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Spotlight on new Marketing Campaigns Team Manager’s Briefing Pack. What’s happening?. On Sunday November 21: We’re launching a refreshed brand positioning We’re launching 2 new marketing campaigns NSW/ACT, WA & SA QLD. Why are we refreshing our brand positioning?.
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Spotlight on new Marketing Campaigns Team Manager’s Briefing Pack
What’s happening? • On Sunday November 21: • We’re launching a refreshed • brand positioning • We’re launching 2 new marketing campaigns • NSW/ACT, WA & SA • QLD
Why are we refreshing our brand positioning? • Great building block - we broke the mould in how insurance was advertised by focusing on benefit “peace of mind” versus the claim • With an increasingly competitive market we now need to build on this • We need to demonstrate how our brand stands out from the competition in order to deliver to our vision of being Australia’s Favourite Local Insurer • Our brand needs to talk to what makes us special, unique and be delivered through everything we do – from the products we create to the service we provide
Our new brand positioning experience the difference • Builds on our unique strengths in market: • heritage which establishes our experience; and • the knowledge and expertise of our people that delivered a great experience everyday to our customers • Invites customers to choose beyond price and build greater brand value • Talks to our differentiation offered today with room to build for the future 4
Team exercise experience the difference • Create an “experience “ wall in your office • What can you do everyday to ensure we delivery a service that delivers a better experience to customers? • Your team will be provided these at the internal presentations w.c. November 15
Personalised Reward Our new brand positioning Experience the Difference emphasises that all insurance isn't created equal and that we are different from the rest. And OUR STAFF are the reason we’re different. The contribution each of them make is what ensures that DI will be Australia's favourite local insurer. So to celebrate we’re giving every staff member their own personalised mug. There are two ways to select your free mug. One for staff who have access to Insite and one for offices and staff that are offline. Online staff go to the home page on Insite and click on the banner or visit www.mugwithadifference.com.au which is the dedicated site set-up for ordering. Offline staff fax their order details to Newcastle. Flyers and emails detailing how to order your personalised mug will be sent to all DI staff around the country from 15th November, 2010. Closing date to order is 5pm Sunday 28th November 2010.
Message by market this period NRMA Insurance NSW, SGIO & SGIC Market Leadership Position NRMA Insurance QLD Price Leadership Position • True quality of cover and service from a brand that is trusted to deliver. • That is why we offer you comprehensive insurance that actually insures your car - regardless of who drives it, even if they are not nominated. Our experience shows friends and family may drive your car, that’s why we automatically cover anyone that drives your car - That is the difference. • Price leadership to gain market share • Lowest price Guaranteed (or Beat by 10%) has performed well, but needs a refresh to maintain momentum • Leverage our Broncos sponsorship - with new naming rights and principal partnership commencing from November We guarantee best value - that’s the difference 9
Driving our calls, clicks and visits We have additional activity outside of the ‘my car is your car “ advertising to drive traffic to our channels
Media by State WHEN TV: 3 weeks, then break over before back on air Jan 9 Radio: 4 weeks, then back on air Jan 16 Outdoor: 2 weeks, then again on Jan 9 WHERE: METRO – Sydney, Brisbane, Perth & Adelaide TV and Direct response (daytime TV) : 7,9 7Two, Go, GEM, SBS Radio: Austero & DMG networks (eg 2Day FM; Mix 106.5; WSFM; 2MMM; Classic Rock; Nova 969 and Live Reads on 2UE) Press: Sydney: Daly telegraph, SMH and Sun Herald; Brisbane (Courier mail) Street Furniture & in Mall (tagged with Branch location when in same shopping centre) REGIONAL - NSW TV and Direct response (daytime TV) : Prime & Southern Cross (North, South & Albury); WIN NBN Griffith; Radio: i98FM – Wollongong; StarFM – Wagga; KOFM – Newcastle; NXFM – Newcastle; 2GO – Gosford; 104.7 - Canberra ONLINE (ACROSS ALL STATE) Google, Ninemsn, YouTube etc etc
Activation“my car is your car” NSW WA SA The car will be on a roadtrip in each state from Nov 21 – Dec 12 You can follow online at: www.<nrma/sgio/sgic>.com.au/mycarisyourcar
NSW/ACT - Face2FaceWin my car to share To support the campaign we have an additional element for local offices in NSW/ACT that is integrated into the main campaign. • Who can enter? • Any customers that takes out a premium estimate, new business and or renewal in store will be automatically entered into the major prize draw to win my car (VW Golf 118TSI). • Eligible dates of entry are from 8am Monday 22 Nov 2010 to 11:59pm on Saturday Feb 12th 2011 • Prize draw 8th March, 2011. Winners notified by 11th March • How will it be promoted? • Local regional Radio • Outdoor media close to selected metro offices • Flyers promoting retail offices given out during roadshow activation • Marketing Help templates also available on $1 for $1, including print ads and live reads • What do customer win? • A brand new VW Golf 118TSI Comfortline 5 Door DSG), which is the car driven in the TV ad campaign, plus 12 months registration, 12 months comprehensive car insurance, dealer delivery and all on-road costs (including CTP) and statutory charges. • Total Prize value is approx $37,814. • What you need to do? • You will receive a box of marketing materials including: • A0 Posters for front windows & A1 for offices • Stickers to place on all eligible customer estimates, policies and paid renewals to remind them they have entered into the draw • Counter cards • Copy of the Terms & Conditions to show customers as requested 14
Caravan Other campaigns • NSW • Caravan insurance ads in Regional NSW from Nov 7 for 4 weeks over the November/December period. The main media will be digital and radio. • Areas of focus for the radio are: • Wollongong • Newcastle • Northern Rivers • QLD • QLD SES campaign. • Running from 1st Nov – 30th February. Focusing on getting QLD-ers homes and cars “storm ready”. A promotion of our partnership with the QLD SES. • QLD Boat • In the Gold Coast, from 7th Nov running for 4 weeks in November/December period. Example email to caravan and boat owners
Direct Marketing We are also refreshing all our Direct Marketing material into the new look and feel This will be phased in from November to January This includes all letters, envelopes, creative packs, postcards and edms