Almost every FI wants to attract younger customers. When F&M Bank asked Pannos Marketing to help them do just that, they also wanted to ensure that these new accounts would stand the test of time, and grow into long-lasting relationships between the bank and their customers.
The answer was to create a new account that would grow with customers from ages 0-21 and provide new benefits at each stage of life. These new accounts could be opened for children at a young age by their parents and promote strong financial resources for children and students as they grow up.
We identified the target audience for this account, and the key benefits the account would offer at each stage of life to attract and have relevancy to a younger generation of banking customers. We determined that to satisfy the goal of maintaining a life-long relationship with these customers, we needed to segment the account by ages (0-12, 12-15, 15-18, 18-21).
And the Dream Builder Account was born. The account allows F&M to provide meaningful, unique benefits at each stage of growth and reward these customers for staying with the bank.
Next, we determined the best way to market this new account was to highlight these rewards to both parents and those old enough to open their own account, using creative language, dynamic landing pages, and digital advertisements, with each asset depicting the special benefit of the specific stage of this account. Whether it was a parent looking to open an account for a newborn or a teenager heading off to college, the copy and imagery touched on that stage of their life.
As these children and teens enter adulthood, they’ll do so with a strong foundation of financial awareness—and a strong relationship with F&M Bank.
