Independent Banker - April 2022 - 39

Level up your financial literacy curriculum
Take these steps to boost your educational offerings for the latest
financial services tools:
1. Gather a cross-functional team to get the messaging right.
Why do consumers need this educational material? How will
they use it? How will it benefit them?
2. Put your message everywhere: website, paper mailers, social
media and posters in the branch.
3. Engage your tellers, call centers and other customer-facing
employees. Prepare them to have informative conversations
with customers.
4. Leverage content from third-party providers, whether vendors,
professional associations or others.
5. Put all departments on alert for what's trending in financial
services. Repurpose internal communications to educate your
customers.
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how to identify and protect against
those threats, " Moon explains.
The 'drip, drip, drip' approach
Community banks need not provide
all or even most of the educational
content on their websites or other
communications, however. Thirdparty
content providers, such as
vendors or associations, can be great
content sources.
Some of ESSA's content is
provided in partnership with Everfi,
an education company based in
Washington, D.C. EPCOR (Electronic
Payments Core of Knowledge), an
educational company based in Kansas
City, Mo., offers tutorial videos on
topics such as cryptocurrency and
various fraud issues.
The best education efforts use all
channels available and loop them
together using social media. A
LinkedIn post sends a reader to an
Instagram post, and from there, to
the bank's website. " I use a drip, drip,
drip approach, " Moon says.
The bonus of beefing up your
website's financial services content
is capturing an increased amount
of a visitor's time on your website.
ESSA has data to show its educational
content is " sticky. " " We track our
website activity carefully, and we've
seen a dramatic increase in the
amount of time people are spending
on our site since we launched more
educational articles, " McKenna says.
" It's very exciting to see that. "
While some community banks may
have limited engagement with the
latest financial services, it doesn't
preclude them from being trusted
guides in the " Wild West " of fintech.
The goal should be to reinforce their
brands as trusted advisors that are
close to the community's needs.
" It puts banks in a better spot
where they are offering a service
not provided by larger institutions,
and it really serves the community, "
Olsen concludes. 
Judith Sears is a writer in Colorado.
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Independent Banker - April 2022

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