First American is not only one of the nation’s largest title companies, they also offer a whole range of real estate related products and services. Research had shown that during the first year of ownership, home owners spend five times more on home-related products and services than any other time, and most of that is spent within the first 90 days. Seeing the potential, First American wanted to develop a program that could offer products and services to its customers at a discount, while at the same time giving its own products and services more exposure.

The challenge of creating this new brand division of First American was that while they had tremendous brand equity in their industry, it was hard for customers to define exactly what they could do or offer.

The solution was to establish a brand division that could borrow from the positive qualities of the First American parent brand, but could also make a departure to become a consumer offering. With research and strategy developed, we began to build a creative platform that would bring a consistent brand experience to all points of consumer contact, such as online and direct response.

First we developed a brand identity that leveraged the First American brand to give the program credibility. With discounts on products and services offered through the club, there were tangible advantages to becoming a member. With the development of the brand identity, our focus shifted to developing marketing materials that establish the voice and look of the Home Owners Club. This creative platform gave us a distinctive palette that was used in a wide variety of communications for the Home Owners Club such as a club card, website, direct mail, email, banner ads, and partner marketing programs.

The results were a successful program launch that has gathered a substantial amount of enrollments enabling the Home Owners Club to grow and promote the program to other potential partners.