Promotion of sales and leasing programs
To assist with promoting direct leasing as a way for investors to do business with DHA in 2013–14, strategic marketing campaigns were introduced to bring in leads in areas such as Sydney, Rockingham and Liverpool. These campaigns generated good leads in the short-term and potential long-term lessor contacts for the future. The campaigns assisted in more than 200 new direct leases being achieved in 2013–14.
Website and mobile applications
In 2013–14, DHA continued to make ongoing improvements to its website. This follows the successful merging of two websites (dha.gov.au and invest.dha.gov.au) into a single site.
A new 'look and feel' was applied to the website to improve accessibility and to ensure the website met the industry technical standard of Web Content Accessibility Guidelines 3.0. This included making the site mobile-friendly to ensure greater visibility across mobile devices.
Improvements have also been made to Online Services, the web-based portal where lessors can access details of their DHA property portfolio, including financial statements, property photos and inspection reports. These improvements have increased functionality and engagement with customers.
Advertising and media
Most of DHA's advertising and media activity in 2013–14 focused on promoting the property investment program. Mainstream media including online, radio and press advertising were the most common channels used.
Despite high investor demand during the reporting period, a targeted advertising campaign was undertaken to maintain brand awareness and ensure future demand. Testimonial and case study advertising of investor experiences continued to be a key tool in this campaign.
In July 2013, the—You don't have to be a Defence member to invest in Defence housing advertising campaign was launched. It has been extremely effective in overcoming misconceptions that only Defence members could buy properties. A follow-up campaign was launched in January 2014—Any Tom, Dick and Harry, or Jane, Mary and Susan can invest in Defence housing—which has continued to provide positive results and contributed to enquiries.
Targeted advertising was undertaken to attract private owners to lease property to DHA in locations where it was needed. With the launch of the BYO property campaign in February 2014, there has been an increase in enquiries relating to this program. Email direct marketing was the channel most used for this purpose, targeting subscribers of property and investment-related publications.
Both the property investment product and BYO programs gained considerable media attention throughout the reporting period, as the security of DHA's leases continued to be recognised in comparison to other investments. Publications covering these products on multiple occasions included Money, Your Investment Property and Smart Property Investment magazines. Executives were also interviewed on the Sky Business Switzer Program on four separate occasions.
The 2014 NRL season is the second year of the marketing agreement with the Canberra Raiders. This agreement helps to increase brand awareness and, more specifically, promote the property investment program to a mass media audience. The agreement contributed to a high number of new registrations of interest and some settlements. This included Josh McCrone, a Canberra Raiders player, who purchased a property and provided a testimonial for advertising purposes. A one-year extension to the marketing agreement for the 2015 season was signed in 2013.
Property investment seminars
During 2013–14, investment seminars continued to be hosted for prospective private investors in most capital cities and many regional centres throughout Australia. The sessions provided an overview of DHA's business, the benefits of its lease agreement and how to buy a property.
Highlights of the seminar were videos of properties and testimonials from lessors. Attendees were able to ask questions of DHA representatives and were given a comprehensive information pack. On many occasions, financial representatives were also present to take questions or to make appointments to see prospective investors.
Industry partnership seminars and initiatives
During the year, initiatives through sales development and partnerships included:
- attending financial services industry conferences to build awareness of the program in the self-managed super fund and finance sectors
- meeting financial institutions to build awareness of the property investment program and its risk profile
- presenting at numerous seminars with clients of financial service firms, including Aussie Home Loans
- participating at on-base events with Defence Health and Australian Defence Credit Union to promote the program to Defence members, and
- establishing relationships with service providers to offer value insurance and lending product solutions to lessors and investors.
Lessor exclusive events
Throughout the year, relationships continued to be fostered with lessors through seminars, exclusive events and special subscriptions and offers.
The Inside Word seminar series provided lessors with the opportunity to hear from Michael Pascoe, a well-known finance and economics commentator. Events were held in Canberra, Melbourne, Sydney and Perth on what is a 'normal' economy and how Australia (and investors) can get back to economic health. Lessors had the opportunity to network, access industry experts and speak directly with DHA staff.
Events were hosted in Sydney and Melbourne for DHA lessors and magazine subscribers to attend a presentation on current trends in the finance and investment sectors. This was also presented by Michael Pascoe.
In partnership with Gourmet Traveller magazine, a music and wine event was hosted at the Sydney Conservatorium of Music. Half of the attendees were DHA lessors and the remainder were magazine subscribers, seeking to learn more about the sales and leasing programs.
