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OBJECTIVE

Credit Plus, a nationwide third-party verifications company that provides intelligent insight to mortgage professionals so they can make smart lending decisions and close more loans, wanted to increase awareness of its services, position the company as an expert in the industry, and gain market share.

TARGET AUDIENCE

Mortgage bankers, lenders and brokers.

STRATEGY

Credit Plus is a progressive company with an entrepreneurial spirit, and has always been on the cutting edge of technology. Credit Plus came to us more than 10 years ago. The principals wanted to maintain the company’s traction by developing a CD that customers could view to quickly understand the company’s services. After this initial project, we conducted market research to determine the company’s current brand perception and to gain further intelligence about why mortgage professionals choose to work with a company like Credit Plus. We used this research to help reposition the company’s brand, focusing on Credit Plus’ contemporary and progressive nature. We updated the logo, created a tagline, incorporated a new color palette and enhanced their messaging. We properly and consistently portrayed these new distinctive visual elements across all collateral materials. In addition, we developed an integrated marketing communications plan that we update and implement annually. Throughout the years, Credit Plus’ primary goals remain focused on gaining market share by continuing to position the company as an industry expert and the key source to help mortgage professionals build their businesses and serve their clients better, while also promoting its relevant products to the market. Over the last 10 years, we have employed a multitude of tactics, including:

  • New print collateral pieces and print ads to reflect the refreshed brand
  • Website redesign
  • Revamped tradeshow booth design
  • Aggressive media relations campaign, including placement of feature articles in key publications
  • Securing speaking engagements
  • Direct communications program that includes email blasts, quarterly e-newsletters, billing inserts and dimensional mailers
  • Development and promotion of webinars
  • Videos
  • Development of an animated company spokesperson to humanize and explain the Credit Plus brand
  • Social Media
  • Web banner ads
  • Industry awards
  • Sponsorships
  • Booth draws
 

RESULTS

Both customers and competitors quickly recognized Credit Plus as a major player in the industry. Just in the last two years alone, Credit Plus has doubled its market and is projecting 2014 to be another record year of growth.

Reporters from major daily newspapers and national news outlets such as the Los Angeles Times, the Chicago Tribune, msnbc.com and MarketWatch.com have interviewed company executives. Credit Plus also has received a substantial amount of press in trade publications such as Mortgage Banking magazine, Scotsman Guide, National Mortgage News, Origination News and many more. As a result of our strong, partnership-style relationship that has continued for the last decade, the client values Seroka as an extension of its marketing department.

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