It doesn’t take quantitative research to prove the Americans are, generally-speaking, not in love with their banks. The severity of the downturn in the late 2000s significantly eroded trust in financial institutions as a whole – even as a fast-evolving technology landscape continually raised the bar on consumer expectations. TD Bank, U.S. subsidiary of Canadian financial powerhouse Toronto Dominion, aimed to change the relationship between banks and consumers – placing convenience and a more human approach to banking front and center. As its U.S. PR agency of record for more than three years, CooperKatz worked to amplify this message, along with the retail and small business products and services designed to help customers reach their financial goals.
Our team supported perennial Money Magazine “Best Big Bank” winner by driving awareness of both consumer and small business financial products, services and offerings, as well as promoting the bank’s unique culture and community service initiatives. In addition, CooperKatz supported executive-level media training, thought leadership platform development, executive visibility and content creation for earned, owned and social channels.
To amplify media awareness for key lines of business – including checking, mortgage and small business – CooperKatz and TD Bank collaborated to create and promote proprietary research studies such as the Checking Experience Index, the Mortgage Service Index and Small Business Pulse Checks. These studies identified specific customer pain points and perspectives regarding the banking industry, and provided rich insights into what really constitutes exemplary customer service. TD Bank and CooperKatz were named 2014 Silver Anvil Award finalists in the category of “Marketing Consumer Services – Financial Services” for work promoting the Checking Experience and Mortgage Service Indices.
The team also drove notable special initiatives, such as promoting TD Bank’s support for Federal workers during a U.S. government shutdown – a campaign that was particularly successful and far-reaching in terms of coverage secured. TD Bank tapped CooperKatz for a incremental initiative to build awareness of the bank’s comprehensive environmental affairs programs. And our team played a lead role in publicizing the TD Bank #MakeTodayMatter campaign, which rewarded a select group of customers in Canada and the U.S. with sizable grants and hands-on assistance to execute a major charitable initiative in their own communities – all within just 24-hours.
Across all of our initiatives for TD Bank, CooperKatz had significant success in garnering earned media coverage across top-tier, regional, trade and online targets – as well as helping to feed social and owned channels. Earned media placements routinely appeared in outlets such as American Banker, Associated Press, Bankrate, CNN Money, FOX Business, The Street, MarketWatch, NerdWallet, The New York Times, The Wall Street Journal, U.S. News & World Report, Yahoo! News and many more. We also support the development of customized content partnership with outlets such as DailyWorth.
In our first year alone in partnering with TD Bank, CooperKatz secured nearly 400 media placements and reached more than 550 million people in the U.S.