Platform is using real mortgage brokers in a new marketing campaign to demonstrate how it is a different kind of lender in the intermediary mortgage market.
The lender is the mortgage intermediary brand of the Co-operative Bank and the refreshed branding for Platform is more closely aligned to reflect that. The marketing campaign to support the updated branding also highlights that as part of the Co-operative Bank; Platform is governed by the bank’s ethical policy, which underpins the Platform brand and how it is different to other intermediary brands in the market, it claims.
Testimonials from real brokers highlight how, based on their feedback, Platform has made changes to systems and services to improve their experience, demonstrating its strong customer service in action.
The campaign will roll out in stages across a range of B2B specialist marketing channels to reach the target audience, including digital marketing, email, press advertising, mortgage sourcing systems and social media; specifically LinkedIn. Platform marketing collateral with also be updated to fit with the new creative.
The marketing and advertising campaign will run throughout the year and will take an ‘always on’ approach to keep Platform front of mind when mortgage brokers are looking for the right option for their customers
Paul Norcott, head of mortgages and insurance at the Co-operative Bank, said: “Platform has really hit the ground running in 2018 with competitive rates and we hope that the refreshed branding and new marketing campaign will really demonstrate what kind of business Platform is.
“Platform operates in line with the same values and ethics of The Co-operative Bank and we want to work with our brokers to be a customer-led brand in the intermediary space. We want to be the go-to lender for brokers this year and we plan to continue to grow our broker customer base throughout 2018.”
Alastair Pegg, marketing director at the Co-operative Bank, added: “The best way to show how Platform is a customer-led brand was to enable the brokers who work with us to tell their own story. We have had good feedback and so many positive testimonials from our broker network so this has been a great opportunity to demonstrate how our Platform colleagues have been working with brokers to improve services and to highlight the excellent level of personal support that brokers get from our teams.
“We hope brokers who aren’t yet working with us will be encouraged to find out how we can benefit them and their customers after seeing the difference we’re making to the brokers currently on the Platform panel.”