Campaign Objective

To engage 5,000 high-net-worth households ($1M+) in Houston with personalized messaging that highlights WJ Interests' fee-only financial advisory services and reinforces the firm's value proposition of providing genuine, personalized financial guidance.

Overview

Campaign Strategy and Creative Approach:

• Objective: Position WJ Interests as a trusted partner for high-net-worth individuals looking for tailored financial strategies.
• Tone and Messaging: Sophisticated, personal, and results-oriented messaging that emphasizes the fee-only, client-first approach.
• Design: Luxury design with a high-end feel. Using premium quality paper with raised or embossed lettering and spot UV highlights. Include a personalized letter addressing the recipient by name, accompanied by an elegant brochure showcasing WJ Interests' services.
• Call-to-Action: Encourage the recipient to schedule a complimentary consultation via phone or by visiting a personalized landing page (e.g., WJInterests.com/YourFinancialFuture).

Steps and Timeline

1. Market Research & List Acquisition (1 Week):

• Action: Purchase a list of 5,000 households in Houston with a net worth of $1 million+. Ensure that the list is up-to-date and verified for accuracy.
• Cost Estimate: $1,000 - $3,000 depending on the source and filters.

2. Creative Development (3 Weeks):

• Design and Copywriting:
  Develop the direct mail piece, including a personalized letter, high-end brochure, and call-to-action card.
  • Create a personalized design for each recipient.
  • Incorporate brand elements of WJ Interests, such as logo, color scheme, and messaging.
• Cost Estimate:
  • Creative Design: $3,750 - $6,250
  • Production Support: $750 - $1,250

3. Production (3 Weeks):

• Printing:
  Produce high-quality print materials on premium paper stock with special finishes (e.g., spot UV, embossing, and high-end envelopes).
  • Cost per piece (letter + brochure + call-to-action card): Estimated at $3.00 - $5.00 per unit.
  • Total Printing Costs: $15,000 - $25,000

4. Personalization and Data Merge (2 Weeks):

• Action: Personalize each direct mail piece with the recipient's name and custom URL for tracking.
• Cost Estimate: $1,500 - $2,000

5. Mailing (1 Week):

• Action:
  Send out the direct mail campaign using a trusted service for accurate delivery and tracking.
  • Use first-class mail to ensure a premium experience.
  • Postage Estimate: $0.60 - $0.70 per piece.
  • Total Mailing Cost: $3,000 - $3,500

6. Landing Page and Tracking Setup (2 Weeks):

• Action: Create a personalized landing page for each recipient. This page should have consistent branding and a strong call-to-action, such as booking a consultation or downloading a free financial guide.
• Cost Estimate: $2,000 - $3,000 for landing page creation and setup.

Estimated Total Costs

• Market Research & List Acquisition: $1,000 - $3,000
• Creative Development: $4,500 - $7,500
• Printing Costs: $15,000 - $25,000
• Personalization and Data Merge: $1,500 - $2,000
• Mailing Costs: $3,000 - $3,500
• Landing Page and Tracking Setup: $2,000 - $3,000

Total Estimated Campaign Cost: $27,000 - $44,000

Key Performance Indicators (KPIs):

• Response Rate: Expected 1-3% response rate (approximately 50-150 responses).
• Conversion Rate: Aim to convert at least 10-20% of responders into consultations.
• ROI: Measured through conversion rates, appointment bookings, and new client acquisition.

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