CASE STUDIES
Joint partners in 
Overview
TE&A was the agency of record for the Chicago Board of Trade (CBOT), and has provided full agency services for the CBOT for over four years. As the agency of record, TE&A was responsible for global advertising, collateral, and communications for product launches, partnership programs, special events and tradeshows.
Challenge
Upon being awarded the CBOT account, the primary objective was to reorganize the structure of its marketing and advertising systems. This proved to be a large endeavor, and entailed analyzing all current methods and developing a new hybrid integrated approach to all aspects of the Exchange. The program's main goal was to determine how the Exchange's advertising would be graphically structured, and to identify relevant components and messaging focus.The Exchange’s current system was concluded to be disconnected and in need of an overall new approach. Each of its business units featured different graphical layouts, separate media purchasing, inconsistent graphical standards, and ultimately ineffective support for the overall CBOT brand. TE&A determined that the CBOT’s advertising would require the development of an overall layout structure, and designed a system with a format that allowed for the rotation of unit/product messaging while keeping key branding components standard.
Results
TE&A developed a CBOT Brand Standard for advertising, determining logo usage and signature, color palettes, fonts and graphics/layout usage, as well as icons for each business unit that were incorporated and cross-marketed on each corporate advertisement. TE&A then focused on consolidating the media purchasing to seek out best pricing. Through complex media negotiations with publication groups that managed multiple industry titles, we received large discounts on media buys and thus increased exposure and distribution.TE&A’s new challenge centered on creating an advertising campaign that would promote the CBOT while decreasing the effectiveness of the rival exchange’s messaging. Our team created an integrated campaign that included print, web and collateral components to prevent the rival exchange from gaining market share. As a result, in part due to TE&A’s efforts, the rival exchange captured less than 1% of its anticipated volume, and conceded defeat after a few months.
The e-Gold Campaign
A short time later TE&A was charged with developing a campaign to support CBOT’s efforts to gain market share for a new CBOT-based electronic platform from a rival US-based exchange that was trading metals on the floor. Our agency created an FCM partnership program to solicit support from brokerages while increasing media budgets two-fold, and developed a web portal featuring interactive educational components and direct mail campaigns targeting brokerages, trading desks and prop shops. The result represented an unprecedented shift in CBOT market share – an electronic platform that moved enough trading from a floor-based product to capture over 60% of the volume and build enough liquidity to be considered a relevant marketplace. The CBOT also garnered enormous profits due to its higher-priced contract, and thus built-upon the campaign’s success even further.
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