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GSB Connection E-News Issue 28March 2020BANKING DEMANDS LEADERSHIP.GSB BUILDS LEADERS.2020 ENROLLMENT NOW OPENSALES AND MARKETING SCHOOL– PERFECT FOR SALES, MARKETING AND MANAGEMENT TEAMSSeptember 27 - October 2, 2020Fluno Center for Executive EducationMadison, WisconsinBanks are encouraged to send sales, marketing and senior management teamsto the upcoming Sales and Marketing School – starting September 27, inMadison, Wisconsin. To make that more affordable, GSB is offering a rebate of 350 per additional participant from the same bank – which is essentially a freeregistration fee for second and subsequent attendees, paid at the conclusion of theschool.We’re offering this opportunity because it’s imperative that community banks investin lifelong learning opportunities for their teams that will help ensure the bank staysrelevant and competitive in the market. This school will show you how to developdeep and meaningful relationships with customers, understand your local markets,know what tools and technologies are available to support your efforts – and how tomarry strategic business development expertise with tactical execution.Under the guidance of sales experts, marketing pros and digital gurus—JackHubbard, Tom Hershberger, Eric Cook and others—your team will gain thenecessary skills to grow your business, effectively communicate your bank’s uniquebrand value and deliver on its promises.Along with a thorough understanding of the business of banking and the key factorsthat impact bank profitability, you’ll experience a deep dive into marketing andsales, including: Sales and marketing planning – process, research, segmentation,customer profiling Sales management and coaching Performance metrics and goal setting Customer information management – onboarding, reboarding, CRM,data mining Sales and relationship building skills Sales and marketing budgeting and ROI Content marketing – digital, email, websites, video, blogs, social media Acquisition strategies – prospecting, networking, referrals, centersof influence Staff development and employee engagement – recruiting, compensation,rewards, recognition, skills testing, staff retentionSeats are limited so learn more about the Sales and Marketing Schooland enroll today! nEducating Professionals, Creating LeadersGSB Connection March 2020 1

GSB ALUMNI SPOTLIGHT:ELIZABETH KUIPERSElizabeth Kuipers entered the field ofbank marketing in 1999 in a somewhatunintentional way, but her path sincethen has been an ongoing, focusedeffort to constantly cultivate her careerknowledge.Elizabeth KuipersShe landed the job as a part-timemarketing assistant at Plumas Bankin Quincy, Calif., in response to anewspaper ad. At the time, she had beena stay-at-home mom.Vice President, MarketingManager & InvestorRelations Officer, PlumasBank, Quincy, California“I had no prior banking experience, butmy boss at the time said as a mother ofthree, he appreciated my multi-taskingskills,” said Kuipers, who previouslyhad spent 10 years working at an advertising agency in LosAngeles.Now, as Vice President, Marketing Manager & Investor RelationsOfficer, she is part of a marketing team of four at Plumas Bank,which has grown from 150 million in assets to 865 million inassets and 13 branches during her two decades there.And how the work has changed. When Kuipers first started, she stillmailed hard-copy ads to local newspapers and worked to launchthe bank’s first website. Today, her team has a digital marketingprofessional on staff and updating Plumas Bank’s online presenceis an ongoing project.But there are bigger issues at play in addition to how the bank’smessage is delivered to customers and prospects – issues likecompetition from Amazon, Facebook, Apple, Google and noweven potentially from cities and counties, as California recentlyenacted legislation to allow local governments to create orsponsor public banks.She received ascholarship from theCalifornia BankersAssociation to coverthe cost of tuition andjoined peers fromthroughout the countryin Madison last fall. “Wespent morning, noonand evenings together,so we became quitecomfortable with eachother. Since then, ourgroup has collaboratedand shared ideas andexperiences via email,”she said.At the same time, sheconnected with newresources throughher coursework. “Iwas familiar with JackHubbard, and it wasfun to meet and workdirectly with him. Iparticularly enjoyedJack’s Building LifetimeBank to BusinessPartnerships – Toolsand Take Homes andhave shared it with ourBD officers,” Kuiperssaid.Top: Elizabeth Kuipers and the Plumas Bank Team:Bottom: The Kuipers Family—from left to right;Son Jared (youngest son), Elizabeth, John (husbandof 35 years), Jenna (oldest) and Jack (middle child)Then there is the ceaseless spate of new regulation, including theCalifornia Consumer Privacy Act, which required developing andposting information on consumer privacy rights and informationsharing by Jan. 1, 2020, a joint effort of the bank’s risk andmarketing departments.Equally valuable was the mystery shopping information that TomHershberger shared, which she later presented to her bank’sbranch managers. She also refers back to many of Eric Cook’svideos on digital marketing and online business strategies, aswell as the book Digital Minds, on which Cook was a contributingauthor.Add in the costs of funding and regulatory compliance; the needto attract and retain quality employees in small, rural communities;and evolving cybersecurity threats that nearly all banks face, andit’s clear that a bank marketer’s job is never without its share ofchallenges that motivate Kuipers to keep learning.The faculty were “friendly, approachable and made themselvesavailable for lively conversations over dinner and throughout theentire days. I felt that they cared about our careers, as well as ourpersonal development, and they contributed to all of our banks’success,” she said.That’s why, when she heard about the GSB Sales and MarketingSchool, she was eager to attend. “I was intrigued by theweek-long, intense curriculum and the influential, well-knownpresenters,” she said. “I also appreciated the fact that it includedsales as well as marketing training. I felt this school would helpme understand and communicate better with our businessdevelopment officers and learn how to gauge their metrics betterso I could help them reach their goals.”For Kuipers and her colleagues, the GSB school also helped themwith big-picture goals that bank marketers must continually pursue:internally, how to substantiate marketing’s return on investment,and externally, how to learn new ways to tell the bank’s story toclients and prospects.Educating Professionals, Creating Leaders“We’ve come a long way in the past 20 years since I’ve become abank marketer,” Kuipers said. “The current and future capabilitiesare so exciting!” nGSB Connection March 2020 2

BANKTECHNOLOGYSECURITYSCHOOL2020 SCHOOLIN DALLASTHIS FALLOctober 11-16, 2020Thryv Conference CenterDallas, TexasISOs and other technology leaders charged withprotecting the bank against phishing, malware,coordinated denial of service attacks, hacktivistbreeches and more will find tremendous value inattending the Bank Technology Security School.This exceptional one-week program will be heldOctober 11-16, in Dallas, Texas.ENGAGING.COMPREHENSIVE.TIMELY.Educating Professionals, Creating LeadersThe schools offer a two-part curriculum that willbroaden IT security professionals’ understandingof the business of banking – plus provide aninteractive, in-depth look at the latest IT securitytechniques and strategies. Using a mix of lecture,small group discussions and hands-on computerlabs, nationally recognized IT security expertswill share best practices with community banktechnology leaders who’ll gain critical knowledgeabout today’s most pressing information assurancetopics. Enroll today! nGSB Connection March 2020 3

TWO CREDENTIALS.ONE TUITION.EXECUTIVE LEADERSHIP CERTIFICATE FROM THE WISCONSIN SCHOOL OFBUSINESS CENTER FOR PROFESSIONAL AND EXECUTIVE DEVELOPMENTThe Graduate School of Banking at the University of WisconsinMadison is more than an exceptional banking school—it’s aleadership program without equal. Since 2017, graduates ofGSB have received the Certificate of Executive Leadership,in addition to a GSB diploma, thanks to an agreement withthe Wisconsin School of Business’ Center for Professional andExecutive Development.Educating Professionals, Creating LeadersAlumni of the Graduate School of Banking who completed theGSB program prior to this agreement are eligible to receivethis prestigious certificate through advanced placement—and to save 15% on the two additional courses requiredfor the certificate. You may register for Leadership BeyondManagement and Leadership: Transform Your Business Cultureby using promotional code GSB15. You will find details on theGSB website; and, for additional information on the content ofeither UW course or general customer service, please call 1-800292-8964 or email info@uwcped.org nGSB Connection March 2020 4