The Gen Y Market How to Attract

How to Attract
The Gen Y
Market
Introduction
Dear Client,
Every institution wants new accounts, but getting them from the lucrative Gen Y market can be
challenging.
That’s where our new manual can help!
How to Attract the Gen Y Market is packed with successful marketing strategies and promotional
campaigns that can help you attract and keep new accountholders between the ages of 18 and 35.
For example, our manual can help you:
n Promote your checking accounts and loans to the Gen Y market
n Attract new Gen Y accounts using online and social media promotions
n Market your mobile banking and e-services to Gen Y customers
n Create Gen Y educational and financial management courses
Today, your institution’s ability to increase profits from the lucrative Gen Y market is more important
than ever. How to Attract the Gen Y Market contains the ideas you need to accomplish this goal.
In the following pages, you’ll find dozens of successful Gen Y promotions that our editors have
categorized for you into four chapters. All of the ideas in these stories have already proven successful
in top banks and credit unions nationwide. To benefit from them, simply apply the ideas in your own
institution.
If you have any questions as you use this publication, please contact us by e-mail at [email protected], or
call us at (712)660-1026.
Sincerely,
Jessica Siefer, Editor, Siefer Consultants, Inc.
Editor’s Note: The articles in this manual are reprinted from publications by Siefer Consultants (Storm Lake, Iowa). The names of
the organizations and representatives are published as they appeared in the original articles.
The materials in this publication are illustrative only, and are not intended as a definitive analysis of the subjects discussed.
Readers are cautioned to consult with their advisors regarding the application of these materials to their particular situation, and
the specific effects of any applicable Federal and State laws.
© Siefer Consultants, Cover Image Copyright: www.iStockphoto.com/000022624875.
Table of Contents
1 Checking Account & Loans Promotions for the Gen Y Market
4
2 Online & Social Media Promotions for the Gen Y Market
46
3 Mobile Banking & E-Service Promotions for the Gen Y Market
74
4 Educational Programs for Youth & the Gen Y Market
98
Chapter 1 | Checking Account & Loan Promotions for the Gen Y Market
A student checking and auto loan
“package” is helping this Wisconsin
bank pull in younger customers
U
nion National Bank & Trust Company ($100 million, Sparta, Wisconsin)
just came out with a Student Checking Account and Student Auto Loan
combination that’s helping pull in younger customers.
The bank’s Student Checking Account was introduced three months ago and
features no minimum balance, no account maintenance or debit card usage fees,
and free checks.
Plus, accountholders can take advantage of the bank’s new “Save the Change”
program, which rounds debit card purchases up to the nearest whole dollar
amount, and then deposits the difference into a savings account.
The new Student Auto Loan, meanwhile, is available to credit qualifying
borrowers and is exclusively for students.
Currently, the Student Auto Loan offers three- to five-year auto loans for 2.25
percent APR.
To be eligible for the auto loan, the student must provide proof of enrollment
in a two- to four-year college or tech school, or be a high school or graduating
student.
Randy Jarvis, President, explains the Student Checking Account was offered first,
and was designed to solve a problem that many institutions face.
“A common theme among community banks is that over time you have an
aging customer base, and at some point, you have to go out and find younger
customers,” he says.
“The challenge was that we are very over-banked in our area. So we couldn’t
simply look at adding all kinds of costs over great products, or offer great deals on
rates to compete with everybody—we wanted to be very specific.”
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Chapter 1 | Checking Account & Loan Promotions for the Gen Y Market
Jarvis says that after developing its Student Checking Account, it occurred to
him and other bank officers that it would be logical to also offer students their
first auto loan—otherwise they would go elsewhere.
“So in addition to the Student Checking Account, we have a Student Auto Loan,
and we do undercut everyone else on the rate.”
He says that to be eligible for the Student Auto Loan, the customer must have a
Student Checking Account with the bank.
Around 70 customers on “Save the Change”
Jarvis says the Save the Change program, which was launched to all of the
bank’s customers earlier this year, has been a popular option among Student
Checking Accountholders as well.
“We have between 60 and 70 customers doing the program right now,” he
reports.
The bank is even running a special where it’s matching 100 percent of the debit
card transfers on student accounts (up to $200 per year for two years). “That’s
now a major feature of the Student Checking Account,” says Jarvis.
He says the bank’s Save the Change program also helps to improve account
retention by giving student accountholders a cash reward for using it each
month.
According to Jarvis, the bank also made a few operational changes to enhance
its Student Checking Account. For example, he says that while it’s common
practice to wait at least 30 or 90 days after a new account has been opened to
issue a debit card, Student Checking accountholders receive their debit card
immediately.
“We looked at the real risk there, and thought, Which is more risk: To own a
checkbook where you can write an amount that’s over the amount that you have
in your account, or a debit card that actually only processes the transactions that
you have funds for?”
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Chapter 1 | Checking Account & Loan Promotions for the Gen Y Market
“So we changed that internal control, and started issuing them immediately
with this account—because it didn’t make sense to sign students up for a product
where they couldn’t even use the biggest feature for 90 days.”
Jarvis says that Student Checking accountholders are also encouraged to
utilize mobile banking, which features a free mobile app that’s available for both
Android and iPhone users.
Jarvis says the mobile app is a particularly convenient way for students to easily
manage their accounts while away at college.
Marketing Piece for New Student Checking Account
Student Checking That
Makes Sense!
Union National Bank’s Student Checking Account is
available to any high school or ongoing student and
includes these exclusive benefits!
 We will match 100% of debit card transfers as part of
our Save the Change program.*
(Free money with each debit card purchase!)
 Free checks.
 No minimum balance.
 No account maintenance or debit card usage fees.
 User friendly Mobile APPS to manage your accounts
from anywhere with your phone.
*Initial promotional is for two years during which UNB will match up to $200 a year. Save
the Change rounds purchases up to a whole dollar with the difference deposited to your
savings account. Promotional can be renewed with proof of continuing education.
Union National Bank & Trust Co.
MEMBER FDIC-FRS
124 West Oak Street • 1103 West Wisconsin Street
Sparta, Wisconsin 54656 • (608) 269-6737 • Fax: (608) 269-7805
It just makes sense.
©MTI, Inc.
Source: Union National Bank & Trust Company (Sparta,WI)
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Chapter 1 | Checking Account & Loan Promotions for the Gen Y Market
Since launching the Student Checking Account, the bank has opened 27
accounts.
“If we just keep gaining these accounts every year —and we don’t have them
falling off—after two years, it’ll be doing its job.”
Jarvis says that while developing the Student Checking Account, one of the
bank’s tellers was attending college and provided valuable feedback on the
account.
“She had just graduated high school a year before, so I solicited her input on
much of the account,” he says. “And she liked the product so much that she got
her brothers and sisters on it too.”
The bank advertised its Student Checking Account through a direct mail piece
that was sent to graduating seniors. Additionally, the bank is promoting it on its
Website, and through newspaper and radio.
One of the bank’s employees who is familiar with Facebook is mentioning the
new Student Checking Account and Student Auto Loan on the bank’s Facebook
page as well, he says.
Source: Randy Jarvis, President, Union National Bank & Trust Co., Sparta, WI; phone
(608)366-2001; e-mail [email protected].
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Siefer Consultants, PO Box 1384 n Storm Lake, IA 50588 n phone (712)660-1026 n fax (866)680-5866 n www.siefer.com n [email protected]