Bigger Splashes and Kitchen Messes

Monthly direct mail packages are created and mailed out promoting the latest home equity loans. A/B testing in design elements are made to test and track effectiveness. The typical creative concepts focused on the rates, fees, and costs of home equity loans.

We took this opportunity to go beyond and created an integrated campaign that addressed an emotional benefit and very specific need. By focusing on a specific need, in this case a pool, the concern was that it would narrow the results and not be as effective.

The campaign was a success. It was sent out as direct mail and email but grew to include in-store signage at select pool vendors and kiosks at trade show events. The success changed the approach to general marketing and sales. Sales and marketing efforts were organized by specific verticals and aligned with contractors in the pool industry. This approach was followed with a campaign focused specifically on kitchen remodeling.