Whether you’re building a brand from scratch or refining an existing one, this webinar will provide the tools and insights needed to make a lasting impact. You’ll learn how to define key characteristics and financial behaviors of Gen Zs, millennials, Gen Xers, and baby boomers, distinguish which communication channels work best for each demographic, and how to optimize outreach. In today’s financial landscape, financial institutions must cater to a diverse accountholder base spanning multiple generations, each with unique preferences, expectations, and financial behaviors. This webinar will explore how strategic marketing can help financial institutions connect with and engage accountholders across generational differences. From understanding audience personas to refining brand messaging, this program will dive into practical strategies to ensure your institution remains relevant and competitive. Learn how to craft a compelling brand story, select the right marketing channels, and build long-term relationships with accountholders from Gen Z to baby boomers. You won’t want to miss this program or the take-away toolkit.
AFTER THIS WEBINAR YOU’LL BE ABLE TO:
- Understand how different age groups engage with financial institutions and what messaging resonates with each
- Assess your current brand’s strengths and weaknesses, and refresh it for better audience alignment
- Develop detailed accountholder personas to tailor communication and marketing efforts
- Craft compelling messages and select the right platforms to reach millennials, Gen Zs, baby boomers, and more
- Implement a marketing strategy that evolves with shifting demographics and industry trends
- Use audience segmentation strategies to better connect with different generations
- Explain how brand positioning and messaging should shift to remain relevant in a multigenerational landscape
TAKE-AWAY TOOLKIT
- Generational marketing cheat sheet – a quick-reference guide on how different age groups interact with financial institutions
- Accountholder persona template – step-by-step framework for creating detailed accountholder profiles
- Brand messaging workbook – exercises to refine your institution’s voice and positioning
- Resource links to additional reading, case studies, and industry best practices
- Employee training log
- Interactive quiz
- PDF of slides and speaker’s contact info for follow-up questions
- Attendance certificate provided to self-report CE credits
WHO SHOULD ATTEND?
This session is ideal for marketing directors and managers, branding and communications professionals, business development teams, accountholder experience leaders, and retail banking executives.
NOTE: All materials are subject to copyright. Transmission, retransmission, or republishing of any webinar to other institutions or those not employed by your institution is prohibited. Print materials may be copied for eligible participants only.
MEET THE PRESENTER
Ali Mandell, MadAve Communications
Ali Mandell has over two decades of experience in marketing, advertising, public relations, and strategic communications. As founder and director of MadAve Communications, she specializes in developing powerful communication strategies tailored to drive growth for small and mid-sized businesses. With nearly a decade in bank marketing and 15 years in financial services, Ali has honed a broad, versatile skill set across both agency and corporate settings. Her strategic marketing and advertising experience spans diverse sectors in addition to finance, including healthcare, retail, telecommunications, IT, nonprofit, and education. Ali is a graduate of the American Bankers Association’s Bank Marketing and Management School at Emory University and holds a Business Development Fundamentals certificate from the Association for Accounting Marketing. A dedicated Public Relations Society of America member, Ali successfully passed her APR panel presentation in 2023. She is passionate about reaching niche audiences and crafting messaging that aligns with each client’s unique industry and goals.
THREE REGISTRATION OPTIONS – WHAT YOU GET
1. LIVE WEBINAR 2. ON-DEMAND WEBINAR 3. BUNDLE & SAVE
- Unlimited live connections with shareable access within your institution
- Available to view on desktop, mobile & tablet devices
- Take-away toolkit
- Live Q&A session & the presenter's contact info for follow-up questions
- Access the webinar training from your User Portal
- Unlimited and shareable access to the recording within your institution, starting two business days after the live date
- Available to view 24/7 on desktop, mobile & tablet devices
- Take-away toolkit
- Ability to download the webinar video and toolkit items
- Presenter's contact info for follow-up questions
- Access the webinar training from your User Portal
- Save when you Bundle the Live + On-Demand Webinar Registration
- Includes all the items listed above
- Full registration descriptions can be found here
