salyards, Marketing Consulting Practice Manager, Metavante  

Presentation

"One size fits all" marketing strategies are no longer effective in the financial services marketplace.  Customer profiles, product interests, and financial needs continue to change, impacting the effectiveness of your sales and marketing strategies.  In this session, she will discuss different marketing strategies focusing on:

• Delivery channel management

• Market research and segmentation

• Direct marketing concepts

• Branch effectiveness.  

You will see how these strategies will enable expanded customer profitability, improve sales opportunities, maximize the relationship, and ultimately improve the bottom line.

Part II - The Hispanic Consumer - What Motivates this Growing Target Market
Doug Perkins, President & Miguel Reza, Hispanic Marketing Director, Pacific Gateway Group

We all need to know and understand that to be effective, bank marketers will increasingly need to target the ever growing Hispanic consumer with timely and culturally relevant materials—otherwise, you risk alienating them. Our speakers, who specialize in marketing to the Hispanic consumer, will look at:

• What motivates the Hispanic consumer as related to family finances and banking

• How and when language can play an important part in a marketing campaign (that it’s not just about translating your marketing campaign into Spanish)

• How language mirrors values and motivators

• How instead of trying to blend into the classic American "melting pot," Hispanics today are more focused on preserving their values and cultural identities.  You will learn examples of some of their specific values

Staying Ahead of the Curve on New Products

Cash Management
Christine Peterson, Certigy E-Banking Services

Presentation

Community banks are talking about the strategic importance of online Cash Management services. Microbanker recently reported that cash management is the most popular technology initiative at banks these days. A full 51% of Microbanker readers plan to implement new cash management technologies over the next year. You will learn:

• Basic guidelines on reviewing Cash Management systems

• Developing a strategic plan to implement them

• Hear directly from a community bank that utilizes an online cash management program.

Stored Value Cards 
Gretchen Herrin, Metavante
Owen Erickson, CEO, Mission National Bank  

Presentation

Stored value card programs are a fast growing and convenient way to provide payroll, workplace benefit, medical savings accounts, gift, campus and teen cards. Target markets include businesses, the unbanked and customers who are using them to transfer money to families in foreign countries. They provide your bank new avenues of revenue by providing you the opportunity to earn either interchange or ATM transaction fees.

• Learn the types of stored value cards, how they work, and what’s involved in setting up a stored value card program

• Find out about the financial, regulatory and relationship opportunities for your bank

• Hear directly from a $53 million community bank in San Francisco that recently launched a stored-valued program

Check Imaging & Online Statements
Steve Rasmussen, President, Beavercreek Marketing
Leslie Stone, Vice President/Marketing Director, Mid-State Bank

Rasmussen Presentation | Stone Presentation

Community banks are flocking to check imaging and online statements as a way to appeal to online banking customers, reduce operational costs, reduce check fraud, and prepare for electronic check exchange under "Check 21". Learn from a marketing firm that has worked with over 500 community banks:

• How to achieve near 100% customer acceptance of imaging
• What incentives will bring customers on board?
• New strategies for enrolling customers for email statements
• Explore exciting new financial technologies available with imaging
• How should your communications program to customers be staged?

Plus, you will hear how one WIB member bank successfully launched this service to customers.

Overdraft Protection
David Trujillo, Account Executive, Pinnacle Financial Services
Dorian Corliss, CEO, Our Community Bank of Grants Pass  

Presentation

• Automatic overdraft protection programs have been in the news lately, but both banks that offer the service and customers that get the benefit swear by them.  Even banks that have long offered traditional overdraft protection (a checking account linked to a saving or other account) are finding great value in the updated version of this product. But, there are right and wrong ways to offer this kind of program. 

• Learn what you need to do to dramatically increase your fee income using the latest technology available

• Stay compliant with the regulations

• Learn how to market this program as a value-added program

• Hear directly from a million community bank that recently launched a new overdraft protection program.

Relationship Banking - More than CRM
Denise Salyards, Metavante Marketing Consulting Practice

Presentation

  Peer Group Discussion: Learn from Your Peers

Bankers will have one formal round-table peer group discussion allowing you to share ideas with non-competitor bankers. Our committee members will act as facilitators of these discussions which will focus on the topics of the Conference. Why reinvent the wheel? Learn from others who have already addressed issues facing you today.

A fun evening at The Tonga Room located in the Fairmont Hotel atop Nob Hill is being planned. The Tonga Room is a tropical paradise complete with Tiki gods, lots of exotic foliage, and a genuine lightning-and-thunder rainstorm every 15 minutes or so. The Tonga Room also features a pond in the middle of the lounge, and various pop bands play on a floating stage. It’s campy, fun, and is known as a must-see on a trip to San Francisco. The Fairmont Hotel is directly across California Street from the Stanford Court. The fee is $65 per person, and includes one beverage.

On Thursday, you’ll be able to visit our Marketplace of tabletop exhibits filled with some of the latest products and services needed to improve your bank’s performance. Visit with representatives of these firms and meet colleagues from around the West.

A committee of your peers is planning the Conference. Special thanks to the following for helping put together this Conference: