2. Footer Note
Overview
1,500 The average consumer is exposed to around 1,500 advertising
messages each day ... how do we expect to get cut-through?
1. Our marketing activity needs to be targeted, local and
relevant to what is in the market at the time (so we can
leverage other companies’ advertising spend)
2. We need to dial up the focus on super when annual super
statements from our competitors are in the mail; dial up the
focus on mortgages when the Spring property market gets
some momentum
3. Our activity needs to be diverse and the outcomes need to
be clear – is it simply a brand building exercise (eg Business
Awards) or a lead generation tool (eg Women in Finance
information lunches)
3. Footer Note
12 month calendar on-a-page
January February March April May June
Market
relevance
New Year
Easter (slower,
lots on hols)
Fed Budget
EOFY
Lost super
Mass
Newsletter: NY
financial
resolutions
Newsletter: TBC Newsletter: Tips
for EOFY
Targeted
1yr at BJ
cupcake drop
Females &
finance Info
lunch in Melb
Coffee card /
winter warmer
offer
Direct email:
What the budget
means for you
Females &
finance Info
lunch @ branch
Linked
Offer
LI offer: 15%
rebate on first
year’s premium
Ongoing
Customer gifts and cards for first business, settled loan, anniversaries, birthdays; Referral relationship activity with
accountant, solicitor, real estate agent; explore PR angles n Time Out, The Beast, Get Connected website, Wentworth Courier
July August September October November December
Market
relevance
New financial year
Annual member
super statements in
mail next month
Spring property market
Christmas(slower, lots
on hols)
Mass
Newsletter: Fresh
start to the financial
year
Direct email: next
month, compare
your super fees and
performance
Newsletter:
Mortgage focus
Newsletter: TBC
Targeted
Waverly Council
Local Bus Awards
noms open
Train station
handout (super
focus / want to retire
earlier?)
Property
Information Night @
branch
Waverly Council
Local Bus Awards
Night
TBC
Linked
Offer
Establish a Smarter
Money fund by X
and we waive X fee
HL offer: Refinance / new loan by X and we pay your first year’s
landlord insurance premium / H&C premium
Ongoing
Customer gifts and cards for first business, settled loan, anniversaries, birthdays; Referral relationship activity with accountant,
4. Footer Note
Newsletter schedule
When Subject matter Linked offer
Jan “This year, make your finances your NY resolution”:
• Mortgage health check (tips on comparing rate, features etc)
• Super health check (consolidate, compare fees)
• Protect me and my family (assess LI, IP and Trauma amounts,
compare premiums)
• Invest for the future (set up a savings plan)
IP or LI offer: establish an
insurance with us by XX and
receive 15% off the first year’s
premium
Mar TBC
May “Tips for your end of financial year”:
• Super: make a non-concessional super cont, do you qualify for a
gov’t co-cont?, boost your spouse’s super and reduce tax
• Investment: prepay investment loan interest and reduce tax
• Insurance: prepay IP premiums and reduce tax
Book a meeting with us to review
your opportunities
Jul “Let us help you make a fresh start to the financial year”:
• Mortgage health check: (compare rate, features, pay more)
• Super health check: (can you qualify for TTR, should you
establish an SMSF, set up a salary sacrifice, have you
consolidated)
• Insurance: (have you got the right insurances in the right place
with the right amounts)
Book a meeting with us to review
your financial health; establish a
Smarter Money fund by X and we
waive X fee
Sep “How to make the most of your home loan”
• Tips for pre-approvals and auctions
• Mortgage health check; refinancing benefits case study
Refinance / new loan by X and we
will pay your first year’s landlord
insurance / H&C insurance
Nov TBC
Bi-monthly newsletter to prospective and new clients offering tips, advice, and information relevant to that time of
year. Use email marketing tool and html to track open and click through rates so we can optimise based on metrics
5. Footer Note
Targeted activity #1: Coffee card / winter warmer
The coffee is on us ...
Make Winter a little brighter and let
YBR help you save with every sip Simply return this card to XX <coffee
shop> and get your next coffee, free!
There’s no catch ... but if you also want YBR
to help you cut through your finances like the
caffeine cuts through the winter chill, leave
your details below:
Name: ____________________
Contact: ___________________
Best time to contact you: ______
Mock up /
draft only
Purpose: Lead generation
Timing: As winter hits
Cost: 100 cards = $450
Possible variations: have them email YBR
directly for a coffee card to be sent to them / test
half with an option to contact YBR directly
(stronger lead)
Targeting: 1 in 10 cards return with contact
details
6. Footer Note
Targeted activity #2: Females & Finance Info Lunch
Purpose: Lead generation / local BJ business advocacy
Timing: Lunchtime @ branch (childcare and school pickup friendly time), anytime of year
(currently suggested at June)
Cost: $25 per head plus lucky door prize (20 pax = $500 + $100)
Detail: Appeal to the notion that women need specific support for their finances and
their inclination to attend information-type sessions “with a friend”
Host an information session (champagne lunch) for local female BJ workers
(topics: women retire with less super but actually need more; have you got
adequate protection for your family; have you got the right home loan etc)
Targeting: 10 warm leads plus one opportunity for a local referral relationship
7. Footer Note
Targeted activity #3: Train Station Handout
Want to escape the rat race earlier?
Soon, your annual super statement will arrive in
the mail ... do you know how much you are paying
in fees? Are you paying an advice fee and have
you ever met with that adviser? Do you know how
much your super grew last year?
Book some time with our experts at YBR and
find out how we can make your super
work harder for you
Mock up /
draft only
Purpose: Lead generation
Timing: The month before super statements
hit mailboxes (August/Sep)
Hand out in the evening (people more relaxed,
been at work and had a tough day, more likely
to take it home and discuss with partner
versus throw it in the bin, more likely to check
and go through mail that night = stronger cut
through)
Cost: Printing costs only
Targeting: 20 leads
8. Footer Note
Targeted activity #4: Property Information Night
Purpose: Lead generation / local BJ business advocacy
Timing: Evening @ branch, just before Spring property market (currently suggested Sep)
Cost: $25 per head plus lucky door prize (20 pax = $500 + $100)
Detail: Hold a property night with local business partners just ahead of the Spring
property market
Topics: how to invest in property and/or within your SMSF (Dan), auction tips
(Morello), local property market insights (local RE agent), getting the right loan /
pre-approval (Zoi/Greg)
Targeting: 10 warm leads plus one opportunity for a local referral relationship
9. Footer Note
Targeted activity #5: 1yr Bday cupcake drop
Celebrating 1 year @
Bondi Junction and
the cake is on us!
<lead generation msg>
Purpose: Brand advocacy
Timing: January (slower period)
Cost: 200 cupcakes = $1,000
Targeting: Advocacy and awareness only, leads
considered a bonus
10. Footer Note
BAU activity
Customer gifts and cards for first
business, settled loan,
anniversaries, birthdays
Detail xxxx
Referral relationship activity with
accountant, solicitor, real estate
agent;
Explore PR angles n Time Out,
The Beast, Get Connected
website, Wentworth Courier
Refer a friend offer
Review linkedin profiles
Review database and direct mail
campaign: mortgage with us
without super, mortgage with us
without LI or IP
Property of the week board
Redesign YBR webpage , fix
Google search
