Bryan M. Richards managed the rebranding efforts of Bayview Financial's seller finance division from using brokers to offering products directly to consumers under a new brand called "I Sold". He worked with marketing to develop the new brand, created direct marketing campaigns and a new website. Through customer and competitor research, he developed effective marketing materials that spoke to customers in a way brokers did not. He also included a live quoting tool on the website against the wishes of management but to match competitors. The result was a cohesive marketing package that attracted new customers and drove high close ratios, deemed an effective project by management.

1. Bryan M. Richards, MBA
Strategy
7514 Turley Ridge Lane | Charlotte, NC 28273 | 704-726-9366 | bmrich@gmail.com
Bayview Financial – I Sold
The Skinny
The Seller Finance Division of Bayview Financial was
managed primarily through a network of brokers.
The company realized the margins that they were
losing by paying commissions to the middle‐man and
desired to offer the product direct to consumer. A
re‐branding effort was in order.
So You Got What It Takes?
I was hired to manage all re‐branding efforts to take the product direct to consumer. First, I
worked with marketing and the line‐of‐business to brainstorm the new brand – I Sold. Next, I
managed the process of marketing the brand to the consumer through direct marketing cam‐
paigns and the creation of a new Web site. A large amount of time was spent performing both
a customer and competitor analysis to develop effective materials. I had to truly understand
the product from the customer point of view and then developed material that spoke to them,
in their language. I also pushed hard to include a live quoting tool on the Web site – some‐
thing the line‐of‐business did not want but the competition had.
Skills Demonstrated Action = Results
• Branding The result was a cohesive marketing package that attracted cus‐
• Brainstorming tomers. While exact figures were never released, I was told that
• Project Management the campaign and site drove consumers to the company that re‐
• Direct Mail sulted in a very high close ratio. The project was deemed very
• E‐Commerce effective by management.