Integrated Marketing collateral
Spring Campaign Direct Mail Pack

2023

London

Campaign Manager
 

As Campaign Manager, I worked with the Marketing Communications Manager to plan and deliver this mailing, planning pack contents and feasibility study, managing design, copywriting the letter and brochure, setting the budget, getting print quotes, ensuring adequate volumes of printed stock, trafficking elements for internal approvals including Compliance and requesting the data extraction through to presenting the pack to the inhouse Call Team so that they had the key messages and information to hand, in order to deal with inbound calls.

​Metropolitan Police Friendly Society offers regular saving and investment products  for Police and Police Staff.  This Spring Campaign tested a more empathetic TOV acknowledging the impact of the cost of living crisis, sentiment captured via research and engagement with the Police Family.

 

We opted for a generic letter with a "save what you can, when you can" approach that is accessible to all prospects, promoting saving from £20 a month via the Guaranteed Five Year Savings Plan.  The use of testimonials (the call out boxes) reinforced the general savings message. Use of concise copy and more "white space" aimed to make it clearer for busy Officers/Staff to read, understand and act on. The Family Members Welcome logo promotes the availability of products across the whole family. 

 

The Offer Closing version of the Spring Brochure led with a "Step by Step Savings for you and your Family" headline and a flash promoting the additional 1.30% birthday bonus. The contents were streamlined with less tables and a centre spread that covered regular savings products leading into the lump sum products on the right hand side. The Spring Campaign 1.30% on £10,000 lump sum message is still there for those who are in a position to take advantage of it, but is less prominent. The performance graph over 5 years for a £10,000 Lump Sum ISA wasn't used in this brochure, removing focus on 'year on year' comparisons. The URL in the brochure /spring took people to the "Smarter Spring savings for you and your family" landing page.

 

The >40s cohort additionally received Lump Sum ISA App & Transfer Forms and BREs, whereas the under 40s were driven online to the website.