One hour.
Seven stories.

This lightning round at the Forum 2017 features seven different financial institutions who will share their marketing success story with you in 7 minutes.


Hurry, time is running out and space is limited — hotel rooms are selling out! Register now.

7-in-7 Speakers and Presentations


ally_bank1.) Lucky Pennies

Jessica Pate, Senior Director of Brand at Ally Bank

Ally Bank is widely respected in the financial industry for its marketing prowess. Come learn how a guerilla marketing campaign built around lucky pennies helped them generate over 400 million media impressions, while also getting consumers to think differently about their money — both the pennies that they pass on the street each day, and their attitudes and habits about spending and saving.


hancock_whitney2.) The Miracle of MarTech

Dan Marks, Chief Marketing Officer at Hancock Whitney Bank

Hear how Hancock Whitney Bank implemented a modern third-generation marketing automation stack that transformed their entire approach to marketing, yielding massive process improvements and greater efficiencies that save them both time and money. Their new martech solution has made them exponentially more nimble and responsive, allowing them to create and run full campaigns in a matter of hours rather than days.

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occu3.) Winning Millennials in Savage New Ways

Deborah Mersino, Chief Marketing Officer Oregon Community Credit Union

Here’s how this credit union combined research, digital channels, a unique brand tone and imagery into an overall strategy that spiked Millennial growth by 11%. Thanks to an on-going campaign that leverages content marketing, pre-roll video, social media, quizzes, microsites and more, Millennials have opened over 10,000 new checking accounts totaling more than $9.5 million in combined deposits.


us_bank4.) Working Magic With SEO

Brenda Arndt, AVP/SEO Program Manager & Digital Acquisition Marketing at U.S. Bank

U.S. Bank had a problem. The content on the checking section of their website did not align with consumers’ growing search demand. But by making a few tweaks and streamlining their navigation, they were able to double visits to their checking account pages. This case study will show you why you don’t always need a “big idea” to produce big results — that sometimes all it takes is a few small, simple changes to have a huge difference on your bottom line.


origin_bank5.) Living + Loving Your Brand

Ryan Kilpatrick, SVP/Business Development + Culture Strategies at Origin Bank

Internal culture-building is the most critical component in any brand transformation project. If you don’t get frontline employees jazzed about “living the brand,” then all your work can go right down the drain. But how do you get staff fired up about “branding?” Learn how Origin Bank got employees on board with its new brand, and find out what kind of tools you can use to engage staff and turn them into enthusiastic ambassadors.


essential_fcu6.) Renaming x Rebranding = Growth Multiplier

Allison Brown, VP of Marketing at Essential Federal Credit Union

In January 2015 when Dow Louisiana Federal Credit Union changed their name, they had $251 million in assets, 5.71% membership growth and 6.85% loan growth. Two years later, the freshly minted Essential FCU has nearly $340 million in assets, 19.90% membership growth and 29.05% loan growth. They will tell you how a rebranding effort coupled with a name change can yield such remarkable results.


alliant_credit_union7.) Delivering Digital-First

Michelle Spellerberg, VP of Marketing and Digital Strategy at Alliant Credit Union

When you think of tech-savvy players in the digital banking game, credit unions don’t usually come to mind. Alliant Credit Union is changing that. They have adopted a fintech mindset and culture, becoming more nimble and agile with cross-functional, interdepartmental teams that work alongside third-party partners. Come learn how they used tools like journey mapping, behavior research and Net Promoter feedback to deliver their digital-first experience.