CPA Ontario Personal Insurance Report

For CPA Ontario’s largest renewal and plan adoption period, I developed the “Time tested, member supported” creative approach for the Personal Insurance Report. The idea was grounded in a simple insight: CPA audiences value direct, informative communication over traditional marketing. The piece turns a broad member communication into something that feels more like a one-to-one conversation. Real member testimonials reinforce that conversational tone and bring the “member supported” idea to life. The report itself helps members understand their coverage, identify opportunities for additional protection and see where added units could unlock discounts.
TD Direct Investing •

How to convert your RSP to a RIF in WebBroker

I created a step-by-step video showing TD clients how to convert their RSP to a RIF by age 71. It explains what a RIF is in plain language and guides clients through the process, solving the problem of RSP holders being unaware of automatic conversions — which could make them lose access to their funds. Designed for an audience that isn’t very tech-savvy, it helps them complete the rollover themselves and know how to locate their funds. Another key business goal this solves is reduced call centre volume by helping clients manage the process independently. The video link was included in a targeted letter sent to clients approaching 71. With nearly 80% completion, it shows how purposeful writing and content strategy make customers' lives easier and increase business efficiency.
TD Direct Investing •

TD Bank: 3 investing mistakes to avoid during the U.S. election

The U.S. election is one of the most anticipated events of the year, often stirring uncertainty in the markets. This video breaks down the common mistakes investors make during election season and offers strategies to stay on track. Clear, concise, and actionable—it’s no surprise this piece is currently in the top 5 most completed videos relative to views on TD Direct Investing's YouTube.