Campaign Overview

This Client Referral Campaign aims to incentivize existing customers to refer new clients to WJ Interests, leveraging three key channels: Direct Mail, Email Marketing, and Remarketing Ads. The goal is to reach a high-net-worth audience, encourage referrals, and ultimately expand WJ Interests' client base.

Campaign Strategy

1. Direct Mail Campaign:
   • Target Audience: Existing customers of WJ Interests who have expressed satisfaction or have had positive engagements.
   • Objective: Create a premium-looking direct mail piece that conveys exclusivity and trust, incentivizing existing clients to refer high-net-worth individuals they know.
   • Creative Concept:
     • Headline: "Thank You for Trusting Us. Now, Let's Grow Together."
     • Design: High-quality paper with a personalized message, including the customer’s name and a unique referral code. Use elegant branding that reflects WJ Interests' commitment to genuine appreciation and personalized guidance. Include an exclusive referral reward offer (e.g., a special gift or access to a gift choice site, a donation to FBWC in their name).
     • Call to Action: "Refer a friend and help them take the next step toward financial success."
   • Production Costs:
     • Graphic Design: $2,500
     • Printing (5,000 pieces): $6,000
     • Mailing Costs (Including postage): $3,500
     • Total Estimated Cost: $12,000
2. Email Marketing:
   • Target Audience: All existing clients and those who have recently engaged with WJ Interests' services.
   • Objective: Send a series of personalized emails promoting the referral program and reminding clients of the benefits of participating.
   • Creative Concept:
     • Email 1: Announcement of the referral program, emphasizing the rewards of participation and the simplicity of referring friends or family. Include client success stories.
     • Email 2: Reminder email with a case study of a successful referral and how WJ Interests helped transform that client’s financial journey.
     • Email 3: Urgency email with a "Last chance to refer" message, pushing clients to take action and include a limited-time bonus (e.g., a chance to win a luxury gift).
     • Production Costs:
       • Copywriting and Design: $2,000
       • Email Automation Setup: $500
       • Total Estimated Cost: $2,500
3. Remarketing Ads:
   • Target Audience: Clients who have visited WJ Interests' website but haven't yet referred a friend, as well as those who have opened email communications or interacted with direct mail.
   • Objective: Use remarketing to keep the referral program top of mind for clients who may need more than an email or mail reminder.
   • Creative Concept:
     • Ads: Dynamic ads with personalized messaging that adapts to the client’s interaction with the campaign. Focus on the ease of referring and the exclusive reward they can earn.
     • Design Variants:
       • "Refer Today and Earn Your Reward"
       • "Exclusive Offer: Help a Friend & Reap the Benefits"
     • Platforms: Google Display Network, Facebook, LinkedIn (targeting high-net-worth individuals in related fields).
   • Production Costs:
     • Graphic Design & Copywriting: $2,000
     • Ad Spend: $3,000
     • Total Estimated Cost: $5,000

Steps and Timeline

Steps for Execution:

1. Planning (Weeks 1-2):
   • Finalize campaign creative and messaging across all channels.
   • Develop a tracking mechanism for referral codes.
   • Segment the target list for Direct Mail and Email Marketing.
2. Creative Production (Weeks 3-4):
   • Design Direct Mail piece and remarketing ads.
   • Create personalized email sequences.
3. Direct Mail Deployment (Week 5):
   • Send out personalized referral direct mail pieces to the targeted list.
4. Email Marketing Deployment (Weeks 6-10):
   • Launch the first wave of emails followed by automated follow-ups.
5. Remarketing Ads (Weeks 8-12):
   • Launch remarketing campaigns to re-engage customers and drive additional referrals.
6. Tracking and Reporting (Ongoing):
   • Monitor referral tracking and campaign effectiveness across all channels.
   • Optimize the email and remarketing campaigns based on performance data.

Total Estimated Costs:

• Direct Mail: $12,000
• Email Marketing: $1,500
• Remarketing Ads: $5,000
• Total: $16,500

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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