Ken Schmidt, Neff Hudson will be speakers at ABA Marketing Conference.

• Position: At Your Service - Conference news

"MARKETING TO HIGHER EXPECTATIONS" will be the theme of this year's ABA Marketing Conference, which will be held Sept. 22-24 at the Grand Hyatt San Antonio.

Keynote speakers include Ken Schmidt, the noted communications and brand strategist, and Neff Hudson, assistant vice president for emerging channels at USAA.com, the online arm of USAA Federal Savings Bank, San Antonio.

Schmidt is the former director of communications for Harley-Davidson Motor Co., where, in the 1980s and 1990s, he played a key role in one of the most celebrated corporate turnarounds in U.S. history. In 1997, Schmidt left Harley-Davidson to take an ownership position with VSA Partners, a Chicago-based marketing firm. In 1999, he started his own business, Ken Schmidt Company.

Schmidt does public speaking on such topics as how to reach out to new customers in completely untraditional ways, how to build an entirely new corporate culture and...