NEFMA 2024 FALL CONFERENCE AGENDA
October 17-18, 2024 | Framingham, MA
Join us for NEFMA's Fall Conference in beautiful Framingham, MA, from October 17-18, 2023, where finance and marketing will converge in an educational forum designed to empower professionals in the financial marketing industry.
From banking fundamentals to crisis management, optimization strategies, and small business insights, our conference offers diverse sessions to enhance your expertise and drive success. Don't miss this opportunity to expand your knowledge, network with industry peers, and equip yourself with the tools and insights needed to thrive in the financial marketing landscape.
DAY 1: THURSDAY, OCTOBER 17
9:00-10:00 am
10:00-10:15 am
10:15-11:15 AM
REGISTRATION AND TABLETOPS OPEN
WELCOME & CONFERENCE OPENER
WELCOME AND CONFERENCE OPENER
SPEAKER: Jamie Conaghan, President, NEFMA
ROOM: Grand South & Center
BREAKOUT SESSIONS
PERSONAL = PROFITABLE
SPEAKER: Sean Tracey, Sean Tracey Associates
ROOM: Grand South & Center
DESCRIPTION: Explore the ‘Personal = Profitable’ framework, a comprehensive approach to marketing that emphasizes authentic connections and customer loyalty. Discover six key strategies to transform your marketing efforts. Learn to create emotional connections with customers, refine your brand assets, innovate beyond industry norms, build a community, focus on your unique niche, and guide your customers towards their aspirations. This session will provide actionable insights and exercises to help you implement these strategies and drive your company to the top of your market.”
WARM HUGS, COLD HANDS: EMBRACING AI IN MARKETING
SPEAKER: Tory Bird, COCC
ROOM: Commons 1
DESCRIPTION: In the era of digital transformation, marketers must integrate advanced technology while preserving personal connections with customers. This overview explores strategic approaches to merging AI-driven tools like OpenAI, MidJourney, and VEED to streamline marketing and drive impactful results. AI-powered tools automate content creation and optimization, ensuring consistency and relevance across touchpoints. These tools aid in crafting stories, ad copy, optimizing website content, and generating social media posts, freeing up resources for strategic initiatives. By balancing automation with a human touch and reviewing AI-generated content for branding alignment, marketers can improve efficiency without sacrificing the personal connection.
11:15-11:30 am
11:30-12:30 pm
Break
PRODUCTION MANAGEMENT IS GREATER THAN PRODUCT
SPEAKER: Jeff Marsico, Kafafian Group, INC
ROOM: Grand South & Center
DESCRIPTION: We seem to always talk about product. But how much has banking products changed over the past twenty years? What if we changed the discussion to assignment product managers to continuously tweak product features, distribution, and processes for continuous profit improvement? Would products evolve to balance the needs of customers balanced by the need for profit? Would we use more than anecdotes to make changes in pricing, features, or benefits?
12:30-1:30 pm
LUNCH & visit vendors in Grand north
1:30-2:30 pm
BREAKOUT SESSIONS begin
PROVEN LEAD GENERATION THAT ATTRACTS NEW RELATIONSHIPS
SPEAKER: Dan Marks, Infusion Marketing
ROOM: Grand South & Center
DESCRIPTION: If you have been frustrated by random tactics to attract new relationships with lackluster results, we invite you to learn about best practices and a proven approach to implementing a disciplined, predictable, accountable process to attract more new relationships and keep more of them. See case studies and examples from banks or credit unions that that have successfully doubled new household generation while halving the cost to acquire.
DEMOGRAPHIC DISRUPTION: BANKING IN AN AGING AMERICA
SPEAKER: Jim Perry, Market Insights, INC
ROOM: Commons 1
DESCRIPTION: America is on the verge of a demographic crisis that will disrupt every aspect of our society, our economy... and the banking industry. Millennials are entering their 40s, birth rates are falling, death rates are rising, and by 2034, older adults will outnumber children for the first time in U.S. history. Most industries — financial institutions in particular — are ill-prepared to meet the challenges, pain points and opportunities presented by a customer and employee base that is both aging and shrinking. This powerful session explores how bank marketers must rethink their marketing plan for long term relevance and success in the face of accelerating demographic shifts. It is time to recalibrate your messaging and marketing for how consumers will spend, borrow, and save.
2:30-3:00 pm
BREAK & visit vendors
3:00-4:00 pm
ACQUISITION VS RETENTION: UNDERSTANDING THE WHO, WHAT, AND HOW
SPEAKER: Corey Wrinn, Rivel Banking Research
ROOM: Grand South & Center
DESCRIPTION: With most feeling the need for deposits, what becomes the priority? Quantity or quality? Join us as we dive into recognizing the consumer needs in your footprint, with whom those opportunities lie, and why prospects are vulnerable to making a move.
4:00-5:00 pm
LOST IN TRANSLATION: THE MARKETER'S BOARDROOM SURVIVAL GUIDE
SPEAKER: Lindsey Ogan, Stride Bank
ROOM: Commons 1
DESCRIPTION: In today's complex business environment, the boardroom can often feel like a battlefield where marketing's value is scrutinized, misunderstood, or even lost in translation. This keynote will empower marketers with the tools and strategies needed to effectively communicate the importance of marketing in the language of the boardroom. We will explore how to translate marketing initiatives into financial metrics, align marketing strategies with business goals, and bridge the gap between creative vision and executive expectations. Attendees will leave equipped with practical insights to navigate the boardroom confidently, ensuring that their marketing efforts are recognized as pivotal to the organization’s success
5:00-6:30 pm
6:30-8:30 pm
WELCOME RECEPTION
COCKTAILS, HORS D'OEUVRES, & NETWORKING
ROOM: Promenade
Paint Night
CONTINUE WITH US AT A PAINT & SIP
PLACE: TBD
Details: Join us for a creative and relaxing Paint Night at the hotel immediately following the welcome reception. Embrace your inner artist and enjoy an evening of fun, laughter, and artistic expression!
DAY 2: FRIDAY, OCTOBER 18
8:15-8:30 am
WELCOME REMARKS
SPEAKER: Jamie Conaghan, President, NEFMA
ROOM: Grand South & Center
8:30-9:30 am
MAXIMIZING SOCIAL MEDIA WITH VIDEO CONTENT
SPEAKER: Kelsie Downs, Stevie Social
ROOM: Grand South & Center
DESCRIPTION: This session will explore the power of video content in boosting brand visibility and driving revenue. Attendees will learn why video is crucial in today's digital marketing landscape and how to develop effective video strategies. The presentation will cover different types of video content, optimal posting frequency, and practical systems for managing video production and workflow. Additionally, tips will be provided on how to feel confident and natural in front of the camera. This session is ideal for those looking to enhance their social media strategy with impactful video content!
9:30-9:45 am
BREAK
9:45-10:45 am
10:45-11:00 am
A DEEP DIVE INTO DIGITAL STRATEGY: BUILDING FANTASTIC ROI
SPEAKER: Aaron Gregerson, Market Match
ROOM: Grand South & Center
DESCRIPTION: Take your credit union’s digital strategy to the next level! This session focuses on how to get the most ROI out of your digital program by focusing on lead generation, conversion tracking, audience building and how to turn all of that data into meaningful marketing.
BREAK & visit vendors
11:00-12:15 PM
12:15 PM
KEYNOTE - BANKING ON CHANGE: MAXIMIZE YOUR MARKETING AND SALES
SPEAKER: James Robert Lay, Category 6
ROOM: Grand South & Center
DESCRIPTION: The biggest obstacle to the future growth of financial brands in the Age of AI is not the abundance of new technologies coming online. Instead, it is a lack of understanding about how leaders can guide themselves and their teams through the complexities of exponential change that is the result of exponential technologies. Change of any kind, let alone exponential change, can feel hard, scary, and painful. But it does not have to be this way for you and your team. James Robert Lay will show you how to master the most important technology you must learn to master in the Age of AI so that you -- and your team -- can achieve exponential growth together.
CLOSING REMARKS
SPEAKER: Jamie Conaghan, President, NEFMA