1. •Establish an ongoing
presence in the local
community to build
advocacy and drive
leads (over time)
•Execute activity that
will drive immediate
leads for the business,
from sources previously
untapped
•Keep existing
customers engaged and
grow deeper
relationships
(mortgage, advice,
super and insurance)
•Deliver a professional
experience at the first
touch point and
maximise conversion
from the first meeting
1. New
customer
contact
2. Existing
customer
contact
4. Brand
awareness
3. Lead
generation
YBR BONDI: CUSTOMER AND MARKETING ACTIVITY – ‘STRATEGY ON A PAGE’
2. 1. NEW CUSTOMER CONTACT
WHAT DETAIL FREQUENCY
Pre-meeting email Email (from Client Support) with meeting confirmation, adviser
profile, one-page ‘health check’ overview, LI 101 doc (where
relevant), list of docs to have ready
Every lead
1 month follow up
email
Email (from Client Support) following up actions or prompting
another meeting if there hasn’t been any action
Every lead
6 month follow up As above Every lead
Pre-approval clients Email pre-approval clients; offer RP data suburb report (or similar) Quarterly
3. 2. EXISTING CUSTOMER CONTACT
WHAT DETAIL FREQUENCY
Bi-monthly newsletter Newsletter every 2 months to existing clients – value add info Bi-monthly
Settlement gift Gift for settlement – card, gift, voucher, flowers? As required (2014
= XX clients)
1 year (Home Loan)
anniversary
Wine and cheese basket (eg) on 1 year home loan anniversary As required (2014
= XX clients)
1 year advice review Professional pack that summarises their growth
Data mine: HL client
w/out LI e-mail out
Twice a year (Q2
and Q4)
Data mine: HL and LI
clients w/out super
email out
Twice a year (Q1
and Q3)
Referral
acknowledgement
Acknowledgement (gift?) for existing customers who refer a new
client
As required
4. 3. LEAD GENERATION
WHAT DETAIL FREQUENCY
Westfield Stand
Train station handout
Referral relationship:
XX
5. 4. BRAND AWARENESS
WHAT DETAIL FREQUENCY
(eg) Surf Life Saving
sponsorship
(eg) local business
awards
6. TIMELINE – CUSTOMER ELEMENTS (#1 AND #2)
FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Pre-meeting
email, 1mth
follow-up,
6mth follow-up
v v
v
v v
v
v v
v
v v
Pre-approval
client sweep
v v v v
FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Newsletter
v v v v v
Settlement gift
AS REQUIRED - v
1 year HL anniversary
AS REQUIRED - v
7. TIMELINE – MARKETING ELEMENTS (#3 AND #4)
FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Westfiel
d Stand
v
FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Bondi Life
Saving
v v v v v v v v v v
8. BUDGET
ACTIVITY (#1) COST
Pre-meeting, 3-mth, 6-mth emails NIL
Pre-approval email sweep NIL
TOTAL
ACTIVITY (#2) COST
Mailchimp subscription NIL
Jigsy (click through for stories) subs. $99.00 pa
Settlement gift (2014 – XX clients) XX (est)
1yr HL anniversary (2014 = XX
clients)
XX (est)
TOTAL
ACTIVITY (#3) COST
Mobile stand for events (one off cost)
Westfield rent for 1 week
Extras for Westfield stand (prize,
pamphlets, resources, etc etc)
TOTAL
ACTIVITY (#4) COST
Bondi Surf Life Saving sponsorship
TOTAL
