DMFS MidWest | Day 1:

Gain insight into today’s sessions so you get the most out of your conference experience.

Money is one of the most personal parts of a customer’s life. It shows up in moments of stress, progress, ambition and change – which means financial brands have to create relevance differently. The institutions that stand out are not simply the ones with the biggest budgets or newest tools. They are clear about the role they play in people’s lives, show up authentically in the moments that matter, and connect brand decisions to business outcomes.

At Fifth Third, Chief Marketing Officer Melissa Stevens leads the work behind how the Bank shows up across marketing, communications, design, and workplace services, bringing every interaction together into one connected experience. From digital products to experiential marketing to reimagined financial centers, the goal is the same: make banking easier, more useful and more human, so customers can move through the business of banking with confidence and get on with the business of living.

In this keynote, Stevens will share practical ways to build a brand that earns trust and drives growth in a category customers do not think about every day, but deeply value when it matters. She’ll discuss how Fifth Third uses customer insight, jobs-to-be-done thinking, creative discipline and measurable outcomes to make marketing matter across the business – and how AI can remove friction without removing the humanity that trust still requires. Attendees will leave with a clearer view of how to build experiences that strengthen relationships, improve relevance and give customers back one of the things they value most: their time.

Translate the impact of marketing campaigns into language that resonates with your CEO, CFO, and COO. Strengthen credibility and marketing’s voice in the boardroom to secure investment and enhance marketing’s impact and visibility. Take away specific solutions to:

• Optimize communication of the ROI of marketing campaigns so your CEO understands.
• Bolster a deeper understanding of the metrics being utilized by the business layer when evaluating key metrics.
• Perfect marketing metrics in financial terms and align your campaigns with enterprise priorities.

Ensure marketing has a strategic seat at the leadership table through enhanced communication.

WORKSHOP 1: CONNECTING DIGITAL AND IN-BRANCH EXPERIENCES 

How to Build a True Omnichannel Customer Journey

Learn to ensure clear, consistent messaging from digital to in-person interactions, improving customer loyalty. Bridge the gap between digital and human interaction. Walk away with a clear path to:

• Reduce the gaps where digital engagement and frontline conversations fail to connect.
• Master steps for strengthening the connection between digital engagement and in-person customer experiences.
• Bolster your branch teams’ ability to continue conversations in digital channels.

Transform your disconnected touchpoints into one continuous customer experience. 

OR

WORKSHOP 2: THE BATTLE FOR YOUR BRAND

How to Stand Out in a Sea of Sameness

Uncover how to capture your brand identity and stand out in a saturated financial market through brand awareness and increased customer loyalty. Gain practical insights that will allow you to:

• Transform unique brand traits, heritage, or market perception into compelling marketing narratives.
• Improve how your brand currently appears in the market.
• Collaborate with peers to refine your messaging.

Identify and activate your unique brand qualities that will help your institution stand out in a crowded financial services market. 

OR

WORKSHOP 3: STREAMLINING CREATIVE WORKFLOWS WITH AI

How to Use AI in a Way That Betters Your Output

Learn how to embed AI into creative operations in a way that improves output without compromising brand integrity, compliance, or strategic quality. Discover how to increase content development, boost turnaround times, and more, all on a tight budget. Create a roadmap to:

• Transform your campaign development process to use AI for scale.
• Identify how AI can support greater content production.
• Bolster governance frameworks so you can use AI confidently within compliance parameters.

Integrate AI in a way that improves your output, sharpens resource allocation, and allows your teams to scale content production strategically. 

Zahira Fernandez, Marketing Director, District Credit Union

Ensure innovation does not compromise security or regulatory standards. Take a deep dive into new marketing technologies, digital engagement tools, and more by increasing your efficiency with IT, cybersecurity, and risk teams. Take away proven strategies to:

• Perfect marketing initiatives support.
• Identify potential risk points across the digital customer journey.
• Achieve stronger collaboration with teams.

Deliver secure, compliant, and customer-centric digital experiences through strengthened collaboration between your marketing, IT, and risk teams.

Learn how financial institutions are using behavioral science to design marketing strategies that better resonate with customers. Better understand the psychological drivers behind customer decision-making. Walk away with practical strategies that will allow you to:

• Implement opportunities to use behavioral science to improve conversion, deepen customer relationships, and strengthen long-term loyalty.
• Transform customer journeys and influence financial decisions.
• Strengthen engagement by leveraging behavioral insights.

Influence decision-making, build trust, and deliver stronger customer engagement across your customer journey by leveraging behavioral insights.