The national association for mortgage brokers, lenders and insurers developed a new strategic direction and needed a new brand to bring it to life. This financial channel is responsible for over $80 billion in mortgages annually. The new brand makes the association more relevant not only to its 12,000 members but to the Canadian consumer. This is a classic marketing move from push to pull backed by fresh positioning, compelling content, and creative design.
Swystun Communications married the association’s business strategy to the new brand while developing a robust go-to-market plan. The goal is to reinvigorate and unify the membership, attract new members, and engage Canadian consumers. Analogous to the professionalization of realtors, this investment will ensure those seeking either commercial or residential mortgages will be aware of and consider the professional services of a mortgage broker. We are happy to welcome Mortgage Professionals Canada.
It was a highly challenging but fun project made all the more rewarding by working with a dedicated team of passionate people. Mortgage Professionals Canada is dedicated to offering Canadians informed options and better choice. In short, they broker results. The new brand was officially launched at the association’s national convention that attracted over 1,250 attendees and close to 80 exhibitors. Companies who comprise the association’s membership include MCAP, Scotiabank, Canada Guaranty, B2B Bank, Home Trust, Genworth, TD Canada Trust, Manulife Financial, and First National Financial.