a refreshing approach to mortgage renewal capture

Mortgage renewal time is an opportunity for homeowners to examine how hard their mortgage – and mortgage provider – is working to make the most of their money. Salmon Arm Savings and Credit Union (SASCU)* recognized this. They also recognized mortgage renewal time as an ideal opportunity to deepen their relationship with current members and to forge new in-roads with potential members.

SASCU asked us to help them find a creative and strategic way to reach out to members and potential members about mortgage renewal. We were happy to help.

SASCU is a vibrant, community hearted-credit union that is guided by a promise to provide world class products and services for every phase of their members’ lives. While they can compete on rate and have a wide range of mortgage products for members to choose from, that wasn’t the goal of this campaign. Instead, they simply wanted to find a way to:

  • start a conversation about mortgage renewal
  • empower members/potential members to initiate further contact
  • facilitate a one-to-one ‘mortgage check-up’ with members/potential prior to renewing their mortgage

We worked closely with Deanie Foley Gillespie, SASCU’s Marketing Manager to ensure that the concept would:

  • resonate with the target audience
  • reflect something that staff could get behind
  • differentiate SASCU in the mortgage renewal landscape
  • establish a feeling of relationship rather than ‘sell’

The creative outcome
We chose a very literal spin on the word ‘renew’ to evoke feelings like ‘fresh, clean and possible’ and chose words that would support the concept as well as SASCU’s brand.SASCU_Digital_Display

The strategy
A contest to win a weekend for two at a nearby spa provided incentive for members/potential members to initiate contact with SASCU. This prize reinforced the concept of ‘renewal’ perfectly.

See the campaign in action here and here.

 

2014-05-12T09:24:55+00:00 May 12th, 2014|Categories: uncategorized|Tags: , , |0 Comments

Leave A Comment


By submitting this form, you are granting: thirdstream, 334 12th Street S, Lethbridge, AB, T1J 0P9, permission to email you. You may unsubscribe via the link found at the bottom of every email. (See our Email Privacy Policy (http://constantcontact.com/legal/privacy-statement) for details.) Emails are serviced by Constant Contact.