StudioAPCO

The private mortgage insurance industry lost nearly six percent market share over a five year period. Its trade association, the Mortgage Insurance Companies of America (MICA), selected APCO to stave further loss and rebuild share.

As part of an overall effort that included research, message development and strategic planning, StudioAPCO developed a series of four-color print advertisements and matching online banner advertising to help reposition and promote PrivateMI to agents, brokers and industry opinion leaders. The campaign and marketing plan was designed to communicate the benefits of private insurance, and to offer a clear rationale for brokers to recommend PrivateMI to their clients.

In keeping with the research findings, the look and feel of the creative was designed to be engaging, humorous and informative about the comparative advantages of private mortgage insurance. The campaign helped establish private mortgage insurance as a viable option for brokers, and helped generate media attention and coverage for the client.