About the Association

What is BMAP?

The Bank Marketing Association of the Philippines or BMAP is an organization of banking institutions which seeks to upgrade the practice of bank marketing in the country.

BMAP was organized on February 27, 1974. It was duly registered with the Securities and Exchange Commission on August 19, 1974 as a non-stock, non-profit organization. It has grown into a membership of some 46 banking institutions over the last 25 years.

What is its Vision?

BMAP aims to be a globally-respected association of experts in the field of bank marketing

What is its Mission?

BMAP’s mission statement has the following components:

1. We champion marketing in the banking industry.
2. We are recognized by the key associations in all programs relating to marketing.
3. We are the voice of the banking industry on matters concerning customer interests.
4. We are committed to the development of our members as bank marketing experts through relevant programs and interaction.

What Are Its Objectives?

BMAP has the following objectives:

1. To develop, support, and implement educational programs so that those engaged in bank marketing may advance their professional skills and abilities.
2. To develop, support, and implement training programs to promote the marketing concept among bank personnel at all levels.
3. To devise and effectuate methods of determining and satisfying public needs and to continue improvement of relations with the public served by the banking institutions.
4. To collect and disseminate information for the use of the banking community in the furtherance of these objectives.
5. To provide opportunities for the exchange of information through meetings and seminars, and through cooperation with other related associations, agencies, and societies.
6. To undertake such other programs and activities as may be proper to enhance and promote the welfare of the banking industry, the profession of bank marketing and the social and economic priorities of our country.

How Are These Objectives Attained?

BMAP conducts various activities in line with its objectives. These include:

1. General Membership Meetings. These are held monthly and generally feature guest speakers who discuss various aspects of and issues affecting bank marketing.
2. Fellowship Gatherings. Regular fellowships are held to allow those engaged in bank marketing to know one another better as well as exchange ideas. These foster bonding and promote camaraderie among bank marketers.
3. Seminars, Workshops, and Other Learning Events.Training seminars, workshops, and related activities on bank marketing and other related topics are periodically held and attended by BMAP members, as well as other officers and staff of BMAP member-banks.
4. National Convention. Since 1994, BMAP has been organizing its biennial national conventions with invited local and foreign speakers on banking trends, technology, and strategies. This activity puts in focus BMAP’s critical role in the advancement of bank marketing.
5. Marketing Intelligence. BMAP’s website www.bmap.org features news about the association’s activities as well as reference materials for the members such as the currently in development sites on supplier rating and marketing intelligence.
6. Advocacies. BMAP is supporting the Bangko Sentral ng Pilipinas’s “Banking on Your Future” program. It is also spearheading the awareness generation of and patronage of the Service Code for Consumer Banking in the Philippines.

These activities are carried out by different committees. Chairmanship and composition of these committees come from the general membership of BMAP.

History

Established on February 27, 1974, the Bank Marketing Association of the Philippines or BMAP was the brainchild of 16 pioneering spirits who were engaged in public relations and advertising of their respective banks and who aimed to promote and upgrade the practice of bank marketing in the country.

Following its historic inception, BMAP affiliated with the Bank Marketing Association USA. The conjoinment proved to be propitious and beneficial, for it had provided BMAP valuable information in the form of publications, tapes, films and other educational devices that are very useful and helpful to bank marketing. In 1977 it began conducting major and extensive dialogues with other sectoral representatives of society to cooperatively promote and encourage intersectoral exchange and understanding. Officials of commercial, savings, development and rural banks saw the need to jointly push for active bank marketing in the wake of fast technological and fiscal policy changes which have extremely affected the industry. This initial undertaking gained a positive outcome, resulting to an increase in membership. In 1978, BMAP welcomed 35 new members to its roster. That same year, BMAP launched its official publication – the Bank Marketing Digest. This journal has served as an educational source of important information and has virtually become a significant tool in inducing membership and in sustaining the members’ interest to actively participate in any endeavor of the Association.

Its progression in terms of memberships and undertakings further accelerated when its organizational body agreed to a shift in BMAP’s fiscal year, which resulted in the extension of the term of then President Maximino Edralin, Jr., a milestone in BMAP’s history that happened in February 1979. This enabled Edralin and future presidents to suggest and implement ideas they learned after attending the BMAP USA Congress held every October. This shift also launched a new dimension to BMAP activities. That same year, BMAP conducted the First National Bank Marketing Conference held at the Hyatt Regency. Soon after, the Association and the PR and Marketing Communication, Inc. jointly sponsored the first intensive workshop on bank marketing.

The following years saw the BMAP engaged in various activities such as the conduct of a monthly Market Research Survey on deposit and lending rates of commercial, savings, private development and government banks to update members on price movements in the banking industry. It also undertook a Bankers’ Forum corresponding with the Money World ’88 international exhibit on banking and finance; a marketing conference; and a banking and finance forum. The association also engages in other socio-civic outreach projects like Christmas gift-giving activity for the indigents. And through the years, BMAP has evolved and developed into a strong force of bank marketing professionals from different universal, commercial and savings banks, meeting challenges posed by an ever-changing banking world.

The BMAP initiated and conducted in 1994 the First National BMAP Convention as a fitting celebration of the Association’s 20th year and as a tribute to the men and women who made the BMAP meet head-on and survive the challenges of bank marketing.

This convention started a biennial undertaking of the BMAP. Its 2nd BMAP National Convention “Bank Marketing on the Cutting Edge of Change” was held in 1996 and the 3rd BMAP National Convention “Strengthening the Banking Franchise: Tools for Survival and Growth” followed in 1998. These further strengthened the organization’s objective of providing for the professional advancement of its members and creating a positive influence in promoting the interest of the banking industry and the bank marketing profession as it responds to the challenges and opportunities presented by changes affecting the financial markets.

Since its creation, BMAP has grown into a strong, highly respected industry association. It has become a potent force that influences guidelines and actions on pertinent industry matters and continues to effectively serve as the voice on issues and events affecting bank marketing.