Building a Brand while Driving Business
InterBay Funding is a wholesale lender delivering small commercial loans through a broker network. InterBay needed to increase brand awareness and establish credibility as a leader in the commercial lending category.
As a leader in the commercial market, InterBay’s marketing efforts were responsible for creating awareness for the commercial lending segment as a whole, persuading residential brokers to make the leap into small commercial and communicating how easy it is to earn big commissions with InterBay.
SKM Group recommended a national branding and awareness campaign featuring a highly regarded and successful celebrity spokesperson. SKM hired former Dallas Cowboys Hall of Fame quarterback, Troy Aikman. We introduced Aikman as the InterBay spokesperson through a public relations announcement, various website promotions, print advertising and direct mail, email and fax campaigns.The campaign objective was to illustrate the connection between Troy Aikman’s success and the success a broker can achieve by working with InterBay. Ads focused on how the same combination that made Aikman a winner on the field could make a broker a winner in the small commercial lending arena.
InterBay experienced an overall lift in broker attendance at live training events, submitted applications and closed deals. With the draw of a successful national celebrity athlete, brokers attended events not only to meet Aikman, but to hear how a well-known football player succeeded, too. Aikman’s experiences on and off of the football field continue to serve as an inspiration to brokers.