Reaching Empowered Investors and Traders
Scottrade’s brand is built on empowering investors and traders. From its first print advertisement in 1980 to its integrated advertising and marketing strategy today, Scottrade continues to strengthen its reputation for value and support and demonstrates how it has so much to offer investors and traders who need more.
The firm’s advertisements on television, in print and online speak to investors and traders looking to overcome barriers to financial success.
The company’s digital advertising promotes Scottrade through digital media that investors frequently consume without detracting from their online experience.
In addition to the traditional financial services and news networks where Scottrade advertises, such as CNBC, MSNBC, FOX Business, Bloomberg and CNN, Scottrade also includes networks with high-profile sports programming, such as ESPN, Golf Channel, NBC and NBC Sports Network.
Current Advertising Campaign
In the spring of 2014, Scottrade launched a new advertising campaign capturing the emotions that inspire and motivate investors and traders. The campaign’s theme “Our Passion is to Power Yours,” will be supported by print and online advertising in leading national and finance-focused outlets.
The campaign was created by Scottrade in partnership with creative consultant St. Louis-based Cannonball Advertising and Promotion and was produced by The Big Tree and MacGuffin Films.
In addition to the broadcast ads, Scottrade is promoting “Our Passion is to Power Yours” on its Facebook page and with its followers of @Scottrade on Twitter using the hashtag #PowerYourPassion.
Early Advertising Campaigns
Early on, Scottrade Founder and CEO, Rodger Riney, was featured prominently in the company’s advertising. As Scottrade developed its television advertising approach in the 1990s, Rodger continued as the company spokesperson, telling investors and traders about the value and service they would receive at Scottrade. That personal touch resonated with many investors and helped the company grow tremendously through the years. Two of Scottrade’s other notable television advertising campaigns were known as “Helicopter” and “Little Rodger.”
In “Helicopter,” Rodger was seen flying in a helicopter above metropolitan areas and small communities checking in on his clients. Scottrade received a lot of passionate feedback from the helicopter ads – pilots wanting to know if Rodger 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).
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 Rodger has always believed in.
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. The firm also sponsors the Peabody Opera House and is a visible sponsor at Busch Stadium, home to Major League Baseball’s St. Louis Cardinals.