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

8:00 a.m. – 12:00 p.m.

Welcome

  • Welcome and Introductions
  • Online survey to identify top marketing challenges
  • Review of community bank case study and how it will be used throughout the institute and ending with marketing group presentations on day 4
Business of Banking
  • How banks make money
    • Understanding the banking industry business model
    • Utilization of UBPR and bank performance information
Role of Marketing
  • Core responsibilities of the community bank marketing officer/team
  • Marketing area management structures
  • Bank marketing professional knowledgebase requirements
  • Managing internal relationships
    • Senior management
    • Compliance
    • Operations and technology
    • Delivery channel managers
Market Analysis
  • Market composition and analysis
    • Demographic analysis
    • Economic trends
    • Competitor assessments

12:00 p.m. – 1:00 p.m.

Lunch

1:00 p.m. – 5:00 p.m.

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 Team Exercise

  • Selection of marketing roles for each team member in your group
    • Chief Marketing Officer
    • Data Management Specialist
    • Social Media and Digital Communication Manager
    • Chief Copywriter
    • Design Specialist
    • Research Manager
    • Website Specialist
    • Branch and Event Support Specialist
  • Create a bank name for your team
  • Teams will use the community bank case study to discuss what they believe should be their bank’s market and product focus.
  • Teams will complete a persona exercise to better understand their target market.
  • This layer of information will be the first stage in the development of the team’s bank marketing plan they will present on the last day of the institute.

Tuesday, October 7

8:00 a.m. – 12:00 p.m.

Data Management and Analytics

  • Primary and secondary research methodologies
  • Employee, customer, and trade area research
  • Customer information management and data utilization
  • Managing performance assessments and metrics
    • Promotions, campaigns, events, sponsorships
      • New customers
      • New relationships
      • Service possession and usage
      • Customer retention
      • Relationship expansion

Digital Marketing and Analytics

  • Digital marketing and content and evolving marketing technology trends
  • Social media
  • Email communications
  • Digital messaging
  • Website content
  • Search engine optimization (SEO)
  • Artificial intelligence and automation

12:00 p.m. – 1:00 p.m.

Lunch

1:00 p.m. – 4:30 p.m.

Digital Marketing and Analytics, continued

  • Digital performance tracking
    • Website analytics
    • Email results
    • Campaign and digital tagging and tracking
    • UTMs, conversions, high-intent events, etc.

Day Two Team Exercise

  • The teams will receive a set of research reports that include a customer survey, employee survey, and results from a mystery shopping program. Teams will also receive a set of customer relationship reports that summarize account and service usage statistics.
  • The teams will be challenged to review all of the available information and outline product, service, and customer experience opportunities that could be addressed and supported in marketing plan.
  • This layer of information will be the second stage in the development of the team’s bank marketing plan they will present on the last day of the institute.

4:45 p.m.

Hot Topic Discussion (optional)

  • Review of concepts learned and opportunity to ask questions on marketing hot topics.

Wednesday, October 8

8:00 a.m. – 12:00 p.m.

Brand Management

  • Brand management principles and practices
  • Developing corporate brand standards

Communications and Media Management

  • Fundamentals of effective communications and advertising
    • Design
    • Headlines and copy
    • Calls to action
  • Assessing and selecting media options
    • Print
    • Outdoor
    • Broadcast
    • Direct
    • Digital
  • Supporting your bank’s relationship development strategies
    • Prospect identification – customers and targeted prospects
    • Sales support materials
    • Mail resources

12:00 p.m. – 1:00 p.m.

Lunch

1:00 p.m. – 4:30 p.m.

Marketing Compliance Management

  • Regulatory oversight
  • Primary compliance guidelines for advertising and communications
  • Promotions, giveaways, sweepstakes overview
  • Monitoring for compliance

Hot Topic Discussion

  • Opportunity to ask questions on marketing hot topics.

Day Three Team Exercise

  • The teams will receive a summary of reports that highlight the primary media options in their trade area along with an outline of the primary communications already being used by the bank.
  • The teams will use the information to discuss what communications and media would be the best fit for their bank’s marketing efforts.
  • This layer of information is the third stage in the development of the team’s bank marketing plan they will present on the last day of the institute.

Thursday, October 9

8:00 a.m. to 12:00 p.m.

Calculating Return on Investment

  • Required information
  • ROI exercise

Day Four Team Exercise

The teams will utilize the community bank case study information and all of the content from the previous days to prepare an outline of their marketing plan. They will present the plan to the Senior Leadership Team of the bank for approval. Plans and the team presentations will be evaluated by the Senior Leadership Team.

Team Presentations of the Bank Marketing Plan

Tuesday, October 14

10:00 a.m. – 11:45 a.m.

Certification Exam - Held via ICBA online portal for those enrolled in Certified Community Bank Marketing Specialist (CCBMS) certification program.

The certification exam will be available following the conclusion of the institute. You will be able to access and complete the exam any time after the institute adjourns. However, you must complete the exam no later than the exam time shown above. The exam is timed, and you will be allotted the same amount of time to complete the exam no matter when you choose to take it.

Note - If you do not pass the exam, you will have the opportunity to retake the exam on Thursday, October 23 at 10:00 a.m.

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 education@icba.org. 

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.
  • If the program is canceled by ICBA, ICBA’s liability is limited to the registration fee.
  • All rights are reserved by ICBA. No recording or distribution of the content is permitted unless expressly agreed by ICBA.

This event is not recorded. For more information, call 800-422-7285 or email education@icba.org.

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)

Continuing Professional Education Credit (CPE) Requirements

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.

NABSA Statement

ICBA Education is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: nasbaregistry.org.

In accordance with the standards of the National Registry of CPE Sponsor, CPE credits have been granted based on a 50-minute hour.

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 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.

Recording Disclaimer

Live courses are for educational purposes only and intended only for participants of the class/event. All rights are reserved by ICBA. No recording or distribution of the content is permitted unless expressly agreed to by ICBA.

Consent to User of Photos & Video Content

Registration, attendance, or participation in an ICBA event constitutes an agreement by the participant to ICBA’s use and distribution (both now and in the future) of the participant’s image and/or voice in photographs, videos, digital media, electronic reproductions, and audio files/recordings of and at such events and activities.