This document outlines a digital strategy for a large mortgage lender founded in 1985 and headquartered in Detroit. The strategy aims to increase engagement on social media through a 25 Days of Festive Giveaways campaign launching in December and partnering with HGTV. With a current $400 million media budget, $300 million is proposed for 2019 to be allocated to national marketing, social media, web, market research, online advertising, and other areas. Target audiences include first-time home buyers aged 25, those looking to refinance aged 30-50, college students, and veterans. The strategy involves optimizing the website, building an email list, creating mobile apps, and using social platforms like Facebook, Instagram, and YouTube

1. DIGITAL
STRATEGY
ARZELIA WILLIAMS
ADV 420
FALL 2018

2. BACKGROUND
 Founded in 1985
 Dan Gilbert, Gary Gilbert, Lindsay
Gross, Ron Berman
 Headquartered in Detroit, MI
 America’s largest mortgage lender
 As of January 2018, largest overall
retail lender

3. THE BIG IDEA
 Increase engagement
on social media
 Twenty five Days Of
Festive Giveaways
 Launch December 1st
 Social Media
Campaign
 Partner with HGTV

4. BUDGET
 Current $400 million
media account budget
for 2018
 Proposed marketing
budget is $300 million
for 2019
18%
30%
26%
6%
15%
5%
National Marketing
Social Media
Web
Market Research
Online Advertising
Other

5. TARGET
AUDIENCE
 First Time Home
buyers in their mid 20’s
 Men and women
between the ages of 30-
50 looking to refinance
their existing mortgage
 College Students
 Veterans

6. SOCIAL MEDIA
 Facebook
 Largest promoted
platform
 pop up banners
 Instagram
 User related content
 promoted accounts
 YouTube
 15-30 second video ads

7. WEBSITE
ANALYSIS
 Add Search Box
 SEO
 Online mortgage lender
 Customer loan
satisfaction
 Metrics
 Page load time
 Geographic
performance

8. E-MAIL
MARKETING
 Build an extensive
email list
 Generate individualized
content for each target
audience
 Newsletter detailing
CSR plan
 Promotional email
revealing the “big idea”

9. CONTENT MARKETING
 Collect questions from our customers
from the comments section
 Highlight a question of the week on
Facebook
 expand Frequently Asked Questions
into several blog posts or pages

10. MOBILE
 Creating a new app
 Efficiency on all
operating systems
 Incorporate Zing! Blog
 TED talk style videos