Evaluate marketing agency options for lead generation and brand building.
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# Marketing Agency Evaluation Framework **Great Advice Financial Advisers | Priority: P2 | Due: 2026-03-27** ## Evaluation Criteria Matrix ### Lead Generation Capabilities (40% weighting) - **Digital Marketing**: Google Ads, Facebook/LinkedIn campaigns, SEO expertise - **Financial Services Experience**: ASIC compliance knowledge, adviser lead gen track record - **Local Market Knowledge**: Brisbane/QLD market understanding - **Lead Quality Metrics**: Cost per qualified lead, conversion rates, attribution tracking ### Brand Building Expertise (30% weighting) - **Content Strategy**: Educational content, thought leadership, video production - **Multi-Business Management**: Ability to handle Great Advice + TSG Rochedale + Wally's synergies - **Brand Consistency**: Cross-platform messaging, visual identity management - **Reputation Management**: Online reviews, crisis communication, PR capabilities ### Operational Fit (30% weighting) - **Budget Alignment**: Transparent pricing, scalable packages ($3K-15K/month range) - **Reporting Standards**: Monthly dashboards, ROI tracking, campaign analytics - **Communication Style**: Regular check-ins, responsive account management - **Technology Stack**: CRM integration, automation tools, tracking systems ## Agency Shortlist Process ### Phase 1: Initial Screening (Week 1) **Target 5-7 agencies specializing in:** - Financial services marketing - Brisbane-based or strong QLD presence - B2B lead generation focus ### Phase 2: Detailed Assessment (Week 2-3) **Request from top 3 candidates:** - Case studies: Financial adviser clients - 90-day campaign proposal for Great Advice - Sample content calendar - Pricing structure and KPI commitments ### Phase 3: Final Selection (Week 4) - Stakeholder interviews - Reference checks with current/past financial adviser clients - Trial project proposal (optional 30-day test) ## Success Metrics Framework - **Lead Generation**: 15+ qualified leads/month within 90 days - **Brand Awareness**: 25% increase in branded search volume - **Cost Efficiency**: <$200 cost per qualified lead - **Multi-Business Synergy**: Cross-promotion opportunities identified and executed ## Decision Timeline - **Start Evaluation**: January 2026 - **Agency Selection**: February 2026 - **Campaign Launch**: March 2026 **Recommendation**: Prioritize agencies with proven financial services compliance and local market expertise over generalist options.
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# Marketing Agency Evaluation Framework **Great Advice Financial Advisers | Priority: P2 | Due: 2026-03-27** ## Evaluation Criteria Matrix ### Lead Generation Capabilities (40% weighting) - **Digital Marketing**: Google Ads, Facebook/LinkedIn campaigns, SEO expertise - **Financial Services Experience**: ASIC compliance knowledge, adviser lead gen track record - **Local Market Knowledge**: Brisbane/QLD market understanding - **Lead Quality Metrics**: Cost per qualified lead, conversion rates, attribution tracking ### Brand Building Expertise (30% weighting) - **Content Strategy**: Educational content, thought leadership, video production - **Multi-Business Management**: Ability to handle Great Advice + TSG Rochedale + Wally's synergies - **Brand Consistency**: Cross-platform messaging, visual identity management - **Reputation Management**: Online reviews, crisis communication, PR capabilities ### Operational Fit (30% weighting) - **Budget Alignment**: Transparent pricing, scalable packages ($3K-15K/month range) - **Reporting Standards**: Monthly dashboards, ROI tracking, campaign analytics - **Communication Style**: Regular check-ins, responsive account management - **Technology Stack**: CRM integration, automation tools, tracking systems ## Agency Shortlist Process ### Phase 1: Initial Screening (Week 1) **Target 5-7 agencies specializing in:** - Financial services marketing - Brisbane-based or strong QLD presence - B2B lead generation focus ### Phase 2: Detailed Assessment (Week 2-3) **Request from top 3 candidates:** - Case studies: Financial adviser clients - 90-day campaign proposal for Great Advice - Sample content calendar - Pricing structure and KPI commitments ### Phase 3: Final Selection (Week 4) - Stakeholder interviews - Reference checks with current/past financial adviser clients - Trial project proposal (optional 30-day test) ## Success Metrics Framework - **Lead Generation**: 15+ qualified leads/month within 90 days - **Brand Awareness**: 25% increase in branded search volume - **Cost Efficiency**: <$200 cost per qualified lead - **Multi-Business Synergy**: Cross-promotion opportunities identified and executed ## Decision Timeline - **Start Evaluation**: January 2026 - **Agency Selection**: February 2026 - **Campaign Launch**: March 2026 **Recommendation**: Prioritize agencies with proven financial services compliance and local market expertise over generalist options.