Independent Banker - December 2017 - 44
elementary schools since 1989,
but it wanted a fresh, modernized
approach. Having offered an online,
gamifi ed program in high schools
through its fi nancial literacy partner,
EverFi, since 2011, the community
bank thought this approach could
also work for younger students.
" I did a business plan with a
traditional school banking model
I knew was outdated and hard to
sustain as a 20-branch operation, "
says Jennifer Tucker, AVP, fi nancial
and marketing outreach offi cer at the
Trying to reach them? Try YouTube
Want to be where Gen Z is? Then you may want to be
on YouTube.
Among young adults ages 13 to 20, 95 percent say
they use the platform, and half of them report that it's
the platform they couldn't live without, according to an
AdWeek survey with digital media fi rm Defy Media. Instagram,
Facebook and Snapchat are distant seconds.
Two-thirds of Gen Z report they use YouTube for how-to videos, the survey
fi nds, making it a potential opportunity for community banks.
" Gen Z loves YouTube, " says Jason Dorsey of the Center for Generational
Kinetics. " They want to get a sense for your bankers, your teams and your
purpose. YouTube is the way to do that. "
It's also increasingly trusted. Thirty percent of survey participants
between the ages of 14 and 21 believe YouTube ads are more trustworthy
than those in television, print, radio and social media, Dorsey found.
-Kelly Pike
44 ICBA Independent Banker December 2017
$1.3 billion-asset bank. " We wanted to
take it one step further. "
The six-part program teaches
fi nancial literacy through online
games and tasks. Students get
examples of hands-on mobile banking
experience, including checking
balances and transferring money
from checking to saving. They also
discover how automatic payments
can simplify a car loan and how it can
12
seconds
Attention span
of millennials
8
seconds
Attention span of
Gen Z
Independent Banker - December 2017
Table of Contents for the Digital Edition of Independent Banker - December 2017
Table of Contents
Independent Banker - December 2017 - Intro
Independent Banker - December 2017 - Cover1
Independent Banker - December 2017 - Cover2
Independent Banker - December 2017 - Table of Contents
Independent Banker - December 2017 - 2
Independent Banker - December 2017 - 3
Independent Banker - December 2017 - 4
Independent Banker - December 2017 - 5
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Independent Banker - December 2017 - Cover3
Independent Banker - December 2017 - Cover4
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