Baltimore County Employees Federal Credit Union (BCEFCU) was seeking to promote its mortgage products, offering a full range of both fixed and adjustable mortgages, and refinancing with terms up to 30 years. For this campaign, BCEFCU was focused on its new 15/15 Adjustable-Rate Mortgage (ARM). This product was unique in the region and more attractive than a traditional ARM. The interest rate was fixed for the first 15 years, then adjusts once in year 16. In addition, BCEFCU wanted to highlight its personal touch and strong customer service by spotlighting a specific mortgage loan counselor. Channel developed a series of tactical elements that carried a branded and seamless look and feel.
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