IDS Fortifies Marketing Efforts with Depth Public Relations

International Document Services (IDS) is a nationwide provider of mortgage documents and compliance. IDS services include closing documents, reverse documents, initial disclosures and fulfillment.

Challenge

Although IDS had been in business since 1986, the company had never had a significant need for marketing and public relations until 2009 when the company’s growth skyrocketed.

“Between 2008 and 2009, we saw an 85 percent increase in the number of document packages we were generating, and we quickly realized that our company’s size was changing and that we needed to beef up our marketing and PR if we were going to compete with larger companies,” said IDS President Curt Doman.

Solution

In 2009, IDS participated in a joint news release with DepthPR client Titan Lenders Corp. According to Doman, the results DepthPR achieved for its existing clients and the willingness of DepthPR Principal Kerri Milam to consult with IDS as a client’s business partner made for a persuasive argument.

“Initially, we balked at the idea of engaging a PR firm because we thought at the time, for a company of our size, it was too large of an investment for us,” Doman explained. “However, over the course of the year, we witnessed the level of intelligence of DepthPR’s staff and the results DepthPR achieved for clients. Once we wrapped our heads around our company’s growth, there really was no other decision to make. We chose DepthPR.”

Results

Through its relationship with DepthPR, IDS has been able to strengthen its marketing program without increasing its overhead, but for Doman and IDS, the success of the PR program goes far beyond just press clippings and bottom line figures.

“In addition to the fantastic coverage we’ve received, one of the biggest benefits to working with DepthPR is having them as a resource for our marketing staff,” Doman said. “The ladies at DepthPR know their way around the mortgage industry and are able to advise us on developing an integrated marketing communications program in which marketing and PR work in tandem to achieve maximum results.”

The recommendations DepthPR has made include:

• Nominating IDS clients, along with the company itself, for industry awards and listings to tie company accomplishments with strengthening client relationships;
• Organizing a cycling-themed fundraiser at the IDS booth during the 2010 Mortgage Bankers Association’s Annual Convention & Expo in Atlanta to benefit the local chapter of Habitat for Humanity, thereby reinforcing the IDS brand while increasing booth traffic and overall presence at the show; and
• Optimizing the IDS Web site and news releases with keywords for SEO purposes to increase Web presence.