Quicken LoansDigital Marketing Strategyby: Patrick Flynn

Digital Marketing GoalsAggressive targeting

Maximize budget & exposure

Spread message across multiple platforms

Target AudienceCollegiate upperclassmen

First-time home buyers

Men & Women ages 20-25

Budget BreakdownPre-roll ads: $45 CPM; $45,000 total

Video ad production cost; $300,000

Website banner space; $3.8 M

Agency cost; $63,000

TOTAL COST: $4.2 M

Points of EmphasisLow rates, stress-free process

Quick closing times save you money!

America’s #1 Online Mortgage lender

Great in community & with Veterans

How to Reach the Audience

Utilize targeted videos

Personal finance websites

Mobile ads ‘on the go’

BIG Idea: Coming HomeStresses Quicken Loans’ commitment to

community outreach

Promotes company ideals

Provides tremendous public relations for the company

Gives exposure to the QuickenLoans Racing team

Google AdWordsExpand keywords beyond just “Quicken Loans”

Target first-time buyers (eg: ‘first home’ & ‘new house’)

Consider all options while trying to ‘stretch’ the budget

Social Media StrategyUse hashtags wisely

Spread awareness for ‘Welcome Home’ project

Video series on Facebook/Twitter pages

Interact!

How to Measure SuccessMonitor social media interactions

Track Google AdWords feedback

Pre-roll & web banner click rate

Media & client feedback following‘Welcome Home’