Prior to 2005, TD AMERITRADE had traditionally focused on advertising to day traders. In efforts to evolve the brand and reach new markets, TD AMERITRADE hired Ervin & Smith to develop marketing programs aimed at women. Ervin & Smith has developed several national, multi-channel campaigns to promote financial products and services to this new market. Our most recent campaign features personal finance celebrity, Suze Orman. Last year, we unveiled the Save Yourself program, aimed at giving women the tools to invest in their financial futures. This year, we will advance the campaign and promote retirement planning tools and products to women.
Ervin & Smith has helped TD AMERITRADE move its brand forward and appeal to a much broader audience without alienating the company’s legacy customers. Specifically, the Save Yourself/Suze Orman marketing campaign launched with great success, reaching the accounts-opened goal three months into a 12-month program.