Webinar: Strategic Marketing: Connecting with Diverse Generations
May 8, 2025 3:00 pm - 4:00 pm
Whether you’re building a brand from scratch or refining an existing one, this webinar will provide the tools and insights needed to make a lasting impact.
You’ll learn how to define key characteristics and financial behaviors of Gen Zs, millennials, Gen Xers, and baby boomers, distinguish which communication channels work best for each demographic, and how to optimize outreach. You won’t want to miss this program or the take-away toolkit.
AFTER THIS WEBINAR YOU’LL BE ABLE TO:
- Understand how different age groups engage with financial institutions and what messaging resonates with each
- Assess your current brand’s strengths and weaknesses, and refresh it for better audience alignment
- Develop detailed accountholder personas to tailor communication and marketing efforts
- Craft compelling messages and select the right platforms to reach millennials, Gen Zs, baby boomers, and more
- Implement a marketing strategy that evolves with shifting demographics and industry trends
- Use audience segmentation strategies to better connect with different generations
- Explain how brand positioning and messaging should shift to remain relevant in a multigenerational landscape
WEBINAR DETAILS
In today’s financial landscape, financial institutions must cater to a diverse accountholder base spanning multiple generations, each with unique preferences, expectations, and financial behaviors. This webinar will explore how strategic marketing can help financial institutions connect with and engage accountholders across generational differences. From understanding audience personas to refining brand messaging, this program will dive into practical strategies to ensure your institution remains relevant and competitive. Learn how to craft a compelling brand story, select the right marketing channels, and build long-term relationships with accountholders from Gen Z to baby boomers.
WHO SHOULD ATTEND?
This session is ideal for marketing directors and managers, branding and communications professionals, business development teams, accountholder experience leaders, and retail banking executives.
TAKE-AWAY TOOLKIT
- Generational marketing cheat sheet – a quick-reference guide on how different age groups interact with financial institutions
- Accountholder persona template – step-by-step framework for creating detailed accountholder profiles
- Brand messaging workbook – exercises to refine your institution’s voice and positioning
- Resource links to additional reading, case studies, and industry best practices
- Employee training log
- Interactive quiz
- PDF of slides and speaker’s contact info for follow-up questions
- Attendance certificate provided to self-report CE credits
Speaker: Ali Mandell, MadAve Communications
Ali Mandell is the Founder and Director of MadAve Communications with over 20 years of experience in marketing. Ali was the Marketing Officer of an $800 million publicly-traded Montana bank and has been in the financial services sector for nine years. Before her banking career, Ali was a journalist who received an Emmy award for Made in Montana, a story she wrote and produced for Montana PBS. While working at a premier advertising agency, Ali and her team received multiple Montana Addy Awards for work related to the healthcare industry, banking, telecommunications, and state ballot initiatives. Along the way, she has developed a robust understanding of media buying and negotiating, media trends, and brand engagement and development.
Ali holds a Bachelor’s in Broadcast Journalism and Communications and is a graduate of the ABA Bank Marketing School at Emory University. The combination of journalism and banking gives her an advantage with public relations, advertising campaigns, marketing strategy, and creating engaging content media.