Event Profile

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.