BofA has new Web site aimed at college students
Bank of America Corp. is targeting college students with a new financial awareness campaign.
The Web site that is the hub of the campaign,
www.bankofamerica.com/oncampus, is meant to be educational and humorous. A glossary explains bank terms like “direct deposit” and “annual percentage rate.” A tips sheet offers advice about avoiding bank fees (set up automatic bill pay) and other wise counsel for the college set (get sandals for the shower). Bank of America is also encouraging students to submit their best financial tips on the Web site through Oct. 17, for a grand prize of $25,000.
Featured prominently on the Web site are short videos with “Morris, the wise upperclassman,” an actor who expounds on the beauty of online banking, Bank of America's student checking account, and similar subjects.
“Now I don't know about you, but I walk five blocks to find my bank's ATM rather than get hit with fees from those no-name convenience-store ones,” Morris tells his audience, standing in front of a cartoon streetfront and fist-bumping a person dressed as a Bank of America ATM.
With the launch of this Web site, the Charlotte bank hopes to stir up interest in student-friendly products like mobile banking, or banking via cell phone. College students are supposed to be a big driver of mobile banking, but a recent Bank of America survey found that 64 percent of them weren't familiar with the concept.
Last year, Bank of America launched a small-business forum – smallbusinessonlinecommunity.bankofamerica.com - and a mobile banking site – anywhere.bankofamerica.com.