Market research and data analytics was first investigated to determine industry forecast for all financial products.  By understanding where the industry was heading, the research unearthed valuable data based upon life situations/circumstances that would increase in the future.  A STEPP/PESTLE analysis was issued, which highlighted the external factors that could impact success.  This was followed by competitor analysis to understand how, if any, the competition perceived the same risks and therefore would change their marketing position to adjust to future industry challenges.  Fortunately, the research showed that most competitors were maintaining a 'status quo' approach to their market position, which gave Pivotal Financial an opportunity to expand their market share and position for future changes. 

The previous website was ill designed, lacking simple UX friendliness and functionality.  The decision was made to develop the website based on lifestyle situations,which also aligned with keyword analysis and organic SEO capability.  The imagery used was purposely chosen to reflect the type of audience that may find themselves in this situation.  The colour palette, font and format aligns to the brand, therefore creating consistency and congruency.  The copywriting content was written purposefuly to align to the organisation's natural language and conversation.  The website has been purposely built to be managed internally by the organisation without the need for expensive web development or management.

Limited digital marketing had been used, therefore the organisation wanted to increase their brand awareness, credibility and reputation.  Becoming an award winning organisation, they wanted to leverage this ability with ease.  The marketing communication plan was created with a series of templates, recommendations and suggestions for execution.  These included blogs, articles, social media content and profiles. 

To support the organisation, business and marketing advisory was provided to assist the decision makers and the team members who would manage the marketing services.  This service provided a 'sounding board' avenue where ideas, feedback, thoughts and suggestions could be discussed openly and how to execute was formulated.