Independent Banker - April 2022 - 38

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recently did an email campaign on a
phishing scam and got a 41% open
rate. " He adds that high open rates
on emails and other communications
relating to fraud are common.
Good use of a bank's website can go
a long way in educating consumers,
too. ESSA has created a large online
repository for articles, videos and
click-through product demos covering
a range of financial literacy topics.
" The click-through demos are
extremely powerful for customers
and for employees to get comfortable
using the products, " McKenna says.
ESSA also offers product videos,
as does Bay Coast Bank. Indeed,
Kevin Olsen, founder, CEO and
payments professor of education
services provider Payments Professor
and senior vice president of fintech
VSoft Corporation in Atlanta,
believes video is essential in reaching
today's consumers.
" We live in a TikTok, Instagram,
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YouTube world, and it's not just
middle schoolers, " Olsen says. " A
huge array of people ingests that
information. " He adds that effective
educational videos don't have to
be expensive, noting that he made
his earliest videos, still available on
YouTube, with a $400 camera.
Videos also do a great job of
personalizing the bank. " Video puts
a face on the bank and the topic, "
explains Kevin Moon, director
of marketing for $1 billion-asset
Community West Bank in Goleta,
Calif. During the pandemic,
Community West Bank pioneered
inexpensive videos with bankers
talking about their banking specialty.
Bankers are encouraged to post the
videos on their social media sites
to drive more traffic back to the
Community West Bank website.
When it comes to educating
customers, click-through demos and
videos are great, but there's still a
place for the humble blog article.
Moon maintains Community West
Bank's blog, which frequently features
short articles on security and fraudrelated
issues with newer technology.
Working with a limited staff and
budget, he has found creative ways
to generate blog content on the fly,
such as repurposing an internal
cybersecurity bulletin on " smishing, "
or fishing with text messages. " I
took a bulletin meant for internal
consumption and edited it so that
someone visiting our website learns
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Independent Banker - April 2022

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