Driving acquisition for NDIS provider

Summary

The project

Since launching in 2017, NDIS service provider Plan Partners have seen steady largely organic growth in customer numbers across their flagship Plan Management product. In February 2022, a significant brand awareness and positioning campaign with a strong acquisition focus was launched under the theme 'Find the unexpected possibilities in your NDIS plan'.

In partnership with an external creative agency, the campaign was rolled out across BVOD, search, social, youtube, display and native. In addition, internal email journeys were built to support and nurture prospects.

My work

As Digital Marketing Specialist with a performance marketing focus, I had a number of key responsibilities.

Budget planning and management
Media planning and buying
Campaign management and reporting
Audience management
Performance optimisation
Deep collaboration with connected teams
Creative guidance
Technical implementation

Results

Over the two month campaign, we delivered more than 20 million impressions, more than 150% increase in website visits, and over 200% uplift in lead volume against a comparison period.

In addition, we saw a significant positive brand recall across youtube and social media.

All in all, the campaign was a roaring success.

Examples

We used a traditional funnel structure for the campaign. Awareness TVCs (30s and 15s) plus three hero visual assets were crafted by the external agency, with the consideration and conversion activity (video, animation, statics, carousels, display and native) crafted in-house by myself and the creative team.