Tactical Activity

Description Target Objectives Measures Marketing Tools J F M A M J J A S O N D

Seminar series

Family Succession Planning

• Highlight importance of FSP

• Role of a Will• Open up family

discussions

Existing clients and their families: 10 families per quarter to attend

Leads: 3 new FSP meetings per quarter

Conversion: 2 new clients with SoA per quarter

Family Succession Planning campaign includes:FlyersDM lettersSlide presentationPostcard

• • • •

Seminar series

Cash flow

•Demo MoneySoft tool•Highlight importance of budgeting•Ease of managing cash flow online

Existing clients & their friends. Prospect pipeline: 15 attendees per seminar per month

Leads: 5 new MoneySoft accounts set up each month

Conversion: 2 new client meetings each month

Cash flow campaign includes:White PaperFlyersDM lettersSlide presentationPostcard

• • •

Direct mail

SMSFs

• Opportunity to manage your own super

• Benefits of an SMSF

• Outline who SMSF suits

Prospect pipeline: 10 new enquiries from direct mail campaign

Leads: 3 new meetings to discuss SMSF

Conversion: 2 new clients with SoA

SMSF campaign material includes:FlyersDM lettersFact sheetsSlide presentation

•

Advertising

Estate Planning for Life

• Importance of a complete EP

• Role of a Will• How EP affects

the whole family• Why it is better

done sooner

4 new enquiries from prospects who have seen the advert

Leads: 2 new client meeting

Conversion: 1 new client with SoA

Adverts for:Local newspaper Sponsor newsletter Website • •

Auto-responder series

• Introduce the adviser

• Highlight the value of financial advice

• Explain the breadth of your services

Prospect pipeline. 10 new enquiries

Leads: 5 new client meetings booked

Conversion: 1 new client with SoA

RI Roadmap utilising the Concep email platform

Marketing Plan 2015 – 2016 Acquisition RI Example Practice

Marketing Plan 2015 – 2016 Retention

Tactical Activity

Description Target Objectives Measures Marketing Tools J F M A M J J A S O N D

Briefing seminar

Federal Budget Update

• Key impacts of Fed Budget

• How it affects clients

• Where to next

Existing clients. 20 clients to attend the seminar

Leads: 3 client review meetings booked

Result: 2 client SoA’s updated

Federal Budget campaign includes: Fact sheetsVideoSlide presentation

•

Client Comms Program

Communications strategy to educate and keep top of mind with clients

Existing clients. 1 enquiry per month

Sticky clients, frequent communication with clients

Result: Consistently high email open rate, low client attrition

1.Monthly Editorial2.Monthly Tech /

Investment Update

3.Qtly inTouch

• • • • • • • • • • • •

EOFY flyers • Inform clients of EOFY options

• Highlight changes that may affect them

• Call to action

Existing clients. 5 enquiries post-campaign activity

Sticky clients, frequent communication with clients

Result: 2 client SoAs updated or service packages changed

1.Salary Sac.2.Spouse Cont.3.Govt Co-Cont.4.Personal Cont.5.Super Splitting6.EOFY tax

strategies

•

EOY flyers • Inform clients of EOY discussions

• Why it is important to think about now

• Call to action

Existing clients. 5 enquiries post-campaign activity

Sticky clients, frequent communication with clients

Result: 2 client SoAs updated or service packages changed

1.Budgeting2.EOY tax strategies3.Estate planning4.Aged care • •

Client appreciation night

• Build loyalty• Thank them• Opportunity to

network• Introduce your

referral partners

A Class Clients Leads: 10 potential clients introduced through existing clients

Result: 5 referral meetings booked

Movie night, wine & cheese night, trivia night, breakfast event, family picnic day

• •

RI Example Practice

Marketing Plan 2015 – 2016 Activation

Tactical Activity

Description Target Objectives Measures Marketing Tools J F M A M J J A S O N D

Targeted Marketing Campaign

- Super Top-up

• Importance of super

• Highlight diff strategies for clients

• Call to action: contact adviser

All OneAnswer Clients. 10 new enquiries

Leads: 4 client review meetings

Number of email opens (tracked) & client enquiries

OnePath campaign materials include:FlyerEmail template •

Targeted Marketing Campaign

- Women

• Increase awareness of issues for this segment

• Value of financial advice

• Strategies available

All existing female clients

Leads: 5 new enquiries from existing clients

Result: 2 client SoAs updated or service packages changed

Women campaign materials include:FlyersWhitepaperWebsite – micro site • •

RI Example Practice

Marketing Plan 2015 – 2016 Brand

Tactical Activity

Description Target Objectives Measures Marketing Tools J F M A M J J A S O N D

Website Web enhancement plan to better profile and position practice as advice specialists

All clients, prospects, referral partners

Leads: one new enquiry per month

Conversion: 4 new clients per year from web enquiries

WebEdge

• •Explainer video Branded video that

is low cost, low effort for you & innovative. It is a good conversation piece

All clients, prospects, referral partners

Leads: one new enquiry per month from viewing video

Conversion: 4 new clients per year

Client survey as part of Roadmap package. Upload to website & LinkedIn page. Run on your reception TV

•

Why video Showcase your personality and profile strengths

All clients, prospects, website

Leads: one new enquiry per month from viewing video

Conversion: 6 new clients per year

Outshine Media Production • •

Client survey Survey as part of Roadmap project: what do clients really think?

All existing clients

50% response rate

Measure the results year on year and look for 20% improvement

Client survey as part of Roadmap package – sent through online email platform

•

LinkedIn guide Helping you develop your LinkedIn profile to build your personal brand

All clients, prospects, referral partners

Leads: two new connections per month

Conversion: 3 new clients per year

Part of RI Roadmap – no cost and low effort for you • •

RI Example Practice