Remember Me. John Pluhowski : What's important to us is how we engage the community; when we were looking at how we wanted to communicate [this agreement], we saw it as a bit of a celebration of our commitment to Boston and the greater community, but also an extension of how we think about community.
When it comes to community…our employees volunteer thousands of hours in community activities. This passion for being part of the community, where you live and where you operate, is something that's truly unique to TD…We describe it as unexpectedly human, meaning we do the things that people sometimes don't expect [from a financial institution]…. So to your question about whether it was an extension of PR to drive engagement, it was [about]…providing those in the community access to tickets And that's not a pure activation during a certain month of the year or a certain week.
That's year-round How do you break through the noise? Was that part of the thinking, with this activation? You have to be smart about how you cut through the clutter…There's over 2, banks in the U. How does it differentiate from our peers, our core competitors? What's special to us is that human connection. If you were a TD customer, and you were to walk into one of our branches we call them stores …we greet you by your first name.
When I walk into my store, they greet me, not because I'm an employee, but because I'm a customer. In a highly competitive industry…that is a point of differentiation. And we try to express that through [a consistent]…omni-channel experience. And how do you keep them consistent? Pluhowski : Our colleagues are in every one of our major markets. I firmly believe that living in the market where you operate gets you closer to really understanding what's important to that community.
We're a team of plus; our main concentration is in Mount Laurel, New Jersey, but we are…really spread out across our footprint, which is Maine to Florida. We remain consistent [by being] focused on the priorities of the bank…We are very clear as to our story, our narrative, and how we bring that narrative to life with every touchpoint.
