Independent Banker - April 2017 - 51

resonate with customers or tap into the zeitgeist of Bernie
Sanders, Cherny paused. It was the kind of pause that let
the jaded reporter know she hadn't quite grasped what
authenticity meant. " It's really less about how to figure out
what pleases the consumer and more about our mission, "
he explained politely. " We're about spreading economic
opportunities to people. "
And that's the difference between authenticity and
pandering. Authenticity isn't about focus groups or polls;
it's being who you really are and finding a resonant way to
tell that story.
But some stories shouldn't be told. While authenticity
is essential, it can also turn off customers if the message is
wrong. Rapley cites social media posts as a common pitfall.
Even seemingly benign pictures of staff or events can send
a negative message if there are no people of color in them.
After all, the millennial generation is the most ethnically
diverse in American history; about half are members of a
racial or ethnic minority. Millennials look for a reflection
of themselves and move on when they can't find it.
" For millennials across the board in all different industries,
you see an unwillingness to accept things the way
they are [just] because that's how they've always been, "
says Cherny.
And if community banks want to attract these discerning
customers, they need to do the same.
Kelly Pike is a freelance writer in Virginia.
What's next?
If you missed Part I, you can find it at
independentbanker.org. Next month, the last
article in our series asks how community banks
can attract-and retain-millennial employees.
Case study
NewDominion Bank
In young and hip Charlotte, N.C., $320 million-asset
NewDominion Bank is using its perch as the only
community bank in town to launch a campaign
targeting what CEO Blaine Jackson calls " established
millennials " : those educated professionals who have
left home and established themselves in Charlotte's
high-rise apartments.
It's setting itself apart with:
»A playful tagline. Taking a page from the bustling
craft brewery scene and millennials' desire for authenticity,
it chose the tagline " Banking Handcrafted. "
»Community activity. One untested lesson Jackson
picked up while lunching with millennials: They don't
necessarily like to talk about finances, but they love
to listen. Jackson hopes promoting the bank's community
efforts, including free seminars through its
financial literacy foundation, involvement in local charities
and employee volunteerism, will make an impact.
»A dazzling app. NewDominion's digital offerings
include Apple Pay; a person-to-person payment
system to rival Venmo; and the ability to turn debit
cards on and off from its mobile app. It's a convenient
alternative to calling the bank if customers misplace
their cards-especially if
they are likely to find them.
Another mobile product
they offer is a financial
management and budgeting
tool.
»Concierge-level service. NewDominion's
bankers regularly travel
to customers and avoid inconveniencing them with
annoying tasks like signing paperwork. Either a banker
takes it to them or they can sign electronically. " Literally
the only reason someone needs to come to us is
to deposit cash, " Jackson says.
Blaine Jackson
»Being where the customers are. The bank wants to
be where millennials live, work and play. That means
partnering with local partners for free pizza and beer
events in apartment complexes and incentivizing
them on the deposit side with gift cards for local
businesses.
»Going off-site. Jackson is thinking of partnering with
a local coffee shop to create a space where business
ideas are exchanged.
-Kelly Pike
independentbanker.org
ICBA IndependentBanker 51
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Independent Banker - April 2017

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