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our work: Integrated Marketing Campaigns
The brief
HeathWallace were appointed to create an integrated marketing campaign to launch their new online policy servicing system for Independent Financial Advisors (IFA's). The campaign needed to raise awareness of the new system, as well as educate the IFA community about the enormous time saving benefits.
The approach
In taking the new positioning forward, HeathWallace produced themes that made the new site easier to browse and experience from a customer's point of view.
The design phase
HeathWallace developed a range of materials, which Account Managers could use to fit a particular audience and maximise each sales visit. The final campaign combined with email, web, direct mail, CD-ROM, banner ads, PowerPoint presentations and marketing collateral to explain the service.
The outcome
Around 90% of the primary target market has registered since the launch of the campaign. The campaign also generated excellent press coverage, in 2003, in the following publications:
- Money Marketing
- Financial Advisor
- Post Magazine
- Insurance Age and
- Health Insurance