Project Overview
This project was completed as part of MGT2010, where our team developed a communication strategy for Citibank's new initiative to attract homebuyers who are already active in the mortgage process. Citibank offers a $2,000 credit toward closing costs for customers who can demonstrate they've already started a mortgage application with another lender—incentivizing them to switch and complete their loan with Citi.
Our task was twofold:
- Develop a webpage concept that explains the offer in a way that builds understanding, trust, and motivation to apply
- Design a broad communication campaign using mass communication channels to raise awareness, especially in majority-minority communities where Citi focuses on increasing access to financial services
My Role
As a core team member on this project, I was responsible for:
- Developing the bilingual website experience and user journey
- Collaborating on the design of the communication strategy visual framework
- Contributing to the pitch deck and final presentation
Problem Statement
Citibank needed to reach homebuyers who were already in the mortgage application process with competitors. The challenge: how do you persuade someone who has already started with another lender to switch? The target audience, homebuyers in majority-minority census tracts near Citi branches, make emotional purchasing decisions tied to family, home attachment, and long-term stability. They care deeply about interest rates, closing costs, and service quality, yet often feel underserved by large financial institutions.
Approach
Our team employed a structured consulting methodology:
- Audience Analysis: Focused on majority-minority homebuyers in areas with Citi branches, understanding their emotional motivations (raising a family, home attachment) and practical concerns (rates, closing costs, service quality)
- Competitive Landscape: Analyzed competitor strategies across direct mail, social media, email, websites, sponsored services, and affiliate listings
- Messaging Framework: Developed trust-building messaging that conveys the $2,000 savings value while framing Citi as a long-term financial partner
- Multi-Channel Campaign Design: Created integrated touchpoints from community awareness to digital conversion
Solution
We proposed three interconnected marketing initiatives targeting the Miami Hispanic community:
Community Murals
Partnership with local Miami artists to create culturally resonant murals that appeal emotionally to the Hispanic community, portray family life, and include QR codes directing viewers to educational resources about homeownership and Citi's offer.
New Family Care Packages
Partnership with Jackson Memorial Hospital to provide branded care packages to new parents, positioning Citi as a trusted partner at the start of their family journey; connecting naturally to homeownership aspirations.
Bilingual Website
A mobile-first, bilingual digital experience featuring:
- Clear explanation of the $2,000 closing cost credit
- Simple four-step guide to switching lenders
- "Why Citi" section highlighting competitive rates, fast approvals, and dedicated support
- Strategically placed CTAs to apply online or speak with a Home Lending Officer
- Compliance elements: Federal license number, Equal Housing Lender logo, trademark attributions
Deliverables
📎 Communication Strategy Visual (PDF)
Results & Value
Our campaign strategy proposed a $391,200 investment in targeted, high-impact media to:
- Build awareness of the $2,000 closing cost credit among active mortgage applicants
- Establish Citi as a community-focused, family-oriented lender
- Create a scalable framework for expansion into additional majority-minority markets
- Position Citi for long-term customer retention as rate environments shift
The strategy aligned with Citi's broader goals of increasing financial access in underserved communities while driving conversion of active home loan customers.
What I Learned
This project taught me:
- Regulatory Compliance in Marketing: How to craft persuasive messaging within strict compliance constraints (no guarantees, required disclosures)
- Community-Based Marketing: The power of authentic cultural connection through physical touchpoints that bridge to digital conversion
- Emotional vs. Rational Messaging: Balancing the emotional drivers of homeownership (family, stability) with practical value propositions (savings, rates)
Working on a real client brief from a Fortune 500 financial institution reinforced my understanding of enterprise marketing constraints and prepared me for future client-facing consulting roles.