RI Adviser | Learn | Marketing
Rachel Palmer, Marketing Specialist
The Marketing team
Daniela Roberts
Marketing Manager
Rachel Palmer
Marketing
Specialist RI
Christine Howard
Marketing
Specialist FSP
Kate Hage
Marketing
Specialist M3
Stephanie Tran
Marketing
Coordinator
The importance of a marketing plan
1
To assist you in coordinating a range of tactical marketing
activities, aligned to your business plan, that will help
achieve your business goals and objectives
2
“Singing off the same hymn sheet”
– a snapshot to help all team members
work toward the same goal
3
To help keep you on track
What happens if you don’t plan?
Chaos
No direction
Who is responsible?
Clients move on to more active advisers
Referral partners stop referring
Money spent on community sponsorship wasted
Brand building in community forgotten
2015 RI Advice marketing plan
RI Advice Business Plan
Marketing Growth Plan
Plan focussing on key business Growth Initiatives that will be supported by marketing
1
MAY/JUNE
JUNE/JULY
JULY/AUGUST
SEPTEMBER
Accumulators/Retirees
Accumulators/Retirees
Inactive C&Ds
Pre-Retirees
Cashflow
1. Support tools to assist
advisers position the Cashflow
solution with clients.
ie. single page snapshot, PPT
slides, flyer
2. Relaunch & embed Cashflow
Marketing Campaign
SMSF Campaign
Toolkit designed to help capitalise
on the growing SMSF sector and
broaden service offering
Centralised Marketing
Campaigns
OnePath
‘Super Top Up’ campaign
utilising innovative marketing
technology designed to activate
clients
Estate Planning for Life
1. Support tools to assist
advisers position EPFL
ie. single page snapshot, PPT
slides, flyer
2. Marketing support
Campaign
1.
Adviser support materials
2. Client marketing tools
Marketing Support Plan
Plan focussing on marketing service program and key support Initiatives
2
MAY
MAY/NOVEMBER
Federal Budget
campaign:
Comms to inform
clients of key
budget outcomes.
EOFY & EOY
campaigns:
Comms to inform
clients of EOFY /
EOY strategies.
JULY
AUGUST
OCTOBER
ONGOING
Marketing Snapshot:
Where to guide to
showcase marketing
tools and materials in
simple form.
Social Media
strategy:
Help bring
adviser’s social
presence to life.
Client Comms
review:
Transporting
client comms into
21st Century.
Roadmap: Assist
advisers embed
Roadmap materials
inc. Wealth Report
into marketing plans.
Client Comms Program
InTouch newsletter – (qtly), Editorial (mthly), Market Update (mthly), COI Update (bi-mthly), Tech Update (mthly)
Tools and resources to support your marketing plan
EOFY flyers
Federal Budget
Re-launch of cash
flow tools
PURLS campaign
Wealth Report adverts
Tools and resources (continued)
Communications program
SMSF campaign
New web banners and the RI Explainer
video to update your website
ANZ women’s campaign –
currently re-branding some
pieces for RI Advice
Coming soon
Social media content
Estate Planning for Life – new
campaign material
Marketing snapshot
Interactive User Guide – segmented by topic matter , designed to help practices navigate their way around Adviser Services
marketing pages and the RI Marketing Engine
9
RI Adviser Services
The most useful area for you, from a marketing
perspective, is:
• Marketing > Resources – where we keep all
of our campaign material
• Marketing > Editorials and updates – where
we upload our latest client communications
material
• Homepage – updates and latest information
Adviser Services is your go-to resource
for the latest news, tools and templates.
RI Marketing Engine
To help you grow your revenue streams we continue to upload new content
to the Marketing Engine
Supporting growth and productivity
• Easy access to tactical marketing
material
• Improve our marketing offer
• Reduce costs and increase revenue
opportunities
• Instant turnaround on material
Reminder – turnaround time for document approval
• As our practice support staff you are often responsible
for sign-off in your practice
• Please remember all the centralised services teams
have a 2 working day turnaround time
• Times can be longer if the material is complex
• Make use of pre-approved material on Adviser
Services or the Marketing Engine
Email: advisermarketing@anz.com