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School of Bank Marketing and Management Papers

Ideas and Innovative Solutions for Today's Bank Marketers

Our collection of the best papers from the ABA School of Bank Marketing and Management examines the issues and trends that are of foremost concern to progressive bank marketers. You'll get the what's, why's, and how to's of successful marketing strategies.

Papers that are winners of the James Donnelly, Jr. Award of Excellence are recognized below with a star next to the paper's title.


Subject Index

Account Programs
Annual Marketing Plan
Bank Services - Pricing And Profitability Bank Services - Senior Citizens
Branch
Brokerage Services
Check Printing
Checking
Community Banks
Corporate Image
Customer Information Files
Customer Relations
Customer Retention
Debit Cards
Delivery Systems
Deposits
Direct Deposit
Electronic Bill Presentment
Email Marketing
Generation Marketing
Generation X
Hispanic Banking
Home Equity Loans
Home Equity Loans

Image Processing
Implementing a Sales Culture 
In-Store Branches
Insurance Activities (Bank)
Internet Banking
Loan Delivery Systems
Marketing
Marketing to Women 
On-boarding
Operations And Automation
Packaged Accounts
Relationship Banking
Retail Banking
ROI
Sales Culture
Small Business Banking
Student Accounts
Subprime Loans
Trust Departments
Trust Referrals

Pricing Information

All school papers are delivered as a PDF attachment to e-mail.

ABA Marketing Network Member $19.95 each
ABA Member $29.95 each
Non-Member $49.95 each

Available Papers

Account Programs

  • PR 09-09 The Only "One Account" You'll Ever Need: Viability for Launching a Combined Banking & Investment Product at the First National Bank of Litchfield / Martin, Kathy.
     

Annual Marketing Plan

  • MP 09-09 Farmers Trust and Savings Bank Annual Marketing Plan/ Rollefson, Jon D.
     

Bank Services - Pricing And Profitability

  • PR 03-03 Is Financial Services Diversity Black & White? / Berckey, Loren.
     
  • MP 94-11 Development and implementation of a relationship pricing package : the Royal Club account / Frantz-LaPlante, Donna.
     

Bank Services - Senior Citizens

  • MP 03-02 Rethinking The Traditional Seniors Product: The Affluent Mature Market Product of a Lifestyle / McMonahy, Jennifer M..
     
  • MP 93-09 Mature market marketing plan for CB&T / Clinton, Randy.

Branch

  • PR 09-12 Identifying the Market Potential and Branch Opportunities in Lyn Lake / Crocker, Mary Jayne.

Brokerage Services

  • MP 00-01 Marketing brokerage services to a large bank's clients / Bencetic, Sheryl.

Check Printing

  • PR 04-03 Investigating the Benefits of In-House Check Printing for Community Banks / Bredeson, Tamara.
     

Checking

  • PR 09-10 First Rate Checking Account: A Rewards Checking Account / Eckert, Maria Doellman.

  • PR 09-11 Can Rewards Checking Add Profitability to Your Institution's Bottom Line? / Dwyer, Melissa.

  • MP 09-12 Green Reward Checking Marketing Plan / Van Nortwick, Mimi.
  • PR 09-05 Marketing Plan for the Implementation of a Student Checking Account / Thomas, Dana.

Community Banks

  • PR 00-01 Independent community bank niche imperative : do independently owned community banks hold distinct niche opportunities and advantages over vastly larger publicly traded organizations? / Keel Joseph.
     

Corporate Image

  • PR 09-06 The Importance of Establishing and Maintaining a Corporate Identity and Corporate Brand / Peebles, Ashley.
     
  • MP 95-03 Building a brand identity for Eastern Bank / Hesse, Tammy E.
     

Customer Information Files

  • MP 00-09 MCIF technology : increasing profitability through a pro-active relationship strategy and increasing market share through a bullet vs. shotgun approach / Peckham, Kathy.
     
  • MP 98-07 Using an MCIF system to develop a marketing plan and create a sales culture / Kempton, Janet.
     
  • MP 97-10 MCIF marketing plan / Murphy, Neil J. E.
     
  • PR 93-01 Planning a commercial MCIF / McNeilly, Charles.

Customer Relations

  • MP 09-01 Marketing Plan - Customer Rewards Program/ Mitchell, Randi.
     
  • MP 09-13 Marketing Plan for Customer Loyalty Program / Steelman, Patty.
     

Customer Retention

  • MP 98-01 Steps for retaining your most profitable customers / Werd, Heather.

Debit Cards

  • MP 98-02 Ridgefield Bank debit card marketing plan / Langevin, Alice J.
     
  • MP 97-02 Debit card marketing plan / L'Argent, Karen.
     
  • MP 97-03 Marion State Bank introduces premier check card / Breitrick, Jill M.
     
  • MP 95-04 Centralcheck introduction of a debit card / Ward, Denise J.
     

Delivery Systems

  • MP 09-15 Marketing Plan for Improving Community National Bank's Online Delivery Channel / Roberts, Tracy.
     
  • MP 98-09 Marketing Union Bank of California's alternative delivery channels / Wilson, Debbie.
     

Deposits

  • MP 09-14 Omnibank, N.A.'s Marketing Plan for Non-Interest Bearing Deposit Growth / Knoblauch, Stephanie.
     

Direct Deposit

  • MP 94-10 Marketing plan for introduction of direct deposit package associated direct banking / Beihoffer, Dawn J.

Electronic Bill Presentment

  • PR 00-02 Feasibility of a community bank offering electronic bill presentment / Paparello, John J.

Email Marketing

  • PR 09-02 Marketing Plan for the Implementation of an Email Marketing Program Targetting Generation X Clients / Nielsen, Wendy

Generation Marketing

  • MP 09-08 Marketing Plan for the Implementation of a Generation Y Marketing Initiative / Meyer, Jennifer.

  • PR 09-14 Next Generation Accounts / Cadie, Sue.

Generation X

  • PR 00-03 Courting generation X / Huffman, Melissa.
     
  • PR 03-16 Generation X Marks the Spot - Profitability Beyond the Boomer / McCarley Counce, Melonie 

Hispanic Marketing

  • PR 03-01 Opening Doors to the Latino Market / Greenwell, John.
     

Home Banking

  • MP 97-04 PC banking marketing plan / O'Connor, Anna Newbern.
     
  • MP 94-05 PC home banking : a program introduction marketing plan / Peterson, Bergen V.

Home Equity Loans

  • MP 00-02 Zeroing in on the target : First Citizens Bank 2000 equity line marketing plan / Stephens, Shannah.
     
  • MP 98-04 Home equity financing marketing plan / Granum, Julia R.
     

Image Processing

  • PR 99-01 Check imaging for community banks / Tolbert, Cheryl.
     
  • PR 97-01 Finding the best statement presentation method for a community bank under 100 million in assets / Mattson, Judith.

In-Store Branches

  • MP 94-14 Lettuce be your bank in Pickerington, just for the halibut / Dill, Lisa R.
     
  • MP 93-18 Market plan for supermarket branch banking centers / Berg, Scott A.

Insurance Activities (Bank)

  • MP 09-06 Marketing Plan for Insurance Services Product Extension / Huckabee, Bob.
     
  • MP 95-05 Now that we have insurance, how do we market it? / Doar, Eleanor F.
     
  • MP 95-06 First step toward a broad life insurance product line / Ernst, Barbara.

Internet Banking

  • MP 04-03 "Freedom Checking: Banking...Anyway You Like It / Duke, Rebecca R.
     
  • MP 03-01 Internet Banking/ Silcox, Dane
     
  • MP 00-03 Heartland bank online : A community bank goes from internet to interactive / Crittenden, Diane H.
     
  • MP 00-04 Internet products and services for positioning First Northern Bank as a state-of-the-art financial services provider / DeBra, Kimberly A.
     
  • MP 00-05 Enhancing the functionality of Wilber National Bank's website / Lamanna, Sallyann J.
     
  • MP 00-06 Web banking - new delivery channel for improving "quality of life" / Stahl, Sandra L.
     
  • MP 00-07 Lifecycle segmentation approach to internet banking / Thiel, Cindy Munley.
     
  • PR 00-04 Internet banking : planning, implementation and marketing / Brown, Allyne.
     
  • PR 99-05 Internet banking : can community banks afford to wait? / Plymale, Cindy.
     
  • MP 98-05 Creating a Website that will be a hit : AMCORE's plan for redesign of its Website / Steurer, Cassandra R.
     
  • MP 97-05 Implementing Internet / Cox, Michelle.
     
  • MP 97-06 Implications for marketing a $5 billion bank holding company on the Internet / Newman, Lori.
     

Loan Delivery Systems

  • MP 09-11 Marketing Plan for Commercial Loan Growth / Dailey, Lynn M.
     
  • PR 97-03 Self-service loan delivery systems : an analysis of the automated loan machine, loan voice response units and Internet lending / Lollis, Denise Hemingway.

Marketing

  • MP 09-04 2009 Green Marketing for Financial Institutions: How Environmental Responsibility Can Impact the Bottom Line/ Ramon, Jennifer.
     
  • MP 09-07 Marketing Plan: LNB 2009 / Harris, Jennifer.
     
  • MP 04-01 Consumer Switch Kit: Marketing Plan / Chase, Allyson.
     
  • MP 04-02 Finding Common Ground: Can Farm Credit benefit from a single-source provider for advertising and marketing services to clearly refine its message and develop a national brand? / Camacho, Donna.
     
  • MP 00-08 Marketing penetration and product positioning for the Ohio, South Carolina, Colorado and Florida markets / Clapp, Bruce A.
     
  • PR 00-01 Independent community bank niche imperative : do independently owned community banks hold distinct niche opportunities and advantages over vastly larger publicly traded organizations? / Keel Joseph.
     
  • MP 97-08 Ellenville National Bank community bank marketing plan / McCabe, Renee C.
     
  • MP 97-09 Elverson National Bank 1997 marketing plan / Shott, Dean M.
     
  • MP 94-07 Marketing plan for the retail bank / Cole, Christine.
     
  • MP 94-10 Marketing plan for introduction of direct deposit package associated direct banking / Beihoffer, Dawn J.
     
  • MP 93-09 Mature market marketing plan for CB&T / Clinton, Randy.

Marketing to Women

  • MP 09-03 Special Delivery Program / Bear, Bryan J.
     
  • MP 04-04 Share of Purse: Marketing to Women / Gongopoulos, Stephanie.

On-boarding

  • PR 09-08 Customer On-boarding Program / Ochoa, Jonathan K.

Operations And Automation

  • MP 93-01 Implementation of an ACH organization program / McAlexander, Jim.
     

Packaged Accounts

  • MP 03-05 Evaluation of "Health Benefit Services Package" / Foster-Lewis, Lesa
     
  • PR 98-01 Feasibility and viability of relationship packages for the business customers of community banks / Davies, Richard.
     
  • MP 97-11 Jefferson Alliance : packaged financial services for consumers / McCusty, Sean.
     
  • MP 94-10 Marketing plan for introduction of direct deposit package associated direct banking / Beihoffer, Dawn J.

Relationship Banking

  • MP 02-01 Focus on Customer Relationships: Profitable Growth Through Share of Wallet/ Devine, Michelle M., CMA, CM

  • MP 98-08 Developing a relationship account / Smith, Vicki J.
     
  • PR 98-01 Feasibility and viability of relationship packages for the business customers of community banks / Davies, Richard.
     

Retail Banking

  • MP 96-07 Supermarket banking : a marketing plan for three in-store banking centers / Marraccini, Cecilia.
     

ROI

  • PR 04-02 Bring Accountability and Credibility to Financial Services Markteing by Calculating Return on Investment (ROI) / Swartz, Daniel.
     
  • PR 04-02 Bring Accountability and Credibility to Financial Services Markteing by Calculating Return on Investment (ROI) / Swartz, Daniel.
  • PR 05-12 Measuring Financial Services Marketing Return on Investment / Hearn, Steven
     

Sales Culture

  • PR 99-04 Developing a successful sales culture : the definitive document / Binder, Alex.
  • MP 98-07 Using an MCIF system to develop a marketing plan and create a sales culture / Kempton, Janet.
     
  • MP 93-12 Maximizing the opportunity : developing a sales culture in new accounts / Garispe, Peggy J.
     

Segmentation

  • MP 07-01 Defining the 18-34 Segment For Financial Services Acquisition, Retention and Development/ Chalk, Graham Lee
     

Small Business Banking

  • MP 98-10 Improving SBA loan delivery system by establishing an SBA loan department at First Northern Bank. / Walker, Robert M.
     

Student Accounts

  • MP 09-10 Marketing Plan for Graduating Student Accounts / Bruneau, Lea.
     

Subprime Loans

  • MP 97-12 Satisfying the customer credit needs of our subprime borrowers / Piecka, John D.

Trust Departments

  • MP 94-11 Development and implementation of a relationship pricing package : the Royal Club account / Frantz-LaPlante, Donna.

Trust Referrals

  • MP 97-13 1997 referral award program marketing plan for the trust and investment management group / Tuccillo, Andrew.

 

Questions?  Please contact Larry Price at (202) 663-5378.