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The Face of Foreclosure Campaign
Indiana’s Hardest Hit Fund (HHF)
Effective Video MarketingMonday, September 28th 4:30 pm – 5:30 pm
Brad MeadowsMarketing and Communications Director
Indiana Housing and Community Development Authority
Indiana’s Hardest Hit Fund (HHF)• Indiana’s HHF is a free service for homeowners
struggling to make their mortgage payments due to an involuntary financial hardship.• Eligible homeowners can receive up to $30,000 in
assistance over a two year period.• To help educate Hoosiers about Indiana’s HHF, we
developed a multi-faceted* advertising campaign earlier this year titled “The Face of Foreclosure”
*Digital, Radio and billboards
Past Advertising Campaigns• Indiana Lt. Governor Sue Ellspermann – 2013• Tony Dungy – 2014
The Face of Foreclosure Campaign• Concept was first developed by a member of our
marketing team• Chronicles three unique family circumstances• In each scenario, families are facing a challenge that
has made losing their home to foreclosure a likely possibility
Family #1
Family #2
Family #3
Distribution Strategy• :15, :30 and :90 versions telling the story of each
family were developed• The costs for placing the videos on TV in
Indianapolis and other major Indiana TV markets was much too costly• To maximize our exposure, we distributed them
through a digital campaign
Digital Campaign• The Internet has eclipsed radio, TV, magazines and
newspapers as the way most people get their information.• The vast reach of the Internet allows you to reach a
vast audience at a significantly reduced cost as compared to traditional advertising.• We used six primary services in which to place our
digital ads.
Digital Campaign Overview
*Estimated number of impressions (not guaranteed).
Digital Campaign Overview
Digital Campaign Overview
Screen Shots – Brightroll
Screen Shots – Pandora
Screen Shots – Yahoo!
Screen Shots – ADUS
Screen Shots – Digilant
Screen Shots – MaxPoint
Campaign Results
Cost Per Conversion– By Service• Brightroll – $167.17• Pandora – $506.65• Yahoo! – $19.60• ADUS – $2.21• Digilant – $53.92• MaxPoint – 63.23
Note: A “conversion” is someone who visits our application page.
Optimization is Key
Optimization is Key
Conclusion• ‘The Face of Foreclosure’ digital media campaign has been
successful*:• 21.4% increase in applications• 23.7% increase in phone calls• 237% increase in web traffic
• It is vital to develop a campaign that resonates with people – different walks of life
• Optimization is key• Understanding a “true conversion” cost• The ability to track who has actually completed an
application*Pre-campaign average (January 2015 – May 2015). Campaign average (June 2015 – August 2015)
Questions?
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