TD: RRSP Bootcamp

TD: RRSP Bootcamp

TD: RRSP Bootcamp 150 150 Paradigm PR

See what’s new with this client


At the start of 2009, Canadians were feeling the effects of the falling stock market, ongoing layoffs, and weak Canadian dollar. The outlook leading into ‘RRSP Season’ – the time of year when financial institutions and the media focus on encouraging Canadians to invest in a registered retirement savings plan (RRSP) was bleak. TD Waterhouse was looking to achieve a strong and positive national and local media presence throughout the RRSP season and to stand out amongst other financial institutions in a highly saturated and competitive market.

Strategy & Execution:

Paradigm developed a unique story angle by applying authentic military-inspired strategies to financial and retirement planning. Paradigm and Patricia Lovett-Reid, Senior VP of TD Waterhouse, partnered with General Rick Hillier, former Chief of the Defence Staff and a special advisor to TD, to create TD RRSP Boot Camp. To kick-off RRSP season Paradigm generated media materials that married Hillier’s top five military strategies with Lovett-Reid’s investing strategies. Media relations was conducted right up until the March 1 RRSP deadline including last minute tips from Hillier and Lovett-Reid.


The initial campaign featured 75 news stories with a total reach of more than 27.5 million. Highlights included Canada AM, Toronto Star, Edmonton Journal, Toronto Sun, 24 Hours and the National Post
A Cormex Report (a third party service that analyzes the effectiveness of communications efforts) evaluating the media coverage from the big six banks showed that TD Waterhouse’s media exposure increased 52% over the previous year’s RRSP campaign
97% of coverage contained a quote from a TD Waterhouse spokesperson, 97% was exclusive to TD Waterhouse