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Media Strategy - Promoting the AMP Designation to the Consumer

Client:

Canadian Institute of Mortgage Brokers and Lenders (CIMBL)

Challenge:

In order to encourage members to apply for the Accredited Mortgage Professional (AMP) designation, CIMBL needed to promote the benefits of the designation to referral sources and consumers.

Solution:

Strategy:

Kaleidoscope developed a national advertising strategy to promote the designation to consumers and to referral sources. We developed a media plan that included a national reach in both French and English Canada. We cross-referenced the media buy with a grid that indicated high concentration of CIMBL members and purchased media space in these markets. A series of messages were developed that highlighted key issues within life stage needs in the mortgage industry and strategically distributed in print, magazine, radio, and collateral.

Tactical:

The tagline – “Think Mortgage – Think AMP” was created to give the industry a hum to grow awareness. Covering national Canada and in both English and French, a 30 second radio ad was developed, along with a series of print ads. We created headlines that related to the individual target- “Thinking Mortgage? Tread carefully” targeted to the novice home buyer and “Feeling Trapped by Mortgage Options?” targeting the renewer and refinancer segment.

Results:

Radio: This campaign ran in over 50 radio stations and was heard by the consumer audience of approximately 12 million listeners over a six week period. The call to action directs the listener to the CIMBL web site which provides a “hub” of information for business alliances and consumers.

Print: The media plan resulted in a mix of both consumer and trade placements within high retention publications such as the Metro, Globe and Mail, Investment Executive, The Canadian Appraiser, Canadian Lawyer, CGA Magazine, and included both Advertisements as well as a current Advertorial planned for the Metro’s in Toronto, Vancouver and Ottawa in October.
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