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Strategy
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Digital
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Renasant Bank wanted to attract college-aged clients with a special student checking account. As part of a holistic product campaign, we created an email to drive traffic to a video we produced showing the benefits of a student checking account and pushing current and prospective clients to open an account online.
College students make up a valuable subset of bank clients. Although many haven’t established personal banking relationships, they’re right on the verge of bringing big business as they transition into the workforce. So, the more student accounts we could generate for Renasant, the better.
Even though Renasant created this account for students, we didn’t want to limit our audience to students alone. Research shows that more than 40% of millennials feel they should bank where their parents or family members do, so we took advantage of the opportunity to market this product to parents as well. We also sent the email in August—ensuring that opening a new account landed squarely on parents’ and students’ back-to-school to-do lists.
