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
Marketers are keen to use generative AI in ad campaigns, but hidden costs lurk
Marketers across the industry want to use AI to cut down on time spent in creative production. It’s not so simple in practice.
2025 was rough for Target. It could also be the year when its turnaround began
Much of the front half of the year for Target was defined by the company’s decision in January to pull back on DEI initiatives.
How brands shifted marketing and media strategies through year of tariffs
Marketers share how they navigated the maze of tariffs and regulatory changes this year.