Following a dispute with their web provider, Morris Finance came to use to rebuild their site, aligning their online brand with their existing corporate identity. The previous site didn't support the sales process, was not educative, and isn't generate sales enquiries. After the initial consultation, we identified the need for the website to support the company's communication strategy. The client was also looking to establish marketing objectives as Australia was heading into the 2009 economic downturn.Launch Project
Part of developing the marketing strategy involved identifying the target market of Morris Finance, which was segmented into 3 sectors: Brokers, Investors, and Direct Clients / Retail.
The client needed a cost and time efficient way to communicate across all three customer groups as well as generate brand awareness. This was achieved through a combination of media outlets:
ONLINE: we integrated a blog into their new website, and created content which was updated weekly with company and industry news.
NEWSLETTER: Bi-monthly newsletters were created to target the broker and retail markets. The initial step was to identify topics that would generate interest among a broad range of subscribers. The key areas we determined were: company news, industry insights, external influence expertise, staff profiles and client case studies.
PRINT: Throughout 2009, we generated brand awareness for the Morris Finance brand through a series of ads in across various local publications.
DIRECT MARKETING: DL Flyers were designed, written and printed to be distributed across their local marketing area.
RADIO: We oversaw the writing for the MFL radio campaign.
OTHER: additional services included updating all office stationer, business cards and collateral to strengthen, and unite the brand elements. We also supplied them with new copy for their on-hold phone message, to bring it in-line with their sales message.Launch Project
Morris Finance has implemented the suggested strategies which resulted in increased enquiries. By continuously delivering results, Fox Digital Web has cemented a partnership with the client. Morris Finance has embraced the online extension of their brand, and are currently developing custom built online software applications to grow the broker side of the business.Launch Project