As part of its plans to grow its commercial lending and development finance base outside of South Wales and the Southwest, Hodge had run advertising in the financial trade press. This created some brand awareness but failed to generate the leads and inquiries the business needed.
Creode was tasked with delivering a performance media and digital marketing campaign to build on the previous brand-building activity, with more focussed messaging and direct calls to action.
The campaign targeted 2 core audiences with different messages.Commercial Finance Brokers and Intermediaries, who were looking for financial solutions for their developer clients.Experienced property developers and investors - entrepreneurs who knew their numbers and were looking for a financial partner they could rely on to support them through a large and complex property development project, in a changing market.Hodge knew clients valued service as much as competitively priced finance. They had an experienced team who understood the complex requirements of a wide range of commercial development projects, the fact that finance was often released in phases and that if things didn’t happen when they needed to, the consequences could be costly.As a result, Hodge came up with a compelling Customer Promise - that they’d be with customers every step of the way throughout the life of their project.
Creode delivered an integrated performance campaign that utilised PPC, display, programmatic, paid social, and retargeting ads. New landing pages were created with specific messages that addressed the needs of both audiences with strong calls to action to boost inquiries and leads.
The campaign utilised new marketing channels for Hodge with no historical data, and was viewed as a test. However, the business was able to directly attribute both leads and development finance applications to inquiries that came from the campaign landing page.
As a result of the campaign, Hodge saw levels of engagement increase with existing and new Intermediaries and Introducers, who in turn recommended them as a finance partner.
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