Estate planning?
Meet Nested
Who is Nested Estate Planning?
Nested Estate Planning is a UK online business which offers online services for Wills, LPAs & Probates. Founder, John Pearson, initially came to me with the name ‘Nomad Estate Planning’, which he explained was based on how all of his friends call him a ‘Nomad’ as he often travels and doesn’t like to settle in one place for too long. I suggested an alternative approach, where we brand his business it based on the feeling we wanted his customers to feel. We wanted them to feel secure, trusting, while maintaining a premium feel. This is where I suggested Nested, based on birds who have come home and spent a long time building their nest and now want security. We worked together to develop their branding and website, and while he explained he wanted to do a email marketing campaign, I had designed my own proposal for his advertising.
Advertising
One issue that was revealed in our research was that there would be an issue with establishing trust. Many of these services were available for free on other competitor platforms, but Nested offered additional security in offering to check over the documentation for increased protection. Therefore, I thought it would be best to place Nested in a place where people would most feel vulnerable about wanting to protect their assets future, like when they have just purchased them
As one of the largest assets people wish to protect is their home, I thought that offering this service when people have recently purchased their home would be the perfect time to offer Nested Estate Planning’s services. During this period, the potential customer may already be receiving a lot of spam, so this piece of advertising would need to break through the ‘junk mail’ feeling. By offering a personalised touch, such as their name or reference to an event in their life, the potential customer will feel seen & be more open to further understanding.
This is why my concept is a piece of direct mail, that is designed to promote feeling of security and trust. It recognises that the customer has just bought a new home and presents itself as a house warming gift. Comes in a green box with an orange ribbon to hint at the brand, while the orange egg is to symbolise all of the assets you can protect with Nested Estate Planning’s various security. The physical gift bridges the gap of the real world to the virtual, making the website feel trustworthy.
