1. To build brand awareness of the Iowa banking industry among the Millennial Generation and to position the Iowa banking industry brand as one that is relevant and attractive to this generation. 

2. To encourage the Millennial Generation to bank with a bank — and obtain banking services (savings accounts, credit cards, loans, etc.) from an Iowa bank rather than through alternative sources, such as credit unions or other non-bank providers.

 

Advertising will convince Millennials, ages 18 to 33, that Iowa Banks provide exceptional services that give customers confidence in their banking. Support will be Iowa Banks are dedicated to customers’ financial needs. Tone will be upbeat and motivating.