---
title: Alabama One Mortgage Campaign – FitzMartin
description: Alabama One Mortgage Campaign – FitzMartin
---

# Alabama One Mortgage Campaign

Our first campaign provided a 30% lift in mortgage applications.

# Case StudyAlabama One Mortgage Campaign

## Industry

Financial Services

## Conversion Point

###### Preparation to Action

## The Challenge

Like most banks and credit unions, Alabama ONE runs regular quarterly promotions, featuring a different product or service. And like many other institutions, they had standardized the tactical tools used to communicate these promotions, with a heavy focus on traditional tools. 

The tool that Alabama ONE had *not* leveraged was digital advertising.

As a result, their leads were often meager and attribution was non-existent.

## Processes Used

###### Rational Re-Evaluation Emotional Arousal

## The Solution

One of our FitzMartin’s recommendations, when we began concepting and the design of their quarterly promotions, was to scale back traditional tools like outdoor and radio, and to invest heavily in digital media. 

The initial campaign targeted both new homebuyers and people looking to refinance an existing mortgage. We implemented a variety of tactics , including website retargeting, lookalike audiences and member targeting on social media platforms.

These tactics drove **98%** of web and mobile applications. 

![Slider Image 1](https://www.fitzmartin.com/hubfs/FitzMartin_May2021/Images/ALONE-Mortgage-Ads.png)

![Slider Image 2](https://www.fitzmartin.com/hubfs/FitzMartin_May2021/Images/FM_Site-ALONEmortg2.png)

![Slider Image 3](https://www.fitzmartin.com/hubfs/FitzMartin_May2021/Images/Alabama-ONE-Mortgage-Outdoor-1.png)

## Results

In three short months, their mortgage applications increased by **32%** over the previous year, with greater attribution, which allows Alabama ONE to refine future campaigns.