Showcasing Financial Expertise
TD Ameritrade, a discount brokerage investment company, had no problem reaching sophisticated traders and independent registered advisors. However, connecting with the average investor proved more elusive and competition for the mass affluent client had reached new levels.
In order to break through to the individual investor, Stanton designed a series of surveys about personal spending and investing. Message platforms were developed based on the results that showcased the TD Ameritrade’s leadership’s engagement, depth and breadth of knowledge about the needs of investors.
The frequent release of investor research results generated news in outlets such as CNBC Online, Fox Business Online, Yahoo Finance and Marketwatch. The research was also repurposed to reach the company’s other target audiences through articles in industry trades.