Centuria approached Platform to help position a large suite of newly developed, tax-conscious investment products with three unique audience groups in mind:
1. Ordinary retail investors
2. High-net worth investors
3. Adviser groups across Australia
The Challenge and the Opportunity
The core nature of Centuria’s latest investment opportunity, based largely upon investment bonds, provided us with a critical marketing challenge. In essence, we needed to position this investment opportunity so that it was clearly differentiated from an already existing suite of investment bonds open for investment, within a highly competitive and intense marketplace, driven mostly by conservative investors.
Our first key responsibility was to strategically develop, brand and trademark a name for the investment series that would appeal to all audience types. The brand name had to be both specific and all-encompassing, whilst emphasising the astuteness of these investments.
Centuria Tax-Astute Series was chosen as the brand name, as it reflected the highly sought after attribute of tax benefits and was highly adaptable to differing investment scenarios and partnerships.
Platform was then engaged to develop a series of brand imagery, investment collateral, product disclosure statements, a responsive CMS website, content and a large online education centre suitable for retail investors.
Along with many other direct marketing and online marketing incentives, such as search engine marketing, our work to date has helped Centuria quickly gain critical traction in a highly competitive global marketplace.
Applying extensive marketing insight, Platform assisted with identifying and defining Centuria’s core value proposition for its unique target audience, and mapping the journey of enquiry through to engagement.
This process enabled the development and delivery of effective sales tools for use in Centuria’s strategic and highly successful marketing campaign for their suite of investment offerings. In addition, the sales kit was developed with particular emphasis on providing a flexible sales approach for future investment opportunities.
Our branding, astute market positioning and extensive launch campaign, across a select variety of channels for the Centuria Tax-Astute Series™ resulted in Centuria acquiring a healthy number of new investors within the first 6 months of the launch, with the following additional outcomes:
- 24 articles developed in 4 weeks
- 310% increase in new leads in 12 weeks
- Centuria became the 4th largest friendly society/insurance bond issuer in Australia with 9.7% market share (source: Plan for Life March 2015)
Platform is eminently positioned to address critical marketing challenges across a variety of industries. If your organisation faces similar challenges, then partnering with a seasoned agency is a positive step in the right direction.
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Sydney (Head Office):
L 40, 100 Miller Street,
NSW, Australia, 2060
5/F, No.89 Taixing Lu,
Jing’an District, Shanghai