1. MELISSA TANG, SARAH GORTON & KIM PENDERGRASS

2. COMPANY BACKGROUND Etrade was incorporated in 1996 and went public the same year During 2003, Etrade Group changed its name to Etrade Financial Corporation A pioneer in online stock trading While stock trading is still a cornerstone of E*Trade's business, the company also offers consumers: checking and savings accounts credit cards certificates of deposit money market accounts 4.5 million customer accounts 2.7 million brokerage accounts

3. MARKETING CAMPAIGN Created by Grey New York, part of the Grey unit of the Grey Group, which is owned by WPP Decided to mimic the Geico approach to marketing Currently adjusting its mix of two kinds of commercials

4. THE TALKING BABY CAMPAIGN The Etrade baby has his own facebook and twitter pages Facebook Twitter

5. WAS IT SUCCESSFUL? The baby became an icon of the brand The ads were ranked 13 and 14th of the super bowl game ads The youtube channel has over 90 million views The video of outtakes has almost 2 million views

6. WAS IT SUCCESSFUL? “ The baby is great and it really does work. - Nick Utton, chief marketing officer at the New York office of E* Trade, Century Fox even tried to buy the rights to the Etrade babies to make a movie about them. The film is being written by actress and writer Katie Dippold and it’s a “mission movie” about the babies trying to make their way across the playground.

7. Humorous Campaigns Negatives Positives Building the Brand Social interaction via: Twitter, Facebook Youtube Promotional Planning Receiver Comprehension Channel Presentation Message Yielding Source Attention Message Structure - End RELEVANCE TO CLASS

8. QUESTIONS….? Do you like the E* Trade Baby Campaign? Who do you think the target market is? Does the baby inspire you to build a diversified portfolio?

9. REFERENCES http://www.contracts-for-difference.com/E_trade.html http://www.ehow.com/about_5215229_history-e_trade-bank.html#ixzz12NHJBxIc http://nyjobsource.com/etrade.html http://mediadecoder.blogs.nytimes.com/2010/05/28/oh-baby-etrade-mixes-it-up- on-tv/http://mediadecoder.blogs.nytimes.com/2010/05/28/oh-baby-etrade-mixes-it-up- on-tv/ https://investor.etrade.com/releasedetail.cfm?releaseid=437920 http://www.resourcesforlife.com/docs/item1891 http:// www.youtube.com/watch?v=uHPg262Kr9chttp:// www.youtube.com/watch?v=uHPg262Kr9c http://www.facebook.com/etradebaby http://twitter.com/etradebaby