Morgans Financial Local Area Marketing
Morgans is Australia's largest national full-service stockbroking and wealth management network with more than 240,000 client accounts, 500 authorised representatives and 950 employees operating from offices in all states and territories.
Working alongside their Milton, Springfield and Townsville offices, local area marketing strategies were created and implemented to help develop brand awareness and generate leads in line with the national brand campaigns.
Don't use social media to impress people; use it to impact people.
What we did
Obtaining local area brand awareness, and ultimately generating new business leads, was the top priority for the Milton, Springfield and Townsville branches. In line with the guidelines and objectives set out by Morgans Head Office, we worked with the Leadership team to develop a full scope marketing strategy, including:
Developing local area marketing strategies, for both print and digital platforms, to further demonstrate subject matter experts.
Establishing lead generation funnels for each content pillar and location, including managing and hosting a number of online and in person events.
Creating and managing organic and paid social media content, specific to each Financial Advisors’ area of expertise.
What we achieved
Marketing Strategy
The overall marketing strategy included many marketing touchpoints, with the aim of demonstrating the extensive level of expertise attributed to each of the financial planners within the Milton, Springfield and Townsville offices. With the aim of aligning with the corporate brand structures outlined by the Morgans Head Office, the brand awareness and lead generation strategies focused on creating mulitiple touch points within the local area. This included:
Billboards and Shopping Centre Advertising
Local Publication Print Media
Professional brand development for all client facing team members
Organic and Paid Social Media Advertising
Event Hosting and Attendance, including additional speaking opportunities
Social Media
As a professional service, the use of social media is becoming an trend which needs to be captured. Our social strategy for Morgans was the promote the subject matter experts within the team, focusing on core content pillars and campaigns. This included:
A Women in Wealth series
Finance Fridays
Aged Care Q&A
Additionally, paid lead generation campaigns were run, increasing lead generation efforts by 150.
Event Management
Alongside the overall Marketing Strategy, the event management component was an important factor in both brand awareness and lead generation. Building on our social campaigns and content pillars, a number of events were also hosted and attended to further promote the expertise of the team. This included:
Live webinars, delivered by subject matter experts in panel style
Hosted events, in partnership with other professional service firms (including lawyers, mortgage brokers and accountants)
Keynote speaking opportunities.