Featuring seven different financial institutions, each with seven minutes to showcase a big branding story or marketing case study that had a real impact on their bottom line.
1. How Artificial Intelligence is Revolutionizing Banking
Donna Bailey
VP of Operational Excellence at Wells Fargo
AI is one of the big buzz words in banking today, but many executives in the financial industry aren’t sure how it should be implemented and how they should get started. Don’t worry. In this session, Donna will explain why you don’t have to be a data scientist or software engineer to realize its strategic value. See how Wells Fargo has radically transformed its business, as she shows you when and where to implement AI, and how to make it work for your financial institution.
2. Relationship Banking Strategies for a Mobile-First World
Linda Duncombe
EVP Marketing & Product Strategy
City National Bank
When you stress the personal, human side of banking, it can be challenging to create a mobile experience supporting the brand. How do you strike the right balance between digital and offline channels? Hear how City National co-created its new mobile app with customers, ensuring an experience that meets expectations and enhances relationships. Linda will show you how the concept of “relationship banking” is quickly changing, and why it’s no longer just about interpersonal connections.
3. Banking on Women: A Growth-Focused Business Segment
Liz McIntyre
VP/Director of Social Media at Renasant Bank
Renasant Bank stands steadfast in its mission to support female leaders and make a difference for women in the communities it serves. “Rise with Renasant” is the bank’s leadership empowerment initiative targeting women entrepreneurs and innovators. Hear how “banking on women” not only promotes internal professional development, but how supporting women in business impacts the bank’s bottom line and fuels the success local economies.
4. Leveraging Brand Identity to Forge Deeper Connections With Customers
Gina Proia
EVP/Chief Marketing & Communications Officer
CIT
Following a multi-year transformation, CIT recently revealed a simplified and refreshed brand identity aimed at creating a more cohesive market presence. With a 111-year old heritage and a renewed focus on the future, CIT’s new brand identity reflects the mission of empowering people to turn their ideas into outcomes. Learn how CIT places customers and their unique goals front and center, and uses its brand to reflect a diverse range of customers and businesses.
5. How CX is Driving Strategy in the Digital Age
Katie Miller
Senior Vice President at Navy Federal Credit Union
Hear how the world’s biggest credit union is highlighting its member experience, and how CX is driving the implementation of its digital banking strategy. Katie will explain how they are choosing and deploying new digital solutions, while improving back office processes and most ensuring that the institution’s “heart of service” brand is supported across all channels — human and digital.
6. Automating Onboarding to Amplify Growth & Magnify ROI
Steven Page
VP/IT, Marketing & Digital Banking
SafeAmerica Credit Union
Financial institutions can use their data to create a better onboarding program that will provide lasting value and foster long term relationships. Once consumers know who you are, you can ease them into marketing and cross-sell more products with new offers. Hear how SafeAmerica is utilizing their MCIF system to communicate with people in the onboarding process, and how to use your data to grow more profitable relationships.
6. How to Overcome Barriers With New Digital Marketing Initiatives
Scott Spjut
AVP/Digital Content
Fifth Third Bank
It’s hard enough to start a wholly new marketing initiative within any organization, let alone in the financial industry, which compared to other verticals, has to deal with higher levels of scrutiny, oversight, and regulation. But it can be done — successfully. Scott will show how he launched not one but two previously under-utilized marketing disciplines — content marketing and SEO — and how he overcame the bureaucracy, speed bumps and red tape along the way.
7. Rebranding Blitz: Synchronizing a New Logo, Website & Ad Campaign
Erin Dady
CMO at Bremer Bank
Bremer Bank recently rebranded — the culmination of two years’ work reexamining everything from top to bottom. Hear how Bremer Bank defined what its brand stands for, the organization’s overarching promise and purpose, and how they will cultivate relationships with key constituencies — both now and into the future. Erin will give attendees a unique internal lens on the rebranding process, explaining how the bank approached, prioritized, managed and implemented its new brand, and what it takes to pull it all off successfully.
