NEFMA Spring Conference

Sales cultures make customers victims. Performance Cultures are a next level that forward-thinking community banks have adopted, keeping their focus on process over products, becoming learning organizations and making Marketing a performance partner. In this fast-paced session you experience:

-The 5Cs of trust-based selling
-The new RM – The Resource Manager - and how they elevate their game
-Connections to conversations – harnessing the “smarketing” power of LinkedIn
-Logo Day, Santa Banker, 3 Before 8, CEO 7 and Becoming a Turkey
-Six success practices CMOs can take to the bank

Jack Hubbard brings his 52 years as a banker and consultant to the NEFMA table, sharing practical ideas you can implement immediately to help your organization craft an enduring Performance Culture where you needn’t worry about the competition, you ARE the competition.

By showcasing the power of authentic narratives, the session will demonstrate how storytelling can build trust, differentiate brands, and humanize banking institutions in the eyes of customers and the broader community.

Attendees will learn how to define storytelling within a PR context as human-centered narratives that connect with emotions and lived experiences. The types of stories that banks should tell will be presented, including customer impact stories that highlight how the bank has helped individuals, families, or business.

Fraud scams are impacting every financial institution, with an ever-expanding range of schemes and tactics creating a massive problem that cannot be ignored. Bank marketing teams have a unique opportunity to take the lead in fraud prevention through strategic messaging and proactive customer and member education. This session explores how integrating fraud awareness education with marketing strategies can strengthen account holder trust, drive engagement, and position your institution as a financial safety leader.

In this session, participants will explore real-life case studies, including the success stories of SAFE Federal Credit Union, Cambridge Savings Bank, and First Reliance Bank, to uncover actionable strategies for seamlessly embedding fraud awareness into marketing efforts. Attendees will learn how to utilize interactive tools such as fraud quizzes, contests, on-demand webinars, and social media campaigns, as well as a comprehensive learning hub for in-person seminars, to foster deeper engagement, build trust, and generate valuable leads.

Dan Szabo
This session will explore how fraud awareness campaigns can creatively align with well-known observances, such as National Consumer Protection Week, Financial Literacy Month, and International Fraud Awareness Week, as well as less traditional opportunities. For example, leveraging Valentine’s Day to spotlight romance scams and pig butchering schemes, or National Grandparents Day to address grandparent scams and phone fraud. By integrating these timely and diverse initiatives, your institution can educate account holders and communities on critical threats while enhancing brand presence and building trust in innovative and impactful ways.

Participants will leave equipped with a roadmap to seamlessly integrate fraud education into their multi-channel marketing campaigns, balancing creativity, practicality, and authenticity. By tailoring campaigns to reflect different approaches—such as being community-centric, local, and approachable; tech-savvy and modern; or focused on safety, trust, and financial empowerment—attendees will learn how to authentically connect with their target audiences. Examples include using localized fraud stories to engage communities, interactive tools for tech-savvy audiences, or exclusive fraud resources for premium customers. Additionally, they will discover how to collaborate with fraud prevention and risk teams, ensuring that marketing efforts align with organizational goals while reducing workload through customizable, impactful resources.