Digiday Publishing Summit:

Connect with execs from The New York Times, TIME, Dotdash Meredith and many more

SECURE YOUR SEAT

A Poughkeepsie bank is putting on its own morning show

It’s like Good Morning America, but it’s produced by a bank.

Every Monday at 8 a.m., the Wake Up with Rhinebeck Bank online video show targets Hudson Valley, New York residents highlighting interesting people and issues in the area. Episodes run from 5 to 15 minutes, and topics include a profile of a millennial chef, a trip to a local distillery and a chat with the head of a mental health nonprofit. It’s a way the Poughkeepsie, New York-based bank is marketing itself as a community partner. Through interest in the stories and social sharing of the videos by influential locals, the bank hopes customers will stay tied to the brand, which will drive business back to the bank.

“People care more about building a community or telling a story,” said Rhinebeck Bank’s svp of marketing Michelle Barone-Lepore.

Read the full story on tearsheet.co

https://digiday.com/?p=247676

More in Marketing

Generative AI sparks brand safety concerns marketers know all too well

Despite concerns around brand misuse and IP, most marketers are sticking to traditional strategies.

‘Production is a big topic right now’: With AI moving beyond media, Publicis turns toward creative

The holdco is positioning AI as core infrastructure for ad production not just media buys.