Marketing Plans — Purposeful Relevance

Marketing & Sales

Earning buy-in for your marketing strategies is easier when you have a comprehensive plan. Purposeful planning helps you avoid wasteful expenditures that are no longer relevant or profitable. Measuring your results of your strategies is crucial to your plan and will help you identify your most effective channels for your demographic culture.

Who Should Attend: Chief Marketing Officers, Marketing Specialists, Communications Professionals

Learning Objectives

  • Move from lists to strategies that correlate to business goals/profit
  • Identify traditional efforts that may/may not make the future plan and why
  • Be purposeful in your strategy and make it effective
  • Understand why measuring your results is important to planning


Mary Coleman
Director, Advertising & PR
Extraco Consulting
Mary is responsible for all client creative, including but not limited to all client graphic design, digital marketing, website development and hosting, commercial and video production, and more.  Mary has more than 30-years’ experience as a business professional including more than ten years of experience in the banking industry at Extraco Banks.  At Extraco, she was responsible for leading and supporting the corporate voice and brand for nineteen financial centers and eight business lines. Prior to her career at Extraco Banks, Mary was a marketing manager responsible for all product introductions, cost reductions, sales materials, multimedia and digital promotions for six manufacturing divisions at Trane and received her six-sigma green belt during this time. Mary served as a member of the Innovation Committee at Extraco Banks. She is a graduate of Texas State Technical College with an Associate’s Degree of Applied Science in Mechanical Engineering and Design. She is also a Certified Financial Marketing Professional, CFMP and is an Honor Graduate of the ABA School of Bank Marketing and Management.

Webinar Fees

Pricing For Price Season Pass
Bank Member $195 $0
Bank Nonmember $249 $0
Affiliate Member $195 $0
Affiliate Nonmember $249 $0

Season Pass Members receive 4 individual logins to every webinar

Additional Info

Participants will earn 1.0 CPE credit

Field of Study: Specialized Knowledge

Prerequisites: None

Advanced Preparation: None

Program Level: Basic

Delivery Method: Group Internet Based

Refunds and Cancellations: Webinar registrations are non-refundable. If the registrant is unable to attend the designated time and date of the webinar, a playback link and any written materials will be provided within 2 business days following the conclusion of the webinar

Western Bankers Association is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its


Click here to register online