Quicken Loans Digital Media Strategy Lauren Quinnett

Target AudienceAudience to be targeted for this digital media strategy include:

Adults age 30-50+ looking to buy their first homes or individuals that are looking to refinance the homes they currently own.

Adults in their- mid 20’s who are already looking into buying their first homes, depending on their financial situations.

The BIG idea- Why Not Now?

The big idea for this campaign can be summed up in the inspirational phrase: “Why not now?”

This will motivate potential Quicken Loans consumers to take the next step they need in order to purchase that home that they have always wanted.

The ads will focus on how EASY and AFFORDABLE Quicken Loans makes the house buying process.

This will get the target audience interested in checking out the reasonable mortgage rates that Quicken Loans has to offer.

Tools & Tactics- Social Media

Twitter- Tweeting helpful tips for aspiring home buyers will encourage our target audience to follow our Twitter account while increasing our brand awareness.

Facebook- Consumers“Liking”our company on Facebook will help get the word out about our brand.

Blog- We will create a blog for potential home buyers that will provide links with information for our target audience as well as Quicken Loans success stories by current customers.

Tools & Tactics-Google Adwords + SEO

Google Adwords will be used to boost Quicken Loans’ SEO.

An example of a featured ad copy is:Let Quicken Loans Lower Your Mortgage Rates Today

You won’t find lower 15 or 30 year fixed rates.

Just ask our custimers!

Click here to find out how easy it can be to refinance your mortgage!

www.quickenloans.com/

Some key words that will be used are: “Lower mortgage rate”

“Buying first home”

“FHA loan” & “VA loan”

Mobile Strategy

Since Quicken Loans is the #1 online mortgage lender, we are aiming to make Quicken Loans information more easily accessible through our consumers’ mobile devices.

We plan to do this by:Improving our mobile website to be more easily navigable.

Allowing consumers to access their Quicken Loans’ accounts through mobile apps.

Key Performance Indicators

Success of Quicken Loans’ digital media campaign is going to be measured using Google Analytics.

We will be monitoring the changes in keyword phrase searches: “Quicken Loans mortgage rates” and “Quicken Loans FHA home loans.

Reaching the target audience effectively and receiving responses/reactions to the digital advertisements will also be good indicators.

Finally, seeing boosts in sales or hits on the Quicken Loans site will also tell whether or not the campaign was a success.

BudgetThe budget we created for this campaign will add up to around $45,000

In order to make Quicken Loans highly recommended and familiar to the public, it will take many hours, lots of people and paid media as well for us to make this campaign a success.

A large part of our budget will be going towards the utilization of Google Adwords and mobile strategies we created since the social media aspect will not be costly.

SummaryQuicken Loans will be using the tag line “Why Not Now?” for this campaign.

“Why not now?” emphasizes the ease of buying a home using Quicken Loans and sums up the reasons why we feel consumers will find their experience with Quicken Loans a positive one.

Through Facebook, Twitter and our blog we will provide useful information for our target audience and give them an incentive to follow, “Like” us or read about us so we can reach as many people as possible.

Summary continued…Our mobile site will be improved so that our consumers can conveniently access information about Quicken Loans from their mobile devices as well as their individual Quicken Loans accounts.

We have chosen to use Google Analytics as the main way that we track the success of our campaign.

The total cost for this digital marketing campaign that we have created will add up to be about $45,000 so that we can provide the best quality campaign for Quicken Loans.