Introduction
CMS Mortgage is a hometown mortgage expert that identifies it’s core values live, love, and mortgage. To create a multi-media marketing campaign that illustrates these core values in a current and familiar way, and expresses the friendly and familiar nature of the company, we focused on the following:
Telling stories that resonate with the target audience. We used video and social media to tell the stories of real CMS Mortgage customers who had a positive experience with the company. These stories highlighted the excitement of buying a dream home, the gratitude for excellent customer service, or the peace of mind that comes from working with a trusted mortgage expert.
Using relatable visuals and language. We used simple and easy-to-understand visuals and language that reflected the current and familiar experiences of the target audience.
Highlighting the team's friendly and approachable nature. We highlighted the team's friendly and approachable nature in the campaign. For example, a video showed the team interacting with customers in a warm and welcoming way.
Challenge
The goal of the campaign was to create a positive and memorable impression of CMS Mortgage, and to communicate the company's core values in a way that resonated with the target audience. We believe that by focusing on storytelling, relatable visuals and language, and the team's friendly and approachable nature, we created a campaign that helped CMS Mortgage achieve its marketing goals.
Team:
Creative Director - Deshawn Smith
Marketing Director - PJ Yates
Art Director - Trey Westerfeld
Social Media Director - Katrina Porter
Video Production - Loud Cat Studios
Web Development - Calum Reid
Branding
We collaborated with stakeholders to define and internalize the CMS core values of "Live, Love, Mortgage." Using those definitions, we created a visual icon system that we implemented in marketing materials. This icon system allows the audience to visually relate to the values.
TV Spot
We partnered with Loud Cat Studios, to create a 30-second TV commercial that would tell stories that illustrate our core values of "Live, Love, Mortgage" and highlight the unique benefits that make CMS stand out from the competition. By storytelling this way, we were able to capitalize on trends and audience relevance.
Web Campaign
We created a web campaign to capture leads, educate them about CMS Mortgage, and communicate the company's values. The landing page was informative and engaging, and the digital ads were targeted to potential homebuyers and investors. We tracked the results of the campaign using website traffic, lead generation, and conversion rates. This data helped us to understand what was working well and what areas needed improvement. By tracking and measuring the effectiveness of the campaign, we were able to ensure that we were using our resources wisely and reaching our target audience with the right message.
Print & Digital
We used print and digital ads to drive traffic to our website, communicating our core values through our icon system. Our print ads appeared in relevant publications, such as home buying magazines and financial newspapers. Our digital ads targeted potential customers based on their interests and demographics.
Our icon system helped us convey our core values of "Live, Love, Mortgage" in a visually appealing and memorable way. By using our icon system in our print and digital ads, we effectively communicated our core values to potential customers and drove traffic to our website
Email Ads
To further promote our TV commercial, we created an internal email banner with cake imagery and a tagline that referenced the commercial. This banner was attached to all CMS email correspondence and clicked through to the landing page.
This email banner was an effective way to reach our audience with another touch point to connect the campaign and promote the benefits of working with CMS Mortgage.
Print Collateral
Our print collateral included a custom die-cut card in the shape of a slice of cake, reinforcing the campaign's theme of helping people achieve their homeownership goals and live the life they love. This eye-catching card featured the tagline "Get Your Slice" and web information to direct recipients to the campaign website, where they could learn more about CMS Mortgage's services and apply for a mortgage.
Results
The CMS Mortgage Core Values campaign was a success in achieving its goals of driving traffic to the website, communicating the company's core values, and generating leads.
The commercial was well-received by viewers and won an award from the Hampton Roads Realtor Association. The email banner and print collateral were effective in reaching the internal audience and reminding them about the campaign. The campaign website also saw a significant increase in traffic during the campaign period.
In addition, the campaign generated a large number of leads, which will be nurtured by the CMS Mortgage sales team. Overall, the campaign was a success in raising awareness of CMS Mortgage and its services, and generating leads for the company.
