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Print Ads and Collateral: GE Capital Mortgage Insurance Collateral
Situation:
GE Capital Mortgage’s principal competitor in the marketplace was a quasi-governmental agency, Canadian Mortgage and Housing Commission. GE wanted to revitalize its brand and increase sales in an effort to grow market share and stand apart from the competition.

Solution:
Creative Solutions developed a new positioning line – “Think GE” – and designed branding that more accurately reflected the GE brand. Additionally, a revised communication strategy was developed to include print ads, sales collateral, direct mail and website.

Result:
GE realized sales increases ranging from 3% to 8%, depending on segmentation. The “Think GE” tagline was adopted by several other GE business units in Canada and the US. Program was critical in the revitalization of the national sales team. GE saw attendance at customer events double over the previous year.


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