Consumer Portfolio Services, Inc. Website Design and PPC Campaign
PPC, Branding and Lead Generation Microsite Used to Target the Sub Prime Auto Loan Market
- Technology:
- Photoshop
- Flash
- Director
- After Effects
- Client:
- Consumer Portfolio Services
- Project:
- Brand Strategy & Development
and Creation of Lead
Generation Microsite
Consumer Portfolio Services (CPS) specializes in auto loans to consumers in the sub-prime market. Historically CPS provided financing only through dealers. To expand their reach, they decided to loan direct-to-consumers via the Internet and asked Rhythm Interactive to help them achieve this goal.
Our initial analysis revealed the need to create a stand-alone brand for this new business venture. After evaluating the competition and doing some rapid user research & modeling, we identified an opportunity to own the emotional high-ground in this competitive space. Following that insight, we developed a comprehensive brand strategy, the essence of which centered around empathy for the consumer’s unfortunate situation. Thus NewRoads was born.
NewRoads’ brand blueprint included a positioning statement, brand promise, brand story, company name, byline, tag line, and visual brand identity system. Building on that blueprint, we created empathetic, empowering brand messages that we delivered through a custom microsite designed around the user goals we identified in our user research. On the technical side, we developed the site to integrate with CPS’ existing AS-400 loan application approval system. To support the launch of the site and to generate traffic, we planned and executed a pay-per-click search marketing campaign.
Two months after the NewsRoads launch, the number of visitors to the site far exceeded the team’s expectations and the average number of unique visitors that completed a loan application on the site topped an astonishing 45%. We attribute this overwhelming response to our team’s devotion to putting the user at the center of the process and looking for insights early in the process to help achieve competitive advantage.
