Developed presentation for Sr Leadership on overall channel strategy and creative flow to gain budget approval.

1. August 2015 Affiliate Marketing Pilot
Strategy, Flow, and Creative
Shirl Evangelisto/ AVP Digital Marketing

2. Internal
Campaign Overview
 Campaign Objective:
– Open Affiliate Marketing channel to effectively and efficiently drive new product acquisitions.
– Products: US Aeroplan Credit Card, Cash Rewards Credit Card, & Convenience & Simple Checking
 Strategy:
– North American Partnership with Rakuten – USA Signed MSA & SOW June 2015
– Operationalize – 6-12 weeks
– Build up and evaluate Publisher mix – 12 weeks
– Testing Hypotheses to know the effectiveness of each lever – 12 weeks
– Optimization – Ongoing
 Target Audience:
– Credit Card Seekers focused on travel, Cash, loyalty rewards
– Checking mass and emerging mass segments in the market for a new checking relationship
 Geography:
– Cash Rewards, Convenience Checking : Full TD footprint
– Aeroplan: 50 States
2Shirl Evangelisto/ AVP Digital Marketing

3. Internal 3
Campaign Details
 Timing:
– Aeroplan and Cash Rewards Target Launch: August 2015
– Checking Target Launch: September 2015
 KPIs
– Approved accounts, approval rate
– TD tracking (Publisher Mix, Categories listed in, Table position, on-site share of voice, distance in
product from competition)
– Quality metrics (avg. score at application, activation, usage)
 Projected Costs:
– $100-$300 CPA Affiliate bounty test range
 Budget:
– $1,200,000 FY 2015 Aeroplan LOB Funded
– $1,350,000 FY 2015 Cash Rewards Funded
– $1,200,000 FY 2015 Checking Funded
Shirl Evangelisto/ AVP Digital Marketing

4. Internal
Who is Rakuten Affiliate Network?
 First affiliate marketing network, founded 1996 (LinkShare). Acquired by
Rakuten in 2005
 Largest worldwide affiliate marketing company based on Revenue Driven
o Over $4.5 billion in sales is driven through Rakuten Affiliate’s network each year
o 600+ employees, 9 offices globally, over 5 continents
o Advertisers and Publishers cited highest level of satisfaction, quality of network and on time
payments as reasons for choosing Rakuten Affiliate Network.
 Over 2.5 million publishers have joined Rakuten Affiliate Network since
inception
 Leading the industry*
o Voted No.1 Affiliate Network* 4 years in a row
o 96% of Advertisers would recommend Rakuten Affiliate Network
o 81% of Publishers say Rakuten Affiliate Network is the best
4
SOURCE: *Rakuten survey to 20,000 advertisers, publishers, and agencies
Shirl Evangelisto/ AVP Digital Marketing

5. Internal 5
Rakuten's Financial Client Base
Shirl Evangelisto/ AVP Digital Marketing

6. Internal
Strategic Pilot Phases
6
 Recruit publishers
 Build TD Tracking
 Build Best Practices
 Customer Quality
- Ensure credit criteria is
met
- Ongoing tracking and
review
 Cost
- Entering at
$100-300 CPA
 Audit of Marketing
- 12mos CPA Amortization
 Competitive
Landscape Analysis
 Publisher Optimization
- Identify/Recruit new Publishers
- Ensure placement are featured in
correct categories
- Schedule regular calls with top
Publishers
- Test and Evaluate bounty based on
volume and Quality
 Publisher Incentives
- Offer first account bonus or limited
time bounty increase
 Expand Best Practices
 Creative Testing
 Offer Testing
 Incentive Offers
 Expand Product Mix
 Exclusive Deals
Ongoing Build-out:
Table position on page
Share of voice
Ad performance/ table
position optimization
Distance from Competition/
Competitive Analysis/Review
Table Stacking
OperationalizeBuild-up Publisher MixData Collection / Optimize /
Launch
Launch - 3 Months 3-6+ Months
Shirl Evangelisto/ AVP Digital Marketing

7. Internal
Affiliate Customer Journey
7Shirl Evangelisto/ AVP Digital Marketing

8. Internal
TD Pilot Creative Types
 Multiple banner sizes required to meet various Publishers locations
 Logo, card art, and text link placements will also be used
8
Aeroplan
Cash
RewardsAeroplan
Cash
Rewards
Aeroplan
Cash
Rewards
Shirl Evangelisto/ AVP Digital Marketing

9. Internal
New Affiliate Credit Card Banner Creative
9
(Compliance Approved #26245)
Shirl Evangelisto/ AVP Digital Marketing

10. Internal
New Affiliate Checking Banner Creative
10
(Compliance Approved #27288)
Shirl Evangelisto/ AVP Digital Marketing

11. Internal 11
New Affiliate Credit Card Text Link Creative
(Compliance Approved #27288)
Shirl Evangelisto/ AVP Digital Marketing

12. Internal 12
New Affiliate Checking Text Link Creative
NOTE: Each link to the Affiliate Convenience Checking Product Landing Page
Shirl Evangelisto/ AVP Digital Marketing

13. Internal
Credit Card Customers link to Affiliate coded
landing pages for details and to apply
13
(Compliance Approved #25166) http://www.tdbank.com/aff02_cash200/?siteID=EhraRx8K_BE-srQq2bhH0lAmiaMcTxn4lQ
Shirl Evangelisto/ AVP Digital Marketing

14. Internal
01/31/2
0
Checking Product Landing Page includes NEW
Samsung Disclosures
Compliance Approved 12/2015:
ID# 27350
Important Disclosures:
+AndroidTM Smartphone offer is eligible only with opening a TD Convenience CheckingSM account. Checking account must be opened online from this
web page only. Offer valid while AndroidTM Smartphone supplies last. All AndroidTM Smartphones must be redeemed within 60 days of the submitted
application. Free Smartphone offer is only available with select service plans, data and messaging features and a new two-year subscriber agreement.
Price valid for primary and secondary lines only. Offer is subject to identity, credit, and/or eligibility check, and may require a deposit. Contract renewal
and upgrade options may also be available for existing eligible customers, however price may vary. Service may not be available in all markets.
Available on Sprint and Verizon wireless carriers only. Activation/upgrade fees, early termination fees, and additional restrictions apply. Consumers are
required to pay regulatory fees and applicable sales taxes based on their location. Must be 18 or older to qualify. Void where restricted or prohibited by
law. Not valid with any other offer or for business accounts. Limited time offer that is subject to change and only valid in the United States. See full offer
for details. The AndroidTM robot is reproduced or modified from work created and shared by Google and used according to terms described in the
Creative Commons 3.0 Attribution License.
©2016 Samsung Electronics America, Inc. Samsung and Samsung Galaxy S are trademarks of Samsung Electronics Co., Ltd. Screen images
simulated. Appearance of device may vary. Other marks are the property of their respective owners. While supplies last. See offer for details.
1Loans subject to credit approval. Relationship discount may be terminated and the interest rate may increase upon closure of the qualifying personal
checking account.
2TD Bank Mobile Deposit is available to customers of at least 90 days or longer with an active checking, savings or money market account. Available
for most iPhone and Android devices. Other restrictions may apply. Please refer to the Mobile Deposit Addendum.
© 2016 Visa U.S.A. Inc.
Shirl Evangelisto/ AVP Digital Marketing

15. Internal 15
APPENDIX

16. Internal
US Affiliate Competitive Landscape:
Travel and Rewards
16Shirl Evangelisto/ AVP Digital Marketing

17. Internal
US Affiliate Competitive Landscape:
Credit Cards
17Shirl Evangelisto/ AVP Digital Marketing

18. Internal
US Affiliate Pilot Tracking
18
• Manual tracking can be
determined by matching
Promo Codes
• Promo codes are
developed and embed
within each banner.
• Codes pass through to
each unique
landing page to also
identify Publisher
• Approved accounts will
contain the code used to
map back for full circle
tracking
Shirl Evangelisto/ AVP Digital Marketing