Grabbing a customer’s attention is not easy. Not only do you need to show off your brand, you need a comprehensive marketing campaign that will highlight your product and compel someone to engage with your product or services. One successful example of such a campaign is TD Ameritrade International’s Human Finance Project. Today, we’re taking a closer look at this campaign and delving into what made it so successful.

Why Marketing Campaigns are Important

Before starting a campaign, you need a marketing plan. A marketing plan is a strategy for marketing your business and interesting your target market in your product. The campaign will be a smaller piece of the marketing plan. Its purpose? To achieve a few specific objectives rather than one broad goal. Once you figure out how your campaign fits into your marketing plan, you can start brainstorming.

Next, you should determine your campaign’s objectives, how long it will take to achieve them, how you will define and measure the success of your campaign, and which channels to use to communicate with your customers. Do your homework to make sure you know what works best in your industry and for your product.

Case Study: TD Ameritrade Institutional

After the recession, the financial industry was in shambles and financial advisors were seen as untrustworthy and irresponsible. In response to this,  TD Ameritrade Institutional created The Human Finance Project, a campaign to improve the reputation of the financial industry by humanizing financial advisors.

TDAI’s campaign separated the actions of Registered Investment Advisors (RIAs), who are legally obligated to serve their clients’ interests and cannot accept commissions, and brokers, who are fee-based and often refer to themselves as advisors. TDAI’s strategy aimed to educate people about the responsibilities of the RAI industry and the value of the RAI model compared to the traditional broker model. The campaign featured photographic media and videos of RIAs and stories about their willingness to build lasting relationships with their clients and how they have built on challenges throughout their careers. The personal stories provided the audience with examples of situations RIAs find themselves in every day by focusing on the less glamorous aspects of their work, their personal lives, and their dedication to serving their clients.

By the end of the campaign, over 160 videos showcasing RAIs had been recorded. The campaign was launched at TDAI’s annual conference in February 2016 and has received a phenomenal response for its efforts to improve the reputation of the financial industry. The Human Finance Project has improved TDAI’s brand awareness and while no hard data has been released regarding the success of the campaign, reports have shown that inbound calls to have increased by approximately 70%.

TDAI’s Human Finance Project is one example of an effective and engaging campaign. The company had clear objectives intended to be communicated to TDIA’s audience, and the campaign met these objectives in a way that was engaging and unusual for the industry in which they worked. The company’s innovation left a lasting impression that has made people remember TDAI, their values, and has increased customers’ interest in- and willingness to- choose TDAI as their financial institution.

Sarah Heine

Sarah Heine

Sarah Heine at The Moak Group
Understanding the transformation of political and policy arenas as a result of technological innovation and social media’s rapid development has always been a passion of Sarah Heine’s. She joined The Moak Group to support clients’ efforts to reach their digital and communications goals.
Sarah Heine