Challenges
Strategy
Target Audience

Marketing Programme Road Map

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January 2019

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Programme Development

  • Establish outline programme for the first six months of 2019
  • Establish budget to cover programme
  • Review effectiveness of activities at the end of that period before planning the next phase (See July 2019)

Building Blocks

It is vital to put in place the key elements of your programme before embarking on any outbound marketing activity.

Planning Workshop

Workshop to establish business proposition and key selling messages, as well as functional requirement for website

Marketing Database

Review database and establish a long term, functionality requirement

New Identity

Develop a new identity that reflects your long-term vision and company personality

  • Step 1: Concept development and review
  • Step 2: Fine tuning of chosen concept
  • Step 3: Demonstrate how new identity works across all media channels

New Website (Phase 1)

Build a new website that communicates your key selling messages, helps establish your new identity / personality and incorporates the required functionality

  • Step 1: Establish wire frame for new site and customer journey
  • Step 2: Generate content for new site – copy (optimised for SEO) and imagery

Company Brochure (Phase 1)

Create a brochure / leave piece that articulates your key selling messages and reflects your personality

  • Step 1: Draft copy
  • Step 2: Image sourcing

February 2019

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Building Blocks

New Website (Phase 2)

Build a new website that communicates your key selling messages, helps establish your new identity / personality and incorporates the required functionality

  • Step 3: On-going content generation
  • Step 4: Design of new site

Company Brochure (Phase 2)

Create a brochure / leave piece that articulates your key selling messages and reflects your personality

  • Step 3: Design of brochure
  • Step 4: Print

Content Generation

Preparation for content generation programme, targeting both regional and trade media to help build Bath & West narrative as ‘expert voices on property and development in the South West’.

  • Meeting/conference call to agree rolling programme of article generation
  • Press release to announce new phase in company’s development
  • Includes Bath & West media introduction and director biographies
  • Offer phone interview with key trade magazine

March 2019

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Building Blocks

New Website (Phase 3)

Build a new website that communicates your key selling messages, helps establish your new identity / personality and incorporates the required functionality

  • Step 5: Testing and going live

Display Stands

Create banner(s) / display stand(s) for use at auctions and launch event

  • Step 1: Design
  • Step 2: Production

Pre-Launch

Customer Event

We are recommending you hold a customer event as the key activity to kick-off your new marketing initiative.

  • Prestigious venue (for example, The Bristol Pavillion)
  • Mixture of existing customers and prospective customers (IFAs and Developers)
  • Social not formal – no need for presentations
  • Personal invite via post, 6 weeks before the Event
  • Accompanying letter and Bath & West brochure
  • Follow-up with a call to confirm attendance

Content Generation

Monthly content generation (3 pieces)

  • 1 x blog from company director / underwriter / BDM on a topical issue
  • Company news items e.g. staff appointments, product launches, new wins
  • Testimonials / case studies or thought leadership pieces

(Content to be distributed to media, added to website and used with social media)

April 2019

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Launch

Customer Event

We are recommending you hold a customer event as the key activity to kick-off your new marketing initiative.

  • Video footage of relevant commentary on the local property market / importance of bridging
  • After event E-mail to attendees (and non-attendees) with link to video footage on website

Content Generation

Monthly content generation (3 pieces)

  • Press release from Event (with accompanying still photographs)
  • 1 x blog from company director / underwriter / BDM on a topical issue
  • Testimonials / case studies or thought leadership pieces

(Content to be distributed to media, added to website and used with social media)

May 2019

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Awareness Building

Advertorial / Advertising Campaign

Local newspapers are hungry for editorial content and this is why we have recommended and produced Advertorials in the past.

An advertorial is a marketing piece designed to look and read like an informative article – in fact, it should be an informative article.

It provides the perfect opportunity to reach our target market on a local level and at the same time giving us full control over layout and message.

Trinity Mirror (now Reach) owns many of the local titles in the South West and we have been working with them for many years.

They currently offer many advertising packages which cover the entire South West both in print and on-line as well as advertorials.

See below:

Create Selling Opportunities

Introducing Brokers & Introducers via Direct mail

With most brokers and introducers ‘inboxes’ full of daily e-shots from the numerous Bridging Lenders we recommend targeting our ‘local’ prospects directly via direct mail.

We are currently talking to the data and list provider Experian.

Initial searches show approx 75 IFA’s operating in the City of Bristol.

Within a 30 mile radius we have 265.

We may initially trial more locally and roll-out over the year.

Introducing Brokers & Introducers via e-Marketing

There are numerous opportunities to target Brokers & Introducers via the trade press:

The following formats are available to us:

Banners | Leaderboards | MPUs | Sulus e-Sots

Publications under consideration are:

Mortgage Strategy
Mortgage Introducer
Bridging Introducer
Financial Reporter
Specialist Finance Introducer
Bridging & Commercial

Our attitude to certain trade titles are well documented and our primary aim is simply to target our message on a regional level but these trade titles continue to offer an excellent channel for PR.

Content Generation

Monthly content generation (3 pieces)

  • 1 x blog from company director / underwriter / BDM on a topical issue
  • Company news items e.g. staff appointments, product launches
  • Testimonials / case studies or thought leadership pieces

(Content to be distributed to media, added to website and used with social media)

June 2019

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NACFB Exhibition

NACFB Commercial Finance Expo 19th June 2019

Birmingham NEC National Exhibition Centre, Birmingham B40 1NT | 9:30 am

2019 sees the NACFB return for the tenth time to Birmingham’s NEC for the annual NACFB Commercial Finance Expo.

This event takes place on Wednesday 19th June 2018 in Hall 3A at Birmingham’s NEC from 9:30am until 4:30pm.

The free event is open to anyone with an interest in Commercial Finance and 2019’s event will host a wider spread of exhibitors than any ever before – with 150 lenders expected to exhibit on the day.

Why attend?

Now in its tenth year the Commercial Finance Expo has become the headline event on the commercial finance calendar and make this the largest finance show for intermediaries in the country.

The event is about doing business, networking and education, but it is also an entertaining affair with a well-established and good-natured rapport between all exhibitors and attendees.

From previous experience, this is the premier broker event and will give the best ROI of any intermediary event in the UK.
It remains one of few places that brokers can see all their lenders and funders in one place on the same day.

London has three competing events and at this stage, we considerer the Birmingham show the best value both for obtaining leads, writing direct business and branding.

It remains one of few places that brokers can see all their lenders and funders in one place on the same day.

Stand F08

Many stands are already booked so we have provisionally ‘reserved’ what we consider the best available with no commitment at this stage.

NACFB Floor Plan

Content Generation

Monthly content generation (3 pieces)

  • 1 x blog from company director / underwriter / BDM on a topical issue
  • Company news items e.g. feedback from NACFB
  • Testimonials / case studies or thought leadership pieces

(Content to be distributed to media, added to website and used with social media)

July 2019

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Review & Planning

Review activities – what’s worked and what hasn’t

Plan activities for 2nd half 2019