Marketing & Brand Support
MB Financial Group
Contents
Background
01. Re-engagement context
02. Strategic priorities
Phase 1 — Foundation
03. Brand audit & discovery workshop
Phase 2 — Tidy-Ups
04. Brand style guide & master assets
05. Digital touchpoints
06. Canva template library
Phase 3 — Ongoing
07. Retainer scope
08. Project add-ons
Phase 4 — Strategic
09. Future opportunities
Investment & Terms
10. Investment summary
11. How we work together
12. Acceptance
Look as good online
as you do in the room.
Where we left off
In 2021/22 we completed a full rebrand for MB Financial Group, followed by the MB Group Brand Strategy in 2023 — establishing positioning, personality, tone of voice and the visual foundation across the four service lines.
Marketing was subsequently brought in-house, but workflow and capacity issues meant the brand never quite operated at the consistency level the team presents in person.
Where we go from here
MBFG is re-engaging The Ageing Sea for ongoing marketing support. The mandate is straightforward: brand consistency and cross-service awareness. Not lead generation — visibility.
What we heard
Marybeth's framing of the priority — "look as good online as we do in the room" — has shaped this proposal. Every line item below is a step toward that outcome.
Bri is the day-to-day contact. Katie's CRM rollout is a future Phase 4 trigger. Paul's growing book of retiree clients informs financial planning content priorities.
How this document works
This is a shopping list, not a fixed quote. Phases are sequential by logic, not contractual lock-in. MBFG can flag priorities, defer items, or reshape scope as we go.
Every item is tagged Existing, Refresh or New so it's clear what's already been delivered and what's fresh work.
Five threads
we're pulling on.
Brand recognisable at a glance across every service line, every touchpoint.
House-of-brands colour system per service line — distinct, but not fragmented.
Every piece of content answers: what else does MBFG do?
RBA, ATO, EOFY, awareness days — planned quarterly, not reactively.
AU-based email platform for the financial planning arm.
Foundation
2–3 weeks
A clear inventory of what exists, alignment on what needs updating, and a shared direction for everything that follows.
Foundation.
Before we touch anything customer-facing, we want to know exactly what's out there and align on direction with the senior team. The discovery workshop sets the agenda for everything that follows.
| Item | Status | Indicative | |
|---|---|---|---|
| 01 |
Brand Audit & Discovery Workshop
2-hour workshop × 2 senior marketers (Kyle & Courtney) with Marybeth and Bri. Inventory of every customer-facing asset — cards, email signatures, socials, websites, brochures, merch, signage. Workshop covers what you have, what you need going forward, and what needs updating. Followed by a written report with prioritised recommendations. |
New | from $1,500 |
Tidy-Ups
4–6 weeks (overlapping with Phase 1)
Every customer-facing surface looks the way it should — and Bri has the templates to keep it that way.
Master assets.
Built from scratch using the existing 2021/22 collateral as the starting point. One bundled deliverable — the style guide and the master assets that go with it — so MBFG has a single, consolidated package rather than fragmented files.
| Item | Status | Indicative | |
|---|---|---|---|
| 01 |
Brand Style Guide & Master Assets
Built from scratch using previously created collateral. Includes: primary logo & lockups (with "Established 2014" mark), email signature system + animated email banner (rotating service lines), house-of-brands sub-brand colour scheme, typography rules, photography direction, and refreshed business card template. Delivered as a single style guide PDF plus the master asset files. |
New | $2,500 |
Digital touchpoints.
Light-touch refresh of the customer-facing digital surfaces, aligned with the updated style guide.
| Item | Status | Indicative | |
|---|---|---|---|
| 01 |
Website formatting tidy-ups
Group site plus any sub-brand sites. Typography, spacing, image treatment — alignment with the updated style guide. Squarespace/Webflow as built. |
Refresh | from $1,200 |
| 02 |
Email marketing template refresh
Existing template. Updated to current brand, mobile responsive, four service-line variants using the sub-brand colour system. |
Refresh | from $750 |
Templates that
don't break.
Bri's library: locked-down templates with brand-safe defaults. Designed in Canva so the team can move at speed without us in the loop for every post.
| Item | Status | Indicative | |
|---|---|---|---|
| 01 |
Master social post template set
Branded master templates with watermark/lockup applied. Square, portrait, story formats. |
New | from $850 |
| 02 |
Reactive content templates
Quick-turnaround templates: RBA cash rate update, just leased / sold / new listing, tax / EOFY reminders, team birthdays & milestones, awareness days, client wins / testimonials. |
New | from $1,400 |
| 03 |
Handover & training pack
Bri walked through the library, given guardrails for using templates without breaking brand. Recorded session for future team members. |
New | from $650 |
Ongoing
Monthly retainer for the predictable work, project-quoted for everything else.
3-month minimum, then month-to-month.
The monthly.
Predictable, repeatable work — bundled into a single monthly fee. Reviewed quarterly with Bri.
What's included
- Monthly content batch — written, designed, scheduled in Agorapulse
- Quarterly content calendar with key dates (EOFY, RBA, Christmas, awareness days, birthdays)
- AI-assisted copywriting trained on MBFG tone of voice
- Reactive post production (turnaround agreed in advance, not same-day)
- Branded watermark/lockup applied consistently across posts and video
- Photography & video editing support — planned sessions, team events, client stories
- Monthly check-in / quarterly review with Bri
per month + GST
3-month minimum, then month-to-month with 30 days notice. Final monthly figure to be confirmed once content volume and posting cadence are locked in with Bri.
Quoted as we go.
Anything outside the predictable monthly cadence is scoped and quoted on brief — campaigns, merch, print, larger video pieces, plus the email platform compliance review.
| Item | Status | Indicative | |
|---|---|---|---|
| 01 | Annual Christmas card Customised yearly, not repeated. Print-ready and digital versions. | New | On request |
| 02 | EOFY campaign assets Coordinated set across socials, email, and in-office collateral. | New | On request |
| 03 | 1 July new financial year campaign Compliance-aware campaign across all four service lines. | New | On request |
| 04 | Cross-promotion campaigns E.g. tax → finance, accounting → planning. One campaign per quarter recommended. | New | On request |
| 05 | Email platform audit & recommendation Recommendation for an AU-based alternative (e.g. Vision6) for the financial planning arm — compliance-driven. | New | On request |
| 06 | Merch & print Stubby coolers, beer labels, team shirts, brochure refresh, supplier coordination. | New | On request |
Strategic
6+ months out, depending on Phase 2 momentum and Katie's CRM rollout.
Quoted on activation, with Courtney leading the HubSpot piece.
Future
opportunities.
Logged here so they're not lost. We'll revisit at the quarterly review or whenever a trigger fires (e.g. Katie kicking off CRM rollout).
| Item | Status | Indicative | |
|---|---|---|---|
| 01 | HubSpot CRM setup & template build Aligned with Katie's rollout. Courtney leading. Includes pipeline configuration, branded email templates, automation flows. | New | On activation |
| 02 | LinkedIn strategy Beyond social — owner/director channels, thought leadership cadence, employee advocacy framework. | New | On activation |
| 03 | Email nurture sequences Cross-sell sequences between the four service lines. Aligned with HubSpot rollout. | New | On activation |
| 04 | Case study / client story series Long-form content with named clients (with permission). Photography, written, video versions. | New | On activation |
| 05 | Round-table & referral event collateral Invitations, name badges, signage, photography brief, post-event content. | New | On activation |
The numbers.
Phase 1 — Foundation
Brand audit & discovery workshop.
Phase 2 — Tidy-Ups
Style guide & assets + digital + Canva.
Phase 3 — Retainer
Monthly social, content, ongoing support.
Phase 3 — Project Add-Ons
Campaigns, merch, print, video, email platform audit.
Phase 4 — Strategic
HubSpot, LinkedIn, nurture, case studies.
Phase 1 + 2 setup total
Plus Phase 3 retainer from $3,500/month, with project add-ons quoted as briefed.
All figures are exclusive of GST. Indicative ranges based on the deliverables list as discussed — final figures confirmed once scope is locked in per phase.
The shape of
the engagement.
Cadence
Weekly Slack/email check-ins during Phases 1 and 2. Once we move into the retainer, monthly catch-ups with Bri and quarterly reviews with Marybeth.
Decision-making
Bri is day-to-day approver for content and templates. Marybeth signs off on brand-level decisions and any new campaign direction.
Tools
Asana for project tracking. Slack or email for day-to-day. Agorapulse for scheduling. Canva for the team-facing template library. Figma for design files where collaboration is needed.
Who you're working with
Kyle (creative direction, brand). Courtney (marketing planning, HubSpot when activated). Junior designer support as needed.
Payment terms
Phase 1 and Phase 2: 50% on engagement, 50% on completion of each phase.
Phase 3 retainer: monthly in advance.
Project add-ons: 50% deposit, 50% on delivery.
Net 14 days. GST applicable on all figures.
Revisions
Two rounds of revision included on each design deliverable. Additional rounds quoted at hourly rate.
Ownership
Final approved files transfer to MBFG on payment. Working files remain with The Ageing Sea unless separately purchased.
Validity
This proposal is valid for 30 days from the issue date.
Ready when you are.
To accept this proposal, click the button below to review and approve the estimate via Harvest. Once we have your sign-off, we'll book in the kick-off call with Bri and get the Phase 1 discovery workshop underway.
Click to review and accept the estimate via Harvest.
Kyle Nielsen
The Ageing Sea