rumbo was asked to help inspire African Americans and Hispanics to believe homeownership is possible while establishing Valley as a trusted source for mortgages. rumbo conducted demographic research of consumers in New York (Kings and Queens counties) and New Jersey (Bergen and Passaic counties), and utilized Valley branch location information to devise a well-fitted marketing strategy. Prospects were educated on Valleyʼs 3% down payment program and $500 off closing costs offer through a 12-week digital programmatic, Google AdWords and Facebook campaign. The campaign targeted users with specific household income levels also layered with an ethnicity affinity.

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