TARGET MARKET: African American
CHALLENGE: Increase Charles Schwab national brand awareness and affluent customer acquisition.
SOLUTION: Develop and implement integrated marketing plan involving strategic partnerships, advertising, electronic media, direct mail, special events, and public relations. Key component: strategically teamed with Ariel Investments to launch the nationwide Ariel Schwab Black Investor Survey, providing much needed market research in the area of African American investing, and a leverage point for brand awareness.
IMPACT: Significantly increased Schwab brand awareness in both African American and general market, making Schwab a financial service provider of choice among target market. Established Schwab as an expert in African American investing behavior, using education as a platform for increasing African American affinity.