NEFMA Spring Conference

Morning Welcome Breakfast Buffet

sliced seasonal fruit gf vg
assorted flavored yogurts gf v
house granola vg
Mount Washington selection of house-made muffins, danish, breakfast reads, croissants v
cranberry and maple butters, assorted preserves v
applewood-smoked bacon, cabot cheddar, and egg sandwich

Freshly brewed Stance regular and decaffeinated coffee, Numi tea selection and assorted juices including orange, apple, and cranberry

Registration Open

Banks spend heavily to reach new audiences, yet one of the most effective growth drivers already exists inside their customer base: family connections. As the largest wealth transfer in history moves forward, most families still lack a will and have no clear plan for where important documents live. This gap creates stress for customers—and a missed opportunity for banks.

In this session, Billie Connally, VP of Partnerships at Paige, is joined by Carie Kelly, SVP of Digital Banking at Claremont Savings Bank, to share how legacy planning can become a practical, low-cost marketing channel. Using real bank examples, they’ll show how normalizing planning helps customers invite spouses, adult children, and trusted contacts into the banking relationship—driving qualified leads, stronger loyalty, and longer-lasting connections. Attendees will leave with clear messaging ideas and simple steps to support customers without adding strain to internal teams. 

EXHIBITOR BINGO! Visit participating exhibitors, connect with their teams, and get your card stamped along the way. Or, engage with NEFMA for free spots! Once you’ve got Bingo, head to registration to spin the prize wheel for a chance to win fun giveaways!

Back to what leadership actually cares about. Clicks. Impressions. Leads.

Meanwhile, the only question the exec team is asking is: Did we grow deposits? Did we fund more loans? Did we bring in new customers?

In this session, we’ll break down how data-backed marketing attribution helps Financial Institutions justify bigger budgets, sharpen targeting, and connect every campaign to real business impact like funded loans and customer growth. We’ll also walk through a real-world case study from Financial Institutions across the country showing how smart tracking, clean data, and optimized campaigns led to:-

• Higher loan conversion rates
• Stronger executive alignment
• Smarter strategy decisions (based on revenue, not guesswork)

Italian Lunch Buffet
~Soups~
Italian wedding soup df v

~Salads~
field greens, parmesan cheese, artichokes, olives, tomatoes, chianti & grape seed oil vinaigrette gf v
panzanella salad df gf
heirloom tomato caprese gf v

~Entrees~
rosemary chicken marsala gf
rigatoni, beef sausage bolognese, roasted red peppers, parmigiano reggiano cheese
baked ziti
potato gnocchi, artichoke, spinach, white wine butter sauce v
beef ragu, pappardelle pasta

~Accompaniments~
cannellini beans, kale, mushroom gf vg
roasted balsamic vegetable gf vg
warm focaccia, olive oil vg

~Desserts~
tiramisu gf v
coconut & chocolate cake gf v
cannoli v
raspberry & blueberry cake v

HMC will lead an interactive session that will highlight the importance of the creative brief and its role as the foundation for media strategy and creative campaigns that build and strengthen brands — and, accelerate performance.
We'll start with the most meaningful way to define the target audience. Spoiler alert — it has very little to do demographics and geography. Because while the basics matter, the mindset of the audience is far more important than age, gender, and address when it comes to maximizing the value and impact of our media.
We’ll workshop different strategies for connecting with our audience — such as where in the marketing funnel the most effective brand-building and performance-driving messaging should be focused.

EXHIBITOR BINGO! Visit participating exhibitors, connect with their teams, and get your card stamped along the way. Or, engage with NEFMA for free spots! Once you’ve got Bingo, head to registration to spin the prize wheel for a chance to win fun giveaways!

Today, the competition for a potential customer’s awareness is especially challenging for a marketing leader and team. With constant changes in the landscape to a finite budget and limited resources, a marketing team faces reduced performance and rising costs across media and resources on a daily basis. The traditional channels no longer work, and the dawn of new channels make it increasingly difficult to compete. At the same time, marketing is charged with increasing market share and driving growth. The expectations for marketing from leadership can be high. Gone are the days of marketing being just a cost center. The expectation is shifting rapidly to a performance-based revenue center. But without a strong foundation in the brand and alignment inside and out, an evolution to performance-based marketing and focus on revenue will not yield results. So how can marketing begin to make the shift to a center for revenue growth? It won’t come from strategy, creative or spend alone—it comes from alignment. When employees understand, believe in, and consistently deliver on brand, and the customer experience is aligned, growth becomes part of the culture and not just a goal.

This session will explore how a strong, clearly articulated brand will unite a culture inside and out around a shared vision of growth. You will see how engaging your leadership team, especially your Board/President/CEO, are all essential to making that vision stick. What are the steps and language to gain buy-in to a proposed rebrand?We will review how memorable and integrated messaging can make all the difference. In this session, you will learn step‑by‑step how one bank capitalized on a timely rebrand and turned it into a superpower for growth in less than a year by igniting employee passion and strengthening customer loyalty—achieving its best year ever.Attendees will gain practical insights on turning brand from a marketing function into a leadership-driven and employee/customer-activated growth engine.

Come learn how a small and nimble team made brand a priority and breathed new life into a 170+ year old bank—without losing its essence or history.

The old rules of bank marketing assumed predictable customers, linear journeys, and a reasonably stable competitive set. None of those assumptions hold anymore.
Generative and agentic AI are changing how consumers search, compare, and choose financial providers, often before a bank ever enters the picture. And the institutions capturing those moments? The biggest and best-known brands are winning new relationships at a disproportionate rate. For community-based institutions, that's not a reason to panic. It is a reason to rethink what "competitive" actually means when brand awareness and AI-driven discoverability are working against you.
In this keynote, we'll name the rules that no longer apply and the ones replacing them. You'll walk away with a clear-eyed view of where AI-driven marketing is heading, what high-performing teams are actually doing differently, and a practical roadmap to improve your marketing maturity, tighten cross-functional alignment, and compete more effectively in a marketplace where relevance is the new reach.

Miniature beef wellington df
bacon wrapped diver sea scallops df gf
herb-marinated chicken satay, orange ginger sauce df gf
brie crostini, raspberry, toasted almonds n v

SPONSORED BY

NEFMA is excited to host a special evening activity during the Spring Conference. Join us for a ghost hunt through the historic Omni Mount Washington Resort, sponsored and hosted by WordCom, with guide Lyndsey Bannon leading the experience.

Nestled in the heart of the White Mountains, the Omni Mount Washington is renowned not only for its grand architecture and rich history, but also for its long standing paranormal lore. Since opening in 1902, the resort has welcomed generations of guests and, according to legend, a few who never checked out. The most famous spirit is believed to be Carolyn Stickney, wife of the hotel’s original owner, who is said to wander the halls and guest rooms accompanied by flickering lights, unexplained sounds, and sudden chills.

Whether you are a skeptic or a believer, this unique experience promises an entertaining and memorable evening exploring one of New England’s most legendary haunted hotels.

Attendees should meet at 7:00 PM at the fireplace in the hotel lobby.
*Pre-Registration Required

SPONSORED BY

NEFMA is excited to host a special evening activity during the Spring Conference. Join us for a ghost hunt through the historic Omni Mount Washington Resort, sponsored and hosted by WordCom, with guide Lyndsey Bannon leading the experience.

Nestled in the heart of the White Mountains, the Omni Mount Washington is renowned not only for its grand architecture and rich history, but also for its long standing paranormal lore. Since opening in 1902, the resort has welcomed generations of guests and, according to legend, a few who never checked out. The most famous spirit is believed to be Carolyn Stickney, wife of the hotel’s original owner, who is said to wander the halls and guest rooms accompanied by flickering lights, unexplained sounds, and sudden chills.

Whether you are a skeptic or a believer, this unique experience promises an entertaining and memorable evening exploring one of New England’s most legendary haunted hotels.

Attendees should meet at 8:00 PM at the fireplace in the hotel lobby.
*Pre-Registration Required

SPONSORED BY