portfolio : diirect mail



Cornerstone Mortgage Capital

Mission: Announce new business venture to founders' existing clients, introduce partnership to potential referral sources, and establish the Cornerstone brand.


Methodology: Cornerstone was formed by two industry veterans-each with his own unique client base. The first mailing targeted existing clientele, and a separate piece was developed for each partner. The card featured a photo of the partner and the headline, "A Familiar Face in a New Place." The copy then provided details regarding the new venture. The second set of materials targeted Realtors, an important source of referral business for Cornerstone. The cover copy read, "You know us as John Wilson and Andrew Broughton. Together, We're Cornerstone Mortgage Capital." The folded brochure outlined how Cornerstone could help Realtors better serve their clients, and included a BRC offering updates on breaking news and market trends. Overall, the tone of the print campaign was very upscale and designed to appeal to Cornerstone's primary target market-high-end homebuyers.