TD Bank ATM Expansion / Integrated + experiential marketing
An integrated approach to ATM awareness and adoption, connecting local media, digital discovery and customer engagement around the promise of greater convenience.
Dotti Haynes / VP, Retail & ATM Channel Marketing / Featured campaign: Florida Walgreens remote ATM rollout · 2017
THE MARKETING OPPORTUNITY
Make new ATM locations visible. Help people find them. Connect the convenience message with an experience in the community.
Florida Walgreens campaign / In market: February 20–May 26, 2017
Original campaign creative from the rollout report and portfolio. Team and agency execution; credits below. Historical offers shown in the artwork are not current promotions.
01 / BUSINESS CHALLENGE
TD Bank was expanding access through remote and drive-up ATMs while encouraging greater use of self-service banking. Marketing needed to make the network’s convenience visible and help customers understand the available services.
The featured Florida campaign promoted TD-branded ATMs at 189 Walgreens locations across Miami-Dade, Pinellas and Hillsborough counties. It addressed current customers and prospects, including markets with a smaller branch presence.
My role
As VP, Retail & ATM Channel Marketing, I developed integrated and experiential campaigns to build awareness of expanded ATM access and encourage adoption. My portfolio brings together the strategy, channel planning and customer-facing work across this broader program.
Built with partners
The portfolio credits in-house design, RedPeg Marketing, Tierney Communications and Gary Horn Photography. Campaign measurement was a specialist analytics contribution. The case study presents my marketing leadership alongside the team’s creative, activation and analytical work.
02 / CUSTOMER STRATEGY
The campaign linked TD’s broader brand and checking-account communication with a specific convenience message: more places to bank. Local media, digital location tools and in-person engagement gave that message practical relevance.
RECONSTRUCTED CUSTOMER JOURNEY
Notice → Find → Engage → Use
01 / NOTICE
Make access visible
Local media and ATM messaging introduce the expanded network.
02 / FIND
Show the way
Mobile placements and locator content help people discover nearby access.
03 / ENGAGE
Create a reason to stop
Customer engagement and sweepstakes bring the message into a real interaction.
04 / USE
Support the next action
ATM screens and in-store materials reinforce the convenience proposition.
Measurement questions: Did ATM use increase? Did the campaign contribute to new accounts? Which tactics worked best in each market?
Portfolio reconstruction of the campaign approach; not an internal strategy slide or a measured conversion funnel.
03 / INTEGRATED ACTIVATION
The ATM campaign combined geo-targeted mobile, digital outdoor, website placements, ATM screens, merchandising, public relations and experiential engagement. It aligned with the broader checking and brand campaign, which also used television, online video and social media.
Reach the market
Connect the ATM message with local relevance and the broader TD brand presence.
Local media · Digital outdoor · PR / Brand alignment: TV · Video · Social
Make discovery easy
Give interested customers a direct route to nearby ATM locations.
Geo-targeted mobile · Locator map · Website banners
Reinforce on site
Carry the same promise into customer contact and the banking environment.
Experiential engagement · Sweepstakes · Merchandising · ATM screens
Location discovery: a campaign banner connects the awareness message with a next step.
Existing customer touchpoint: the ATM screen reinforces expanded access.
Original assets from the September 2017 rollout report. The artwork says “over 180” locations; the report specifies 189.
04 / EXPERIENTIAL MARKETING
In the Walgreens campaign, customer engagement and a sweepstakes created an invitation to interact with the brand. The experience sat within the integrated program, alongside media and location discovery.
FEATURED CAMPAIGN / FLORIDA WALGREENS / 2017
An invitation to engage
The promotional card paired the expanded ATM-access message with a chance to win. It gave the activation a concrete participation mechanic while keeping the banking-convenience story visible.
Original 2017 campaign creative. Historical promotion; shown as portfolio evidence, not a live offer. No entrant records or customer data are reproduced.
Supplied image: TD-branded participation setup; the promotional card described above was not included among the attached assets.
RELATED WORK / EARLIER DRIVE-UP PROGRAM
Education through experience
The drive-up strategy document includes a 2015 recap of ambassador education and a convenience car wash at selected stores. These examples show how an unfamiliar banking behavior could be introduced through personal interaction.
Photo from Dotti’s broader ATM portfolio; the image itself is undated. The supporting tactic recap is explicitly labeled 2015. This is separate from the 2017 Walgreens campaign and its results.
05 / TEST, LEARN & IMPROVE
The campaign analysis examined ATM transactions and new-account production, with an observation window from January through July 2017 and a 12-month lookback to consider seasonality. The report also describes a statistically adjusted control-group comparison for transaction activity.
The evaluation asked how media and experiential activity performed across markets with different branch density. It gives the case study a commercial learning story as well as a creative one.
The finding that shaped the next recommendation
The report found local media more effective than experiential activity for ROI and new-account generation during the observation period. It also reported a stronger media contribution in the thinner Tampa branch markets than in Miami.
Its next-step recommendation was to involve advanced analytics at campaign kickoff and run a longer-term test around the planned Philadelphia Rite Aid rollout.
Findings and recommendations from the September 2017 report. This does not establish that experiential activity caused the total campaign result.
06 / REPORTED CAMPAIGN IMPACT
The Florida Walgreens rollout report connects the integrated campaign with transaction activity and new-account production. These results apply to that campaign and its evaluated markets, not the entire ATM expansion program.
Reported campaign-period increase across in-store and Walgreens remote ATMs.
Attributed to marketing in the report; 13% of account production during the observation period in the evaluated markets.
Reported expected return relative to the initial marketing investment; not a realized-profit claim.
Source: Florida Walgreens Remote TD Bank ATM Rollout, September 2017, slides 2 and 5. In market February 20–May 26, 2017; observation January 1–July 31, 2017. Results are reported by the campaign analysis, not independently recalculated from raw customer or transaction data.
PROGRAM CONTEXT / KEEP THE EVIDENCE DISTINCT
EARLIER EXPERIENCE
Drive-up education
The 2015 recap provides examples of ambassador-led customer education and car-wash engagement.
FEATURED RESULTS
Florida Walgreens, 2017
The integrated campaign has a documented marketing report and results for its evaluated markets.
FORWARD PLANNING
Philadelphia / Rite Aid
The later materials outline expansion and further marketing tests. They are planning context, not additional completed campaign outcomes.
DOTTI HAYNES / STRATEGY INTO PRACTICE
This work connects business priorities, local relevance, digital discovery and human interaction—with measurement informing what should happen next.
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