Marketing

Over the past year, bankers have been able to sit back and field calls from borrowers eager to take advantage of low rates. Now, with rates rising, many in the industry will likely adopt a more aggressive approach.

Banks ditched radio ads, direct mail and sports sponsorships and instead produced spots for social media, video games and streaming services, all while adjusting their messages to feel more relevant to the times. Now, with coronavirus cases declining, will they return to the old normal?

Some institutions have experimented with cash-based rewards to kick-start membership growth, but it's unclear whether the strategy will be widely adopted.

Gillin joined JPMorgan four years ago to lead the bank’s co-brand credit card business. She was chief marketing officer for about a year.

After digging deep into member data, Randolph-Brooks FCU in Texas developed a marketing campaign aimed at persuading JPMorgan Chase clients to switch to the credit union's own card. It's an effort its peers could imitate.

Large banks and aggregator sites, like Bankrate, tend to outperform regional and community banks, but smaller institutions can compete by publishing valuable content and creating web pages for individual branches.

Wells Fargo is dropping the Abbot Downing name for managing ultrarich clients’ money as wealth and investment management head Barry Sommers remakes the unit.

The social media platform skews toward a more youthful demographic, while credit unions' average member age has been stuck in the late 40s for decades. But even institutions that use it have concerns about security.

The onset of COVID-19 forced the industry’s largest trade group to put its Open Your Eyes campaign on hold, but nearly a full year later it’s still struggling for industry buy-in.

The decision comes after a decade in which several U.S.-based institutions elected to drop the words "credit union" from their branding.