Client Goals:
Mortgage software start-up TrueClose faced a formidable challenge in establishing itself in a market dominated by two large, established loan origination systems (LOS).
TrueClose knew it had competitive advantage with its Web-based LOS; however, the product’s success depended upon market acceptance and adoption of TrueClose’s Application Service Provider business model and its product delivery methodology of “Software as a Service” (SaaS).
Sharp Creative Services:
Armed with a product concept that had the potential to revolutionize the mortgage services industry, TrueClose partnered with Sharp Creative early on for assistance in developing a brand strategy, corporate identity and marketing communications plan.
Within 120 days, the Sharp Creative team took TrueClose from branding through planning and then executed multiple tactics from that plan—everything from letterhead, company and product sheets to a Web site complete with an online demo to a trade show booth. We continue to work with TrueClose on their business planning and strategy, as well as tactical execution of their marketing initiatives.
Results:
TrueClose was named as a “Rising Technology Star” in November 2005 by National Mortgage News, the key trade publication for their target market. As a result of Sharp Creative’s marketing and publicity efforts, TrueClose, formerly an unfamiliar name in the industry, is now looked upon as an expert in the ASP space and frequently interviewed in industry publications, including Broker Magazine, Mortgage Banking and Mortgage Technology. |
