Income Calculators Campaign Makeover

Situation: 

Competitors were ramping up similar offerings for loan officers and mortgage pros. We needed to boost engagement with our popular auto-calculating worksheets and training webinars.

Objective: 

Significantly increase awareness, engagement, and adoption of MGIC's updated cash flow analysis tools for self-employed borrowers.

Action: 

• Developed new campaign theme
• Created shareable sales enablement content (flyers, webinars)
• Implemented paid digital and social advertising
• Executed targeted email campaign
• Crafted social media posts
• Wireframed and updated website content
• Integrated into cohesive multichannel strategy

My role included: 

• Led overall marketing plan and touchpoint mapping
• Developed digital and web strategies
• Provided creative direction
• Oversaw campaign reporting

Results: 

The revitalized campaign achieved significant year-over-year performance improvements: 

- 83% increase in email open rate 

- 62% increase in email clickthrough rate 

- 55% increase in landing page form completions 

This campaign demonstrates my ability to reimagine and execute high-performing, integrated marketing strategies that drive significant engagement and product adoption.

Developed new campaign theme
• Created diverse content (flyers, webinars)
• Implemented paid digital and social advertising
• Executed targeted email campaign
• Crafted social media posts
• Updated website content
• Integrated into cohesive multichannel strategy