td bank's pitch brief
TRANSCRIPT
NEW BUSINESS PITCH BRIEF
America’s most convenient Bank
NAME BRAND PITCH TYPE
Creative and Media
MARKET DATE
April 27 , 2016
The Data You Need to Win This Pitch
DESCRIPTIONFinancial services giant TD Bank is reviewing its media and creative business.
"We evaluate our agency relationships routinely and are currently in the process of conducting a closed review," said a TD Bank spokesman.The bank promoted Patrick McLean, a Toronto native who now oversees the U.S. business, from senior VP-head of brand and product marketing,
to chief marketing officer in December of last year. Before joining TD Bank, he was VP-digital marketing & brand strategy for Capital One Financial.Mr. McLean told digital news site Marketing Land earlier this year that the company will be launching a "new cash rewards credit card campaign
this spring and is working on a new brand campaign."
TD Bank reviewing creative and media
agency
thUnited States
Client Profile / Market
The Toronto-Dominion Bank (the Bank), incorporated on June 22, 1998, operates as a bank in North America. The Bank conducts its business through segments, such as Canadian Retail, U.S. Retail, Wholesale Banking and Corporate. Canadian Retail provides a range of financial products and services to customers in the Canadian personal and commercial banking businesses, including credit cards, auto finance, wealth and insurance businesses. U.S. Retail consists of the Bank's retail and commercial banking operations operating under the brand TD Bank, America's Most Convenient Bank, and wealth management services in the United States.
Wholesale Banking provides a range of capital markets, investment banking, and corporate banking products and services, including underwriting and distribution of new debt and equity issues, providing advice on strategic acquisitions and divestitures, and meeting the daily trading, funding and investment needs of its clients. The Bank is also an online financial services firm, with approximately 9.4 million online and mobile customers.
FINANCIAL OVERVIEWCOMPANY BACKGROUND
MAIN COMPETITORS
2015 Sales (mil)
2015 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
24,718
81,483
-
1,104,000
-
4.9%
TD Bank in the U.S.
426
558
44
12
66
17
70
82
8.5 mlnTD Bank serves more than
Customers in the U.S.
Locations through Notheast, Mid-Atlantic, Metro D.C., North
and South Carolina and Florida
1,300
TD Bank in the U.S.
U.S. RETAIL COUNTS FOR
27%OF TOTAL REVENUES
U.S. RETAIL REVENUES
+5%COMPARED TO 2014
$7,7542015 Sales (Mln)
58%
Wealth Management
4%
Other (Primarily from investing activities)
8%
Business Banking
29%Personal Banking
Customer Knowledge is key
“To be more personal with consumers, we need to know a lot about them.This knowledge must be shared among different bank channels, whether
consumers bank at a branch, at their computer or on a smartphone, so that the consumer experience is integrated into what the banks call an
“omni-channel universe.”
The information and data-crunching can create aw-shucks moments, such as ATMs greeting customers with personalized messages on their birthdays, leaving them feeling
warm and fuzzy about their bank.
TD Bank it’s starting to map non-banking data, such as data that shows how consumers are interacting on Amazon
and how they're using their phones or how they are communicating on social media
Theresa McLaughlin, TD Bank’s SVP/CMO Former SVP Digital Channels Strategy & Planning, TD Bank Group
In January 2016, TD Bank and Cisco announced an agreement to collaborate on technology solutions to create enriched customer and employee experiences.Initial areas of focus for the project will include employee mobility, the Internet of Things, contact centre operations and energy conservation.
Fast Food industry in numbersThe U.S. Retail segment
“BEST BIG BANK IN AMERICA”by Money Magazine for the 3 year in a row.
NAMED TO DIVERSITY INC.’S TOP 50Companies in the U.S. for diversity for third year in a row.
WON THE 2015 J.D. POWERU.S. Small Business Banking Award for the Northeast.
$ 191.2 MILLIONSTotal advertising spending in 2014
Customer-centric campaigns
#TDRollingRenoMake Today Matter#TDThanksYouIn 2014, TD exploited ATM machines
to provide Very personal, humangifts based on customers’
interests and passions.
The video collected over 4 millionviews in the firsts 5 days.
Today it reached over20 million views.
TD Bank gave 24 customers in 24different cities 24 hours to initiateprojects that would benefit their
local communities.
Each individual was givenapproximately $30,000 to put
toward launching their program.
The mini-documentary TD Bankcreated about the campaign has
been viewed over 5 milliontimes on YouTube.
In May ‘16, The brand has teamedup with iCrossing and Hearst to promoteits home equity loans and lines of credit.
Hosting events in 40 East Coast cities at homeshows and pop-up events at banks and homeimprovement stores. At each stop, Hearst had
celebrities like DIY Network's Jason Cameron onhand explaining how folks can remodel their homes.
The campaign's big digital push includesa microsite; social posts on Twitter,
Instagram and Facebook;and content supplied by Hearst from
Brands including HGTV and DIY Network.
TD Bank ahead of the digital curve
75%OF TD TRANSACTIONS ARE DONE DIGITALLY
1st BANK IN THE WORLDTO OFFER CUSTOMER SERVICE OVER
FACEBOOK MESSENGER
TD BANK ANNOUNCEDPARTNERSHIP WITH MOVEN
TD MySpend is a companion app to the TD mobile app for both Android and iOS platforms. It leverages
Moven’s personal financial management tools to help users track their spending habits from eligible TD Bank accounts and TD credit card accounts, as
well as receive instant notifications.
TD MySpend HAS CURRENTLY OVER 270k USERS IN CANADA ••
TD BANKSUPPORTS APPLE PAY IN CANADA
TD BANKSUPPORTS SAMSUNG PAY IN THE U.S.
Digital Landscape US
Use either mobile or online as theirprimary method of banking
51%
Tried mobilebanking apps
Actively use mobile banking apps
57% 48%
MOBILE PAYERS
68%PAID BILLSON MOBILE
39%PAID A SERVICE OR
PRODUCT AT A STORE
18 - 29 30 - 44 45 - 59 60+
MOBILE BANKING USAGE HAS GROWN FOR ALL AGESPercent of households with cellphones and bank accounts that use mobile banking tools
20112014
A FEW TIMES A YEAR 5% MORE THAN ONCE A DAY 7%
ONCE A DAY 13%
A FEW TIMES A WEEK 42%
ONCE A WEEK 13%
A FEW TIMES A MONTH 5%
76% OF RESPONDENTS USING A MOBILE BANKING APP ACCESS IT ONCE AWEEK OR MORE
Source: Bank of America, Board of Governors of the Federal Reserve
MOBILE PAYERS• • •
• • •
QUICK DEFINITION
The Mobile Payers rend money for a product or service through portable electronic devices such as a cell phone, smartphone or
PDA. Mobile payment technology can also be used to send money to friends or family members.
TECHNOLOGY PARTIES ART INFLUENTIAL FIGURES
TD BANK’S AUDIENCE CROSSOVERS
TOP BRANDS TOP SOURCES
TECHCRUNCH MASHABLE
MOBILE PAYERS: TECHNOLOGY
TECHIES
42%
NEST GOPROTILE
TECH-SPLORERS22.8%
CONSUMER ELECTRONICS62.6%
The tech-savvy attitude of Mobile Payers can be observed also among TD Bank’s
audience.
Techies account for a narrower share of the audience (12.7%) but records interesting
popularity points (136.8).Moreover, similarly to Mobile Payers, they express an early-adopter behavior toward
technology (Tech-Splorers 168.5).
TD Bank’s audience shows a major interest on Mobile Phones (170 popularity) over the
rest of Consumer electronics.
Their favorite brand is BlackBerry.
KNOW MORE?
KNOW MORE?
THEVERGE
MOBILE PAYERS: PARTIES
166.5%PARTY GOERS
TOP BRANDS TOP BRANDS
LIQUORS
(popularity index)
144.3CLUBS & DISCOS
(popularity index)
166.2
HAKKASAN LAS VEGAS
MARQUEELAS VEGAS
DRAI’S BEACH CLUB
KNOW MORE?
KNOW MORE?
TD BANK’S AUDIENCE CROSSOVERS
TD Bank’s audience loves to party too.The Party Goers trait collects high
popularity points (167.0).
They show strong interest in Clubs & Discos, outperforming the Mobile Payers in
term of popularity (175.2).
TD’s audience reside on the atlantic coast. Their favorite clubs are in New York City (Pacha, The Gramercy Theatre) and in
Atlantic City, New Jersey (Revel Nightlife).
TD Bank customers show high interest on all Alcoholic Beverages but, in term of
popularity, Wine conquers the first place (186.4).
The most relevant brand is Arbor Mist.
MOBILE PAYERS: ART
TOP ART EVENTS TOP ART RELATED INTERESTS
INTERESTS IN
23.5%
BORROWLENSES MOO.COM PHOTOJOJO KNOW
MORE?KNOW MORE?
ART APPRECIATORS
(popularity index)
164.7VISUAL ARTS AND DESIGN
(popularity index)
166.5
ART EVENTS
SXSW THE WEBBYAWARD
OUTSIDE LANDSMUSIC FESTIVAL
TD BANK’S AUDIENCE CROSSOVERS
Art is another passion shared between the two audiences.
Art Appreciators trait collects 140.4 popularity points.
Differently from Mobile Payers, TD Bank’s customer doesn’t seem to be much
interested in visual arts and design (60.4 popularity).
They are outperforming on Museums & Art Galleries, where the most relevant is the Guggenheim Museums, and Other art-related interests such as Theaters.
Where the Lincoln Center of NYC gathers the most interest.
Art Events gained more attention over the last quarter (+68% in the volume of
interactions) but are still underperforming compared to Mobile
Payers(108 vs 146 popularity index).
MOBILE PAYERS: INFLUENTIAL FIGURES
TOP FAMOUS PEOPLE
MARKCUBAN
RICHARDBRANSON
TONYROBBINS
KNOW MORE?
KNOW MORE?
KNOW MORE?
FOLLOW FAMOUS PEOPLEON SOCIAL MEDIA
94.2% POLITICIANS
CHEFS
OTHER FAMOUSPEOPLE
REACH RELEVANCE
TD BANK’S AUDIENCE CROSSOVERS
Famous People scores a +2% in terms of reach among TD Bank’s customers.
The two audiences share interest in Politicians and Chefs but the
Toronto-Dominion’s people have greater interest in Models above all.
Where the Cuban Vida Guerra results as the most relevant model.
Considering all Famous People, the most relevant public figure turns out to
be David Bloomberg.
59%
MOBILE PAYERS
Mobile PayersTD Bank’s audience Adherence
TD Bank’s audience share 59% of Mobile Payers top interests
like Technology, Parties, Art and
Influential Figures.
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