The Independent Spirit



BUSINESS SITUATION AND CAMPAIGN OBJECTIVES

1. Business Situation

Background

TD Ameritrade is a brand created in April 2006 from a merger of two companies: Ameritrade and TD Waterhouse. Both brands—particularly Ameritrade—had solid reputations for attracting confident Active Traders: individuals who are actively involved in buying and selling stocks (making five or more trades a month). Concentrating on this target made sense when the company's revenue model was based on trading volume. However, after the two companies merged, it became clear that continuing to rely primarily on trading volume from this small, select target would leave the new TD Ameritrade at the mercy of market movement—a risky recipe for business growth.