How TD’s ‘C Suite’ Achieved a Spot in the Top 2% of All Podcasts

Explore how C Suite was recognized as the top technology podcast and drove industry recognition for TD and the show’s host

Seasons:

Format:

Investigative Narrative Format

Service:

Full-Service

What they say about Quill

Their Story

TD, the sixth largest bank in North America currently serves approximately 22 million customers in several locations across the globe.

Beyond banking, TD has many different departments and initiatives. One of which is their cybersecurity department. Their team was on the hunt for a medium that would help engage and educate audiences about staying safe online.

Goals & Objectives

TD approached Quill to produce a show that would educate everyday individuals about cybersecurity and fraud while attracting talent to the cybersecurity space. The team was searching for measurable marketing tactics to educate everyday people on cybersecurity through impactful stories.

They needed an effective and engaging channel to spread awareness and inform consumers about the dangers of cybercrime. Additionally, they wanted to position the host, Claudette McGowan, as a thought leader in cybersecurity without taking too much time out of her already busy schedule.

TD partnered with Quill to create C Suite, a podcast that informs everyday people on cybersecurity. Quill assisted in the launch of C Suite from ideation and strategy to distribution and audience growth. Through innovative storytelling and a journalistic style, C Suite is educating listeners, driving public relations efforts for TD and Claudette, and increasing awareness for TD’s cybersecurity initiatives.

‍C Suite is an award-winning podcast that has been featured in various publications including BetaKit and Bay Street Bull. The podcast has reached impressive download rates for its first season, received positive reviews and feedback from listeners, and brought numerous speaking opportunities to Claudette.

Approach

Using TD research and experts to identify common cyber crimes and issues that might be unknown to the general public

Find people who have been affected by these crimes to tell their stories

Utilize interviews with cybercrime experts both from TD and from third-party companies to explain these issues

Interview our experts on the victims' lived experiences to understand their take on how people can be more aware of the risk factors of cybercrime

Use narrative audio storytelling to weave these interviews together, telling a cohesive story about a specific cybercrime, what happened, and what the victim could have done differently

Use broad reach tactics for distribution and marketing of the show so it reaches a wide audience of consumers who need to be educated on cybercrime and will view TD as an expert on the subject as a result

Services

Creative Concepting

Episode Planning & Research

Episode Scripting

Guest Coordination

Episode Recording

Sound Design & Editing

Titles, Show Notes, and Social Media Materials

Marketing & Audience Growth

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Results

11,704%

Listener increase over 2021 to 2023

#3

of Global Tech Podcasts with shows like Reply All

Top 10

technology podcasts in Canada on Apple Charts

C Suite was a huge success for TD. The show achieved a spot in the top 2% of all podcasts and the top 1% for podcast growth. It’s received a 4.9-star rating on Apple Podcasts and over 200K downloads. They hit Apple’s New and Noteworthy section and were picked up as the top technology podcast.