Case study: National Australia Life
The brief
To create a lead generation scheme to promote the financial planning services for the employees of Clydesdale, Yorkshire and Northern banks.
The challenge
The lead generation focused on two key success factors; appointment leads and sales credit. National Australia were looking to reward both activities. To complicate matters, they also wanted to offer the choice of either an individual or team reward. The scheme operated in the wealth management division of the banks and there were different targets within each of the three banks. Participants also had to achieve 100% of both their sales credit and appointment lead activity levels in order for points to be allocated each month.
The solution
Active created a scheme called 'High Flyers' with a tag-line of 'rewards for successful leads'. Brochures, posters and other communication materials were produced for each bank, detailing how to achieve target and how to receive points.
To track the leads, a Financial Advice Introduction form was created. This had to be completed and forwarded to a financial planner for the points to be awarded.
A 'High Flyers' statement was also produced to show the successful leads made during the previous month, points earned for the previous month, points redeemed year-to-date and any points eligible to be carried over into the next month. When a prize was redeemed, a 'High Flyers' claim form had to be completed and submitted to Active.
Rewards brochure
The execution
To comply with the minimum threshold imposed by National Australia, Active produced a points and reward template.
| Percentage target achieved | Appointment lead points | Sales credit points | ||
| 100%-119% | 100 | 200 | ||
| 120%-139% | 200 | 400 | ||
| 140%+ | 300 | 600 |
The success
The scheme was originally designed for one quarter, but proved so successful that it was rolled out each quarter for the next two years.