Sutton Compliance

Our Creative Gaggle – The HomeQ 2010 Financial Marketing Course

Posted on 07. Jun, 2011 by jeff_s in Corporate

Another annual report season has come and gone with a ton of great work to talk about. One of our early favorites has to be the 2010 HomeQ Corporation annual report. Going into our second year working with HomeQ we knew we had a client with a tremendous story to tell.  A company with record growth, bright prospects and a clear and direct business strategy positioning HomeQ as the leader in the Canadian reverse mortgage industry.  An experienced staff producing records sales combined with CHIP’s 25^th anniversary provided SCC with some great ammunition for the 2010’s messaging and creative.

So the challenge was set; SCC needed to produce an annual report that not only communicated the exciting possibilities for HomeQ’s upcoming year, but that also emphasized how they got there, who’s helped them along the way and how this will all benefit their stakeholders for years to come.  A challenge SCC was prepared to conquer.

The first challenge was to extract a theme and tagline that would not only encapsulate their current and future business goals but also communicate who HomeQ is as a company, but also the dedicated staff that has helped define it.  The tagline we developed for this years annual report was, “Our Direction is Set”.  Through HomeQ’s 25 years of experience with their product and market, substantial access to capital, and proven distribution and marketing, their direction for the future was not only bright but clearly defined.  Now more than ever, HomeQ is positioned as the leader that would be taking the Canadian reverse mortgage industry to new heights.

Once we had clearly defined the messaging, our creative team developed the imagery that would complement the clients’ tagline.  So the questioned was asked:

Well team, how can we use imagery to represent a “Canadian” company that has “set its direction” by “working together” to “lead” an “industry” to “new heights”? Oh and they sell reverse mortgage to Canadian seniors so they can free up capital to enjoy life, you know something like….“snow birds”.

The answer was simple and the rest is history…

Tags: annual report, CHIP, HomeQ, SCC