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Challenge:
E*TRADE, the leading online financial services company,
needed to move quickly to establish a strong presence
in the rapidly expanding global wireless space, especially
in Europe.
Research and Strategy:
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A primary E*TRADE competitor, Fidelity, had
already achieved first-mover advantage in the
online brokerage sector, and Schwab was coming
on strong. |
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E*TRADE had built a strong wireless foundation,
but the company was still seen as lagging behind
Fidelity, which was aggressively advancing its
mobile solutions via a full-blown marketing campaign,
including TV and print advertising. |
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Research found that E*TRADE had several competitive
advantages: |
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Widest telecom partner coverage
Strong technology partnerships
Easy to use interface
Reputation for innovation and leadership |
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Solution:
Create an integrated marketing program to build strong
foundation for E*TRADE Everywhere with targeted
analysts (industry and financial), and then expand awareness
outreach to other key stakeholders.
Implementation: |
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Internal
kick-off to generate excitement amongst employees
worldwide about new E*TRADE Everywhere program |
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Industry
Analysts outreach in U.S./Europe |
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Speeches
at four major industry events, including two investor
conferences |
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Briefings
of E*TRADE's financial analysts |
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Joint
PR activities with Everypath (WAP platform software)
and major telecom partners (Verizon, Sprint, ATT,
etc.) |
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Full
page ads in influential trade publications |
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Major
media outreach campaign, including media tour
in NY, Boston and London |
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Results: |
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E*TRADE quickly established strong position
as wireless financial services leader |
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Industry analysts published several reports,
outlining E*TRADE Everywhere "leadership moves"
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Financial analysts included wireless activities
in E*TRADE reports and stock recommendations |
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Major media coverage, including prominent stories
in WSJ, NYT, FT, San Jose Mercury News, SF Chronicle,
Washington Post; top London-based media such as
the Times of London and Evening Telegraph; and
influential tech publications: Industry Standard,
Information Week, Business 2.0, Red Herring, Upside,
InfoWorld, etc. |
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E*TRADE's wireless volume is now growing strongly,
especially in the U.K. and Sweden/Norway |
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Most importantly, E*TRADE maintained its important
leadership/innovation reputation in this vital
growth area |
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