WESLEYAN
we are all about youMutual Benefits 2026 Strategic Proposal
The Client Brief
Objective
Establish targeting & creative approach for Mutual Benefits 2026.
Requirement 1
Identify marketing channel mix (DM, EDM, Retargeting).
Requirement 2
Agree on marketing roadmap (Data Capture → Activation).
Our Response Strategy
We have developed a comprehensive strategy that bridges the gap between Data Capture and Renewal Activation.
- 4 Campaign Options: Backed by behavioral science.
- Smart Roadmap: Phased approach to maximize renewal data.
- Channel Mix: Cost-effective use of £5k budget.
How to Use This Infographic
Use the tabs above to navigate the sections.
Click on Strategy Cards in ‘Detailed Options’ to reveal science & data.
Hover over Charts in the Visual Summary to see scores.
Option 1: The “Utility” Anchor
(Mental Accounting)We’ll pay your home/car insurance for a year.
The Split
2 x Prizes of £2,500 (Covering insurance costs of up to £2,500).
The Concept
Instead of offering “cash,” you offer “relief.” Behavioral science suggests people categorize money differently. £2,500 cash is “nice,” but £2,500 to clear a painful recurrent expense (like insurance premiums) feels significantly more valuable.
Data & Science
Relevance: Fits the brand better than Amazon vouchers.
It reinforces the “Mutual” ethos—we are here to support your life.
Option 2: The “Realistic Winner”
(Availability Heuristic)50 chances to win £100.
The Split
50 x £100 John Lewis/M&S Vouchers. (Total £5,000)
The Concept
Leverages the Availability Heuristic. A single jackpot feels “impossible,” but 50 winners feels “plausible” (“I could be one of 50”).
Data & Science
The “Dinner” Threshold: £100 is the minimum ‘worth the click’ amount for affluent pros.
Creates 50 brand advocates rather than just one.
Option 3: The “Jackpot”
(Prospect Theory)Win £5,000 Tax-Free Cash.
The Split
1 x £5,000.
The Concept
Relies on Prospect Theory. People overweight small probabilities if the reward is massive. The “dream” of £5k drives action.
Data & Science
Risk: Analytical audiences (Doctors) may calculate the odds and decline.
Risk
Riskiest option for this specific demographic.
Option 4: The “Choose your Own”
(Choice Architecture)Win a choice of luxury prizes.
The Split
1 x £5,000 (Choice of Luxury Holiday/Tech/Experience).
The Concept
Giving the winner a choice increases subjective value. It is not just a thing; it is *their* chosen thing.
Data & Science
Platform optimised: Allows tailored remarketing assets (e.g. showing Tech to tech-lovers).
Comparative Analysis Table
Full breakdown of features across all 4 options.
| Feature | Option 1 Utility Anchor |
Option 2 Realistic Winner |
Option 3 Jackpot |
Option 4 Choose Your Own |
|---|---|---|---|---|
| Incentive | 2 x £2,500 Insurance | 50 x £100 Vouchers | 1 x £5,000 Cash | 1 x £5,000 Prize Choice |
| Audience Fit | High | High | Medium | Medium |
| Conversion | High (Emotional) | Med-High (Rational) | Medium (Greed) | Med-High (Emotional) |
| Brand Align | Best (Mutual Ethos) | Good | Low | Medium |
Strategic Overview
Agreed roadmap for 2026: Starts with data capture (renewal dates) via incentivized campaign, followed by targeted marketing (EDM/DM) post-competition.
Phase 1: Incentivized Data Capture
Jan – Feb 2026Action: Launch the competition (selected option).
Channels: Facebook Retargeting, EDM
Phase 2: Data Processing
Feb – March 2026Action: Collate and segment data captured.
Channels: Internal CRM
Phase 3: Targeted Marketing
March 2026 OnwardsAction: Marketing targeted to renewal dates.
Channels: DM, EDM
Channel Mix Strategy
Direct Mail (DM)
High impact for high-value segments.
EDM (Email)
Primary channel for volume targeting.
Social Retargeting
Re-engage interested users.
The Challenge
How do you maximize action (data capture) with a fixed, relatively small budget (£5,000) for an affluent audience?
“50p per person is an insult to a dentist.”
Solution: Use a probabilistic (Prize Draw) or tiered approach.
Strategic Alignment Analysis
*Comparison of the 4 Options across key strategic metrics (Scale 1-5)