The solution
Prior to developing an integrated campaign to raise Mortgage Intelligence’s brand profile and increase leads, we needed to assess whether or not 3,000 leads per month were achievable from online and offline combined.
We therefore embarked upon an extensive research programme, which included:
-
research around the Mortgage Intelligence brand with Mortgage Intelligence staff, brokers and users
-
reviewing Mortgage Intelligence’s visual identity and how it compared with trends in the marketplace
-
online research to establish the volume of web users searching for mortgage related key words on the internet.
We concluded from our extensive research programme that based on the number of people actively searching online for mortgage products in the UK, it was achievable to generate 3,000 leads per month.
It was also essential that the online campaign be supported by offline material in order to continue to create other marketing opportunities both online and offline.
It was clear from the research results that a refresh of Mortgage Intelligence’s brand and look and feel was required. We also developed an appropriate tone of voice and key messages for all the on and offline material. Subtle changes were made to the brand, the existing logo, strapline and colours, and we created a call to action and memorable logo.
WiseTiger also created consistency between all on and offline material, developing a B2B and B2C advertising campaign, broker advisory pack and suite of stationary, plus comprehensive style guidelines to ensure on-going consistency of look and feel.
