Engaging Loan Officers with Finlocker: The "5 Minutes with Finlocker" Campaign
FinLocker, a secure financial fitness tool, sought to engage loan officers effectively through an email campaign. Octo Strategies collaborated with FinLocker to conceptualize and execute a strategic email campaign aimed at educating loan officers about the app's functionalities and benefits, with a focus on expanding their referral network. The campaign, titled "5 Minutes with FinLocker," aimed to encourage loan officers to spend a few minutes each day learning about the app's features to maximize its benefits.
Challenges:
- Crafting compelling messaging to communicate the value proposition of FinLocker to loan officers.
- Engaging loan officers who are currently using the app to expand their referral network.
- Educating loan officers who are not yet using the app about its benefits and encouraging them to download it.
Approach:
- Understanding Client Needs: Octo Strategies conducted several brainstorming sessions with FinLocker to understand their goals and the needs of their target audience.
- Defining Scope: Together with FinLocker, Octo Strategies defined the scope of the project, including the creation of a 10-email campaign.
- Content Development: Octo Strategies developed compelling copy for each email, focusing on articulating the value proposition of FinLocker for loan officers and providing clear instructions on client engagement.
- Graphic Design: Octo Strategies created header graphics and call-to-action graphics for each email, ensuring consistency and visual appeal.
- Linking to Resources: Calls to action within the emails were linked to videos and blogs on FinLocker's website, providing additional resources for loan officers to learn more about the app.
- Campaign Name: The campaign was named "5 Minutes with FinLocker," emphasizing the idea that spending just a few minutes each day could be highly beneficial for loan officers.
- Unified Approach: The campaign was designed to cater to both existing users and loan officers who were not yet familiar with the app, with tailored messaging for each audience.
Client Feedback:
"FinLocker is experiencing tremendous growth and in order to scale efficiently, we needed some targeted content that would resonate with our Loan Officers to express the value of the product, how to use it, and ongoing coaching. We enlisted the Octo Strategies team to help with this and we are very happy we did. They were able to build us an onboarding package that was easy for Loan Officers to consume in bite-size pieces. Initial client feedback has been extremely positive and it's helping us onboard new Loan Officers at scale. They will be our first call when we have additional initiatives like this."
- Chris Hazen - SVP, Customer Success at FinLocker
The "5 Minutes with FinLocker" campaign proved to be a successful initiative in engaging loan officers and promoting the use of the FinLocker app. Octo Strategies' collaborative approach with FinLocker resulted in a well-executed campaign that effectively communicated the app's value proposition and encouraged loan officers to maximize its benefits. By combining compelling messaging with visually appealing graphics and easy access to additional resources, the campaign achieved its objectives of increasing engagement, expanding referral networks, and acquiring new users.
