In a down economy where commercial lending had stalled, CapitalSource needed to alert mid-sized businesses of its financial stability and willingness to back the right companies and projects.

Insight:
For some, a distressed market is the perfect time to grow their business through expansion or acquisition. CapitalSource sought those forward-thinking and optimistic business leaders and advisors who were ready to take advantage of new windows of opportunity.

Approach:
Turn familiar phrases into positive statements of CapitalSource’s financial strength. Purchase print and interactive media in top oulets to attract C-Suite executives and deal-makers looking for $5 million to $400 million in financing.

Results:
CapitalSource made a bold statement that it is actively lending. More importantly to its sales team, the campaign drove nearly 40,000 visitors to the CapitalSource web site, resulting in an average of 100 new leads each month.