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Award recognizes Bank’s unique youth financial literacy, entrepreneurship program
Leominster, Mass—Fidelity Bank was recently named a 2024 American Bankers Association (ABA) “Brand Slam” Award Winner in the category for “Out-of-the-Box Idea,” for the Bank’s popular Lemonade Learning Club program.
During summer 2024, Fidelity Bank launched the Lemonade Learning Club to boost youth literacy skills and provide a sense of entrepreneurship by giving each child who opened a growth savings account a free lemonade stand starter kit. Upon completion of the program on August 31, more than 70 young entrepreneurs learned to run a business and have fun, while also saving more than $120,000 during the three-month program.
“When we created The Lemonade Learning Club, we wanted a way for parents to encourage children to embrace financial literacy while also building the confidence to be engaged young entrepreneurs with the reward of saving money for their future,” said Joann Marsili, executive vice president, chief growth and client experience officer, Fidelity Bank. “Our team did a great job of putting our LifeDesign promise of providing confidence, clarity and care into action with The Lemonade Learning Club and I’m thrilled they received this esteemed recognition.”
The ABA Brand Slam awards, which were announced during the ABA’s Bank Marketing Conference in Chicago, Ill., in October, recognize excellence in bank marketing for six key categories, including video, integrated marketing, website redesign, public relations/community engagement, social media, and out-of-the-box idea.
To learn more about the ABA “Brand Slam” Awards and to view The Lemonade Learning Club submission video, visit https://www.aba.com/banking-topics/communications/marketing/brand-slam.
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About Fidelity Bank:
Founded in 1888, Fidelity Bank is one of the strongest independent community banks in Central and Eastern Massachusetts. For more than 20 years, Fidelity Bank’s unique LifeDesign approach to banking is a promise to provide the care and clarity needed to make informed decisions with confidence. The Bank offers a range of personal and business banking solutions to clients in 13 full-service banking centers in Leominster, Worcester, Fitchburg, Needham, Gardner, Shirley, Barre, Millbury, Paxton, Princeton, and Winchendon. The Bank has consistently earned a “5 Star” rating from BauerFinancial, Inc., the nation’s leading independent bank rating and research firm. Fidelity Bank was the only bank in Central and Western Massachusetts recognized as one of Forbes “America’s Best Banks in Each State 2022,” in addition to being voted Worcester Telegram & Gazette Best Financial Services in Central Massachusetts and placing on the Boston Globe’s Top Places to Work list six times. As of June 30, 2024, the bank had total assets of approximately $1.5 billion. For more information, visit fidelitybankonline.com.
