Targeting Millennials/Gen

Z
Social Media Campaign
 Target
Audience & Prefer paying
Want toforstand
experiences
Appeal to motivators
out andrather
Technologically
be different
like goals
than possessions
proficient
+ dreams
Define value through relationships (socialmouth
Buy
Narcissistic
products –based
possibly
on due
wordtoof
social media?

Characteristics
media,networking)

Millennials (25 – 40 yrs old)

Gen Z (6 – 24 yrs old)
 Bank of America
• Each month has a type of financial tip
• Ex.) How to spend less on food,
Budgeting for a Baby, Travel Tips
Examples Social Grand Savings Bank
Media • Mascot

Campaigns • “Grand” student award once a month

Farmers NB of Emlenton
• Adulting 101 Series: buying a car, avoiding
debt, taxes, emergency savings, building
credit score, first apartment/homebuying
Mars Brand Personality
• Mars:
• Out of this world service
• At Mars Bank, you’re the star
• Find us in your local galaxy… not so far away

• Post Idea:
• First Time Homebuying might seem like a whole new world! We’re here
to help you navigate. (Insert picture of a rocket going to Mars)

• Community Banking
• Target young adults growing up/moving into the community
• Earn consumer trust
Relevant Hashtags

#communitybank – 43.3k posts on Instagram

#banklocal – 37.9k posts

#412 – 1 million posts

#marsbank – only 18 posts

#banking – 1.1 million posts

 • Engaging Captions to encourage comments
• Ex.) Bank of America posted “As a small business owner,
which topic would be the most helpful for you to know

Picking Up more about?”

• Ex.) Libro Credit Union posted “How would you spend
$100 locally?” – when you open an account they give you

New $100 to spend locally

• Follow local businesses (right now we only follow a

Followers small amount of people)

• Could potentially build some “highlight reels”
• Community, Resources, FAQs
• Tagging Locations
Social Media Contest Idea

• Like, Comment, and Reshare post for the chance to win X

• Ex.) Farmers National Bank – gave away a green Yeti Tumblr
• If you like us on Facebook, we’ll give you a free sticker/merch
• Partner with a local business for a giveaway
• Local bakery, pizza shop, brewing company, coffee company
• Hashtag contest
• People post pictures of the projects/what mars bank allows them to achieve
• #mymissiontomars
• #marsbankcontest
 • Instagram
Optimal • Wednesday 11am
• Facebook
Social • Tuesday/Thursday 8am-12pm
• Twitter
Media Post • Monday/Thursdays 8am
• Overall
Times • Tuesday, Wednesday, Thursdays
10am
 August
Sunday Monday Tuesday Wednesday Thursday Friday Saturday • CyberSecurity
1 2 3 4 5 6 7 Saturday

Calendar Mortgage
Monday
Trivia Tuesday CyberSaturday
• Trivia Tuesday

8 9 10 11 12 13 14 • Mortgage
Mortgage Check Imaging Savings Tip Richland Monday
Monday Community
Day

15 16 17 18 19 20 21
Mortgage Trivia Tuesday National CyberSaturday
Monday Lemonade Day

22 23 24 25 26 27 28
Mortgage 1 Day of
st
National Dog Mars New Mars New
Monday Class for Mars Day Year Year
Return of
Football
• Once a day
29 30 31 posting is ideal
Mortgage Trivia Tuesday
Monday
• Or at a min 3
times per week
 September
Sunday Monday Tuesday Wednesday Thursday Friday Saturday • CyberSecurity
1 2 3 4 Saturday

Calendar CyberSaturday
• Trivia Tuesday

5 6 7 8 9 10 11 • Mortgage
Labor Day – New Fraud National 401k CyberSaturday Monday
Bank Closed Database Day

12 13 14 15 16 17 18
Mortgage Trivia Tuesday Homebuying Penn
Monday Township
Community
Day

19 20 21 22 23 24 25
Mortgage First Day of Credit Cards CyberSaturday
Monday Fall
• Once a day
posting is ideal
26 27 28 29 30
Mortgage Trivia Tuesday National Coffee
Monday Day • Or at a min 3
times per week
 October
Sunday Monday Tuesday Wednesday Thursday Friday Saturday • CyberSecurity
1 2 3 Saturday

Calendar Mars Apple

Fest
Mars Apple
Festival • Trivia Tuesday

4 5 6 7 8 9 10 • Mortgage
Mortgage Trivia Tuesday CyberSaturday Monday
Monday

11 12 13 14 15 16 17
Columbus Day Mortgage
Monday
National
Savings Day
18 19 20 21 22 23 24
Mortgage Trivia Tuesday CyberSaturday
Monday

• Once a day
25 26 27 28 29 30 31 posting is ideal
Mortgage Homebuying Halloween
Monday
• Or at a min 3
times per week
Future Relevant Dates

 10/2 – Mars Apple Fest

 10/11 – Columbus Day/Indigenous People’s Day – Bank Closed
 11/11 – Veteran’s Day – Bank Closed
 11/26 – Thanksgiving – Bank Closed
 April – Financial Literacy Month
Social Media Campaign
Ideas
• Trivia Tuesday - Financial Facts in a
question/answer format
• Thursdays - Similar idea to “Adulting 101”
• Meet the Team Member Spotlights
• Personal Feel
• In the Community
• Highlight local businesses, events
• Motivational Quotes related to finance
• Throwback post- old pictures
CyberSat: Week 1: Phishing: ABA Graphics
CyberSat: Week 2: Online Dating Scams
“Adulting 101” Ideas:
• Savings Strategies
• First Time Homebuying
• Paying off Student Loans
• Smart Investing
Financial Tips/Trivia Ideas:
• Zelle
• How-to- Video
• Safety
• Mobile App
Financial Problems Millennials will Face
• https://www.businessinsider.com/biggest-financial-problems-for-mille
nnials-2018-8#millennials-need-to-save-more-money-for-retirement-7
• https://www.ypulse.com/article/2019/09/10/these-are-gen-z-millenni
als-top-15-financial-worries-right-now/
Social Media Research
• https://www.kasasa.com/articles/marketing/instagram-strategies-for-
banks