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Wednesday, May 13
 

7:00pm EDT

Ghost Hunt *Pre-Registration Required
Wednesday May 13, 2026 7:00pm - 8:00pm EDT
Conservatory- Lobby
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...
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Wednesday May 13, 2026 7:00pm - 8:00pm EDT
Conservatory- Lobby
  Networking

7:00pm EDT

Ghost Hunt *Pre-Registration Required
Wednesday May 13, 2026 7:00pm - 8:00pm EDT
Conservatory- Lobby
NEFMA is excited to host a special evening activity the upcoming 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...
See More →

Wednesday May 13, 2026 7:00pm - 8:00pm EDT
Conservatory- Lobby
  Networking

8:00pm EDT

Pre-Conference Meetup
Wednesday May 13, 2026 8:00pm - 8:15pm EDT
The Cave
Join fellow attendees for an informal pre-conference gathering at The Cave, the speakeasy located within the Omni Mount Washington Resort. Stop by to connect with colleagues, meet new faces, and enjoy a relaxed evening before the conference begins. This is a casual drop-in event with no formal program or reserved space. Food and beverages will be available for purchase individually and are not...
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Wednesday May 13, 2026 8:00pm - 8:15pm EDT
The Cave
  Networking
 
Thursday, May 14
 

7:30am EDT

Breakfast and Networking with Exhibitors
Thursday May 14, 2026 7:30am - 8:30am EDT
Ballroom North
Morning Welcome Breakfast Buffetsliced seasonal fruit gf vgassorted flavored yogurts gf vhouse granola vgMount Washington selection of house-made muffins, danish, breakfast reads, croissants vcranberry and maple butters, assorted preserves vapplewood-smoked bacon, cabot cheddar, and egg sandwichFreshly brewed Stance regular and decaffeinated coffee, Numi tea selection and...
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Thursday May 14, 2026 7:30am - 8:30am EDT
Ballroom North
  Meals & Breaks

7:30am EDT

Registration Open
Thursday May 14, 2026 7:30am - 5:00pm EDT
Lobby Ballroom
Registration Open
Thursday May 14, 2026 7:30am - 5:00pm EDT
Lobby Ballroom
  Registration

8:30am EDT

Welcome from the President
Thursday May 14, 2026 8:30am - 8:45am EDT
Ballroom South

Thursday May 14, 2026 8:30am - 8:45am EDT
Ballroom South
  General Session

8:50am EDT

Family Networking: The Most Overlooked Marketing Engine in Banking
Thursday May 14, 2026 8:50am - 9:40pm EDT
Ballroom South
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...
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Speakers
avatar for Carie Kelly

Carie Kelly

SVP, Digital Banking, Claremont Savings Bank
Carie Kelly brings two decades of leadership experience in the financial services industry, specializing in data‑driven digital transformation and customer acquisition strategy. Throughout her career, Carie has guided dozens of financial institutions across New England through the... Read More →
CONNALLY KELLY Spring26 Family Networks The Most Overlooked Marketing Engine in Banking pptx
Thursday May 14, 2026 8:50am - 9:40pm EDT
Ballroom South
  General Session

9:40am EDT

Break with Exhibitors
Thursday May 14, 2026 9:40am - 10:05am EDT
Ballroom North
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!
Thursday May 14, 2026 9:40am - 10:05am EDT
Ballroom North
  Meals & Breaks

10:10am EDT

Mastering Marketing ROI: How to Prove Value and Drive Bank Growth
Thursday May 14, 2026 10:10am - 11:00am EDT
Ballroom South
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...
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Speakers
avatar for Dean DeCarlo

Dean DeCarlo

Managing Partner, Growth & Strategy
Dean DeCarlo is a digital marketing strategist, A passionate educator and speaker, he delivers tactical, actionable insights on analytics, digital ad strategies, and best practices for increasing website conversions. He has spoken at credit union and financial marketing events, sharing... Read More →
Thursday May 14, 2026 10:10am - 11:00am EDT
Ballroom South
  General Session

11:45am EDT

Lunch and Networking with Exhibitors
Thursday May 14, 2026 11:45am - 12:55pm EDT
Ballroom North
Italian Lunch Buffet~Soups~Italian wedding soup df v~Salads~field greens, parmesan cheese, artichokes, olives, tomatoes, chianti & grape seed oil vinaigrette gf vpanzanella salad df gfheirloom tomato caprese gf v~Entrees~rosemary chicken marsala gfrigatoni, beef sausage bolognese, roasted red peppers, parmigiano reggiano cheesebaked zitipotato gnocchi, artichoke, spinach,...
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Thursday May 14, 2026 11:45am - 12:55pm EDT
Ballroom North
  Meals & Breaks

1:00pm EDT

The Media Multiplier: Building Brands, Driving Sales
Thursday May 14, 2026 1:00pm - 2:30pm EDT
Ballroom South
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...
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Speakers
avatar for Tom Hickey

Tom Hickey

HMC Advertising
Tom is a well-versed communications pro with experience working on some of the largest and most respected brands in the world, including Audi, NASDAQ, Sony, Microsoft, Procter & Gamble and the Quaker Oats Company. He marries his large-brand experience with plenty of time helping smaller... Read More →
TH

Tom Holmes

HMC Advertising

HOLMES HMC NEFMA Spring presentation 2026 pdf
Thursday May 14, 2026 1:00pm - 2:30pm EDT
Ballroom South
  General Session

2:30pm EDT

Break with Exhibitors
Thursday May 14, 2026 2:30pm - 3:00pm EDT
Ballroom North
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!
Thursday May 14, 2026 2:30pm - 3:00pm EDT
Ballroom North
  Meals & Breaks

3:05pm EDT

A Brand Story from the Inside Out. The 3 A's- Awareness, Alignment and Activation
Thursday May 14, 2026 3:05pm - 3:55pm EDT
Ballroom South
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...
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Speakers
avatar for Kelly Doherty

Kelly Doherty

Senior Vice President, Lowell Five Bank
Kelly Doherty is currently Senior Vice President of Marketing at Lowell Five Bank where her primary focus is leading an organization-wide rebrand and reinvention of marketing as a strategic revenue function. The rebrand has been instrumental in the Bank’s recent growth.Prior Kelly... Read More →
Thursday May 14, 2026 3:05pm - 3:55pm EDT
Ballroom South
  General Session

4:00pm EDT

KEYNOTE SESSION: Bank Marketing in an AI- First World: New Rules for Growth
Thursday May 14, 2026 4:00pm - 5:00pm EDT
Ballroom South
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...
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Speakers
avatar for Jim Perry

Jim Perry

Senior Strategist, Market Insights, Inc.
Jim Perry is the Senior Strategist at Market Insights, where he helps financial institutions across the country make smarter decisions and unlock new paths to growth through custom research and data-driven strategy.A trusted advisor to banks and credit unions coast to coast, Jim brings... Read More →
PERRY NEFMA Spring26 JPKeynote pptx
Thursday May 14, 2026 4:00pm - 5:00pm EDT
Ballroom South
  Keynote

5:30pm EDT

Cocktail Reception & Networking
Thursday May 14, 2026 5:30pm - 7:00pm EDT
Conservatory- Lobby
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

Thursday May 14, 2026 5:30pm - 7:00pm EDT
Conservatory- Lobby
  Networking, Reception

7:00pm EDT

Ghost Hunt *Pre-Registration Required
Thursday May 14, 2026 7:00pm - 8:00pm EDT
Conservatory- Lobby
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...
See More →

Thursday May 14, 2026 7:00pm - 8:00pm EDT
Conservatory- Lobby
  Networking

8:00pm EDT

Ghost Hunt *Pre-Registration Required
Thursday May 14, 2026 8:00pm - 9:00pm EDT
Conservatory- Lobby
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...
See More →

Thursday May 14, 2026 8:00pm - 9:00pm EDT
Conservatory- Lobby
  Networking
 
Friday, May 15
 

7:45am EDT

Breakfast and Networking with Exhibitors
Friday May 15, 2026 7:45am - 8:45am EDT
Ballroom North
New Hampshire Standard Breakfastsliced seasonal fruit vgMount Washington selection of house-made muffins, danish, breakfast breads, croissants vcranberry and maple butters, assorted preserves vfluffy scrambled eggs, chives df gfbrioche french toast, new hampshire maple syrup df vapplewood-smoked bason and pork sausage df gfroasted breakfast potatoes, parsley,...
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Friday May 15, 2026 7:45am - 8:45am EDT
Ballroom North
  Meals & Breaks

7:45am EDT

Registration Open
Friday May 15, 2026 7:45am - 11:00am EDT
Lobby Ballroom
Registration Open
Friday May 15, 2026 7:45am - 11:00am EDT
Lobby Ballroom
  Registration

8:45am EDT

Welcome Remarks Day 2
Friday May 15, 2026 8:45am - 8:55am EDT
Ballroom South

Friday May 15, 2026 8:45am - 8:55am EDT
Ballroom South
  General Session

9:00am EDT

POWER SESSION: THE AI Impact on SEO and Search Behavior
Friday May 15, 2026 9:00am - 9:25am EDT
Ballroom South
Five years ago, ranking #1 on Google was the finish line. Today, your clients are asking ChatGPT for mortgage advice, getting retirement planning tips from Gemini, and making financial decisions before they ever click a single link. The search landscape has fundamentally changed — and the financial marketers who understand this shift first are the ones who will own their market. In this session,...
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Speakers
avatar for Ryan Young

Ryan Young

Director of Business Development, BankBound
As Director of Business Development, my focus is on understanding your goals and matching them with the right strategies to drive long-term, measurable success. With more than 12 years of experience in digital marketing, I’m passionate about building strong relationships and delivering... Read More →
YOUNG NEFMA Presentation Master Copy pptx
Friday May 15, 2026 9:00am - 9:25am EDT
Ballroom South
  General Session, Power Session

9:25am EDT

POWER SESSION: Strategic Social Content for Financial Marketers: Driving Trust, Engagement & Growth
Friday May 15, 2026 9:25am - 9:50am EDT
Ballroom South
At a time when authentic connection matters more than ever, financial marketers must harness social media not just for visibility but for measurable business impact. But what, exactly, does that look like? This session provides practical, applicable dos and don’ts for social media content and strategy. That means insights on creating social content that builds trust, strengthens community...
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Speakers
avatar for Jordyn Swanson

Jordyn Swanson

Social Assurance
Jordyn Swanson heads up business development at Social Assurance, where she works with community banks and financial brands nationwide. Jordyn is particularly adept at helping financial brands navigate their unique challenges when it comes to marketing, compliance, and digital transformation... Read More →
SWANSON Spring 2026 NEFMA Presentation pptx
Friday May 15, 2026 9:25am - 9:50am EDT
Ballroom South
  General Session, Power Session

10:00am EDT

Break with Exhibitors
Friday May 15, 2026 10:00am - 10:25am EDT
Ballroom North
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!
Friday May 15, 2026 10:00am - 10:25am EDT
Ballroom North
  Meals & Breaks

10:30am EDT

Using Brand to Blur the Lines of the Traditional Marketing Funnel
Friday May 15, 2026 10:30am - 11:20am EDT
Ballroom South
Community banks continue to lose market share to larger banks. Year after year, NEFMA conference after NEFMA conference, we find ourselves having many of the same conversations – how do we stand out in a sea of sameness, how do we get more value out of our marketing budgets, and how do we get the next generation of customers to care about local banks the way their parents and grandparents...
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Speakers
MP

Michael Panagako

Managing Partner/Growth & Strategy, Ten Feet Tall
Mike is a 25-year veteran working in the power of brand. His expertise covers a wide variety of professional services industries with primary focuses on banking, finance, real estate, destinations and hospitality.He is both an 'agency person' and a 'client-sider', having split his... Read More →
Friday May 15, 2026 10:30am - 11:20am EDT
Ballroom South
  General Session

11:20am EDT

Reaching Gen Z (and looking ahead to Gen Alpha): Channels, Behaviors and Practical Playbooks for Engaging the Next Generation
Friday May 15, 2026 11:20am - 12:10pm EDT
Ballroom South
For years, marketers have been told they need to “reach Gen Z.” But most guidance stops at stereotypes, surface-level channel lists, or trend-chasing tactics that don’t translate into real engagement or trust. The reality is more complex—and more urgent. Gen Z has fundamentally different expectations around communication, privacy, authenticity, and brand behavior. And Gen Alpha, now...
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Speakers
avatar for Tom Stirling

Tom Stirling

CEO, Stirling Brandworks
Tom Stirling is a seasoned brand strategist helping banks, credit unions, and growth-focused organizations across the country build insight-driven marketing that earns attention and trust. He is the host of two podcasts–No Assigned Seats & Brand2Brand–exploring brand strategy... Read More →
Friday May 15, 2026 11:20am - 12:10pm EDT
Ballroom South
  General Session

12:10pm EDT

Closing Remarks
Friday May 15, 2026 12:10pm - 12:25pm EDT
Ballroom South

Friday May 15, 2026 12:10pm - 12:25pm EDT
Ballroom South
  General Session
 

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Wednesday, May 13
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Ballroom North
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Conservatory- Lobby
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The Cave
  • General Session
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