This spring, TruStone Financial came back to us for help with their home equity loan campaign.
As with all of their campaigns, they were looking to bring some fun to the messaging, and to utilize multiple channels to get the message out to members and prospective members.
From three different concepts, they chose “Turn your home into…”. This allowed us to explore a nice variety of themes to work with that conveyed the idea of using the equity in your home for other things, like home improvements, college tuition and wedding expenses.
As a responsible lender, they wanted to be careful with promoting the idea of frivolous spending, so while “Adventure” was one of the themes we explored, we used it in moderation throughout the materials. “Security”, “Possibilities” and “Experiences” fit better with their ideals, so those became the main themes.
In addition to creating member communications to promote the campaign, TruStone wanted to reach out to non-members, so we researched prospect mailing lists that allowed them to pinpoint their target audience by location, income and home value.
The campaign is still in the market and has generated an uptick in home equity loans, putting them on track to meet their goals.