How Citizens Bank is reaching millennials

Citizens Bank is selling millennials a comfortable, enjoyable life of travel, adventure and everything short of avocado toast in an effort to grow its student loan refinancing business.

In order for the Providence, Rhode Island bank to reach millennials, it needs ads that speak to what they want: balance across their personal, professional and financial lives, according to Lori Dillon, Citizens’ director of brand, advertising and consumer strategy.

“We highlight the savings they can get on their monthly payments and what they can do with it,” like traveling and other experiences, Dillon said. Similarly, SoFi ran a “Relax and Refi” campaign last fall that focused on addressing borrowers’ anxiety over paying off loans.

Citizens’ approach is to target its major markets like Boston, Philadelphia and Pittsburgh, with television, direct mail and digital ads, with the objective to build a following based on brand trust. Ads feature employees to convey Citizens’ community approach and the ability to talk to someone, a feature Dillon said millennials want.

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