We are thrilled to announce that we have won GOLD in this year’s Bulldog PR Awards in the Best Use of Research category! How’d we do it? Keep reading to learn about our award-winning work.
SITUATION The need to reach ‘mass affluent’ investors had never been more important for TD Ameritrade. However, new competitors, new generations of investors and an overload of information about the same topics made reaching key audiences more challenging than ever. The competition for share-of-voice meant TD could no longer reach key by offering spokespersons to the media to talk about general topics such as retirement and investment strategies.
APPROACH To drive visibility and interest the firm, Stanton worked with TD Ameritrade on a series of inter-generational surveys using fresh, relevant and newsworthy themes. The results were sorted according to generational themes and released throughout the year in order to maintain visibility on a consistent basis. Additionally, a spokesperson was assigned to each theme and subsequent news release.
RESULTS Stanton worked with national media outlets to generate coverage of the survey results for an estimated 615 million+ impressions and six separate features in USA Today. Additional coverage of the survey appeared on CBS This Morning, NBC Today Show, CNBC Online, AARP Magazine, Money, Yahoo Finance, Business Insider, Washington Post, Wall Street Journal, and Reuters on Facebook.