Objective: George Mason Mortgage is one of the premier mortgage providers in the Greater Washington Metropolitan area. As the local competition is very intense, George Mason Mortgage needed to find a way of differentiating itself and giving people a reason to choose the company above all others.
Strategy: Brainwave developed a strategy of using Ed Dean, the company’s then Executive Vice President as the spokesperson for George Mason Mortgage as he exemplified everything the company stands for. Ed is professional, honest, trustworthy, experienced and reputable—and has been the number one lender in Virginia for the last ten years.
Solution: A campaign was developed with the theme of “George Mason Mortgage. It’s Where Ed Works.” The key communication was that if you choose George Mason for your mortgage, you can rely on Ed, and by definition any one else at George Mason, for a stress-free, streamlined mortgage process.
Media: Print, radio, collateral and web site.
Result: Since the launch of the campaign, George Mason Mortgage has maintained its position as one of the top mortgage lenders in the Greater Washington metropolitan area. In addition, both the company and Ed have solidified their reputations as being the most honest, trustworthy, flexible mortgage lenders around.
"I trusted Brainwave to take care of all my marketing needs. They made it seem effortless from start to finish. Ramp-up time was fast, and they delivered ahead of schedule. I’m glad they’re not in the mortgage business, or I’d be facing some tough competitors."
–Ed Dean, President