Schwab needed to create an initial print campaign highlighting the range of financial tools available on Schwab.com. But fear of investing online needed to be addressed. It was a relatively exclusive club of investors who felt secure enough to invest online. Once the print campaign was roughed out it was clear this was bigger than a print idea and television was introduced.

To this day “Chuck” Schwab says this was “the most effective campaign they ever ran…one that truly captured the Schwab vision.”