NCHFA manages federal mortgage programs for the state. Their goal is to break down the mystery and fear surrounding the process of homeownership.
The organization’s campaign looks to raise awareness of brand and market knowledge of mortgage options. The younger audience targeted campaign empowers millennials to think differently about buying a home.
The campaign included product branding, video commercial, website design, digital campaign, TV ad campaigns, PR outreach, and content marketing education.
The development of the NCHFA required careful collaboration with millennial buyers, state government agency partners to banking mortgage community lending partners. The focus of the marketing strategy was to position NCHFA as a recognizable name for educating millennials on their first-time home-buying loan availability options. Brasco’s efforts would allow more awareness of the variety of options, resources, and loan availability out there. We were focused on a niche audience, which created challenges but allowed us to flex our marketing planning efforts and campaign testing initiatives. The results included further education awareness to core target audience segments and social awareness management.
The year-long campaign has been successful and has raised awareness and increased social engagement via a multi-faceted media and ad approach. See below results based on client goals and objectives.