Quicken Loans' $4.2 million digital marketing strategy targets first-time home buyers ages 20-25 through targeted videos, personal finance websites, and mobile ads. The strategy emphasizes low rates, quick closings, being America's #1 online mortgage lender, and community outreach. Success will be measured by interactions on social media, feedback from Google AdWords campaigns, and click rates for pre-roll ads and website banners.

1. Quicken Loans
Digital Marketing Strategy
by: Patrick Flynn

2. Digital Marketing Goals
 Aggressive targeting
 Maximize budget & exposure
 Spread message across multiple platforms

3. Target Audience
 Collegiate upperclassmen
 First-time home buyers
 Men & Women ages 20-25

4. Budget Breakdown
 Pre-roll ads: $45 CPM; $45,000 total
 Video ad production cost; $300,000
 Website banner space; $3.8 M
 Agency cost; $63,000
 TOTAL COST: $4.2 M

5. Points of Emphasis
 Low rates, stress-free process
 Quick closing times save you money!
 America’s #1 Online Mortgage lender
 Great in community & with Veterans

6. How to Reach the Audience
 Utilize targeted videos
 Personal finance websites
 Mobile ads ‘on the go’

7. BIG Idea: Coming Home
 Stresses Quicken Loans’ commitment to
community outreach
 Promotes company ideals
 Provides tremendous public
relations for the company
 Gives exposure to the Quicken
Loans Racing team

8. Google AdWords
 Expand keywords beyond just “Quicken Loans”
 Target first-time buyers (eg: ‘first home’ & ‘new
house’)
 Consider all options while trying to ‘stretch’ the
budget

9. Social Media Strategy
 Use hashtags wisely
 Spread awareness for ‘Welcome Home’ project
 Video series on Facebook/Twitter pages
 Interact!

10. How to Measure Success
 Monitor social media interactions
 Track Google AdWords feedback
 Pre-roll & web banner click rate
 Media & client feedback following
‘Welcome Home’