Direct and digital membership marketing initiatives for mortgages. Australia. B2C and B2B financial services acquisition and retention marketing programmes utilising an integrated approach to direct marketing, workplace marketing, member marketing, direct response advertising, call centre, online, and email. ATL and BTL campaigns

1. B2c & b2b Direct Marketing & digital marketing initiatives mortgages Rob Dawson LinkedIn: linkedin.com/in/robdawsonmarketing

2. Self-employed “Better Alternative” Campaign Acquisition B2B self-mailer with iPod promotion . Mailed to mortgage brokers to encourage discovery of the full suite of Bluestone’s benefits Waxed “scratchie” style reveal

3. Self-employed “Better Alternative” Campaign Acquisition Series of B2B emails – original, reminder, and announcement of winners versions

4. Self-employed “Better Alternative” Campaign Acquisition B2B advertising – Industry Publications

5. Self-employed “Better Alternative” Campaign Acquisition Elements of the B2B reveal strategy – higher frequency smaller ads

6. Self-employed “Better Alternative” Campaign Acquisition One of a range of animated gif banners (animated in PowerPoint slide show format) B2B industry magazines – belly wrap

7. Self-employed “Better Alternative” Campaign Acquisition B2B brochure cover Detailed competitive analysis, demonstrating Bluestone’s advantages for the self-employed customer

8. “ATO Tax Debts” Campaign Acquisition Bluestone lending criteria could assist the self-employed, a fact not known by all brokers

9. “ATO Tax Debts” Campaign Acquisition Google page1 ranking for organic search and Adwords on “tax debts” keywords Segmented lead generation for “tax debts”, “equity take out”, “self employed” and “debt consolidation” Dedicated landing page matched to Google “tax debts” keyword campaign (one of a series of keyword + landing page lead generation campaigns)

10. Accountants / Brokers - Networking Strategy Acquisition Extracts from an online marketing kit encouraging brokers to network with accountants to assist self-employed prospects

11. Accountants / Brokers - Networking Strategy Variable templates for customised email, flyer and postcard, available from the Bluestone secure site. Provision for brokers to add logo and contact details

12. Accountants / Brokers - Networking Strategy Example of postcard template for brokers to conduct their B2B promotion to accountants. No Bluestone branding to conflict with the broker campaign

13. Broker POS Collateral A range of instore display material for shopfront mortgage brokers, available for brokers to order online “behind the password”

14. Online – Indicative Approval Calculator

15. Contact Details dawson_rob@hotmail.com linkedin.com/in/robdawsonmarketing Tweet these slides B2C B2B Direct Marketing and Digital Marketing - Mortgages