WESLEYAN
we are all about youMutual Benefits 2026 Strategic Proposal
Your Objectives
The Goal
Establish a targeting & creative approach for your Mutual Benefits 2026 programme.
Requirement 1
Identify a marketing channel mix (DM, EDM, Retargeting) to reach your audience effectively.
Requirement 2
Agree on a marketing roadmap (Data Capture → Activation) to drive renewals.
Proposed Strategy
We have developed a comprehensive strategy that bridges the gap between Data Capture and Renewal Activation for your members.
- 4 Campaign Options: Backed by behavioural science.
- Smart Roadmap: Phased approach with “Fast Track” for immediate renewals.
- Channel Mix: Efficient media spend to support the £5k prize fund.
Exploring the Options
Use the tabs above to navigate the sections.
Click on Strategy Cards in ‘Strategy Options’ to reveal science & data.
View Data Quality tab for validation & security protocols.
Option 1: The “Utility” Anchor
(Mental Accounting)We’ll pay 20% of your insurance, with a chance to win it all.
The Split
Guaranteed 20% contribution (capped) + Chance to win full premium.
The Concept
Insurance is a “grudge purchase”—a required expense yielding no immediate joy. For HNW individuals, this money comes from lifestyle or investments. Winning this prize moves the money from ‘bad bills’ to ‘unexpected windfall’.
Why it works for you
Option 2: The “Guaranteed” Win
(Reciprocity Principle)Guaranteed £5/£10 Voucher for every entrant.
The Split
Guaranteed low-value reward (Subject to budget limits).
The Concept
Guaranteed Incentives vs Prize Drawings. Research (Dykema et al., 2023) shows guaranteed small incentives (e.g., £5 gift card) significantly increase response rates compared to lotteries.
Data & Science
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
Operational Note
Prizes cannot be pre-bought. T&Cs must specify fulfillment windows to manage availability.
Comparative Analysis Table
Full breakdown of features across all 4 options.
| Feature | Option 1 Utility Anchor |
Option 2 Guaranteed Win |
Option 3 Jackpot |
Option 4 Choose Your Own |
|---|---|---|---|---|
| Incentive | 20% Paid + Chance of 100% | Guaranteed £5/£10 | 1 x £5,000 Cash | 1 x £5,000 Prize Choice |
| Audience Fit | High | High | Medium | Medium |
| Conversion | High (Relief) | Very High (Guaranteed) | Medium (Greed) | Med-High (Emotional) |
| Brand Align | Best (Mutual Ethos) | Good | Low | Medium |
Strategic Overview
Proposed roadmap for 2026: Starts with data capture (renewal dates) via incentivised campaign, followed by targeted marketing (EDM/DM) post-competition.
Phase 1: Incentivised Data Capture
Jan – Feb 2026Action: Launch competition.
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.
Data Integrity & Validation
We understand the concern regarding false information in prize draws. Without controls, industry data suggests up to 26% of contest entries can contain invalid or “disposable” data.
The Risk Factors
- Disposable Emails Users may use temporary inboxes to bypass marketing lists.
- Random Date Selection Users selecting arbitrary dates (e.g. 1st Jan) to bypass the form quickly without checking their actual policy documents.
- Invalid Postcodes Mismatched addresses preventing Direct Mail follow-up.
Mitigation Strategy
1. Confirmation Statement
“By entering, I confirm this is my genuine renewal date and I am opting into the prize draw.” (Psychological barrier)
2. The Monitoring Aspect
“We will only contact you once, shortly before your renewal date, to help you save money. Ensure the date is accurate to qualify.”
3. Strategic Friction
By increasing the effort required and adding a small level of friction/consequence to submitting bad data, we filter out low-quality entries driven solely by the prize.
The Challenge
How do you maximise 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)