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.
More in Marketing
CeraVe taps Carmelo Anthony as ‘head coach’ of its new dandruff campaign
CeraVe found that the NBA and Carmelo Anthony could give it access to a very diverse, engaged and Gen Z fandom.
Ally wants influence over women’s sports media deals — not just sponsorships
Ally is accelerating ad spend in women’s sports, gaining more influence over media deals as brands compete for inventory and audience growth.
Heineken shares its marketing strategy for the summer of soccer as World Cup hype ramps up
Heineken getting in on the summer soccer hype by launching a limited-edition soccer-themed 12-pack and 24-pack offerings across the U.S.