K-N Case Study:
Embassy Bank Uncommon Mortgage®
CLIENT:
Embassy Bank for the Lehigh Valley
Consumer Lending
Leading Lehigh Valley-based community bank with over $1 billion in assets.
GOALS:
- Create differentiation for their mortgage product from competitors
- Increase consumer loan standings by 10% for the year in a challenging market
- Create a sustainable brand and messaging that works across all media
STRATEGY:
Our agency worked closely with the client’s marketing department to develop Uncommon Mortgage® with a fun, unique message and design that would resonate with the target audience, stand out from competitors, and drive leads to contact the lending team online, by phone or in person.
The campaign was executed across a variety of digital and traditional media outlets and timed to coincide with each part of the selling process.
The campaign was designed for longevity to maximize the impact in the market and gain a greater return on the client’s investment.
RESULTS:
Immediate increase in web traffic on three key pages within the first three months of the campaign:
- Mortgage landing page: 39% increase
- Purchase Money landing page: 236% increase
- Home Equity landing page: 417% Increase
Full-year loan goals were reached by mid-year in the second and third years of the campaign.
The campaign won a Platinum award in the 2018 Summit Marketing Effectiveness Award competition conducted by Summit International Awards.
“This campaign vaulted us to the forefront of mortgage lenders in the Lehigh Valley. It continues to be a powerful message and drive business for us year after year.”
– Diane M. Cunningham, Executive Vice President, Embassy Bank
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