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2012 Editorial Calendar
ABA Bank Marketing
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January / February 2012
(ABA National Community Bankers Conference Issue)
SOCIAL MEDIA
MARKETING LOANS
A look at how marketers are responding to the soft demand for loans. Are they developing new types of marketing campaigns? Or are they doing the same promotions—only more intensively? A sample of bank marketers from across the country.
DIRECTOR REPORTS
Marketing directors are often asked to prepare periodic reports on marketing activities to the bank's board of directors. What's the best way to accomplish this task? What are the directors interested in learning about? Are there specific things that are important to include?
Bonus Distribution:
ABA National Community Bankers Conference, Palm Desert, Calif., February 19-22
ABA Seminar for Presidents, Bonita Springs, Fla., February 26-29
Editorial submissions due: October 14, 2011
Advertising space closing: December 1, 2011
Advertising materials due December 8, 2011
March
POP-UP TECHNOLOGY
Technology is available to encourage customer cross-sell by "popping up" messages on the computer screen every time front-line staff process a transaction for the customer. The pop up prompts the bank employee as to which bank products might be appropriate to cross-sell to this particular customer. We review the technology and look at the successes that sample banks have had with it.
SOCIAL MEDIA: FACEBOOK
Bank marketers explain the biggest challenges they faced when they started their bank's Facebook page. Did they require extra manpower? How did they cope with compliance issues? How did they monitor and measure?
BRANCH EXPANSION
In today's economy, banks often do not have a big marketing budget to support the opening of a new branch. We provide a case study of a Northern Maine bank that opened a new branch 90 miles away. The bank decided that the most cost-effective way to promote the new office was highly targeted and repetitive direct mail in the immediate neighborhood of the branch.
CUSTOMER APPRECIATION
How to use appreciation and referral events as a way to grow relationships and cross-sell high-value customers.
Editorial submissions due: December 15, 2011
Advertising space closing: February 1, 2012
Advertising materials due: February 8, 2012
April
SOCIAL MEDIA
LIVE CHAT
Conducting Real-time text communication between a customer and a customer service representatives is a way to provide superior customer service--and to boost customer satisfaction. We look at live chat in operation at a community bank. We also look at the future: Does video live chat enhance the experience even more?
NEW PRODUCT DEVELOPMENT
A look at a permanent product development committee at a community bank. How does it function and how is it better than an ad hoc committee? An examination of the process used and of the products created. What are the reasons that some product ideas are turned down?
NICHE BANKING
During Trying to meet the needs of a broad customer base is expensive. Some banks have discovered that it is more profitable to focus on a particular segment of customers or to develop a unique or advanced expertise in a narrow area. An overview of niche banking and its relevance in today's economic climate.
Editorial submissions due: January 13, 2012
Advertising space closing: March 1, 2012
Advertising materials due: March 8, 2012
May
(ABA School of Bank Marketing and Management issue)
TECHNOLOGY: TABLET COMPUTERS
Customers are looking for banking applications for the tablet computer. But the tablet also offers promise for internal bank uses in such areas as sales and service. A look at how banks are applying tablet technology today and what to expect tomorrow.
FACEBOOK
Facebook introduced changes to its business pages earlier this year. This article will review the innovations with respect to postings and content, administration and aesthetics. There is also a profile of a bank page that successfully incorporated the new changes.
COMMUNITY VOLUNTEERISM
Up-close profiles of two community banks that have unique and highly successful programs to encourage volunteerism both by other community organizations as well as among bank employees themselves.
MEASURING PROFITABILITY
In the past, measuring profitability was somewhat of a guessing game. But today, future growth depends upon new types of analytics that provide serious and detailed insight into costs.
ABA School of Bank Marketing and Management, Southern Methodist University, Dallas, May 15-22
Editorial submissions due: February 15, 2012
Advertising space closing: April 2, 2012
Advertising materials due: April 9, 2012
June
(ABA Stonier Graduate School of Banking issue)
SOCIAL MEDIA
After Facebook, the second most common social media that banks use is Twitter. We profile some banks that are using Twitter, explaining how they manage it and how they engage customers.
A look at the opportunities available for community banks to acquire new credit card customers and encourage existing customers to use their debit cards more often.
COMMUNITY LEADERSHIP
We profile two banks that have developed unique community service programs: One provides a credit program for consumers who have previously been unbanked; the other encourages home ownership in a low-income community.
INDUSTRY CONSOLIDATION
Tips on adjusting to the new economic realities of the banking industry. Suggestions on the most effective marketing approaches in this new environment.
Bonus Distribution:
ABA Stonier Graduate School of Banking, University of Pennsylvania, Philadelphia, May 30-June 7
Editorial submissions due: March 15, 2012
Advertising space closing: May 1, 2011
Advertising materials due: May 8, 2011
July / August
BRANCH BANKING
Recent Consumer preferences are shifting and traditional branch banking is dying. Consultant Brett King, author of the new book, "Branch Today, Gone Tomorrow: The Case for the Death of Branch Banking," speaks candidly about how marketers will need to acquire customers and build brands in this new environment.
We profile two banks that have introduced innovative programs in financial literacy. A Massachusetts bank offers comprehensive training not just for young people, but also for senior citizens. A Texas bank teaches young people about both financial management and entrepreneurship.
We can you do your search engine advertising in-house or do you need to hire an outside agency? A primer on how to use Google Adwords to create your own search engine advertising without outside help. Plus, when, why and how to use an agency for the job.
CUSTOMER RELATIONSHIPS
These days our personal relationships--domestic, economic, political, social and spiritual--are strained to the breaking point. ABA Bank Marketing columnist Robert Hall explains why strong customer relationships are so important and provides pointers about how banks can strengthen their relationships both with their customers and their communities.
Editorial submissions due: April 13, 2012
Advertising space closing: June 1, 2012
Advertising materials due: June 8, 2012
September
(ABA Marketing Conference Issue)
WEBSITE REFRESH
Is your website looking a little outdated and stale? You don't want to do a total redesign, just a simple refresh. What are the key things that you can re-do in such a way that the change has visibility and impact? Our experts offer some advice and practical tips.DISASTER RECOVERY
A refresher on the plans and checklists that marketers need to have in place to cope with earthquakes, forest fires, hurricanes, flooding—you name it!
PERSON-TO-PERSON PAYMENTS
This is a new and growing area for bank involvement. We interview a series of banks that belong to a person-to-person payments network, showing how they process payments and how they market the service.
Bonus Distribution:
ABA Marketing Conference, San Diego, Calif., September 23-25
Editorial submissions due: June 15, 2012
Advertising space closing: August 1, 2012
Advertising materials due: August 8, 2012
October
(ABA Annual Convention Issue)
CONSUMER CAPTURE/REMOTE DEPOSIT
Banks that provide consumer capture/remote deposit. How they manage the system, market the service, and the benefits they derive.
MARKETING TO MILLENNIALS
SOCIAL MEDIA: COMPLIANCE
The compliance issues surrounding social media and practical steps that banks can take to remain in compliance.
ABA Annual Convention, San Diego, Calif., October 14-17
Editorial submissions due: July 13, 2012
Advertising space closing: September 4, 2012
Advertising materials due: September 10, 2012
November
THE FUTURE OF ONLINE BANKING
Where is online banking headed? Are most activities eventually going to shift to mobile banking? We explain some of the trends and show how banks need to position themselves to continue to be relevant technologically in the future.
Since pay increases have not been overly generous in recent years, banks need to compensate workers in other ways in order to keep them content and happy. Special employee appreciation efforts and campaigns that have been undertaken by banks.
MOBILE PAYMENTS
Many believe mobile payments is going to be a huge market. But when? Insight and guidance into this growing niche.
Editorial submissions due: August 15, 2012
Advertising space closing: October 1, 2012
Advertising materials due: October 8, 2012
December
MARKETING RETURNON INVESTMENT (ROI)
Marketers at different banks show the techniques they use to measure ROI in different channels. Advice and practical suggestions to help you can do the same.
PR ON A BUDGET
Budgets are tight, so the aim is to produce the same PR efforts at a lower cost. Tips and examples of low-cost public relations efforts that produced results.
Even if your bank does not participate in social media, its name will still be bandied about in Internet conversations. How does a bank monitor what is being said about it on the Internet? And how does it go about identifying—and responding to—negative comments?
Editorial submissions due: September 14, 2012
Advertising space closing: November 1, 2012
Advertising materials due: November 8, 2012
__________________________________________________________________________________
All editorial topics are tentative. For more information about the articles, please contact Walt Albro at (202) 663-5428 or walbro@aba.com.
Author Guidelines are available by clicking here.
For advertising information, please contact:
| Publisher Larry Price (202) 663-5378 lprice@aba.com |
West Laura Henkes (773) 481-2140 phlmh@hotmail.com |
East Paul Holdsworth (773) 481-2140 phpeh@hotmail.com |
MidWest Wally Holdsworth (773) 481-2140 phwghsr@hotmail.com |
