Marketing Strategy 2021 FINAL

MARKETING STRATEGY JULY 2021 - JUNE 2022

To be the leaders in AFSL technology with solutions that empower financial services to meet their obligations & improve operational e f f i c i e n c y.

overview The purpose of this strategy is to highlight opportunities for growth, forge a deeper connection with existing clients (positioning Opex as their technology partner), and outline marketing goals as guideposts to achieve it. We will leverage and expand current marketing assets including the brand guidelines, communication materials and templates for staff to easily access. This will streamline the process of producing ad-hoc assets for clients. A major focus will be on digital marketing, ensuring a presence across major platforms, to build brand awareness among our target audience and nurture existing clients. At Opex, we’re empowering finance professionals with innovative, simplified workflow solutions. We need to tell this story, in more places, more often. This marketing strategy will set in motion the ‘how’ over the next 12 months.

OPerational EX cellence

CTAOBNLTEEONFTS Our Vision 2 Overview 3 Our Story & Values 6 Marketing Goals 7 Key Messages 8 Target Audience 9 Content 10 Advertising 11 Tech Stack 11 Business Relationships 12 Style Guidelines 12 Resourcing Recommendation 12 Website 13 Key Performace Indicators & 14 Measurement Competitor Analysis 14 Timeline 15

our story & values WHO ARE WE? Opex is a dynamic company speaking to the here-and-now needs of the financial services industry, providing 100+ AFSL’s with next-generation technology solutions. We deliver optimised XPLAN Advice offerings and payment services to maintain legislative requirements and boost productivity. Opex is also the birthplace of the award-winning Xeppo, an accounting tool that unlocks the power of big data to enable finance professionals to know, run, and grow their businesses. This was create because Opex customers were screaming out for a solution, the call was answered and Xeppo now stands on it’s own two feet. Privately owned by Paul Campbell and Hamish Hockley, Opex is the solution to problems the pair experienced first-hand, running institutionally owned AFSL’s. Today, Opex consists of 34 dedicated staff, who are committed to transforming the world of financial services. WHAT WE STAND FOR... Positive disruption We’re innovators and challenge the way things are done. Progressive by nature, we focus on clearing the bottlenecks in the finance industry by finding better ways to operate. Refreshingly respectful Approachable, fun, and refreshingly human...we make our clients feel heard and understood. There are no silly questions. Future-proof We partner with financial services to help professionals run more efficient businesses – to save time, solve costly problems, and offer a better service to their clients. We encourage a more automated, agile operation that optimises every process. Funance! We value fun and the people we welcome into the Opex team share a playful outlook...that work, finance and customer service, is enjoyable. We’re people-centric, both in the office and customer- facing. Culture, diversity and employee satisfaction are our success levers.



KEY MESSAGES Simple and streamlined... Imagining&innovating better workflows for finance professionals DON’T Spend more time GUESS with your clients! L E G I S L AT I O N Work smarter not harder. The right solutions for your type of business We come from Bring the worlds of tech financial services... & finance, together . we get your problems.

TARGET AUDIENCE existing audience Profession SINGLE PRACTICE Gender % DEALER GROUPS Location’ Targets integrated Age practices Groups new audiences Interests Cost to serve for advice To reach new customers, we need to understand who we’re communicating with. Both the macro elements, like in the matrix above, and the micro characteristics, drilled down in buyer personas. This is helpful, as we’re not just talking to one type of person. Client/audience segmentation is important in marketing efforts, such as email marketing, as well as traditional list building (for cold calling and direct mail-outs).

CONTENT content strategy Content creation has been requested by clients and staff are eager to development written and video assets to save time where they’re constantly repeating information. Currently, Opex communicates with existing clients via Zendesk and email. However, the visual element of this can be improved and expanded upon. To discover the communication preferences of our clients, a short email survey will be sent. While it’s important to have a presence across multiple platforms, gathering client feedback will show us where to focus our attention. The platforms we will be utilising include: > Utilise Influencer content with key figures > Website in the Finance industry (MLC Connect > Xplan - Notification (IOOF), BT Principal’s Community) > Zendesk Support Portal > Email Marketing - Mail Chimp or Omni Send > SMS - SMS Fusion or Omni Send > Social media – LinkedIn, Facebook, Twitter, > Video platforms - YouTube, Vimeo > Pod cast platforms - Google, Spotify and Instagram (social page and use IGTV). > App (future development) Stitcher. tone of voice Every brand has a unique voice, identity and personality. Opex’s tone of voice lives in the Brand Guidelines document. media production We’ll plan regular staff meetings to capture key messages that the Opex team would like to communicate to existing and new clients. A content schedule will be mapped a quarter in advance (to include launches, campaigns, and offers). News and evergreen articles will be centric to this content schedule. We’ll release three and move into a cycle of one article per month. Article content will complement the media type. > Video tutorials (weekly) – addressing issues, common questions, customer testimonials, showcasing products and team, events, and launches. (as needed), Meet the staff. > Podcasts (monthly) – talking about industry news, Q&As, and aligning topical themes to the finance industry. > Webinars (quarterly) – educational, how-to style, problem solving etc. products Product-centric content will be an important part of what we release to the public. We require the following details for each product to best tell the story: > Department > Upsell/Cross Sell opportunities > Category > Process to start up > Key Contact > How does it work > Features & Benefits > Team videos, tutorials and articles specific > Ideal Customer to product > Reviews > Customer testimonials > What core problem it solves > Marketing materials required

ADVERTISING online Google (Search and Display, retargeting), LinkedIn and Facebook (customer funnel) are the priority channels to invest in. publications We can also reach our target audience by advertising on relevant websites and magazines. events Although we might not get the opportunity this financial year, we need to consider participating in online conferences, expos and aligned events that run in the financial industry. TECH STACK We’ll need to create a tech stack to verify which platforms and software are required (to check we have the right tools) to achieve our goals.

BUSINESS RELATIONSHIPS advicehorizons Once the Opex website is updated and ready to be promoted, make relationship building a priority. Promote the link when engaging with: > Existing clients (surveys, testimonials, reviews and referrals) > Industry connections (brands we work with) > Publications and influencers (article sharing and press releases) > Event organisers (speaking opportunities and sponsorships) > Associated brands (to garner website backlinks). STYLE GUIDELINES Our Brand Style Guidelines is the essential document that connects our entire branding strategy. It helps maintain consistency across all touchpoints: > Logo > Photography > Tagline > Videography > Mascot > Presentation > Colour > Voice Design > Typography > Copywriting > Illustrations voice and personality RESOURCING RECOMMENDATIONS Where possible, marketing work will be completed in-house. We will, however, engage specialists in certain fields: > Graphic Design (Kimp) > Copy Writer > SEO Specialist > Social media & Google Ads > Videographer/Photographer

WEBSITE The Opex website is the home and heart of everything we create. Certain changes need to be made to improve our message delivery, flow and navigation, and moving visitors along the funnel (to become customers, fans and brand advocates). Updates to website include: > An SEO audit – meta tags, backlinks and Google optimisation > Overhaul the copy in line with the new Brand Guidelines (tone of voice and positioning) and SEO suggestions. Ensure each page has at least 300 words of copy. > Our online look and feel – research other Australian fintech companies and see how we can ‘web’ better > User experience analysis – install Hot Jar > FAQ and quick contact – install Zendesk on the front end to capture conversations and sales leads > Register domain name opex.com.au > Add customer reviews (captured via Yotpo) > Include a Careers page to advertise jobs and a professional video to convey the team culture > Update the About page to better tell the Opex story including video > A customer survey (automatically recommends products based on needs) > Automated payment for specific products > Utilise cross sell/upsell opportunities > Awards > Competitions and offers. Opex Home About Services Software Products Support News & Events Footer Career Blog Advice Solution Xeppo Advice Solutions Contact Sales Blog Tutorials Consulting Xplan Advice Essentials Software Support Webinars Events Podcast Contact Us Payment Services Opex Suite Tutorials Conferences Strategy Content Competitors CRM AFSL APP AFSL Insights Assent App Payment Services Revenue Insights

KEY PERFORMANCE INDICATORS & MEASUREMENT A monthly digital report is crucial in measuring, monitoring, and adjusting our marketing efforts. It’s invaluable to compare past campaigns and promotions. This data will be reviewed in team monthly meetings. COMPETITOR ANALYSIS It’s important to review the competitive landscape prior to any kick-off of a strategy, as well as intermittently. This helps to understand what other companies are promoting, expressing, and selling – and brand positioning - to identify opportunities for strategic messaging or new products. We can’t have a strong brand voice without knowing the competitive landscape. DIRECT COMPETITORS > Iress > Enzumo > iComply INDIRECT COMPETITORS Using technology other than what we support > Adviser Logic > Mid Winter > Wealth Connect

TIMELINE: MAJOR MILESTONES Q1 BRAND Brand guidelines to be completed to ensure Q2 GUIDELINES consitancy is presented across all Opex Marketing Q3 materials and platforms. Q4 MARKETING STRATEGY The completion of the marketing strategy is instrumental in having a clear outline of what needs to be achieved this financial year. WEBSITE STAGE 1 Website sitemap and structure in place. Products pages in correct categories with relevant content. Home page to be revamp visually with relevant information. ZENDESK SUPPORT Rebranding of the Zendesk support PORTAL portal and evaluation of usability. GOOGLE ADS Commence google ads training and setup, including monitoring of campaigns. SOCIAL MEDIA Commence training in social ADS media ads and setup of funnel advertising. PROFESSIONAL Produce professional video VIDEO About Opex including customer testimonials and careers section. WEBSITE STAGE 2 Create store for website so customer can purchase certain products online or create a subscription. MARKETING STRATEGY Revisit and revise marketing strategy for new financial year.

Drafted By: Lia Wilson Last Updated: July 2021