Q and A with ... Lisa Michelone, CFMP.

• Position: Certified Financial Marketing Professional - Interview - Brief article

[ILLUSTRATION OMITTED]

Lisa Michelone, CFMP

Senior Vice President, Marketing Manager

Reliance Bank

Altoona, Pa.

Asset Size: $330 million

Number of branches (locations): 9

Get to know one of your fellow Marketing Network members.

Q What led you to bank marketing?

The variety of work; the "always changing direction" of what you do day-to-day; working with all areas of the bank; the fun of it all!

Q. What is your area of greatest marketing expertise?

I love working with special events--from the initial planning, to designing the event, to the actual event itself. I'm definitely a people person!

Q. What was one of your biggest marketing successes?

Increasing our Visa Check card base. We had a much smaller number and we did a direct mail piece that included "lump mail" and had a very nice response to that piece.

Q. What was one of your biggest marketing mistakes?

To believe that every piece of communication I send out is read and understood by all employees!

Q. In your opinion, what is the biggest challenge marketers will face in the year ahead?

Maintaining customer's trust and belief that our bank will succeed and we will provide them with the best banking experience!

Q. Where are you most likely to...