Mortgage Center
Webinar Series

Experience Design Graphic & Digital Design Email Development

Timeline

6 months

Roles

Experience Designer Digital Designer Marketing and Reporting

Deliverables

Platform Setup and Management Reporting Project Management Campaign Design and Management Digital Design Presentation Design

Background

A core value of credit union culture is member education surrounding their finances. As a Credit Union Service Organization, we make home financing education a part of supporting our partners and their membership. At the beginning of 2020, we held in-person seminars at our partners' branches. Our in-person events tended to have low attendance and mortgage business generated.

Where I Come In

I was the Lead Experience and Visual Designer on the project, contributing to sourcing, setting up and managing the webinar platform (webinar setup, registration creation, reporting, and branding), designing the presentation, and webinar marketing materials (emails, banners, social).

Objectives

Scope & Problems to Solve

Our team collaborated to learn more about what we wanted to accomplish with these new campaigns:

Increase our attendance and conversion rate.

Provide a great online experience with a webinar platform.

Be able to view reporting on the webinar and attendees.

Make presentations interactive and customizable based on our audience.

Process

Working with Account Executives

To get started, I met with our account executives who've always hosted the seminars in person to get their feedback and gather any ideas or pain points they had with the current process and presentation. There were a few things that came up:

Pain Point

Manually adding attendees to our CRM

Sprucing up the design of the presentation to not be as text-heavy

What questions do the attendees have?

Strategy

Formatting and importing the registrants and attendees using CSV

Adding more design elements to the presentation to make it more digestible.

Adding a short answer question to the registration to customize the presentation with questions the attendees have.

Creating Incentives & Reminders

Attendees of these webinars had signed up to learn more about the mortgage process, and to save on their new mortgage with Mortgage Center. We created reminder and post-webinar email journeys to remind them of Mortgage Center and their offer to save from attending the webinar.

Project Management

Our team created project task boards and documentation on the various steps our business areas needed to complete to support our webinars. This included our IT, Sales, and Marketing teams. I created and utilized a Campaign and Creative Brief to document the details of the campaign associated with each webinar.

Deliverables

The Platform

I was involved in comparing multiple platforms to decide which webinar system was best for our company and users. We wanted something simple to use since not all members are tech-savvy. Since COVID had been in full swing for a few months, Zoom was gaining popularity. We decided to go with Zoom since it was a recognizable and trusted platform that people had started using in other areas of their life.

Webinar Experience and Effectiveness

Zoom provided many features that helped us curate successful webinars:

Custom branding

Allowed us to customize the colors and branding of the registration page to ensure that we represented both brands.

Registration Page and Form Customization

Adding graphics, a description, and customizing the registration with a question to gain insight into what members wanted us to cover.

Reminder Emails

We used these to keep the webinar top of mind.

Registration Medium Tracking

Helped our team understand the highest performing marketing channels to get webinar views and registrations.

Marketing Package for Promotion

To promote the webinar we used our highest converting mediums to define the marketing materials we'd need to provide to our partners. These included email engagements, social media posts, and homepage and mortgage page banners for their websites.

Images of some of the various marketing materials used to promote the webinar

Presentation

I worked with our Account Executives and subject matter experts to create and design an engaging presentation with insightful content. We would customize most of the webinars with questions gathered through registration, and also include the partner's logo and branding since we're talking to their membership.

Feedback

Member Survey

We received positive feedback from members and content suggestions to improve our webinars. We also proved to partners and stakeholders that members were more likely to attend webinars than in-person seminars.

Marketing Data

By adding an optional short answer question to the registration, we gathered information on the type of content our registrants were hoping to get out of the webinar. This information helped us cater the presentation to the people in attendance and also allowed us to gather valuable social media and blog content ideas for Mortgage Center.

Conclusion

This process helped us create a great experience for both the members in attendance and our partner credit unions. The success of these campaigns varied by partner, but we saw closed loan rates as high as 25% of our attendance.

By bringing our seminars online, we saw a large increase in attendance and business from running these webinars. All while providing important information about the mortgage process and educating our credit union community.

Mortgage Center Webinar Series

Background

Where I Come In

Objectives

Scope & Problems to Solve

Process

Working with Account Executives

Creating Incentives & Reminders

Project Management

Deliverables

The Platform

Webinar Experience and Effectiveness

Marketing Package for Promotion

Presentation

Feedback

Member Survey

Marketing Data

Conclusion

Mortgage Center
Webinar Series