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2015 Retirement Campaign Marketing

Program Aspire to Retire Campaign

Dates: Feb. 9 – April 30, 2015

Overview: Footprint wide DM with digital banner ads and landing page to drive TDA referrals.

In-Store Zone B campaign to drive FSR and TDA IC conversations in Stores with posters, LCD screens, and give-ones

Offer $1,500 offer with up to 60 free trades

Direct Mail - 474,509K pieces- Champion DM- Challenger DM- In-home: 2/9/15

Digital - 2 Banner ads: test $1,500 vs. investing message- Landing and Log-off pages- Live 2/20

Merchandising - In market 3/1/15: - Take one 'mini' flyer - Posters - Tent / desk cards for FSRs/CSRs- LCD Screens (Live: 3/17/15)

Insert

Letter Envelope

Banner ads

Poster Take oneDesk card

3/1 to Impressions Clicks CTR3/31

Total 2,415,582 8,957 0.37%

Digital Results: March 1-31