Group Project from Marketing Management class, George Brown College

1. TD Residential
Express Mortgage
MARK 1031 Fall 2015
Professor:Boucher, Laurence
Class: Tuesday 12 Noon
Killner, Cynthia
Makei, Dmytro
Sytnyk, Iryna
Torres, Edgardo
Final Version
November 24th 2015

2. 2
Outline
Page Section
3 Executive Summary
4 Background including SWOT
8 Goals & Objectives
14 Target Market / Segmentation
16 Product Strategy & Tactics
18 Pricing Strategy & Tactics
20 Distribution Strategy & Tactics
22 Promotion Strategy & Tactics
24 Budget Summary
26 Key Milestones
31 Timing: Blocking Chart (Appendix D)
32 Training (Appendix E)
33 Sources

3. 3
Executive Summary
This one-year marketing plan for TD Bank has been created to introduce a new product in the Residential Mortgages category – TD
Express Mortgage. Although TD has several options within this category, research has shown that there is an opportunity to expand
TD presence on the market focusing on generation X and Y and attracting newcomers, through the positioning as the most simple,
efficient and convenient loan for first-time home buyers.
Secondary research has shown that first-time home buyers need a special assistance with understanding the entire mortgage process.
Moreover, they are demanding transparency in terms of fees and requirements in order to be eligible. Furthermore, the competitive
analysis revealed that none of the competitors are currently developing a specific product strategy to meet particular needs of this
segment.
We have created a Marketing Plan to share the results of our secondary research. First of all, the SWOT analysis identified as a main
weaknesses lack of differentiation and the current perception of mortgages as a complex process. The recommendation to overcome
aforementioned points will be increase efforts in training, customer service and communication initiatives. The product strategy will
not focus only on interest rates. The positioning strategy will point out the customer centric and highly customized first-time buyer
mortgage of TD to meet life cycle needs.
Our Marketing Goal is to achieve 20 000 Express Mortgage clients. We are planning to achieve this goal through the implementation
of an integrated marketing campaign, which include: advertising, direct marketing, PR and Internet with an overall budget of
$3,380,000. In addition, we will have several initiatives of research and training to understand needs and expectations of our target as
well as to provide a superb customer service.
Lastly, the communication was divided into stages to present the order of the activities that will be implemented. Therefore, we will
start our campaign by testing the product and communication in Manitoba, focusing mainly on Winnipeg for 3 months, starting from
January 2016. After this step we will be working on the main finds in order to assure a successful national launch.

4. 4
Canadian Mortgage Market Growth and Forecast
Province Average Household Debt Mortgage as a type
of household debt, %
Average
Income
Population
(thousands)
Ontario $67,507 40% 76,510 13,677.7
Manitoba $68,437 38% 72,600 1,280.2
Alberta $124,838 53% 97,390 4,120.9
British
Columbia
$99,834 44% 74,150 4,638.4
Quebec: $59,805 46% 72,240 8,214.9
Across
Canada
$76,140 43% 76,550 35,543.7
Table 1.1: Overview of the market1
Chart 1.1: Canadian Residential Mortgage Market Growth2 Chart 1.2: Canadian Residential Mortgage Market Forecast
1
Statistics Canada website: http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/famil108a-eng.htm
BMO official website: https://newsroom.bmo.com/press-releases/bmo-annual-debt-report-household-debt-up-6-per-ce-tsx-bmo-201408050960770001
2 Canadian Association ofAccreditedMortgage Professionals official website

5. 5
Mortgage Market Overview
According to Canadian Association of Accredited Mortgage Professionals in Canada, the average household debt in Canada is $76,140
and is growing with slow pace, while Mortgages represent 43% of all debt.
Around 27% of all population (9.62 million Canadians) are home owners with mortgages amounting to 5.64 million. As can be seen in
chart 1.1, the Canadian residential mortgages market has produced some good growth in recent years and it has stabilized at over 5%
per year in 2015. While this is considerably slower compared to the pre-recession period, it continues to exceed the rate of growth of
the broader economy.
Mortgage credit continues to expand relative to the economy and the total household income. Low levels of interest rates are driving
the growth of the market, which means that Canadians are paying less interest and have more money available that they can use to
repay their mortgage principals.
Furthermore, there are some factors that are applicable to forecast future mortgage market conditions, such as:
• The trend of Canadians of moving to a place where they can find better job opportunities where the cost of housing is higher
and larger in relation with mortgages is expected to continue in the next years.
• Low rates will create suitable conditions to the mortgage holders to afford repayments through lump sum payments and the
ability to pay more frequently.
The aforementioned report also states that with very small changes in housing market activity, the growth rate is expected to remain
close to 4.5% during 2016, as can be seen in chart 1.2.
By the end of 2015, total outstanding residential mortgage credit would be in the range of $1.34 trillion and by the end of 2016 the
figure may be very close to $1.4 trillion.
The most current profile of home buying in Canada can be found in Appendix A, as well as demographic profile in Appendix B.

6. 6
SWOT Analysis
For the purpose of the SWOT analysis, we will be focusing on Residential Mortgages offered by TD Bank for first-time buyers.
Strengths Opportunities
• Exclusive online tools to aid purchase customers
decisions
• Staff knowledge
• Special offer for newcomers
• Wide range of mortgages’ options
• Testing and research regarding prices and rates across the
country
• Provide easy-to-understand pricing and terms
• Offer fully transparency on mortgages fees and improve rates
• Focus on Generations X and Y
Weaknesses Threats
• Major competitors make it difficult to increase market
share
• Lack of differentiation
• Mortgages are perceived as a complicated process.
• Increasing participation of new players such as Mortgage
Finance Companies and Mortgage Investment Corporations
• The prices of houses are increasing what cause increasing of
down payments
• Regulatory changes imposed by the government

7. 7
SWOT Analysis Summary
The SWOT analysis revealed as main weaknesses lack of differentiation and the current perception of mortgages as a complex process.
Both should be tackled with additional efforts in training, customer service and communication initiatives.
The SWOT analysis also shows that TD’s largest areas for growth are the creation of a strong brand positioning to introduce a new
loan that will enforce the main attributes that the generations X and Y are looking for through some of our current strengths, such as
the high experienced staff and our exclusive online channels.
Furthermore, the increasing participation of new players is something to follow closely in order to anticipate the movements of
potential and current competitors.

8. 8
Total
Revenue =
34 000
millions
Revenue from
Mortgages =
7900 millions
Revenue from
Express
Mortgages =
624 millions
Total revenue =
$29,961 millions
Revenue from
mortgages =
7,284 millions
Goals and Objectives
Graph 1: Revenue for 20143
Graph 2: Business and Marketing objectives
Graph 3: Forecast for 2016
3
Source: Annual report 2014,TD Bank: https://www.td.com/document/PDF/ar2014/ar2014-Complete-Report.pdf
Marketing objective:
increase market share
by 1.95% through
Express Mortgage
Business objective:
increase annual profit
from mortgages by
3%
Marketing tactics: execute a
multi-channel marketing
communications strategy
combined with training and
research initiatives, starting
with 3-months testing in
Manitoba.
Marketing strategy:
Introduce a new product
and attract 20 000 first-
time home buyers into the
residential mortgage
category by offering a
unique service

9. 9
Goals and Objectives
Marketing objectives and goals Business Objectives and Goals
• Build awareness about TD new product – Express
Mortgage within our target segments.
• Become the home lender of choice when it comes to
first-time buyers.
• Grow Market Share of total dollar amount of
mortgages from 15.05% to 17% within the
residential mortgage category by introducing our
Express Mortgage.
• Develop cross-selling opportunities in order to
maximize our profit.
• Our annual revenue target will be CAD 450
millions from Express Mortgage.
• Reach our target group of approximately 1
million people and get around 30 000 new
borrowers through Express Mortgage.

10. 10
Competitive Assessment
Graph 4: Overall satisfaction Index Score Ranking Table 1.2: Assets Market share, 20144
(Based on a 1,000-point scale)5
Graph 5: Overall satisfaction Index Score Ranking
(Based on a 1,000-point scale)6
4
Source: http://canadianmortgagetrends.com
5
Source: http://canada.jdpower.com/press-releases/2015-canadian-retail-banking-satisfaction-study
6
Source: http://canada.jdpower.com/press-releases/2015-canadian-retail-banking-satisfaction-study
710 720 730 740 750
BMO
CIBC
Scotiabank
RBC
TD Bank
727
732
737
738
746
BIG 5 BANKS
700 720 740 760 780 800 820
National Bank
Tangerine
747
811
MIDSIZE BANKS
Rank Banks Mortgage Book, 2014 Market share
1 RBC $198.2 billion 16.96%
2 Scotiabank* $187.4 billion 16.04%
3 TD Bank $175.9 billion 15.05%
4 CIBC $146.6 billion 12.55%
5 BMO $82.6 billion 7.07%
6 National Bank $34.7 billion 2.97%
Other brokers $171.6 billion 14.63%
Total $1168.6 billion 100%

11. 11
Competitive Assessment Summary
We are going to focus our competitive analysis on residential mortgages offered by major local banks in Canada, given that the
Canadian residential mortgage market is dominated by the “Big Six”: Bank of Montreal, Scotiabank, National Bank, Canadian
Imperial Bank of Commerce, Royal Bank Financial Group, and TD Bank Financial Group.
All of the main competitors offer 5 years closed fixed mortgages, the same requirement of down payment to avoid insurance fees, and
similar application processes: pre-approval online and to reserve personal meetings in the branch. Therefore, the major point of
differentiation will be to maintain competitive interest rate together with highly customized mortgage process to meet customers’ life-
cycle needs.
The table 1.2 illustrates that in the residential mortgage industry the competition is pretty aggressive. TD Bank is in the third position
after leaders of the market - RBC and Scotiabank, which consolidated its position with the acquisition of ING Direct (the eight larger
bank in Canada).
Additionally, it is also important to take into account the customer’s perception of our company, and according to the J.D. Power 2015
Canadian Retail Banking Satisfaction Study we have been in the first position for the tenth consecutive year. And it’s given to our
efforts in improving our self-service and making our online platforms more user-friendly, as well as improvements in personal service,
facilities, communication and problem resolution. On the other hand, the overall satisfaction average of our competitors went down 12
points from 2014.

12. 12
Competitive Snapshot
Banks SOMin Assets, 2014 Differentiation in terms of mortgage category
TD Bank 23.9% The highest rate ofcustomersatisfaction; exclusiveoffers for mortgage borrowers; extendingopeninghours andfacilities factor.
RBC 23.8% The leader of the market within the mortgage category; the biggest bankin Canada; high level of trust
Scotiabank*
20.4%
Canada’s most international bank, well known in different countries; one ofthe highest rate of customer satisfaction; one ofthe lowest interest rates for
mortgages.
BMO 14.9% Flexible terms; high level of management leads to highlevel ofcustomer service
CIBC
10.5%
“Deep relationships with client” is one of thestrategic priorities that give the bankan opportunitytobe one of thehigh-trust banks; high investment in online-
bankingtools.
National Bank 5.2% The highest levelof trust in Quebec with solidmarket positionandstronggrowth outside the province.
Tangerine(own
by Scotiabank)
Scotiabank SOM
includes TangerineSOM Online; Immediate; CustomerService 24/7
Table 1.3: POD of the Big 6 Banks7
Term
Length
Age Group
18-34 35-54 55+ All Ages
1 YR 5% 7% 6% 6%
2-4 YR 27% 18% 12% 20%
5 YR 66% 65% 69% 66%
6-10 YR 3% 9% 10% 7%
>10 YR 0% 0% 2% 1%
Table 1.5: Mortgage popularity by the length of term and age group9
Chart 1.3: Historical 5-year Fixed Mortgage Rates from 1973 - 201510
7 Source: http://canadianmortgagetrends.com
8 Source: http://Ratehub.ca/best-mortgage-rates
9 Source: http://Ratehub.ca
10 Source: http://Ratehub.ca/best-mortgage-rates
Category: Residential Mortgages TD Bank Express mortgage Scotiabank BMO CIBC RBC
Interest Rate (fixed 5 years) 2.39% 2.44% 4.74% 2.74% 2.94%
Table 1.4: Interest rates8

13. 13
Competitive Snapshot Summary
As it can be seen from the table 1.3, TD Bank is the assets leader within the market. Through the analysis of the competitors, it is
possible to identify that each bank has a particular positioning strategy to build trust and achieve different groups of customers, as well
as particular PODs as pointed out previously.
Chart 1.3 illustrates the fluctuation of interest rates on the market from 1975 to 2015. That shows a decreasing trend starting from
1982.
On of the advantages of TD Express Mortgage will be the offer of a fixed interest rate of 2,39% that will be the lowest on the market
for 5 years fixed.
The table 1.4 states the current interest rates offered by the 5 big Canadian Banks. Moreover, we have decided to focus our strategy
within the category of 5 year fixed mortgage due to its popularity. A 5-year mortgage term, at 66% of all mortgages is by far the most
common duration.
Fixed rates are also most common, representing 66% of total mortgages as well. In terms of age dispersion, fixed rate mortgages are
slightly more common for the youngest age groups as can be seen in table 1.5.

14. 14
Values:
Simplicity and Efficiency of the process
Lowest fixed rate on the market
Reputation of TD and Security
Comfortable and Stressless process
What Lucie needs from us?
Advices and help with understanding
Transparent fees and terms
Less time consuming and efficient process
Feel comfortable and satisfied with our service
Pay less for better options
Lucie fears:
Hidden terms and fees
Making bad decisions
Lack of experience and understanding
Buying the house she cannotafford
Motivation:
Lucie has a good job and just started a family. She doesn't know a lot
about mortgages, but she believes that she can handle it. She is
looking for a new home to start a new chapterof her life.
Brand Persona for TD Express Mortgage
Lucie
27-40 years old professional with higher
than average annual income. Lucie has
recently started a family, doesn’t have a lot
of free time and is looking for quick
solutions for her problems
Target Market and Segmentation
Target Segment Generation
Type of
residential
mortgage
Average
education
Annual average
Income
Substantial amount
of savings
Approximate population
Segment #1-
Newcomers
Generations
Y and X
(female and
male)
First-time
buyers
University
Degree or
College
Certificate
CAD 70,000 or
above
CAD 200,000 or
above
Around 1 million people
Segment #2 -
Young Families
Table 1.6: Target segments for TD Express Mortgage
Graph 6: Brand Persona for TD Express Mortgage values

15. 15
Target Market and Segmentation
After the analysis of the profile of home buyers in Canada, it was decided to introduce a new product with a campaign focusing on
Manitoba, mainly Winnipeg, as a test market for 3 months and targeting current and potential clients that meet the financial
requirements to buy their first property, but are not aware of the financing opportunities they already can afford. The description of our
main segments can be find in table 1.6. Typical brand persona was also included in graph 6.
We are forecasting that in Manitoba will be around 50 000 people in a target group. The analysis of the results in Manitoba will
allowed TD to successfully launch Express Mortgage all over the Canada, targeting around 1 million people and expecting to get
more than 30 000 new customers.

16. 16
ProductStrategy & Tactics
Features Benefits PODs
5 years Fixed Rate
The mortgage rate and payment remain the same
throughout the term, making budgeting easier.
Provides peace of mind over a long period of time
knowing that if rates go up, your payments stay the
same.
We will offer one of the most
competitive interest rates within the 5
years fixed rates category.
Pre-approval
Secure mortgage financing prior to the home
purchase. The prospect will know how much he/she
can spend.
Non-traditional or “no income”
verification is allowed.
Canadian credit history is not required
Online Pre-approval combined with
specialized representatives connected
24/7 to provide real-time assistance.
Up to 120 day rate guarantee
Fix the mortgage rate up to 120 days before closing.
If rates go down you get the lower rates, if they rise,
your rate is fixed.
Express Mortgage will offer the larger
day rate guarantee of the Market.
Portable mortgage
Having a great rate and moving it to a new home. We are providing the flexibility and
convenience of moving to a new
property with the current conditions.
Financial Advice
Assuring the knowledge of the best offers and
opportunities for mortgage holders.
Exclusive offers for mortgage holders.
Table 1.7: Product Strategy and tactics

17. 17
ProductStrategy & Tactics
We are going to introduce to the market the new loan product Express mortgage, therefore the strategy adopted will be product
development.
We want to position our product as the most simple, efficient and convenient loan for first-time buyers and newcomers. Based on
previous secondary research, the main concerns of first-time buyers are to understand the complex logic behind mechanisms of
mortgages and the lack of transparency of the process.
The product strategy will not focus on interest rates as a key selling point. Instead, the position will point out the customer centric and
highly customized first-time buyer mortgage of TD to meet life cycle needs.
Express mortgage will have simple criteria of approval, simple timetable, and a clear pricing structure. Moreover, we will make it
easier to deliver the mortgage to our customers. The aforementioned statements will be assured through the implementation that will
be discussed ahead.

18. 18
Pricing strategy
Table:1.8 Snapchat of Terms & Conditions
Chart 1.4: Clustering, based on customer satisfaction and rates11
11 Source: http://canadianmortgagetrends.comand http://Ratehub.ca/best-mortgage-rates
Snapchat of Terms & Conditions
Rate Closed fixed Rate 2.39 %
Down payment
Min 15% down payment covering
the insurance costs
Term 5 years
Payment options Monthly payment

19. 19
Pricing strategy
TD Bank will use for Express Mortgage a pricing strategy - Value-Based method. We will be setting our price focusing on the overall
value of our product from customer perception. As Express Mortgage is a new product within this category, it will be launched with
the best interest rate of the market, following a penetration pricing strategy.
Table 1.1 shows a general overview of our pricing strategy with basic terms. Moreover, as can be seen from the clustering chart
presented above, TD bank meets the ideal conditions in terms of rates and customer satisfaction to successfully launch Express
Mortgage into the market.
The rationale behind our recommendation for Express Mortgage price is based on our goal to increase market share in the residential
mortgage category by offering the most competitive interest rate among our competitors as well as an unique solution for first-time
buyers within the generation X and Y and newcomers.

20. 20
Distribution Strategy
Chart 1.5: Number of branches12 Chart 1.6: Channels using by Banks’ Customers13
12 http://www.cba.ca/en/banks-in-canada
13
http://thefinancialbrand.com/42543/multichannel-marketing-customer-experience-banking/
0
500
1,000
1,500
2,000
2,500
3,000
TD RBC CIBC Scotiabank BMO
Branches
5% 5%
10%
16%
64%
ATM Call Only Web Only Branch Only Multichanel Customers

21. 21
Distribution Strategy
To market our new Express Mortgage solution, we will be using two main channels. First of all, it will be directly distributed to our
customers through special departments operating in each branch, providing detailed and thorough support to our clients.
As can be seen in the Chart 1.6, the most popular channel is Branch. According to the chart 1.5 it could be easily noticed that the
biggest amount of branches belongs to TD. It will be one of our strongest points during our campaign and will enable TD team to
provide our customers with a distinguished support.
Secondly, we will develop an exclusive microsite to provide all the required information needed for making buying decision. This
channel will enable our customers to contact our specialists online 24/7, providing them the opportunity to move forward into the
process of getting a mortgage.
To win tomorrow’s digital customer, which is often related with young generations, we need to better understand the needs of our
customers and quickly adapt our channels, based on the new technologies available. TD is currently known as one of the most
innovative banks in Canada and we will be taking advantage of this strong aspect to deliver the most efficient multi-channel mortgage
process to our customers.

22. 22
Promotion Strategy
Chart 1.7: Evaluation of promotional channels from banks’
perspective14
.
14 http://thefinancialbrand.com/42543/multichannel-marketing-customer-experience-banking/
Online Advertising
Mobile Advertising/ Marketing
Social Media
E-mail Marketing
Word-of-mouth campaign
PR, Community Events
Direct Mail
TV/Radio Advertising
78%
71%
64%
61%
44%
41%
27%
23%
15%
15%
24%
26%
35%
51%
46%
42%
2%
2%
3%
6%
4%
5%
15%
15%
6%
13%
10%
8%
18%
3%
12%
19%
More Important About the Same Less Important Not Important/Not Sure
38%
29%
22%
29%
13%
16%
14%
12%
9%
Bank websites
Information from branch
Bank employees
Friends and/or relatives
Social media
Financial advisor
Third-party websites
TV/radio Ads
Information sent in the mail
Sources usedwhen searching fora FinancialServices provider
Chart 1.8: Most important information sources when searching for a
financial service provider from customers’ perspective1

23. 23
Promotion Strategy
The main promotion objective is the launch of Express Mortgage through the implementation of an integrated marketing campaign
where we will present it as the most simple, efficient and convenient loan for first-time buyers and newcomers.
We will use Manitoba as a place to test the product and communication during 3 months. After this period we will be working o n the
main finds for a national launch. In addition, we will have several initiatives of research and training to understand needs and
expectations from our target, as well as to provide a superb customer service.
To reach the main objective of our communication, the idea was the creation of the creative concept “just in time”.
Moreover, the tactic is to use the principal tools of communication adopted by generations X and Y in order to reach current and
potential clients together with the most effective channels to promote Financial Services. The media mix also takes into consideration
the secondary research presented above with the most relevant promotional channels from the industry players and the customer
perspectives.
Creative Concept
Based on this premise, we have developed the creative concept “Just in time”. The name of the product transmits the main attributes of
the product: simple, quick and convenient. The key selling points “customer centric” and “highly customized first-time buyer mortgage
of TD to meet life cycle needs” will be expressed through the slogan “Just in time”.
Our concept has the intention to communicate the idea that TD will provide the ideal solution that customers will need through the
journey of buying their first property.

24. 24
Budget Summary
Rank
Strategy
Tactic
# Contacts
Response
Rate
Conversion
Rate
Average
income
Total Sales $ Total Cost CPM Est. ROI
Total
Responses
Total
Conversions
1 Advertising 360000 25.00% 15.50% 30000 $418,500,000 $2,880,000 $8,000 $144.31 90000 13950
2
Direct
Marketing
120000 35.50% 10.9% 30000 $139,302,000 $360,000 $3,000 $385.95 42600 4643.4
3 PR 20000 22.00% 5.0% 30000 $6,600,000 $40,000 $2,000 $164.00 4400 220
4 Online 500000 8.00% 5.0% 30000 $60,000,000 $100,000 $200 $599.00 40000 2000
Total 1,000,000 $624,402,000 $3,380,000 $1,293.26 177000 20813.4
Table 1.9: Estimated Return on Marketing Investment or Marketing ROI
Chart 1.9: Percentage of Marketing Spending
85%
11%
1%
3%
Advertising Direct Marketing PR Online

25. 25
IMC Strategy
The relationship between those tools is: to use advertising to increase the brand awareness, reaching the impact required for the launch
of Express Mortgage as well as to promote the main events and promotional activities that we will promote during the campaign. On
the other hand, the promotional activities will be used to reach a closer approach with our main targets. Furthermore, we will use direct
marketing and PR to gain more credibility and exposure.
Promotion Mix Medium Rationale Investment
Advertising
TV
TV will be used to launch the campaign massively on strategic channels over thewinter (from
January to March). The main objective is to get a huge impact in the first step of thecampaign.
$1 780 000
Radio
We will use Radio as a support media since it is inexpensive, clutter free and targetable. We will
develop spots to promotethemain message of the campaign, as well as to reinforce the brand image
within theMortgages segment and to promotethe promotional events we will be doing over the year in
strategic stations.
$400 000
Out-of-home
The rationale behind the use of this media is to reach our main target on-the-go. We will concentrate
our outdoor initiative between May and October in strategic points of the cities.
$500 000
Direct-marketing
Direct Mail
We will develop promotional letters to reach thetarget segments of the campaign promoting our new
residential mortgage as well as inviting them to visit our branch to get additional information. Our
mailing will include our current base of clients and other bases of potentialfirst-home buyers.
$360 000
Email Marketing
We will develop promotional letters to reach thetarget segments of the campaign promoting our new
residential mortgage as well as inviting them to visit our branch to get additional information. Our
mailing will include our current base of clients and other bases of potentialfirst-home buyers.
$100 000
PR
Events
To attract public attention and to spread the news of our new product wewill conduct 2 public events
devoted to Express Mortgage and take the opportunity to speak publicly about our new mortgage
solution, which will enable us to reach the media and audience directly and answer their questions.
$30 000
Press releases We will create a press release campaign that will generate news coverage of our new mortgage. $10 000
Internet
SM Profiles +
Online Ads
We will create an online banner campaign that will be included in the social networks with the highest
viewership, such as Facebook and YouTube. We will use our website as well as our Facebook and
Twitter accounts to advertise Express Mortgage, making it our background on Facebook and Twitter in
addition to creating brand content to increase theengagement of the entire campaign.
$200 000

26. 26
Key Milestones
The mortgage process has been always perceived as a complex process from clients’ perspective. We are facing the challenge of
changing this perception through the introduction of our new product – Express Mortgage.
Moreover, it will be presented as the most simple, efficient and convenient option within the residential mortgage category for first-
time buyers.
The reasons behind the aforementioned statements:
• One of the most competitive interest rates within the 5 years fixed-rates category among top 6 banks
• High-class service of financial advising in branch and 24/7 online
• Simple criteria of approval
• Simple timetable
• Transparent pricing structure
We are expecting to achieve the following results till the end of the 2016:
• 20 000 customers within Express Mortgage offer
• Grow Market share from 15.05% to 17%
• Build awareness about our new product
• Become the home lender of choice when it comes to first time home buyers
• Annual revenue target of $450 000
We will use the following metrics to measure the results of our campaign:
Goals Metrics
Brand awareness Micro-site traffic + Page views + Support chatter +Referral links
Lead generation # of completed forms + Response Rate + Conversion Rate
Sales Online sales + Offline sales
Cross-sell Sales for exclusive offers combined with Express Mortgage
Table 2.0: Metrics for measuring the results of our campaign

27. 27
Profile of home buying in Canada (Appendix A)
According to the last report released by the Canadian Association of Accredited Mortgage Professionals (CAAMP) from January 2013
to May 2015, the most relevant statistics of the profile of home buying in Canada are as follow:
• Since 2013, approximately 45% (280,000) of home buyers are first-time buyers
• Of all home buyers, 13% (about 80,000) have no financing on their property and 67% (about 420,000) have a mortgage but no
other financing
• 18% of first-time buyers relied on gifts and loans from family for their down payment; 10% used funds from their RRSP and
5% from their TFSA
• 64% of purchasers borrowed less than 90% of their approved amount
• 52% of mortgages were obtained from banks, 34% from mortgage brokers, and 10% from credit unions
• Bank use is lowest for first-time buyers (47%) and highest for buyers who have purchased more than two homes (58%)

28. 28
Profile of home buying in Canada (Appendix A, cont.)
• Use of mortgage brokers is most frequent for first-time buyers (39%) and lower for repeat buyers
• On average, the amortization period is 22.1 years. 22.7 years for first-time buyers
• 70% of borrowers expect to repay their mortgage early, 16% expect to use the full amortization period and 14% expect to take
longer than the contracted period.
• Fixed rate mortgages are most common (72%), while 21% are variable or adjustable rate mortgages and 7% combine fixed and
variable rates; most have five-year terms (67%)
• The mortgage market remains extremely competitive in Canada. For home buyers who purchased their homes from 2013 to the
present, the average mortgage interest rate is 3.00%.

29. 29
Segmentation (Appendix B)
The Canadian Residential Mortgage industry presents the following demographic profile:

30. 30
Creative Mock up for Email Marketing (Appendix C)

31. 31
Timing: Blocking Chart (Appendix D)
Promotional Plan Blocking Chart
Testing in Manitoba
National Campaign
* See the Training Program in the Appendix E.
Pre launch JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total Cost
Planning Who When
Plan & Set objectives Oct
Training* Dec – (Manitoba)
Research
Marketing
Micro site
Digital
agency
Dec $80 000
PR event Agency $30 000
Direct-Marketing Mkt team $460 000
PR Agency $10 000
Media Plan
TV Agency $1 780 000
Radio Agency $400 000
Internet Ads Agency Dec $60 000
Outdoor Media Agency $500 000
Facebook fan page
Digital
agency
Dec $40 000
Twitter
Digital
agency
Dec $20 000

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Training Program (Appendix E)
TRAINING
Schedule: Develop online training sessions
1) Training program with 7 sessions over1 month for Testing Market – Manitoba
2) Training program with 7 sessions over2 months for National launch
Theme: Introducing Express Mortgage
Session 1: Overview of Express Mortgage, terms and conditions with Quiz in the end of the session
Session 2: Overview of the target groups, understanding the needs of main segments with Quiz in the end of the session
Session 4: Pre-Approval and Registration Set Up with Quiz in the end of the session
Session 5: Loan Documentation management with Quiz in the end of the session
Session 6: Micro site support with Quiz in the end of the session
Session 5: Risk management with Quiz in the end of the session
Session 6: Sales support with Quiz in the end of the session
Session 7: Cross selling opportunities with Final test in the end of the session
OUTCOMES
We are planning to build strong relationships between our clients and employees, based on professionalism, knowledge and
understanding. Our employees should be able to provide a superb assistance as well as to compare and emphasizes the points of
difference of Express Mortgage in comparison with our current mortgages and from competitors.
All of our employees should have deep understanding of the new product and they must participate in the whole training program and
show excellent results on quizzes and final test before the launch.
After de competition of our training sessions, we must assure that our team is prepared to implement all stages of the selling process.

33. 33
Sources
 BMO official website: https://newsroom.bmo.com/press-releases/bmo-annual-debt-report-household-debt-up-6-per-ce-tsx-bmo-
201408050960770001
 Canadian Association of Accredited Mortgage Professionals official website
 Annual report 2014, TD Bank: https://www.td.com/document/PDF/ar2014/ar2014-Complete-Report.pdf
 Canadian Mortgage Trends website: http://canadianmortgagetrends.com
 JD Power website: http://canada.jdpower.com/press-releases/2015-canadian-retail-banking-satisfaction-study
 JD Power website: http://canada.jdpower.com/press-releases/2015-canadian-retail-banking-satisfaction-study
 Ratehub website: http://Ratehub.ca/best-mortgage-rates
 CBA website: www.cba.ca/en/banks-in-canada
 The Financial Brand website: http://thefinancialbrand.com/42543/multichannel-marketing-customer-experience-banking/
 PWC online publications: http://www.pwc.com/ca/en/industries/banking-capital-markets/publications/canadian-banks.html