The Year 1 Project

Once you've gotten your feet under you from all of the meaningful takeaways from the on-site week, it's time to start your project. The purpose of the Year 1 project is to assimilate all of the information you've learned over the week into one actionable plan - with measurable goals, Return on Investment (ROI) and an executive presentation - that can actually be implemented at your bank.

It sounds a little intimidating, especially if you've been out of school for a while. However, with all of the takeaways you get at the school, it is easy to find a project that fits with your bank's strategic goals.

Plus, while the project requires footnotes and a bibliography (not typical of marketing plans at my bank), the majority of the project is a marketing plan. For me, it's very similar to what I'm already doing when trying to plan out a major initiative - determine a target market, justify the need for the marketing initiative and figure out the steps necessary to successfully bring the plan to life.

The project is due in October, but there are different parts due between June and October to keep you on track. You also are matched with an advisor in a non-competing market to help guide you through the process. Additionally, part of the project is a requirement that your supervisor sign off on your proposal. The idea behind the sign-off is to make sure that you get buy-in from your bank so this project could actually be implemented.

I've already determined a project proposal that my boss is very excited about: an initiative to increase adoption of our online services. Now, I'm working through the background research to figure out some of my measurable project goals: What adoption rate am I going to aim for? What does that mean for my bank's bottom line?

One thing we learned in our Marketing ROI class was that, in determining the TRUE success of a project, we need to look at our organic growth and account for that with our marketing goals. Since that growth will happen whether or not a specific campaign is done, it needs to be removed from your end results to show your true Marketing ROI, including improvements to corporate profitability and efficiency.

(And to think I graduated from college with a degree in Communications so I would "never have to do math again.")

This brings me to another benefit of the ABA School of Bank Marketing & Management. As a marketer, you know that there are many roads to a career in marketing. Not all of those roads include full training to provide the mathematical justifications appreciated by senior management and the Finance department. The classes at SBMM help you speak the language of these other departments so you can translate your gut feelings and interesting ideas into tangible goals and measurements. Or, as I call it, "getting beyond 'you're the one who puts the logos on the pens.'"

Note: The views presented here are the personal views of our ABA School of Bank Marketing & Management participants and do not reflect the views of their respective banks.

Key Takeaways from Year 1 - School of Bank Marketing & Management

From my classmate, Amanda Rolfs, Marketing Assistant at Central National Bank:

Most valuable has to be most of the classes for me. I simply can't pick any one class. However, if you forced me to answer, I'd say I got the most out of the PR & Communication class or the Planning class. I'd have to agree with Phil, Compliance class was definitely the most interesting. It's too bad Chuck Lewis wasn't the headlining comedian at the comedy club. I think we'd have been rolling on the floor. Concept we're using already? I'm picking up bits and pieces from all of the courses; however, the stuff I came home and started right away has got to be some of the tips from the Digital Marketing class. We are doing social media already, but I picked up some great pointers from that and immediately incorporated them into my workday routine.

Note: The views presented here are the personal views of our ABA School of Bank Marketing & Management participants and do not reflect the views of their respective banks.

Key Takeaways from Year 1 - School of Bank Marketing & Management

More key takeaways from Year 1. Today's takeaway is from my classmate, Phil Lawrence, AVP/Marketing Specialist at OmniAmerican Bank.

I have found I use the greatest amount of information to be Web related, whether talking about the need to style our writing towards a more staccato style or taking into consideration search engine parameters.  The most useful information so far has been the ongoing discussions on maximizing our responses to direct mail.  The most interesting? I'd pay money to hear Chuck Lewis do "stand-up compliance" at a comedy club.  The man's a compliance artist.

To add an editorial comment, Chuck Lewis' compliance presentation was probably worth the price of the school itself. I don't think any of us knew that compliance could be so entertaining!

Note: The views presented here are the personal views of our ABA School of Bank Marketing & Management participants and do not reflect the views of their respective banks.

Key Takeaways from Year 1 - School of Bank Marketing & Management

One of the first things we discovered (during the reception dinner) as the Class of 2012 for the ABA School of Bank Marketing and Management was that each year, the curriculum is re-tooled based on feedback from the previous year.

From a marketing knowledge standpoint, that's awesome. The school is always evolving to meet the needs of the current marketing environment. But, there is still a solid focus on the fundamentals of marketing, management and sales.

Here is a key takeaway from one of my classmates, Angela Preston, AVP of Marketing at ABC Bank:

The takeaway that I wanted to start immediately (and actually did) was the Hot Seat training!  It was taught during the sales training class at the very end. The day after I came back to work, I used it in our monthly teller Education/Training class.  It worked so well!  We had a group of 6 people in the class, and I had each one of them sit in the hot seat and had the others ask questions about something they knew a lot about (icebreaker).  So they all got a chance to see how it feels to answer questions about something they already know a lot about.  It is interesting because not only was this a great tool once they got to the product/service part of the hot seat training...but when they were doing the icebreaker, they learned so much about their peers in the room.  So the takaway from this type of training is really two folds!!

Note: The views presented here are the personal views of our ABA School of Bank Marketing & Management participants and do not reflect the views of their respective banks.

First Thoughts from SBMM Class 2012

Perhaps the fact that my first blog post comes almost a month after school ended demonstrates that when you go to SBMM, you get a LOT of information and have a LOT to digest.

Or maybe it simply means that I mistakenly scheduled vacation almost immediately following SBMM.

As with most things, the truth lies somewhere in between. (Also, I would not recommend scheduling a vacation immediately after SBMM.)

Year 1 was an intensive week of marketing and sales fundamentals.

Perhaps like many financial institutions, mine requires a report following any school/conference of takeaway items that can be used by our bank. I stopped at 10 items, but I probably could have gone on for pages. Many of my Year 1 colleagues had the same reaction.

For me, an interesting concept that I brought back for my senior management team was an exercise that we did in our Marketing Planning course about who our target customers were.

Four questions. One answer: If you don't know who your target customers are, then you are trying to navigate without a map. And...most banks don't know who their target customers are.

As a community bank, I'm sure I'm not alone in saying that, historically, our focus hasn't been on a "target customer" because that implies that we have one set of customers who we treat differently (ie better) than our other customers. Moving from zero to "targeted customer list" is a HUGE leap for us.

A first step toward "target market," which was affirmed during one of our classes, is that different customers do want to be treated differently.

We don't need to treat any group of customers worse than others. We just need to treat customers the way they want to be treated. From a customer service standpoint, that is how you provide exemplary service.

Simple. Revolutionary. And that was just one of my takeaways from SBMM.

Note: The views presented here are the personal views of our ABA School of Bank Marketing & Management participants and do not reflect the views of their respective banks.

Bowling Domination

The bowling activity tonight proved to be a big success again this year. Everyone was certainly fun, social & competitive tonight ... especially in our group. Kudos to Hollie (Y2) Dave (Y1) & Conny (Y1) for having the best scores to my knowledge. Tomorrow is going to be intense. First decision in BancExec. Therefore ... good night all!

First Night = Success

Last night's orientation, registration, dinner and reception turned out great! I was quite impressed and pleased with how open and engaged everyone (both Year 1 and Year 2) were with each other. Dinner was mighty tasty too! The energy levels were high, and it appeared everyone was ready for the school week to begin. I have a feeling a lot of memories will be made this week. So let's get started! Today is the first day of class.

Another Testimonial from 2010/2011 SBMM Student

Colby Schlicker, 2011 SBMM Class Treasurer and Marketing Communications Officer at Lewis & Clark Bank, Oregon City, Oregon

I really enjoyed the experience of Year 1 and am looking forward to Year 2. Above all else, and above the things that we learn in class, I have gotten the most from connecting with the other students and sharing ideas. Knowing other people in the business has been great and an extremely valuable result of going to the SBMM. The between session assignments have also been an asset to my bank’s strategic plan and payoff is clear. I have made some great friends, to boot. Can’t wait for this year!

Another Testimonial From a Former SBMM Student

Sean Hockenbery, Director of Client Services and Operations at Financial Marketing Solutions

I attended the ABA School of Bank Marketing and Management so that I could gain insight and learn in greater detail the way that banks operate. As I work not for a bank directly, but for a company that serves the banking industry, it was important for me to get the kind of exposure that would help me think like a banker and approach strategic marketing through the eyes of a banker. The experience enabled me to understand the keys to my client’s success. The most enjoyable part of the school was networking and forming long term relationships with marketers and bankers from around the country.

Another Testimonial from 2010/2011 SBMM Student

Ryan Housefield, 2011 SBMM Class President and Regional Manager at MARQUIS

During your first year at ABA Bank Marketing and Management School you will appreciate the wide array of relevant and actionable information obtained throughout the various sessions and from the knowledgeable instructors. You will also enjoy the camaraderie and relationships built with peers during class and the fun ‘after-school’ activities. Year two is a great opportunity to reconnect with previous class mates, meet new students/advisors and further your education while applying all you’ve learned to a real life scenario via BanExec. I feel now more than ever Marketing’s role in a bank’s viability is critical and this School will equip you with the tools, inspiration and network to get the job done!

Excitement From An Upcoming 2011/2012 SBMM Student

Jamie Snead, Public Relations Manager at StellarOne

I entered banking about three years ago after several years with a local not-for-profit…talk about a culture change! I’ve enjoyed my time so far in the financial industry. It’s definitely an interesting time to be in the industry. As our company grows and changes, I want to have a depth of knowledge in bank marketing beyond just what my job description states. I’m confident that the ABA SBMM will help me achieve a well-rounded knowledge of bank marketing so that I may advance my career and help advance our company to be the best Virginia-based financial services company.