Case History: Champion Mortgage – Leading through Education
R&J helps consumers make
intelligent choices.
When people are up to their ears in debt, the last thing they want is another loan. But what if you’re selling home equity loans that can: (a) Consolidate all their loans into one, (b) Reduce their interest payments, and (c) Get them back on their feet and afford them a measure of the financial freedom they crave?
In other words, how do you persuade people that they need what they don’t want? And how do you convince without looking like you’re selling?
Our solution was to present Champion’s message in the form of objective and educational news, and thereby to let their target customers use their own reasoning to come to Champion’s conclusions.
R&J developed a PR program that cleverly flew Champion’s message under everyone’s radar—the media and potential customers alike. We timed it to coincide with well-publicized meetings of the Federal Reserve Board where interest rates are set -- events that the media watched like hawks.
R&J developed a multi-faceted, multi-media program, the core of which we called the Champion Credit and Debt IQ Test. The IQ test opened a public dialogue on the high cost of borrowing and revealed an intimate connection between the Fed’s actions and the personal needs of Champion’s target audience: when interest rates rise, the cost of what you buy on time rises exponentially; if they fall, we show how much more people can save!
Thanks to its timeliness, the Credit and Debt IQ Test was phenomenally successful in getting Champion representatives all over the media – print, radio and TV – including the national morning news/talk shows. We staged a national satellite media tour, and taped appearances used all over the country, throughout the day. It crossed all media – including the Internet –effectively delivering Champion’s message, and increasing their business.
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