Parity Trust is a not-for-profit finance provider offering fixed rate secured loans and mortgages with no age restrictions (often lending into later life). Their stakeholders include local authorities, housing associations, other lenders, agencies such as Age UK, individuals and especially those with low-incomes, changed circumstances and low levels of financial knowledge.
They commissioned us to help them launch a new mortgage extension product. This product is designed specifically to help people that have an interest-only mortgage coming to the end of its term and who have no means to repay the outstanding capital. The mortgage extension product is likely to appeal to individuals over age 55, probably female and living alone or joint mortgage holders.
The account director conducted ‘discovery’ meetings and calls with the client and stakeholders to understand all the requirements. They delved deep to understand all the challenges and requirements and why they existed. This included gaining an understanding of the audiences, their motivations and perceptions.
At the heart of the requirement was a need for a solution that was easy to understand, affordable and credible to the target audience. Budget control and management of any solution was also key. We developed a low risk, low cost approach to generating enquiries for the new product using a simple content-led pay-per-click campaign.
We researched and wrote all the content for the various campaign elements and produced two content downloads, a landing page and various ad types. We set-up and managed the whole campaign. Our client wasn't experienced at buying creative services, so we provided a high level of approachable account management to walk them through the process.
A full client brief was prepared, and initial strategies and concepts were devised. We collated and presented our ideas and recommendations to the client for their consideration, explaining every element and exactly how they and the campaign would work and how it would be delivered and implemented.
We delivered a fully managed service from strategy to end-to-end creation of assets, planning and implementation, set up and optimisation of the Google campaign and management of the media budget. The account director reviewed progress weekly and provided a performance report with recommendations. These were presented via video call, so that the client could ask any questions.
We conducted discovery meetings and calls with the client and stakeholders to understand all requirements.
We developed a low risk, low cost approach to generating enquiries for the new product using a pay-per-click campaign.
We researched and wrote all the content for the various campaign elements.
The initial three-week campaign drove nine direct product enquiries at a low cost and helped the client establish a baseline for future digital marketing activities. Responses were from the anticipated audience.
direct product enquiries in just 3 weeks as a result of the campaign
We researched and wrote all the content for the campaign elements. We also supplied the key design elements as individual assets, so the client could use them to brand presentations and other internally produced collateral