The Money Store was a success story envied by competitors good and bad for two decades. The goal was to change an industry with a bad perception and create a positive feeling with the target audience. The initial tactics were to employ a positive spokesman (Phil Rizzuto) within the key DMA, and then as time went on to continue that success with a fresh face creating a broader appeal namely, Jim Palmer. Another successful approach was to differentiate the lender form the plethora of growing lenders who were mimicking The Money Store, ergo the birth of the trademarked “offer configuration” was born like The Combo Loan and Your Way Home Loan.
By 1997 we grew volume at The Money Store to over 4.2 billions dollars. Regarding our direct marketing initiatives the CPApplication and CPAcquisition were the lowest in the industry. The Money Store became recognized as the number one brand in the industry.