New Work: Radian

December 16, 2014 at 11:59 am

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Radian, a Philadelphia-based credit enhancement organization, connects lenders, homebuyers, investors and loan servicers to a broad range of private insurance solutions. But because more and more competitors threatened to commoditize its products, services and pricing, it became essential for Radian to exploit its proprietary offerings.

To identify the attributes that distinguished Radian from its competition, we conducted expansive research and objective interviews. In effect, we revealed that the authentic “passion” of its team was what really differentiated Radian as a partner. Although copycat competitors could replicate Radian’s model, we understood that they could never reproduce its culture.

To capitalize on this insight, we launched an integrated campaign composed of print ads, videos, microsites, landing pages, email and direct mail, as well as customizable sales collaterals. We even developed a desktop calendar, profiling 24 Radian employees and their personal passions.

All components were unified by the theme “A Passion for Your Success,” emphasizing the individual passions that embody Radian’s dedication and true commitment to the success of its clients. We even developed a desktop calendar, profiling 24 Radian employees and their personal passions.

Because we positioned Radian as a truly caring partner, the campaign was an instant, unanimous hit, reaping favorable reactions from all audiences, including clients, prospects, investors and employees. Clients reported that the campaign strengthened relationships with Radian team members. Launched in 2013, positive response to the campaign carried through 2014, garnering a 83% year-over-year increase in engagement across digital.