Scottrade Advertising

From its first print advertisement in 1980 to its integrated advertising and marketing strategy today, Scottrade has always reached out to empowered, independent investors through advertising.

The company showcases the value it provides through $7 online trades*, extensive educational materials, tools, resources and personal customer service. Scottrade’s advertisements on television, in print and online speak to investors and traders looking to independently overcome barriers to financial success.

I’m with Scottrade
Scottrade currently has one television campaign, “I’m with Scottrade.” In the latest commercials, Scottrade focuses on incorporating a new approach to branding with a complementary advertising campaign. The campaign celebrates the joy, pride and confidence of self-directed investors and explains that “$7 online trades are just the start” at Scottrade.

Many of the commercials take place on the open stock exchange, featuring individuals with fast-paced, active lifestyles explaining different reasons why Scottrade’s unique offerings and convenient online trading tools make trading easy, from thought to finish.

In addition to the traditional financial services networks where Scottrade advertises, such as CNBC, MSNBC and FOX Business, Scottrade also includes non-traditional networks, like USA, The Discovery Channel and National Geographic and sports networks like ESPN and Golf Channel.

From early on, Scottrade Founder and CEO Rodger Riney was featured prominently in the company’s advertising. Riney believed that having a human face in the ads made them more eye-catching within the text-heavy financial section of the newspaper. As the firm began developing television advertising in the 1990s, Riney continued as the company spokesperson, looking into the camera and telling investors about the value and service they would receive at Scottrade. That personal touch resonated with many investors and helped the firm grow tremendously through the years. Two of the firm’s other recent and notable television advertising campaigns were known as “Little Rodger” and “Helicopter.”

Helicopter Campaign
In “Helicopter,” Riney was seen flying in a helicopter above metropolitan areas and small communities checking in on his customers. The camera zooms in on investors at their home computers, on their laptops, or at the park discussing how much they like investing with Scottrade. Scottrade received a lot of passionate customer feedback from the helicopter ads – pilots wanting to know if Riney was really a pilot (he’s not), had his own helicopter (he doesn’t) or was really flying when the commercials were filmed (he wasn’t). These commercials successfully conveyed how Scottrade listens to what customers want in their investing company. Although he has never actually flown a helicopter, Riney hears investors’ wishes today through the firm’s more than 500 nationwide branch offices.

Little Rodger Campaign
The “Little Rodger” commercials featured a 10-year-old Rodger Riney demonstrating how even as a kid, he believed in giving people more for their money. He was seen building an elaborate tree house, painting a giant mural on the side of a barn, and delivering the newspaper straight to his customers’ hands on his paper route. The charming spots conveyed the value and service Riney has always believed in and how online investors can receive that same value and service today through Scottrade’s $7 online trades*, no inactivity fees and free educational events.

Scottrade is one of the largest digital advertisers in the U.S. The company’s digital advertising promotes Scottrade through digital media that investors frequently consume without detracting from their online experience. Instead of using interruptive advertising, such as pop-ups, Scottrade displays ads that are helpful to investors seeking information.

Scottrade’s first foray with marketing began more than two decades ago, with print advertisements in the Wall Street Journal. Today, print advertisements are strategically placed in publications like Barron’s, FORTUNE, and Golf Magazine, as well as the Wall Street Journal. The most recent “I’m with Scottrade” campaign print advertising designs and messages are intended to showcase the company’s products and services and why investors are saying, “I’m with Scottrade.”

Scottrade has been the sponsor of the National Hockey League’s St. Louis Blues and their arena, Scottrade Center, since 2006. The arena showcases Scottrade in newspapers, on the radio, online and on national television, as well as to nearly two million visitors who attend its 175 annual entertainment, sports and family events.

Scottrade is a visible sponsor at Busch Stadium, home to Major League Baseball’s St. Louis Cardinals.