Educated Marketers, Educating Consumers

Interview with Nicole Almeida

How would your executive leadership respond if you recommended stripping the products and services out of your bank’s advertising and marketing materials—and focusing the content instead on education? At Massachusetts-based BayCoast Bank, support for an education-first approach came from the top down.

It was a matter of differentiation. What makes BayCoast different isn’t its products but its philosophy. “Our CEO feels that educational attainment is the biggest driver for the community to grow,” says Nicole Almeida, SVP and CMO at Baycoast. That approach led to a three-tiered initiative that’s captured attention at the local and national level:

  • Professional development for teachers.
  • PSA campaigns to promote education for the general public.
  • The purchase of a bank-branded bus to use as a mobile, interactive, education-centered billboard for the bank.

Listen in as Almeida—a graduate of the ABA Bank Marketing School—chats will fellow alum Chukwukere Ekeh, from Renasant Bank, taking stock of the tools and community resources they gained through their school experience.

The interview was recorded at the 2017 ABA Bank Marketing Conference in New Orleans.

The ABA Bank Marketing School is now accepting registrations for the 2019 session.