Opening Doors campaign.

• Position: ABAMN 2006 Financial Marketing Awards: Fist Place, Diversity, Assets of Over $1 Billion - Home Savings and Loan Co., Youngstown, Ohio - Brief article

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Institution: Home Savings and Loan Co., Youngstown, Ohio

Assets: $2.4 billion

The purpose of the "Abriendo Puertas" (Opening Doors) campaign was to provide financial assistance to first-time Hispanic homebuyers with low-to-moderate income.

Primary goals were to increase awareness of the program to qualifying customers and prospects, to promote the program's benefits (down-payment assistance, low closing costs, low interest rates and homebuyer counseling) and to encourage attendance at a first-time homebuyer seminar.

Niche marketing was done through a local nonprofit Hispanic community service organization and through posters in Hispanic-predominant public venues. The...