Independent Foreclosure Review
ZCOMM was tapped by a consortium of 14 national banks to provide Broadcast PR services during the final 3 months of the government-mandated Independent Foreclosure Review (IFR) program. Our goal was to encourage eligible consumers to apply by phone or online before the end of the year via an integrated communications and grassroots program that began the day after the presidential election. The message was to apply if you thought your foreclosure was mishandled.
Throughout the campaign, ZCOMM strategically blanketed 67 Tier 1 & 2 media markets and target audiences with content that included third-party spokespeople delivering key IFR messaging and a call to action. ZCOMM produced and distributed several key program tactics to strategically saturate a multicultural audience of African-American, Hispanic and Asian adults. The tactics included: satellite media tours, radio media tours, audio and video public service announcements, syndicated radio series and audio news releases that generated local and national radio, TV coverage and online content. ZCOMM consistently monitored and reported to stakeholders on both the progress and results of the IFR program.
The call center reported record calls for 2 out of the 3 months, and the Hispanic call lines were so overwhelmed during ZCOMM’s outreach they had to increase the number of operators. The final report to the client included a hefty 585% ROI.
“ZCOMM worked for a coalition of 14 major banks on an integrated pitched and placed media campaign for us. They went above and beyond and added value at every turn to make sure this time-sensitive program was a flat-out success.”
James Parks, Senior Vice President, Rust Consulting