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”. For HNW individuals, winning this prize moves the money from ‘bad bills’ to ‘unexpected windfall’.
Why it works
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
Research shows guaranteed small incentives significantly increase response rates compared to lotteries for data capture tasks.
Science
Option 3: The “Jackpot”
(Prospect Theory)Win £5,000 Tax-Free Cash.
The Split
1 x £5,000 Cash Prize.
The Concept
People overweight small probabilities if the reward is massive. The “dream” of £5k drives action across wider demographics.
Data Risk
Risk
Analytical audiences (Doctors) may calculate the odds and decline.
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 prize; it is *their* chosen lifestyle upgrade.
Operational
Prizes fulfill specific emotional connections while maintaining budget control through capped vouchers.
Choice Architecture: The Final 3
Instead of a fixed prize, we empower the winner with the autonomy to choose the experience that most enriches their life. This “Endowment Effect” starts the moment they enter.
Luxury Holiday Voucher
“The Ultimate Escape”
Why it works
Professionals like Doctors and Teachers face significant burnout. A luxury escape represents restoration—a prize that offers a complete cognitive break from a high-stress environment.
Hospitality Voucher
“Premier Access Events”
Why it works
For Dentists and HNWIs, hospitality at major sports or cultural events offers Social Capital and the opportunity to share a high-status experience with family or colleagues.
John Lewis Voucher
“Quality & Lifestyle”
Why it works
John Lewis is the ultimate “trusted” brand for Wesleyan’s core audience. It allows for utilitarian luxury—buying that premium espresso machine or interior upgrade they’ve been eyeing.
Choice Architecture Insight
By presenting these specific choices, we perform a “lifestyle match” for different personality types within the audience. The Adventurer picks the holiday, the Socialite picks hospitality, and the Nester picks John Lewis. Every entrant finds a reason to want the prize.
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 | Medium | Med-High |
| Brand Align | Best (Mutual Ethos) | Good | Low | Medium |
Triple-Draw Strategy 2026
To maintain momentum throughout the year, we have segmented the Mutual Benefits program into three distinct seasonal draw cycles.
Spring Draw Cycle
Jan – April 2026Capture Window: Jan 1st – March 31st
Logistics
Verification of entries prior to draw.
Summer Draw Cycle
May – July 2026Capture Window: May 1st – June 30th
Logistics
Email re-engagement for Spring participants.
Winter Draw Cycle
Sept – Nov 2026Capture Window: Sept 1st – Oct 31st
Logistics
Final push for 2026 and early 2027 data.
Suggested timings dependent on concept approval
Core Channel Logistics
Direct Mail (DM)
Sent to high-value cohorts to drive last-minute urgency before each seasonal draw closing.
EDM (Email)
Bi-weekly cadence during capture windows. Subject lines focused on choice and lifestyle enrichment.
Retargeting
Pixel-based retargeting specifically focusing on the three prize choices to find the right hook.
Data Integrity & Validation
Ensuring renewal dates are accurate via confirmations and strategic friction.
Risk Factors
- Disposable Emails / Random Date Selections / Invalid Postcodes.
Mitigation
- Confirmation statements on form submission.
- Monitoring notifications to qualify entries.