Agenda

April 20, 2017
  • 7:45 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comments from the Chair
    Susan Avarde
    (former) Head of Global Brand, Enterprise-wide, Citigroup
  • 8:30 AM
    Keynote: Building Trust
    Using Social Media and a Social Conscience to Win Over Millennials in Financial Services
    Andrei Cherny
    CEO, Aspiration

    Building trust is an essential component to winning over millennial financial consumers, and it’s an area where traditional firms struggle. Pair your social media and social conscience to develop a brand that resonates with millennials. Develop a plan to:

    • Forge a deep engagement with discerning customers
    • Build a socially responsible brand
    • Rebuild trust in the financial industry

    Gain millennial support with your socially responsible brand.

  • 9:00 AM
    Industry Expert: Millennial Mindset
    Understand the Millennial Mindset to Cater to the Next Generation of Financial Consumers

    To win over millennials, you need to understand how their mindset differs from older generations. Redevelop your marketing strategy specifically for millennials. Explore ways to:

    • Understand millennial attitudes and behavior
    • Respond to millennials’ financial habits
    • Build a brand that resonates with a young generation

    Re-align your business to capture revenue critical to your survival and success

  • 9:30 AM
    Power Panel
    Bridging Virtual and Face-to-face Touch Points to Engage Clients
    Deborah Mersino
    Chief Marketing Officer, Oregon Community Credit Union
    Jason Gross
    CEO, Petal Card
    Dani Pascarella
    Founder & CEO, Invibed

    Millennials present fewer opportunities for face-to-face interactions but provide more digital touch points. Explore ways of connecting with your clients across digital and traditional channels. Develop strategies to:

    • Make the most of face-to-face touch points
    • Ensure a consistent experience across channels
    • Personalize digital touch points

    Engage millennials across your digital and physical touch points to build better relationships.

  • 10:15 AM
    Speed Networking

    Network with your peers in financial services marketing and meet others who are working to attract millennial consumers to their brand.

  • 10:30 AM
    Networking Break
  • #MarketTesting
    • 11:00 AM
      Case Study: Millennial Mythbusting
      Testing Financial Products to Separate Millennial Myth from Reality
      Heidi Swymer
      Director, Credit Card Programs, Upromise by Sallie Mae

      Countless studies have told us what millennials want, but what works in theory doesn’t always work in practice. Test your theories to see what products actually resonate with millennials. Walk away with a plan to:

      • Create products based on millennial desires
      • Validate products through testing
      • Adapt products to fit the actual desires of millennials

      Create financial products that fit the actual desires of your millennial consumers.

    • 11:30 AM
      Industry Expert: Trendsetters
      How to Use Millennials as a Test Market for Emerging Technologies and Products

      Millennials are early adopters of new technologies, media and products. Use your millennial customers to test new offerings before rolling them out to a wider audience. Take a step-by-step approach to:

      • Test the marketing potential of new media platforms
      • Explore emerging technologies
      • Develop buzz for your products and services by gaining influential customers

      Experiment with new opportunities to increase your revenues.

    #Spending
    • 11:00 AM
      Case Study: Millennial Spending
      Improve your Millennial Payments Strategy to Drive Growth
      Breffny O’Rourke
      Senior Director, Visa Performance Solutions

      By 2025 Millennials will be the largest spending segment. Optimize your acquisition, usage and retention of millennial cardholders to increase growth and profitability. Understand best practices to:

      • Attract more millennials as customers
      • Grow usage among existing millennial customers

      Drive profitability with your payment strategy.

      • Improve servicing to stem attrition and retain more millennials

      Create a roadmap to achieve your payments business’ objectives.

    • 11:30 AM
      Industry Expert: Paytech
      Explore Next Generation Payment Technologies to Increase Your Wallet Share

      As fintechs enter the market with new payment technologies, traditional financial institutions need to adapt or risk losing wallet share. Explore new opportunities to better capture your share of millennials’ transactions. Walk away with a plan to:

      • Implement mobile payment technologies
      • Explore the potential of blockchain
      • Partner with fintech startups

      Embrace new payment technologies to increase your client base

  • 12:00 PM
    Networking Lunch
  • #DigitalMarketing
    • 1:00 PM
      Case Study: Digital Adaptation
      Adapt Financial Services and Marketing to Meet the Expectations of Digital Natives
      Nidhi Gupta
      Director, Global Marketing, Western Union

      To keep pace with customer expectations, traditional financial services firms need to adapt to the digital era or they risk disruption. Source insights on how your financial institution can act more like innovative startups. Develop a plan to:

      • Embed financial services into online and mobile apps
      • Market to millennials through digital and traditional channels
      • Adopt a mobile-first approach to marketing

      Meet your customers’ expectations in the digital era

    • 1:30PM
      Spotlight: Interactive Content
      Connect With Millennials Using Customized, Interactive Content to Boost Conversions

      Digital natives crave content that is interactive and customized.
       
      Give your clients a more immersive, user-tailored experience. Gain best practices to:

      • Build dynamic video and infographics to increase shareability
      • Employ tools, widgets and quizzes to increase interactivity
      • Set your brand apart with interactive tools, videos and custom experiences

      Improve your marketing performance with customized, interactive content.

    • 1:45 PM
      Case Study: Digital Advisory
      Adapting Wealth Management for a Digital World to Gain Entry-level Clients
      Dani Pascarella
      Founder & CEO, Invibed

      Traditional wealth management is too costly for young professionals with limited savings, while robo-advisors lack the personal touch many people seek. Find a middle ground by using digital platforms to deliver cost-effective financial advice to your clients. Source practical tips to:

      • Provide content-based financial advice
      • Leverage mobile and digital platforms
      • Support clients with online, one-on-one coaching

      Create your cost-effective wealth management services to gain new clients.

    • 2:15 PM
      Industry Expert: Content Marketing
      Use Original Content to Attract, Retain, and Grow Your Millennial Wallet Share

      In a world of reposts and memes, original content stands out with millennials. Cut through the noise and keep your audience engaged with a content strategy that is differentiated from the rest. Get practical tips to:

      • Build long-term relationships with millennials by providing value
      • Recognize where and when to engage customers along your brand journey
      • Deliver content in a timely fashion while staying compliant

      Implement winning strategies used by best-in-class financial partners to elevate your content.

    #MillennialBehavior
    • 1:00 PM
      Case Study: Social Currency
      Recognize How Millennial Spending Behaviors Reflect a Paradigm Shift in Priorities to Gain Credibility
      Stephanie Wissink
      Stephanie Wissink, Managing Director, Senior Research Analyst, Consumer Goods – Household, Beauty, & Children’s Products, Piper Jaffray & Co.

      Teens and millennials are disproportionately spending on products and experiences that derive social value. Tap into services that foster and facilitate financial responsibility alongside your social credibility. Create a plan:

      • Listen to millennials
      • Engage younger clients
      • Foster a social narrative

      Respond to your market’s changing priorities to gain credibility with millennials.

       

    • 1:30PM
      Spotlight: Analytics
      Using Analytics to Better Understand Millennial Behavior

      Millennials are the most diverse population segment in terms of culture, ethnicity, beliefs, and behavior. Use analytics to capture the granularity of the market and to develop your marketing plans accordingly. Gain expert advice to:

      • Identify niche demographics within the wider millennial segment
      • Understand the diversity of millennial beliefs and behaviors
      • Develop a highly individualized approach to attract individual consumers

      Embrace the power of analytics to better identify the needs of your millennial customers.

    • 1:45 PM
      Case Study: Payment Preferences
      Explore Millennial Payment Preference and Behaviors to Create Better Products and Services
      Claire Wang
      Claire Wang, Data and Policy Analyst, Federal Reserve Bank of San Francisco

      As millennials’ spending power is estimated to surpass $3 trillion in 2018, it is important to understand how this generation thinks and differs from previous generations. Learn what the Federal Reserve’s Diary of Consumer Payment Choice reveals about millennials’ payment behavior. Walk away with solutions to:

      • Better understand what payment instruments millennials prefer and use
      • Know how much cash millennials are holding
      • Realize how millennials are incorporating smartphones with payments

      Understand how your clients use cash and other payment forms.

    • 2:15 PM
      Industry Expert: Home Buying Behavior
      Understanding Millennial Home Buying Behavior to Design Better Products

      Millennials are the next large demographic with home purchasing power, but their buying preferences differ from generation x and baby boomers. Better understand your customers’ buying plans to meet their needs. Source strategies to:

      • Understand changes in young homebuyer preferences
      • Develop a marketing plan for first time homeowners
      • Position yourself to win millennials when they’re ready to purchase homes

      Find out what millennials want from home loan products to improve your market share

  • 2:45 PM
    Networking Break
  • 3:15 PM
    Spotlight: Compliance
    Understand the Regulatory Environment to Maintain Compliance While Reaching Millennials Through New Channels

    Millennials are early adopters of new media platforms. Reach your customers on these emerging platforms while staying compliant. Create a checklist to:

    • Employ software solutions to maintain compliance
    • Keep up with changing and obscure guidelines that govern what can and cannot be marketed
    • Stay current on the best tools to help you manage communication within regulation

    Embrace social and mobile media platforms while ensuring your compliance with regulations.

  • 3:45 PM
    Panel: Authentic Brands
    Creating an Authentic Brand to Gain Customer Loyalty
    Susan Avarde
    (former) Head of Global Brand, Enterprise-wide, Citigroup
    Wendy Marcone
    SVP, Bank of America

    Appealing to millennials is not as simple as changing your surface-level branding. Millennials crave authenticity, which goes to the heart of your organization. Explore how your brand can:

    • Understand millennial concerns and priorities
    • Gain consumer trust
    • Communicate your authenticity

    Earn the support of millennials through your authenticity.

  • 4:30 PM
    Keynote: Financial Literacy
    Opening up the Conversation Around Money to Create Better Financial Consumers
    Nondini Naqui
    (former) President and CEO, Society of Grownups

    Talking about money is one of the last social taboos, but getting millennials to have this conversation is critical to their financial health. Encouraging and engaging with your customers to open up about their finances in a judgment-free space can make them better financial consumers. Develop a plan to:

    • Create a safe space to discuss money
    • Improve your customers’ financial literacy
    • Customize financial planning to the individual in a holistic way
    • Help your clients get over the money taboo to improve their financial health.

  • 5:00 PM
    Conference Adjourns to Day Two
  • 5:05 PM
    Cocktail Reception

    Don’t miss this exclusive end-of-day gathering with conference speakers and attendees! Unwind, mingle and build relationships that will benefit you in the years to come.

April 20, 2017
April 21, 2017
  • 7:45 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comments from the Chair
    Susan Avarde
    (former) Head of Global Brand, Enterprise-wide, Citigroup
  • 8:30 AM
    Keynote: YouthNation
    Building Remarkable Financial Brands in a Youth-driven Culture
    Matt Britton
    Author, YouthNation

    Businesses today have to embody the ideals of youth culture in order to succeed. Throw out your traditional marketing plans and transform your financial services firm to win over millennials. Walk away with a plan to:

    • Build stronger evangelism with a compelling brand narrative
    • Create loyal communities with immersive and engaging experiences
    • Navigate the radically-changed landscape of the future marketplace

    Adapt your brand to win clients in a youth-driven culture.

  • 9:00 AM
    Industry Expert: Affluent Millennials
    Targeting Affluent Millennials to Build a Profitable Client Base

    Some 6.2 million millennials have a household income of over $100,000. Understand the specific needs of this demographic to attract them to your brand. Source expert advice to:

    • Market financial services to millennials with more complex financial needs
    • Develop products and services for millennial families
    • Explore channels for targeting affluent millennials

    Develop your strategy to gain affluent millennial clients.

  • 9:30 AM
    Fireside Chat: Casper
    Learn How a Company in Another Traditional Industry Won Over Millennials
    Lindsay Kaplan
    VP, Communications, Casper

    Founded in 2014, Casper has radically changed the traditional mattress industry business model. In the process it has built a brand adored by millennials and been named one of Fast Company’s Most Innovative Companies in the World. Get strategies to:

    • Build a brand millennials love
    • Be relevant on social media
    • Communicate in an authentic way

    Win millennials over based on success in another industry.

  • 10:15 AM
    Problem-solving Forum:
    Develop a Strategy to Transform Financial Services and Gain Millennial Loyalty

    Brainstorm with your peers to develop solutions for the financial services industry. Create a strategic plan to make your brand appealing to the next generation of consumers. Develop best practices to:

    • Embrace new business models
    • Understand millennials’ real needs
    • Create an authentic brand

    Transform your financial institution to win over millennial consumers.

  • 10:45 AM
    Networking Break
  • #Technology
    • 11:15 AM
      Industry Expert: Generation Mobile
      Creating a Marketing Strategy to Attract the Mobile Generation

      Millennials have embraced a mobile-first attitude. Couple market testing with a best-in-class iterative marketing strategy to enable your brand to win with mobile. Develop the skills to:

      • Create an integrated mobile marketing campaign
      • Test, iterate and scale winning creative messages
      • Empower associates to launch campaigns with speed

      Develop your mobile marketing strategy to enhance your acquisition of millennials.

    • 11:45 AM
      Case Study: Fast Payments
      Implementing Faster Payment Solutions to Meet Millennials’ Expectations
      Korie S. Miller
      Vice President and Director of Marketing Communications, Federal Reserve Banks

      Millennials want faster payment options – whether they come from financial institutions or nonbank providers. Hear what the Federal Reserve is doing to get the payments ecosytem up to speed and how it will affect your clients. Gain insights on:

      • Keeping pace with the shifting payments landscape
      • Improving payment speed, security and efficiency
      • Collaborating to improve the U.S. payment system

      Source details on how faster payments can improve services for your millennial customers.

    #Innovation
    • 11:15 AM
      Industry Expert: Omni-channel
      Develop an Omni-channel Marketing Approach to Expand Your Marketing Reach

      Millennials are more than the social generation; they’re the first true omni-channel generation. Connect with your clients across multiple channels to maximize the impact of your marketing. Employ new methods to:

      • Breakdown your target audience to identify their preferred media
      • Communicate and engage customers via their preferred channel
      • Customize your message to the medium

      Engage millennials across multiple channels to increase the impact of your marketing.

    • 11:45 AM
      Case Study: Millennial Employees
      Marketing to Millennials to Win Over New Employees
      Kurt Heissenbuttal
      Vice President, University Relations, Fidelity Investments

      Branding and marketing is about more than just winning over consumers; it’s also about appealing to the next generation of employees. Explore how your company can market itself to win over millennials who are entering the workforce. Create a plan to:

      • Develop a brand that resonates with entry-level employees
      • Become a sought-after employer for millennials
      • Target young employees in new and innovative ways

      Build a brand that appeals to your millennial employees.

       

      Kurt Heissenbuttal, Vice President, University Relations, Fidelity Investments

  • 12:15 PM
    Networking Lunch
  • 1:15 PM
    Spotlight: Experiential Marketing
    Engage Customers With Experiential Marketing to Develop a Brand Millennials Identify With

    Millennials value experiences over material wealth. Tap into this mindset by promoting your financial institution with experiential marketing. Walk away with best practices to:

    • Associate your brand with activities millennials love
    • Engage your audience as active participants in the marketing process
    • Create experiences that leave a lasting experience with your customers

    Develop your relationship with millennials using experiential marketing.

  • 1:30 PM
    Keynote: Synchrony Financial
    Balancing Multi-generation Marketing Strategies to Win Millennials While Retaining Boomers
    Sue Yasav
    Vice President, Thought Leadership and Market Insights, Synchrony Financial

    Millennials have been analyzed for their thoughts, feelings, likes, dislikes, charity, diversity, shopping habits, debt levels, etc.; yet, actionable insights about what drives their behavior have proven more elusive. Transform your strategy to attract millennials while retaining your older customer base. Discover what millennials say they want to maximize your relevance to this important segment. This will include strategies to:

    • Become more relevant to your potential customers with targeted communications
    • Use communication strategies that address each particular generation's delighters and pain points
    • Understand drivers of behavior for boomers and millennials, including the de-bunking of popular myths and assumptions
    • Deliver business growth with a personal touch with your customers.

  • 2:15 PM
    Case Study: Micro Apps
    Using Micro Apps to Meet Millennials’ Multiple Financial Needs
    Husani Oakley
    Chief Technology Officer, Goldbean

    Millennials are looking for personalized financial services. Micro Apps are hyper focused on the users’ specific needs and function to interact quickly and easily for maximum efficiency. Source strategies to:

    • Provide different services to handle different parts of millennials’ financial lives
    • Avoid losing customers as a result of a so-called “micro app” ecosystem
    • Integrate features into your product offerings that satisfy millennials’ expectations

    Better serve your clients with micro apps.

  • 2:45 PM
    Networking Break
  • 3:15 PM
    Case Study: Transformation
    Adapt a Legacy Business to Meet Next Generation Needs
    Lisa Steffes
    CEO, brightpeak financial

    A century of maintaining status quo has inhibited the financial industry’s ability to effectively connect with a younger generation. Go beyond incremental change to transform your financial institution. Gain insights into:

    • Reframing a legacy business for a younger audience
    • Providing relevant insights for a generation that has grown up with libraries of information at their fingertips
    • Helping a younger generation feel confident in their financial planning

    Move your innovation conversation out of the country club and into the microbrewery.

  • 3:45 PM
    Millennial Panel
    Uncover What Millennials Really Want, to Deliver Better Financial Services and Products
    Tonya Rapley
    Founder, My Fab Finance
    Patrick M. Biggs
    Financial Advisor, The RBK Group at Morgan Stanley
    Danna Jacobs
    Founding Partner, Legacy Care Wealth
    Erin Lowry
    Founder, Broke Millennial

    At different stages of adulthood, millennials will require diverse products. Gain insights on these needs from a group of financial thought leaders who also happen to be millennials themselves. Create a plan to:

    • Develop financial products to fit their needs
    • Deliver financial services millennials want
    • Separate millennial myth from reality

    Gain insight into the millennial mindset direct from millennials themselves

  • 4:30 PM
    Conference Adjourns
April 21, 2017

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