Rethink MI Campaign Launch
Situation:
Promote private mortgage insurance in a new light and educate mortgage professionals on strategic PMI options to help close more loans.
Objective:
• Provide field sales with new messaging and shareable resources
• Multiply lead generation through a year-long, multi-channel approach
Action:
• Designed a 4-phase, 12+ month rollout plan
• Created diverse content (brochures, webinars, website)
• Implemented digital and social paid advertising
• Developed targeted email series
• Produced promotional videos and giveaways
• Integrated all elements into a cohesive multichannel strategy
My role included:
• Led overall marketing plan development
• Created comprehensive touchpoint map
• Formulated digital and web strategies
• Provided creative direction
• Oversaw campaign reporting
Results:
• Significantly increased brand awareness
• Boosted sales engagement
• Multiplied lead acquisition across various touchpoints
This campaign showcases my ability to conceptualize and execute complex, integrated marketing strategies that drive substantial business growth through innovative lead generation approaches.
