Marketing Institute

marketing

Marketing Institute

Oct 6 - Oct 9, 2025 | In-Person Institute

Master marketing strategy, brand, and content management, leveraging digital channels to reach and engage customers, using data analytics to make informed decisions, compliance in marketing, and much more. Gain the skills and solutions to help strengthen existing marketing capabilities and develop new approaches.

The Marketing Institute helps marketing professionals develop the skills and knowledge to actively manage the marketing responsibilities at a community bank. The hands-on, interactive coursework will support the development of foundational marketing skills and help refine the marketing practices of tenured professionals.

To earn the Certified Community Bank Marketing Strategist (CCBMS) certification, you will be required to attend this program in its entirety, complete all assignments, and achieve a passing score on the certification exam. If you decide to enroll in the certification testing after you register for the class, please contact an ICBA Education representative at 800-422-7285.

Learning Objectives

  • Examine the role of marketing in community banking.
  • Develop an understanding of how community banks operate and generate successful financial performance.
  • Provide instruction on the most common management structures and responsibilities assigned to bank marketing departments.
  • Provide information and resources to outline the process to develop a strategic marketing plan and determine the budget requirements to implement the plan.
  • Examine research methodologies and how to utilize results to guide decision making.
  • Develop a clear view of data analytics and how community banks can leverage customer and market information to make strategic marketing decisions.
  • Share insights to guide effective sales and relationship development efforts across all lines of business and customer segments.
  • Provide a structure and context for effective branding and brand management.
  • Examine the core elements of effective messaging and communications to support employee, customer, and community relationships.
  • Provide evaluations of media options and how to determine the best options for planned communications.
  • Provide guidance for the management of digital and social media communications.
  • Share insights to improvement website design, features, functions, and search engine optimization.
  • Provide resources to help evaluate the return on investment for marketing projects and activities.

Register
Register
Date
Information (Central Time unless otherwise noted)
Monday, October 6
Welcome

8:00am – 4:30pm

  • Introductions
  • Online survey to identify top marketing challenges
  • Introduce community bank case study
Business of Banking
  • How banks make money
Role of Marketing
  • Core responsibilities of the community bank marketing
  • Marketing area management structures
  • Bank marketing professional knowledgebase requirements
  • Managing internal relationships
Marketing Planning
  • Creating a strategic marketing plan
  • Market analysis
  • Determining market and product focus
  • Setting marketing objectives and goals
  • Creating marketing plan strategies and action plans
  • Developing a marketing budget to support your plan
  • Planning and management of promotions and campaigns
  • Integrating donations, sponsorships, and corporate events
Day One Exercise

Tuesday, October 7

8:00am-4:30pm

Data Management and Analytics

  • Primary and secondary research methodologies
  • Employee, customer, and trade area research
  • Customer information management and data utilization
  • Managing performance assessments
  • Calculating a marketing return on investment (ROI)

Brand Management

  • Brand management principles and practices
  • Developing corporate brand standards

Day Two Exercise

Wednesday, October 8

8:00am-4:30pm

Communications and Media Management

  • Fundamentals of effective communications and advertising
  • Assessing and selecting media options
  • Supporting your bank’s relationship development strategies
  • Digital and content marketing

Marketing Compliance Management

  • Regulatory oversight
  • Primary compliance guidelines for advertising and communications

Day Three Exercise

Thursday, October 9
8:00AM to Noon

Day Four Exercise

Team Presentations of Bank Marketing Plan

Pricing

ICBA Members: $1,699

Non-Members: $2,199

Non-Banker: $2,699

Certification Testing Fee: $500

Printable Registration Form

*Attendance may be subject to ICBA approval.

Attendance & Cancellation Policy

  • Full payment is required prior to event attendance. 
  • Registration fee is valid for only the individual registered. Each attendee must register.
  • A substitute registration will be accepted. Please notify ICBA Education if registration needs to be changed. 
  • If registration is cancelled more than 30 days prior to the event start date, you will receive a full refund. 
  • If cancellation is within 30 days prior to the event start date, 20 percent of the registration fee paid will be deducted for costs. 
  • No refunds will be issued once the bank has received event materials or after the event start date. 
  • All rights are reserved by ICBA. No recording or distribution of the content is permitted unless expressly agreed by ICBA. 

To receive full CPE credit for the in-person event you must meet the following requirements: 

  • Sign in daily. The sign-in sheet will be located on the registration table outside of the conference room.  
  • Attend the session in its entirety. 
  • Participate in all group activities and projects. 

* View CPE Credit Hours in the “Who Should Attend” section.  

This event is not recorded. For more information, call 800-422-7285 or email [email protected]. 

Embassy Suites Grapevine

2401 Bass Pro Drive

Grapevine, TX 76051

ICBA's room rate of $197 expires Sept. 15, 2025. Please book your room in advance of this date to ensure accommodations. If calling to make your reservations dial 972-724-2600 and reference ICBA.

ICBA Booking Link

Hotel Housing Scam Warning: Only make your room reservation using the information provided by ICBA. Do not do business with any company that claims they are with ICBA or working for ICBA as the official housing service. Contact ICBA if you have any questions or concerns.

Who should attend: Chief Marketing Officers, all marketing and operations titles and roles

Prerequisites: Basic understanding of bank marketing

Advanced Preparation: None

Program Level: Intermediate

Field of Study: Specialized Knowledge

Delivery Method: Group Live

Continuing Professional Education (CPE) Credit Hours: 27

Certification Offered: Certified Community Bank Marketing Specialist (CCBMS)

Tom Hershberger

Chief Executive Officer

Cross Financial

Kyle Hershberger
Kyle Hershberger

President

Cross Financial

Eric Cook
Eric C. Cook

Chief Strategist, WSI

Founder, The LinkedBanker

Derek Baker
Derek Baker

Executive VP, Growth and Innovation

Mills Marketing

Crystal Steinbach
Crystal Steinbach

Digital and Marketing Automation Manager

Mills Marketing

Code of Conduct

Registration, attendance, or participation at this event constitutes an agreement to adhere to the ICBA code of conduct and complaint policy. ICBA aims to be welcoming, safe, and inclusive to all participants, with the most varied and diverse backgrounds possible.

As such, the Independent Community Bankers of America (“ICBA” or the “Association”) has adopted a zero-tolerance policy toward all forms of unlawful discrimination and harassment.

Read Full Policy

Suitcasing Policy

Suitcasing is the act of soliciting business by non-exhibiting companies in the during the event or in other public spaces, including another company's booth, a convention center, or a hotel lobby. It is ICBA event management’s objective to do everything legally possible to protect its exhibitors and community banker attendees from suitcasing.