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Schedule & Agenda*

Day 1: Thursday, October 6

7:30 am

REGISTRATION & CONTINENTAL BREAKFAST

9:30 am

CONFERENCE OPENS

9:45 AM

MARKETING ASSESSMENT PROCESS: HOW TO MAKE MARKETING A DRIVING FORCE IN YOUR ORGANIZATION

This session is focused on understanding your organization’s strategic direction and figuring out how marketing can be a key factor in your organization’s success. This session will walk you through a Strategic Blueprint Model to help answer key questions on how to structure your marketing department, what marketing infrastructure is needed to make marketing a driving force in your organization, how to achieve integrated marketing based on your organization’s strategic direction, and much more.

SPEAKER

Lance Kessler
President
Lance & Kessler Associates

11:15 AM

ARE YOU BUILDING YOUR BRAND THROUGH THE RIGHT CHANNELS?​

We’ve learned from our latest round of Rivel Banking Benchmarks, and through thousands of your customers and prospects, if your method of outreach is effective. Your customers are your greatest asset and ambassadors – are you focusing on their experience? Join us as we discuss consumers’ preferences on word of mouth recommendations, chatbots, social media and other forms of advertising.

SPEAKER

Adam Cruickshank

Associate Consultant
Rivel Banking

1:30 PM

FINDING NEW WAYS TO GROW

Every bank board meeting discusses it. Branch acquisition is one path, but with many cores quoting a 12 month lead time for integrating, it’s a long play. There’s always the M&A strategy, but that isn’t always the right fit for some boards.

What if there was another way to grow? Where banks can implement an initiative in about a month, grow $10-100M or more in deposits, and create new fee revenue and lending options? What if this new source of revenue was in your own backyard and community? Higher risk businesses can fall outside a bank’s risk comfort zone, but it’s evident that there’s a tremendous need for those businesses to be banked, and they can in fact be handled securely and profitably.

This session will address:

  • Defining the sectors: cannabis, hemp, crypto, ATMs, MSBs and more
  • Market opportunity: You’re already banking them so why not make money from them?
  • Banking in your geographic footprint – and nationwide
  • Building out your prospect list, SEO/SEM and outbound campaigns
  • Risk and compliance considerations
  • Leverage an ROI calculator in mapping out success
  • Automating workflows to scale the business

SPEAKER

Ryan McInerny
Principal, Product Strategy
RiskScout

2:30 PM

PRESENTING COMPANY: MARQUIS

SPEAKER

Sean Cunningham
SVP, Regional Manager
Marquis

3:45 PM

DARLING CONSULTING GROUP

SPEAKERS

Billy Guthrie

Managing Director
Darling Consulting Group

Joe Kennerson
Managing Director
Darling Consulting Group

5:00 PM

RECEPTION

Day 2: FRIDAY, October 7

7:00 AM

BREAKFAST

8:30 aM

WELCOME REMARKS

8:45 aM

MARKETING TO DIVERSE COMMUNITIES

More information coming soon.

9:45 aM

breakout sessions

WHY A BANK'S BRAND MATTERS

SPEAKER

Tom Holmes
President
HMC Advertising

NOW WHAT? WEBSITE STRATEGY AFTER LAUNCH​

SPEAKER

Melanie Coleman
Director of Strategy & Media
Pannos Marketing

11:00 aM

NEW MEDIA TRENDS

More information coming soon.

12:00 PM

CONFERENCE ENDS

*All times subject to change

Lance Kessler

President

Lance Kessler is President of Lance Kessler & Associates, a marketing consulting and training firm.  He worked in banking for twenty-five years before starting his own consulting firm.  He has a Bachelor of Science degree in Psychology from York College of Pennsylvania and a Master’s degree in Management from Johns Hopkins University.  He is also a graduate of ABA’s Stonier Graduate School of Banking and completed an Executive Program on Consumer Marketing Strategy at Northwestern University’s J.L. Kellogg Graduate School of Management.

Mr. Kessler is on the faculty of several national, regional, and state level banking schools.  Mr. Kessler is a frequent speaker on marketing, management, and organizational development topics at industry conferences.  He has authored various articles on these topics over the years.

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Adam Cruickshank

LinkedIn
Associate Consultant
Rivel Banking

Adam consults with bank and credit union leadership, drawing from Customer and Prospect Benchmark report data to help bank executives assess, tailor, and track their marketing, customer retention, and branch expansion strategies.

Prior to joining Rivel, Adam worked for ADP in small business sales. He managed a large client list, prospected a defined territory, and maintained relationships with banks and CPAs. Responsible for creating his own leads, Adam used different marketing/multitouch campaigns to engage local business, set meetings, and close deals.

Adam graduated from Queen Margaret University (Edinburgh, Scotland) with second-class honors, upper division in Human Biology. For his national fencing achievements for the university, he was awarded Full Blues, the highest athletic honor bestowed by a university.

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Ryan McInerny, CAMS, FRM, MSBA 

LinkedIn
Principal, Product Strategy
RiskScout

Ryan McInerny, is a former examiner with the Office of The Comptroller of the Currency (OCC). At OCC Ryan served on committees for compliance, BSA, and commercial credit and oversaw complex examinations spanning a variety of risk areas and business lines. Ryan brings strong business sense to his banking expertise having received his Masters Degree in Business Analytics from UVA’s Darden School of Business. At RiskScout Ryan researches and informs strategic priorities for product development.

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Sean Cunningham

SVP, Regional Manager

Sean Cunningham is currently SVP, Regional Manager with Marquis, a company that helps nearly 800 banks and credit unions drive automated hyper-specific customer journeys. The Marquis approach starts by aggregating, assembling, and analyzing each institution’s unique data to build a unique path designed for each individual customer and their specific situation across multiple channels.  Over the last seven years, this approach has yielded a 512% average direct annual return on investment for Marquis clients.

Prior to joining Marquis in 2006, Sean was Chief Marketing & Retail Officer with a community bank in Illinois, where his efforts were focused on achieving positive ROI through targeted marketing.  Additionally, he implemented and managed the bank’s sales and service initiatives.  Sean lives in Central Illinois with his wife and two kids.

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Billy Guthrie

LinkedIn
Managing Director
Darling Consulting Group

Billy Guthrie serves as the Managing Director at Darling Consulting Group, working directly with financial institution executives to validate and better understand key deposit assumptions utilized in risk models. In addition to supporting core deposit study analyses, he educates DCG’s client base on how to use data analytics and make strategic deposit decisions through Deposits360°®, DCG’s proprietary tool.

Guthrie began his career with DCG in 2008 as a financial analyst. He holds a degree in finance and management from the University of New Hampshire.

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Joe Kennerson

Managing Director

Joe Kennerson serves as the Managing Director at Darling Consulting Group (DCG), where he works directly with senior management teams to build customized balance sheet strategies, improve earnings, and manage risk. Kennerson is an expert in Asset Liability Management and educates ALCOs on the inevitable balance of financial performance and regulatory appeasement. In 2021, Kennerson spoke at 28 industry associations reaching nearly 3,000 bankers. He is an expert at bringing clarity to complex strategies and delivers high energy to his ALM presentations.

Kennerson began his tenure with DCG in 2005, benefitting from working with nearly a thousand ALCOs throughout the country on ALM and strategic initiatives. He lives in Boxford, MA, with his wife and two daughters and is an active member of the Big Brothers Big Sisters program. Kennerson is a graduate from the University of New Hampshire with a degree in finance.

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Melanie Coleman

Linkedin
Director of Strategy & Media
Pannos Marketing

As a former bank marketer, Melanie has first-hand experience with financial institutions’ challenges, particularly when entering the digital space. At Pannos, she oversees marketing, media, and sales teams, consistently improving the performance of paid and organic efforts by implementing the latest and greatest digital trends.

Leveraging data to inform and guide digital strategy, Melanie and her team work closely with clients to build customized reporting from overall KPIs to complete ROI calculations and attribution to optimize digital marketing efforts. She leads the media team in charting SEO strategy and is actively ensuring our client’s websites are built with SEO top of mind. With over ten years of marketing experience across various industries, Melanie understands marketers’ increasing demands as mediums become more complex and budgets are scrutinized.

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