The Wizard of Oz campaign gains momentum with Lenders One membersMortgagePress.comThe Wizard of Oz, Lenders One, promotional campaign
The members of Lenders One Mortgage Cooperative, a national
alliance of mortgage bankers, has launched a national promotional
campaign featuring video, still images and audio from the film The
Wizard of Oz, through a license agreement with Warner Bros.
Consumer Products. Lenders One's innovative campaign coincides with
this year's 70th anniversary celebration of The Wizard of Oz.
Last November, Lenders One announced the license agreement,
which it obtained for the advertising and marketing purposes of its
members. The cooperative is now leveraging a variety of print,
broadcast, Web and other materials to build continuous, consistent
messaging and extend the reach of each member in its respective
community.
"The Wizard of Oz is a timeless, familiar film that resonates in
the hearts of all ages," said Scott Stern, Lenders One CEO. "Our
members are using these iconic phrases and images to illustrate in
their communities the soundness of their lending and the
availability of viable mortgage products. The campaign is enabling
them to build a new customer base while reconnecting with existing
core borrowers."
For the campaign, which is titled The Brains, the Courage and
the Heart to Make Your Dreams Come True, Lenders One members can
develop customizable flyers, direct mail materials and print ads as
well as Web site splash pages and online banner ads. Additionally,
they have access to sound bites and video to create 30- or
60-second TV commercials and two 30-second radio spots. Lenders One
also has made available templates for designing counter cards,
table tents, coffee mugs and even 5-foot lobby displays.
Larry Bell, vice president and mortgage loan manager for Bank of
Idaho, explained, "The materials are easily tailored to fit our
needs, and the support staff at Lenders One has been great to work
with in training our employees. This campaign has positioned the
quality of our marketing efforts above the national lenders and has
given the spirits of our employees a boost as they feel we are
investing in their future."
To ensure that each member can maximize on these opportunities,
Lenders One named Ann Eberlin Patton as creative director and
Stephanie Huth as brand manager to coordinate all efforts on The
Wizard of Oz campaign. Pattons background in marketing and public
relations includes development of business-to-business advertising
and direct mail campaigns, as well as graphic design, project
administration and vendor management. With 15 years in marketing
and advertising, Huth gained much of her experience through
reaching out to field partners, franchisees and member companies to
extend corporate branding through all distribution levels.
Huth explained, "Our members have not been given marketing and
advertising tools--they have been given a campaign. Lenders One is
guiding the development of 30-, 60- and 90-day marketing plans for
each member, essentially serving as a marketing support team. Our
goal is to not just provide members the tools to market, but to
help these independent mortgage bankers seed their own marketing
plan that can evolve into a long-term branding strategy."
Lenders One plans on The Brains, the Courage and the Heart to
Make Your Dreams Come True to be a living campaign. The cooperative
expects to roll out various community programs, such as movie
nights, and other related activities throughout the year based on
feedback from members.
For more information, visit www.lendersone.com.
