Integrated Mortgage & Refinancing Campaign

After our breakthrough effort on a promotion for HELOCs, Proponent Federal Credit Union engaged Mint to help them market first mortgages. Mint initially presented 3 campaign ideas in “poster-like object” form. It is our belief that if we don’t first agree on a strong central idea, then it’s not very efficient to blow it out to several elements. After selecting one of the directions, we saw an opportunity to leverage the senior loan officer’s name (Keith Beith) even more. How often do you get to play with a client name that rhymes?

Fortunately for all parties, the client (including Mr. Beith) embraced the concept and approved all sorts of “Keith Beith-branded” marketing elements. The risk of injecting some whimsy into a normally very serious category paid off in spades as evidenced by the results. Over $14 million in new loans was generated by the promotion — well beyond projections.