WESLEYAN
MONEY THAT KNOWS YOU
Mutual Benefits 2026
STRATEGIC PROPOSAL
THE OBJECTIVE
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
Bridging the gap between Data Capture and Renewal Activation.
- 4 Campaign Options: Backed by behavioural science.
- Smart Roadmap: Phased approach with “Fast Track”.
- Channel Mix: Efficient media spend to support the £5k prize fund.
EXPLORE OPTIONS
Click Strategy Options for science & data.
View Data Quality for validation protocols.
THE “UTILITY” ANCHOR
MENTAL ACCOUNTINGWe’ll pay 20% of your insurance, with a chance to win it all.
THE CONCEPT
Insurance is a “grudge purchase”. 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
Administrative Relief: It’s not just about money; it’s about bandwidth. We effectively outsource the chore of sorting their insurance, turning a ‘guaranteed loss’ into a ‘guaranteed gain’.
THE “GUARANTEED” WIN
RECIPROCITY PRINCIPLEGuaranteed £5/£10 Voucher for every entrant.
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.
WHY IT WORKS
Reciprocity: A guaranteed gift creates a social obligation to reciprocate (by giving data), whereas a lottery does not.
THE “JACKPOT”
PROSPECT THEORYWin £5,000 Tax-Free Cash.
THE CONCEPT
Relies on Prospect Theory. People overweight small probabilities if the reward is massive. The “dream” of £5k drives action.
RISK FACTOR
Analytical audiences (Doctors) may calculate the odds and decline participation.
THE “CHOOSE YOUR OWN”
CHOICE ARCHITECTUREWin a choice of luxury prizes.
THE CONCEPT
Giving the winner a choice increases subjective value. It is not just a thing; it is *their* chosen thing.
OPERATIONAL NOTE
Prizes cannot be pre-bought. T&Cs must specify fulfillment windows.
COMPARATIVE ANALYSIS
| Feature | Utility Anchor | Guaranteed Win | Jackpot | Choice |
|---|---|---|---|---|
| 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 2026Launch competition.
Facebook Retargeting, EDM
PHASE 2: DATA PROCESSING
FEB – MAR 2026Collate and segment data captured.
CHANNEL: INTERNAL CRM
PHASE 3: TARGETED MARKETING
MAR 2026 ONWARDSAutomated marketing (EDM/DM) targeted to captured renewal dates.
DIRECT MAIL
High impact for high-value segments.
EDM (EMAIL)
Primary channel for volume targeting.
SOCIAL RETARGETING
Re-engage interested users.
DATA INTEGRITY & VALIDATION
Addressing the risk of “disposable” data and random date selection.
THE RISK FACTORS
- Random Date Selection Users selecting arbitrary dates (e.g. 1st Jan) to bypass the form quickly without checking policy docs.
- Disposable Emails Temporary inboxes used to bypass marketing lists.
- Invalid Postcodes Mismatched addresses preventing DM follow-up.
MITIGATION STRATEGY
Confirmation Statement
“By entering, I confirm this is my genuine renewal date and I am opting into the prize draw.” (Psychological barrier)
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.”
Strategic Friction
Adding small friction points filters out low-quality entries driven solely by the prize.
THE CHALLENGE
How do you maximise action with a fixed £5,000 budget for an affluent audience?