CLIENT
Silver Hill Financial
MEDIA
The Warren Group/Banker & Tradesman (weekly)
New England's most experienced and respected publisher of banking and real estate information. Two weekly newspapers, six magazines, website, industry events, custom publications and trade show guides.
OBJECTIVES
Recruit new brokers to grow commercial mortgage business
Focus on expansion of broker network to gain market share of small balance commercial lending in Eastern Massachusetts. Target residential mortgage brokers hesitant to be involved in commercial lending due to perceived complexity of application and approval process. Silver Hill to inform and educate prospective brokers on their streamlined approval process coupled with extensive broker training and marketing support.
COMMUNICATIONS PLAN
• Maximize publication of press announcements of Silver Hill broker educational and networking
events.
• Secure sponsorship position in NEMBC (New England Mortgage Bankers Conference) show guide; included
corporate profile, informational contributed content, logo on cover and full page four color ad.
• Establish online presence on Bankerandtradesman.com home page.
• Increase frequency of display advertising in Banker & Tradesman weekly newspaper from six to
to twenty times.
Key to broker recruitment was supporting Silver Hill's wholesale lending team with publication of announcements of broker events and coverage of the events within Commercial section of Banker & Tradesman.
RESULTS
Silver Hill's events consistently filled to maximum capacity, recruitment goals attained and firm posted significant increases in commercial lending activity in Eastern Massachusetts. Although specific revenue numbers held in confidence, Silver Hill's marketing director participated in Banker & Tradesman testimonial ad program endorsing the efficacy of advertising in Warren Group media.
