With an existing market share and a respected business, the intention of market research was to determine geographic growth and sourcing options to dominate market segments.  Internal analysis was completed on the current database to determine who the business was actually attracting and supporting.  This data was then compared to ABS data to identify options for increased market share within these segments, nationally.  Understanding the market makeup, secondary data analysis was completed from social media and Google analytics.  
Utilising ABS data we could also provide elements for industry forecasting which were included in the marketing plan.  

From the research provided, the marketing business plan provided certainty for execution.  Realisation was for an updated brand where the business showed maturity, credibility and growth.  
Core marketing messages were developed to underpin the brand while highlighting core values, ethos and principles.
One of the main shifts was to showcase the team who are integral part of the business' success and move the reliance away from the Founder.  
It was recommended to maintain SEO and Google advertising, however to be more in aligned with the marketing messaging and increased content writing. 
The plan was written with 3 monthly goals allowing for other marketing vehicles to be considered over time. 

From the first brand development workshop, through to brand design and execution the intention was to capture the Founder's desire for the business to highlight its expertise, knowledge and credibility in the market.  The brand has taken a corporate approach yet balanced to provide a personalised feel.  The colour palette reflects the Navy as the dominant colour with teal as the secondary.  
Imagery is purposeful to reflect office culture and the positive impact Strata Insurance Solutions has on their client's assets. 

• Brand Development completed by Design Governess
• Office Culture and Photography completed by Dan Molloy Photography.

During the course of marketing execution, Your Marketing Machines became the Virtual Marketing Manager, to ensure all marketing services were executed within budgets and on time.
Duties included delivering monthly marketing reports, research on new ideas and possible marketing vehicles, ongoing management of external services and offering business support to the Founder when required.   

The intention of the website was to drive to new quotes for strata insurance.   With the website copy and brand elements provided, the new website is sleek and modern, with all call to actions pointing to QUOTE NOW.
To streamline the navigation tab, the About Us tab was removed with the team now showing on the home page.  This now leaves the tab to be used for other lead generation options.
 Blogs and articles were added to allow for SEO support and Google ads.         

• Website built and supported by Link Pixel.

With minimal use of social media tools previously, it was decided to integrate a social media presence to support Google advertising and SEO requirements.  Facebook and LinkedIn were decided upon with 3 posts per week as part of an integrated content management strategy.  This included article/blog writing, email marketing and event notifications.

Because of the Founder's credibility and expertise, the decision was to expand on this through the use of articles/blogs delivered monthly, ebooks for new prospects and regular newsletters to current clients.  The strategy here is to increase brand awareness, creating multiple touchpoints for current clients, ex clients and new prospects seeking strata insurance support.        

With more than 3000 contacts in the database, the first task was to segment the database to understand the quality of the contact data.  Segmentation such as geographic positioning, client status, size of building, to name a few, were created.  From the segmentation process email funnels were created to allow for specific communication to groups relevant to their needs.  The funnels supported retention and conversion strategies. 

SEO and Google advertising had been operating previously with mixed results.  Incorporated in the marketing business plan, the decision was to closely align to content writing strategy to maximise the investment.  The intention was to increase brand awareness, lead generation to sales conversion. 

• SEO and Google Advertising provided by Link Pixel.