Challenge: In 2004 loan origination software start-up TrueClose faced a formidable challenge in establishing itself in a market dominated by two long established competitors, but TrueClose had a strong competitive advantage because it was the only Web-based system.
Strategy: Within 120 days, the team took TrueClose from branding through planning and then executed multiple online tactics from that plan—including a robust website and online demo, search marketing and search engine optimization, online public relations and integrated online/offline marketing tactics including direct mail PURLs and online sweepstakes program.
After completion of the marketing campaigns, I extended my efforts throughout the company focusing on the total customer experience. Led the UX team on the business and user requirements, information architecture, and GUI design. Also developed an Intranet to help all employees, particularly the help desk, deliver a better customer experience.
Results: In 2006 and 2007, TrueClose was named as a “Rising Technology Star” by National Mortgage News, the key trade publication for their target market. While the mortgage meltdown forced TrueClose to cease operations in 2009, the software program will always be considered by the industry as the “Cadillac” of Web-based LOS systems.
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- Worked closely with the President to write the 2004 Marketing Plan and to develop investor prospectus materials.
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- A robust, needs-based online demo is critical for a software product. We created an interactive demo with custom photography and voiceovers matching the Web site and print marketing materials. Also shown is the trade show booth display.
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- Although TrueClose is a Web-based software product, the mortgage-broker audience was accustomed to learning about new products at trade shows or through direct mail. We extended the brand to print, direct mail, and trade show as well as a public relations campaign.
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- After conducting audience and competitive research, we first re-branded TrueClose and then created a dynamic, needs-based Web site focused on each of the four different audience types.
