The Financial Brand Forum 2015: Jam-Packed Agenda & All-Star Speakers

Financial Brand Forum 2015

The Financial Brand Forum has quickly become the banking industry’s premier annual event. The agenda for the Forum 2015 is packed with strategy sessions, how-to workshops and killer breakouts that are guaranteed to build both your brand and your bottom line. This is the one conference you simply don’t want to miss — April 30 and May 1, 2015 in Las Vegas.

The Financial Brand Forum is unlike any other banking conference you’ve ever attended. Last year, nearly 500 people attended, and this year is shaping up to be even bigger and better.

We’ve been working closely with our lineup of all-star speakers to carefully craft an agenda that’s all about “how to” instead of “why you should.” You already know what’s important, so you don’t need to sit through hour-long presentations simply to confirm your current list of priorities. The Forum also doesn’t waste your time with futuristic predictions about what banking might look like years from now. You want to know what you should be doing now — today! — to work smarter, more efficiently and more effectively to help your institution achieve its strategic goals.

By focusing on the “how” instead of the “why,” you will leave the Forum armed with concrete ideas and strategies you can implement the minute you get home. Nothing but practical ideas and actionable advice about the big branding, marketing and advertising problems financial marketers face today. Candid, direct, honest and focused on results, just like you’ve come to expect from The Financial Brand.

If you have any questions or need any further information, please send an email or call our Attendee Concierge at (866) 236-6228.




TRACK 2 – RETAIL EXPERIENCE (skip to section)



If you have any questions or need any further information, please send an email or call our Attendee Concierge at (866) 236-6228.


Innovation & Simplicity in Banking

Josh Reich, CEO and Co-Founder at Simple/BBVA

Speaker_PhotoConsumers think banking is boring. The less time they spend thinking about it, the better. Josh Reich understands this better than anyone. When he launched Simple, an internet-based provider of consumer banking services, Reich’s mission was both bold and unapologetic: “To make banking suck less.”

SimpleThis is a rare opportunity to hear from one of the financial industry’s most visionary thought leaders, as he shares the Simple strategy: If you aren’t making banking easier, then you aren’t innovating. This keynote address is guaranteed to be an edgy, brutally honest session that will challenge your most basic assumptions about banking and the role institutions play in consumers’ financial lives.

Online/Digital Strategies

Banking on Facebook in a Mobile-First World

Neil Hiltz, Head of Global Vertical Strategy for Financial Services at Facebook

Speaker_PhotoOne thing is certain about tomorrow: More people will be using Facebook, and they’ll be doing so from their mobile devices. Leveraging the power of Facebook — specifically in the mobile channel — is fast becoming one of the most important components in the digital marketer’s playbook. But developing effective business strategies and then properly measuring results is a serious challenge for most financial marketers. In this session, banking industry veteran and Facebook executive Neil Hiltz will show you how to leverage Facebook in the mobile channel so that you improve efficiency, scale, and profitability.

What you’ll learn:


  • How financial institutions can achieve real, meaningful business objectives through Facebook on mobile devices
  • The suite of mobile options available to banks and credit unions on Facebook
  • How Facebook can help you build your brand, generate new business, and improve long-term profitability

Successful Social Media Strategies in Banking

Michael Toner, Toner/Manager, Social Media at Navy Federal Credit Union

Speaker_PhotoNavy Federal Credit Union isn’t just one of the biggest financial institutions in the world, they are also one of the most successful with social media. They know how to harness the power and potential of social networks to achieve real, strategic business objectives. This session will show you how to boost your brand and build your bottom line by facilitating and engaging in authentic, two-way conversations in social channels.

What you’ll learn:

Navy Fed

  • How to build a successful social media strategy for your financial institution
  • How Navy Federal monitors, builds and engages with their social media communities
  • Which social media channels are most important, which ones aren’t, and why
  • How to define metrics and analyze key measurements that yield critical insights and reports on social platforms and campaigns

Transforming Banking Websites Into High-Performance Sales Channels

Mark Ryan, Chief Analytics Officer at Extractable

Speaker_PhotoFew things could be more important to your financial institution’s success than your website. All your investments in outbound marketing are basically down the drain if your online user experience falls short. The stakes couldn’t be any higher. Using data that you have right at your fingertips, you can arm yourself with powerful insights into consumers’ preferences, goals and needs. With a data-driven design process, you can present the right message, to the right user, at the right time. Whether you are looking to make small, incremental improvements to your institution’s website or are ready for a complete overhaul, you need to attend this session.

What you’ll learn:

  • What it takes to build a best-of-breed banking website that exceeds consumer expectations
  • How to balance UX, creativity and technology to deliver a rejuvenated online presence
  • How to upsell existing customers on the public-facing website with personalized, targeted messages based on online banking data
  • The critical areas where you need to optimize your website for maximum impact on the bottom line
  • What data streams, metrics and analytics reports are most valuable when looking for real, solid opportunities to improve your web channel

The 7 Most Effective Digital Marketing Strategies in Banking

Matt Wilcox, SVP/Marketing Strategy & Innovation at Fiserv

Speaker_PhotoToday’s consumer does more of their shopping and receives more marketing messages digitally than in traditional channels. Financial institutions need to dedicate more of their marketing budgets to online and mobile strategies. This session will explore seven of the most powerful digital strategies that should be part of every financial marketer’s toolbox, along with case studies and real-world examples from dozens of the best institutions in banking.

What You’ll Learn:

  • How to build a digital-first marketing strategy and where to begin
  • How much budget your organization should allocate to digital channels
  • How different digital channels correlate to different stages of the consumer lifecycle
  • How to integrate marketing between online and offline channels

Innovations and Best Practices in Email Marketing

Justine Jordan, Marketing Director at Litmus

Speaker_PhotoEmail marketing is one of the most powerful weapons in the financial marketer’s arsenal… and it can be one of the most aggravating. The difference between two emails—one that generates big results, and one that never sees the light of day—can be little more than a single word or design element. In this session learn dozens of tips and tricks you can use to improve subscriber experience, open rates, clicks and conversions.

What you’ll learn:

  • Email design best practices and how to create emails that get opened and clicked
  • Why you need to think mobile first when designing emails today
  • Why you need to “sell the click” and not the product or service
  • The importance of knowing your audience, relevance and context
  • How to optimize your emails for every environment, app and program

Forum 2015 Website Makeover

Forum 2015 Website MakeoverYour website is the biggest “branch” you operate, yet most banks and credit unions are years overdue for a web overhaul. This session will walk you through the process as a real financial institution gets a professional online makeover. We’ll reveal a new website design for the first time — live on stage — then take you through the strategy, design decisions, and suite of features critical to success in the web channel today. This is your chance to prepare for the makeover decisions that every financial institution will face in the near future, while learning through the experience of others.

If you would like to participate in the Forum 2015 Website Makeover — whether you’re a bank or credit union interested in a website facelift — send an email to The Financial Brand and let us know.

If you have any questions or need any further information, please send an email or call our Attendee Concierge at (866) 236-6228.

Forum 2015 Retail Branch Experience Makeover

Eduardo Alvarez, Managing Director at Adrenaline
Mike Colvin, EVP/Principal with LEVEL5
Paul Seibert, Principal at EHS Design

Forum 2015 Branch MakeoverBanks and credit unions around the world all want the answer to one, big burning question: “What should our branches look like today?” Everyone agrees the role of branches is evolving, but there is little clarity about how branch designs should respond to these changes. In this session, three of the best branch design firms in North America will tackle a real branch project for a retail financial institution. Each firm will present their design concept to the same, shared “client” live on stage in front of hundreds of attendees.

What you’ll learn:

  • The principles of strategic design, and how to craft a dynamic branch experience
  • Shape your institution’s branch strategy by working through the common design issues banks and credit unions face today
  • How three of the banking industry’s leading retail design firms attack the challenges of branch design — three perspectives, three processes, three different solutions

Would your financial institution like to participate in the Forum 2015 Website Makeover, if so here’s your chance to have three of the best firms take on your next branch project. Just send an email to The Financial Brand and let us know.

Innovating Your Digital Banking Nirvana

Jim Marous, Co-Publisher of The Financial Brand and Digital Banking Report

Speaker_PhotoThis rapid-fire presentation will outline the best mobile and tablet banking applications offered worldwide, with dozens of examples illustrating the keys to developing successful solutions, with an emphasis on simplicity, engagement and context.

What you’ll learn:

  • How to deliver a rich, robust mobile banking experience
  • What digital consumers expect from banks and credit unions in the mobile channel
  • The table stakes needed to stay competitive with mobile today, and how far you need to go beyond the basics
  • Which apps, tools and features are most important — to consumers and to your profitability
  • What you can build internally yourself, and what you need to buy

Maximizing & Monetizing the Mobile Channel in Banking

Dominic Venturo, Chief Innovation Officer at US Bank

Speaker_PhotoUS Bank is a true pioneer in the mobile channel. Few financial institutions have invested in mobile as heavily as they have, adopting one mobile innovation after another, from remote check deposits to mobile photo bill pay and mobile photo account opening. In this session, US Bank will walk you through their journey in the mobile channel — the strategy, goals, priorities and decisions they’ve made on the path to becoming one of the most mobile-centric institutions in banking. At the Forum, they will also be revealing a major new mobile initiative currently under development.

What you’ll learn:

US Bank

  • How to use mobile technologies to grow new relationships, increase revenues and reduce operational costs
  • The advantages and challenges involved with rolling out the mobile banking innovations consumers want most
  • How financial institutions can leverage mobile-specific functionality (e.g., geolocational technology, biometrics, etc.)

Leveraging Technology to Engineer a Better Branch Experience

David J. Cavell, FCIB

Speaker_PhotoAs financial institutions everywhere wrestle with their branch strategies, one thing is certain: technology lies at the heart of the discussion. The rapid rise in both the volume and sophistication of digital innovations are completely revolutionizing the branch experience. This session will present attendees with a wide range of current case studies illustrating how banks and credit unions around the world are leveraging new, consumer-facing technologies in their next-generation branch designs.

What you’ll learn:

  • How new technologies — from interactive touchscreens to video conferencing — are redefining the branch experience
  • How branch tech can enhance service levels, increase income, and reduce operating costs
  • How to strike the right balance between self-service technologies and personal interactions
  • The range of differing branch models that have been developed to leverage digital technology
  • How branch tech can be used to reshape consumers’ perceptions of your financial institution’s brand

Perfecting the Customer Experience in Digital Channels

Nicole Sturgill, Research Director at CEB TowerGroup

Speaker_PhotoThe banking industry is abuzz over “omni-channel delivery,” but what does it mean? Does it mean you have to accommodate every consumer’s needs in every channel the same way every time? Absolutely not. Each channel has its own strengths and weaknesses, and you need to optimize your service experience accordingly. This session will show you why consumers value efficiency over cross-channel consistency, and how to engineer the perfect digital experience.

What you’ll learn:

  • How to close the customer service gap in online and mobile channels
  • How to maximize, optimize and leverage service channels according to their strengths and suited purpose
  • Which channels consumers prefer for resolving service issues and why
  • The parameters consumers use to define their expectations for a positive digital service experience
  • How social media channels fit within a digital service model

If you have any questions or need any further information, please send an email or call our Attendee Concierge at (866) 236-6228.

Forum 2015 Brand Makeover

Speaker_PhotoGina Bleedorn, Executive Director at Adrenaline

Reality TV meets bank marketing in one of the most riveting sessions ever presented at a banking conference. Two concepts for a new brand identity are revealed to a retail bank or credit union for the first time on stage in front of a live audience.

AdrenalineHere’s your chance to spy on the rebranding process, as the team at Adrenaline reveals their creative ideas. This is rare opportunity to learn firsthand how others tackle their brand identity challenges — one of the most unique sessions you’ll ever see.

What you’ll learn:

  • What it takes to create a differentiated image in the banking world today
  • How to create, evaluate and refine a new brand identity
  • The elements required to design a world-class brand identity
  • What you can do to prepare for your next rebranding initiative

How would you like your financial institution to participate in the Forum 2015 Brand Makeover and have your brand identity get a professional makeover? If you’re interested send an email to The Financial Brand and let us know.

Maximizing Results With Data-Driven Financial Marketing Strategies

Tony Rizzo, General Manager/Creative Director at MARQUIS

Speaker_PhotoThree key themes will dominate the future of financial marketing — segmentation, personalization and automation — and you need all three to succeed. This session will show you how to breakdown the unique consumer segments lurking in your institution’s data, then target them with pinpoint precision by delivering personalized marketing messages. This is what every financial marketer needs to know to leverage their database with a practical, scalable system that maximizes ROI.

What you’ll learn:

  • How to supercharge your marketing plan by turning digital data into real results
  • How to craft better offers that get a bigger response – WITHOUT “buying” the business
  • How to effectively analyze customer and market data to produce an actionable plan of attack
  • How to produce a single page tracking dashboard fit for a chairman

Omni-Channel Brand Identity Design in Banking

Jon Blakeney, Group Managing Director of I-AM

Speaker_PhotoMost financial institutions struggle achieving consistency from one touchpoint to the next. Advertising has a flavor that isn’t reflected on the website, which in turn doesn’t align with the style of your branches. It sends a confusing mix of messages to consumers. What you need is an integrated brand identity that ties everything together. In this session, you’ll learn how to engineer a full, 360° brand experience using a unique, customer-centric design process. With an omni-channel approach to branding, you will capture consumers’ attention and connect with them emotionally on all fronts.

What you’ll learn:

  • How to unite every aspect of your brand experience and express your organization’s personality through strategic design
  • How to engage and delight customers with branding elements that resonate across all touchpoints
  • How to craft a cohesive banking brand identity that transcends a single channel — online, mobile and branches
  • How to use the principles of design to differentiate your financial institution in any medium

Checking Account Acquisition Strategies That Drive Growth

Robert Rubin, Managing Director at Novantas

Speaker_PhotoAs lending heats back up, so too will the battle for deposits. To stay competitive, you’ll need to get more creative with the way you package and promote your checking account lineup. That means getting the right checking products, with the right features, in front of the right people, at the right time. This session will show you how, with dozens of tips and insights based on research from tens of thousands of checking account shoppers — while they are actually thinking about, and shopping for a new bank or credit union. Buckle up for the ride in this in-depth, data-rich strategy session… or get left behind.

What you’ll learn:

  • The hot-buttons and switching triggers driving checking account shoppers, and how to leverage these preferences/behaviors
  • Identify how and where to invest marketing dollars
  • How to segment checking consumers into targeted, manageable and profitable clusters
  • The product features most critical to success, and why some of your competitors outperform you
  • How to identify and measure missed opportunities due to perceived product feature shortfalls

Growing & Cultivating Profitable Relationships With Gen Y Financial Consumers

Kristen Mashburn, VP of Marketing at Listerhill Credit Union
Chris Anderson, Marketing Manager at Listerhill Credit Union

Speaker_PhotoFinancial institutions have struggled connecting with Millennials. But Listerhill Credit Union gets it right, and they have the results to prove it. They don’t just pay lip service to Gen Y. They take an integrated approach — building products, marketing and even branches — specifically tailored to the needs and preferences of today’s younger consumers. Don’t miss this opportunity to learn from one of the best in the banking industry.

What you’ll learn:

  • How to build a cohesive, integrated Gen Y strategy that gets real results
  • What communications channels are most critical, and why you need to think outside the traditional media box
  • How to design and build banking products that resonate with Gen Y
  • How to create and sustain banking conversations with Millennials
  • How to get Gen Y excited about actively engaging with your brand and marketing initiatives

If you have any questions or need any further information, please send an email or call our Attendee Concierge at (866) 236-6228.

Zappos Culture Tour Plus Q&A – $199

Date: Wednesday, April 29
Time: 9:00 am to 12:00 pm
Location: Buses depart for downtown Las Vegas from Caesars Palace Resort
Cost: $199 per person

Note: There are only 50 spots available. Space is limited to attendees from banks and credit unions only.

ZapposHere’s your chance to learn from one of the best and brightest brands around: Zappos. This rare glimpse into the Zappos Family culture will show you what it takes to build, manage and consistently execute a highly-branded experience. The workshop includes a 60-minute tour of the amazing new corporate headquarters in downtown Las Vegas, followed by a 60-minute Q&A with experts from the Zappos Culture team.

What you’ll learn:

  • The “secret sauce” of culture building from one of the greatest, most celebrated brands on earth
  • How to apply the passion and energy of a company like Zappos to your financial institution’s culture
  • How corporate values can be used to shape company culture and the consumer experience
  • Why staff are absolutely critical to the success of your brand

Zappos Tour Sponsored By: Weber Marketing Group

Culture Building Workshop: Turning Staff Into Brand Champions – $249

Mark Weber, CEO/President of Weber Marketing Group

Weber Marketing GroupDate: Wednesday, April 29
Time: 1:00 pm to 4:00 pm
Location: Caesars Palace Resort – Workshop Space A
Cost: $249 per person

Ask any bank or credit union what differentiates them and invariably their answer is “our service.” But if everyone is saying “our service is better,” someone has to be lying.

Speaker_PhotoHow can you truly leverage staff to deliver a unique, branded experience? Join a team of cultural design experts from Weber Marketing Group for this highly interactive, three-hour workshop. Dig deep into the keys that will unlock ways to align, inspire and direct your entire work force to live your brand in bold, fresh ways.

What you’ll learn:

  • How to drive your financial institution’s brand from the inside-out
  • How the right cultural strategy will elevate your brand to new levels of performance, alignment and consistency
  • The transformational shifts required to deliver a truly unique, branded experience
  • Ways to unite employees behind your distinct brand promise
  • The steps you can take and processes you can use to get staff on board with your brand so that they live it out — every day
  • How to fuse HR into the branding process, and how to go beyond basic training

The workshop includes dozens of case studies and interactive exercises that will show you how create a competitive brand advantage by strengthening your internal culture.

Onboarding Workshop: Building a Best-in-Class Multi-Channel Cross-Selling Process – $249

Jim Marous, Co-Publisher of The Financial Brand and Digital Banking Report

Date: Wednesday, April 29
Time: 1:00 pm to 4:00 pm
Location: Caesars Palace Resort – Workshop Space B
Cost: $249 per person

Speaker_PhotoNew customer onboarding continues to be one of the most effective sales strategies for banks and credit unions. But it is imperative that you engage with consumers the way they prefer — whether it is in the branch, online, via a mobile device, in person or over the phone — with the right message at the right time. This intensive half-day workshop is built around an interactive, how-to format that includes peer dialogue and collaboration.

What you’ll learn:

  • How to build and implement a multi-channel onboarding process that improves engagement, share of wallet, retention and the long-term value of relationships
  • Best practices and keys to successful onboarding and cross-selling programs
  • How to use easily available customer data to improve cross-sell performance
  • How to integrate direct and digital marketing for optimal response and performance
  • The best methods for catching customers before they defect

OnovativeBonus: Each participant will receive a free copy of the Digital Banking Report, “Guide to Multichannel Onboarding in Banking” ($395 value).

Workshop Sponsored By: Onovative

If you have any questions or need any further information, please send an email or call our Attendee Concierge at (866) 236-6228.

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