Client Success Story:Financial - Washington Mutual
"It was a pleasure doing business with you and Hot 105 in having Washington Mutual Bank co-sponsor our 1st success matters event with you. We were pleased with the tremendous turnout and service provided by Hot 105. Although we were not able to accurately track the amount of business that was generated from the event, because of your advertising and assistance we did see a significant amount of production on our consumer and home loans divisions in the African and Caribbean American markets during the advertising period. Once again, thanks for your commitment to serving our community."
Darin Woods, Mortgage Loan Consultant
The Problem
Washington Mutual was looking for opportunities to reach the Black African-American consumer interested in purchasing a new / used home. They had done typical first-time home buyers fairs in the past and wanted to move away from that and reach a more middle-class / upscale clientele.

The Process
Ian Hamilton, Account Manager - WHQT-FM conducted a Needs Analysis with Darin Woods, Mortgage Loan Consultant and Ignacio Medir, Assistant VP Community Development to brainstorm ideas and talk about some of the unique opportunities and products that WHQT had to offer to help clients with more direct marketing opportunities. The outcome identified the type of clientele that Washington Mutual was seeking and how they would vary their product offering when clients meet with them.

With the growth in South Broward County, Washington Mutual felt that area would be key to create an event to meet people and provide them with information on becoming a homeowner and array of Washington Mutual products. .

The Plan
Washington Mutual was familiar with WHQT's Success Matters event so Ian Hamilton, Account Manager and Darin Woods designed an integrated plan that included, spot advertising, print ad in Rhythm Magazine, sponsorship of Success Matters, and a web-site banner ad all to promote Washington Mutual as the place to secure a mortgage to purchase a home and /or refinance. A well renowned speaker, Willie Gary was agreed on as the guest speaker for the Success Matters program. The development of workshops and panel discussions were created which would give attendees the opportunity to learn more about Washington Mutual products and offerings..

The Performances
Success Matters attracted over 1,000 people, which was sponsored by Washington Mutual in February 2004. At this event Washington Mutual was able to have one on one contact with around 250 people in the different workshops that were identified and created. They created a register to win promotion at their booth, which allow them to develop a database to follow up with registrants that they could not work with directly at Success Matters. Washington Mutual was able to close on several new loans and follow up with even more potential prospects through the database that was developed. "It was a pleasure doing business with you and Hot 105 in having Washington Mutual Bank co-sponsor our 1st success matters event with you. We were pleased with the tremendous turnout and service provided by Hot 105. Although we were not able to accurately track the amount of business that was generated from the event, because of your advertising and assistance we did see a significant amount of production on our consumer and home loans divisions in the African and Caribbean American markets during the advertising period. Once again, thanks for your commitment to serving our community." Darin Woods, Mortgage Loan Consultant

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