Case Studies  /  Belong Lending Mortgage
Case study · Grand opening

A headquarters opening that filled the street

Belong Lending, a Black-owned, education-first mortgage company in Detroit, was opening its headquarters with a community grand opening and ribbon cutting. We led communications, publicity and the attendee experience, from the first invitation to the follow-up.

Client
Belong Lending Mortgage
Sector
Financial services & homeownership
Engagement
Headquarters grand opening
Audiences
Prospective homebuyers, community and media
400+
Guests, with overflow crowds
3.1M+
Estimated earned media impressions
3
Outlets: FOX 2, CBS Detroit and Michigan Chronicle
The challenge

More than a ribbon cutting.

As a Black-owned, education-first lending institution, Belong Lending's goal went beyond visibility. The company wanted to:

  • Introduce the brand as a trusted, transparent mortgage resource
  • Attract prospective homebuyers and community members
  • Position leadership as experts in Detroit's housing ecosystem
  • Show a real commitment to community engagement and accessibility

The internal goal was 300+ attendees, meaningful media coverage and an event that reflected both professionalism and neighborhood-rooted authenticity.

Our approach

Four pillars, one launch.

We developed a media-forward, community-driven launch strategy built on four pillars:

  • Earned media and visibility, before and during the event
  • Community and influencer engagement through trusted local voices
  • Seamless event communications at every attendee touchpoint
  • Post-event conversion that turned awareness into ongoing engagement
What we delivered

End-to-end, from press to follow-up.

Press releaseAnnouncing the grand opening
Broadcast and print coverageFOX 2 Detroit (2 segments), CBS Detroit and Michigan Chronicle
Media day supportOn-site logistics, spokesperson prep and media liaison
Influencer and community outreachLocal creators, leaders and trusted neighborhood figures
Eventbrite and remindersLanding page plus confirmation, week-of, day-before and 24-hour reminders
Post-event follow-upThank-you emails with clear next steps for guests
“Kiana Montgomery has been nothing short of incredible. As our publicist at Belong Lending, she helped us gain major news exposure, secured multiple press features, and flawlessly coordinated our grand opening event with over 400 guests, without a single hiccup. Her professionalism, creativity, and execution made all the difference.”
Demetris Holloway, Co-Founder, Belong Lending
Impact

Overflow crowds, and lasting trust.

Belong Lending set a goal of 300+ attendees and welcomed more than 400 guests, with overflow crowds spilling into the street.

  • FOX 2 Detroit, 2 segments: about 1.8M+ impressions
  • CBS Detroit, broadcast and digital: about 1.2M+ impressions
  • Michigan Chronicle, print and digital: about 100K+ impressions
  • Total estimated earned media impressions: 3.1M+

The launch positioned Belong Lending as a credible, community-rooted homeownership resource, grew awareness among first-time homebuyers and created sustained engagement through strategic follow-up.

Services
Public relationsMedia relationsPress release developmentInfluencer outreachCommunity engagementEvent communicationsAttendee communicationsOn-site media coordinationPost-event engagement
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