A deep dive into the strategic planning, creative execution, and performance outcomes behind our 5% Down Payment Home Loan Campaign.
Goal: Drive new loan volume growth by promoting our 5% down payment assistance program.
My Role and Responsibilities: I was the campaign leader and authored the activation brief. I was the messaging strategist and stakeholder liaison between compliance and digital channels.
Objective: Have an always on home loan campaign that will increase loan volume at UFCU by implementing strategic marketing initiatives.
Audience: Our target audience are 35 – 54 years old with a household income of $100K+. They want stability and growth for their loved ones. This audience seeks education planning and long-term wealth building.
Channels:
- Paid Display
- Print Ads
- Promotional Emails
- Branch Materials
Results:
- 133% increase month over month in submitted applications
Creative:
Kathryn Dudley 
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