First Mortgage Company
DATE
2018
Client
First Mortgage Company
Service
Strategic Communications, Full PR Support
Category
Finance & Banking
Overview
SPRING PR was trusted as the strategic communications partner of First Mortgage Company, Armenia’s first private residential mortgage finance institution, established in 2004 and licensed by the Central Bank of Armenia as a universal credit organization. With a mission to invest in Armenian communities and help individuals achieve homeownership, First Mortgage Company sought to enhance public trust, boost its visibility, and build a modern narrative around accessible and responsible mortgage lending.
The partnership with SPRING PR was aimed at aligning these objectives with a long-term communications approach, positioning the company as a reliable, community-focused, and customer-centric lender in a competitive financial services market. SPRING was responsible for developing and implementing a public relations campaign that would articulate the brand’s core values, showcase its real-life impact, and support its long-term business reputation goals through earned media and digital visibility.
Strategy
SPRING PR developed and implemented a comprehensive communication strategy aimed at enhancing the visibility and positioning of First Mortgage Company in Armenia’s housing finance market. As part of this partnership, SPRING was responsible for the full development and execution of a PR campaign that included tailored messaging and a strong focus on emotionally engaging content.
A key component of the campaign was the creation and implementation of a thematic digital photo project, conceptualized to reflect the company’s mission of helping individuals and families fulfill their dream of homeownership. This visual storytelling approach was designed to humanize the service and highlight the company’s core message through accessible and relatable imagery.
SPRING PR also oversaw the development of the company’s website, including content creation aligned with the overall campaign narrative. This digital repositioning served to reinforce the company’s values and improve user experience.
The agency provided full PR support, including the drafting and distribution of media documents, coordination of interviews with key representatives, and active media relations to secure broad coverage. Throughout the campaign, SPRING also ensured ongoing media monitoring, delivering analytical summaries and press clipping reports to track media engagement and campaign impact.
By integrating content development, media engagement, and visual communication, SPRING PR delivered a cohesive and effective PR presence for First Mortgage Company.
