Article Archive: Segmentation Strategies

Visions FCU Rocks Gen-Y Project

Subscribe to The Financial Brand via email for FREE!“Visions FCU Rocks. Where young people do their banking.” — Visions FCU Facebook page Despite having a branch near Binghamton University, home to over 14,000 students, Visions Federal Credit Union struggled attracting young adults. Over the past few months, the credit union has tried to fix that. Read More

ANZ Bank Connects with Students on Their Own Terms

Subscribe to The Financial Brand via email for FREE! Reviewed and written by Jeff Stephens, CEO of Creative Brand Communications “The campaign doesn’t presume students want to engage with their bank.” — Rapp for ANZ ANZ Bank New Zealand youth campaign GettingUThru should serve as one model financial institutions should consider when looking for ways. Read More

‘The Arrival Guide’ for Gen-Y (The Good, Bad & Ugly)

  I always get excited when financial institutions venture out and try something new — to shrug off the hot and itchy grey flannel suit and put on some shorts, flops and sunglasses, and relax a little. This is the environment that marketers can really make their mark and prove their differentiation. That’s why I. Read More

U22 Gen-Y Account Offers More Than Same-Old Checking

Subscribe to The Financial Brand via email for FREE! “Some parents will talk to their sons and daughters about the birds and the bees…but not the bills.” — GTE FCU’s U22 Account GTE Federal Credit Union’s U22 account, designed specifically for ages 12 to 22, includes parents as a segment of the target audience. The. Read More

United FCU Asks Gen-Y to Rant, Vent and Complain

Subscribe to The Financial Brand via email for FREE!United FCU project, dubbed “Matter,” invites those between the ages of 18 and 30 to rant, complain and express their feelings about financial matters. The campaign targets the much-coveted Gen-Y crowd, positioning United FCU as being an alternative banking experience. The credit union says its primary goal. Read More

Young & Free – South Carolina

Subscribe to The Financial Brand via email for FREE! Currency Marketing launched the third iteration of its Gen-Y financial program Young & Free in South Carolina. South Carolina FCU joins two other credit unions running Young & Free. Texas Dow Employees CU has Young & Free Texas and Servus Credit Union in Canada has Young. Read More

What Gen X, Gen Y Think About Their Financial Situation

Subscribe to The Financial Brand via email for FREE!To better understand Gen X and Gen Y’s current and future financial situation, the American Savings Education Council and AARP commissioned a survey with members of these two generations. The online survey of 1,752 Americans ages 19-39 was conducted back in January 2008. This research found that:. Read More

BofA Targets College Crowd With ‘Morris On Campus’

Bank of America’s Morris on Campus,™ Life According to an Upperclassman™ is designed to “educate and empower students to take control of their finances and bank with confidence in this new academic year,” the bank says. Unlike other Gen-Y online promotions, “Morris” is not the product of a “spokester contest,” but is instead a 23-year. Read More

“B@%k” is a Four-Letter Word in This Promotion

Subscribe to The Financial Brand via email for FREE!WSECU takes the fight to banks in a small but brave online initiative targeting college students called “What the B.” The campaign includes a microsite, blog and visits at college campus events. The campaign’s central creative hook centers on a playful-yet-derogatory portrayal of banks. For starters, the. Read More

Are You Ignoring Gen-Y? Parents? Gen-Z?

Subscribe to The Financial Brand via email for FREE!There’s a lot of talk in the financial industry about “growing relationships” with a Gen-Y audience. Here’s two things you should be doing. #1 – Don’t ignore them. “But we’re not!” you protest. “We have defined Gen-Y as an important part of our future strategy.” Great. But. Read More

Dallas Credit Union Launching ‘Young & Free’ Knockoff

The Dallas Morning News reports that Resource One Credit Union based out of Dallas, TX is launching a competition for a “spokester” on August 13. Contestants will submit a 500-word blog and video online during the first phase of the competition. Resource One will then select the top finalists who will have to solicit votes. Read More