thinkorswim Challenge
Role:
Creative Director
Context:
Once traders learn a trading platform, they tend to stick with it. That insight led to the creation of TD Ameritrade U, a program designed to enhance classroom learning with access to real-world trading tools, including the thinkorswim platform.
Strategy:
The more comfortable college students became using thinkorswim, the greater the likelihood of converting them into long-term clients. For that to happen, professors first had to adopt the program and students needed to stay engaged with the platform. Focusing on the benefits of active learning helped get TD Ameritrade U into classrooms. Tapping into the spirit of competition, the thinkorswim Challenge kept students coming back to trade on the platform. Working directly with Trader product partners, I helped shape the program from its inception and led the creative work that brought it to life.
Impact:
The initiative successfully cultivated next-generation traders, with participation from schools, teams, students, and states growing every year for four consecutive years.