blake a.
brand:
Churchill Mortgage
objective:
To support and expand a multi-layered social media and regional marketing system across corporate channels, loan officer content, campaign concepts, event support, and field-facing materials. The work moved between national brand visibility and local business development, connecting creative execution with the needs of loan officers, realtor partners, customers, and regional leadership.
scope:
Work spanned corporate social media, loan officer content calendars, hand-scheduled posts for 80+ loan officers, brand support across a company licensed in 49 states, 30th anniversary campaign content, branded social experiments, seven monthly Middle Tennessee loan officer calendars, top producer marketing support, realtor CE class coordination, custom collateral, social video, and field-facing event support.
corporate social media + brand experimentation
Corporate social media carried a mix of brand storytelling, loan officer support, campaign content, and company culture across a large national footprint. The work brought together graphics, video, lifestyle photography, platform experiments, and internal engagement moments to give the brand a more flexible and recognizable social presence.
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content calendars + social direction:
Monthly social content supported both corporate visibility and loan officer presence, balancing brand education, timely topics, lifestyle moments, and field-friendly content across multiple audiences.
countdown to christmas sweepstakes
social giveaways + audience growth:
Social giveaways connected engagement, follower growth, and email capture through organic promotion, email support, website entry forms, and third-party sweepstakes management. Several campaigns included custom branding and bonus-entry mechanics that gave the audience a clear reason to interact beyond the initial post.
30th anniversary campaign:
The 30th anniversary campaign gave the brand a clear storytelling arc, using graphics, video, lifestyle content, and celebration-focused messaging to build momentum toward the company’s milestone event at the Ryman Auditorium in Nashville.
platform experiments:
Platform experiments created space to test more interactive social formats, including a custom branded Instagram filter designed to encourage playful engagement and expand the brand’s presence beyond static posts.
A brand moment people could play with.
internal culture campaigns:
Internal culture campaigns brought more personality into the brand through seasonal concepts, employee participation, scripted video, and company-wide engagement. These moments helped make the corporate presence feel more human while giving employees something memorable to interact with and share.
regional marketing + loan officer support:
The Middle Tennessee role brought the work closer to the field, supporting the company’s top producer, his team, and the regional area manager with customized marketing built around referral relationships, social visibility, and local business development. Monthly LO calendars, custom flyers, homebuyer materials, realtor events, and social video gave the team more consistent ways to show up with agents, customers, and community partners.
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top producer marketing:
Custom marketing support gave the Middle Tennessee team more tailored ways to show up with agents, customers, and community partners. The work included social content, flyers, homebuyer materials, and field-facing assets built to support referral relationships and local business development.
