TD Wealth had introduced a first-to-market Discovery Tool modelled on behaviour finance. Through TD’s deep discovery process, the advisors discover what motivates and inspires clients at a personal level to create the foundation of a successful relationship.
These specialists work together to help deliver value in each of the four wealth pillars that form the foundation of a holistic wealth plan: building net worth, protecting what matters, implementing tax-efficient strategies and leaving a legacy.
Introducing TD Healthcare for Wealthcare. By creating targeted out-of-home communication accompanied by an online presence, we were able to build credibility and communicate our drive to support their unique needs as dentists, specialists and general practitioners.
We started with the Queens Park station takeover, which is in close proximity to Toronto Western Hospital, Princess Margaret Cancer Centre and Mount Sinai Hospital and provides the highest level of exposure to general practitioners and dentists. Accompanied by TSAs placed in a proximity to residential and business areas with the highest level of saturation, we were able to effectively spread our message to individuals we focused on.
Project
TD Healthcare for Wealthcare
Client
TD Wealth
What I Did
Lead Design, OOH Development, TSA Development, Animated Banners, Social Design
Personalized Wealth Care
Solutions and Advice
We focused on the unique needs of Health Care Professionals and their families. Using an extensive out of home extension and online presence, we were able to speak to this target on a high-level of understanding of their specific industry nuances and needs through TD’s Health Devision.
Reaching our Unique
Customers at Key Locations
Queen’s Park station is situated at a key intersection for Toronto’s medical community. Walking distance from Toronto General, SickKids, and Princess Margaret hospitals as well as the MaRS Discovery District and U of T Medical School, it provides a unique opportunity to reach our HCP target.
As a full station takeover, we included communication at key locations within the station including: entrance fare booth, platform level station posters, pillar wraps, and wall murals, staircases & escalators, and walking corridors.
TTC Subway Takeover
At Queens Park we provided: 17 Station Platform Posters, 4 Wall Murals, 12 Pillar Wraps, Fare Booth Wrap, and 2 Corridor Dominations
Transit Ads
Targeting all three sub-segments of our HCPs we built out 30 TSAs, placed in proximity to residential and business areas that focus on our target.
Social Outreach
Developed creative that targets a younger segment of a general HCP audience. Content that is not specific to an area of practice becomes less of an issue when speaking to young HCPs, because they are new to their practice.
Targeted Animated Ads
The size of the target audience created certain complications for segmenting standard OLA’s. We focused on creating general ads where veteran HPCs and students frequent online.
What was Delivered
With such a large imprint in key areas of the city, we had created an impressive amount of assets in a short period of time. These pieces of communication were integral in providing Health Care Practitioners with TD’s relatively new confidence brand messaging (at the time).
- 17 Platform Posters
- 30 Transit Shelter Ads
- 4 Wall Murals
- 1 Fair Booth Wrap
- 12 Pillar Wraps
- 2 Corridor Dominations
- Multiple Staircase Posters
Digital
- Multiple Animated Banners & Sizes
- Additional Web Pages on TD’s Website
- LinkedIn Posts
- Gmail Targeted Ads