Marketing & Distribution Plan - Primary Acquisition Targets

Targets

It is anticipated that the primary Marketing and Acquisition targets for Cevian will be:

B2C: Participant
B2R: Provider
- B2R: Support Coordinator (SC)
  B2R: Local Area Coordinator (LAC)
Executive Roadshow

These are defined in more detail below.

B2C - Participant

Refers to: the direct acquisition of new Clients (NDIS Participants) via channels such as Search Engine Marketing (Google AdWords/Campaigns).

The NDIS, whilst not a user-pays scheme, is certainly user/self-managed one where the Participant is more and more encouraged and empowered to own their journey in the delivery of the necessary supports. This translates to a more educated participant who is importantly more digitally aware - meaning they are connected to and looking for services via online channels.

This presents an active and growing online audience of potential Cevian customers, including:

New Participants
- new Participants into the NDIS who have no previous history/engagement
- You can see the shift away from being Agency Managed in the published statistics, so many are simply engaging with the Agency to receive their official Plan / Plan Budget and then disconnecting

❓ What is the path for a new Participant after they receive their Plan? What steps do they take next? Is it to connect with a Plan Manager? I believe it can be to contact an SC or LAC also. We need to validate this process ❓

Existing Plan Managed Participants
- Active Participants currently engaged with a Plan Manager, i.e. My Plan Manager
- We assume a section of these Participants may be unhappy with their current Plan Manager and looking to transition
  - This assumption has been validated by Leisure Networks, as it is ‘common’ for them to acquire new customers this way
  - Common enough for them to specifically call it out
  - The possibility exists to run a campaign that is specifically targeted at this cohort with the goal of convincing them to switch
Existing Participants
- Active Participants not currently engaged with a Plan Manager, i.e. Self Managed / Agency Managed

B2R - Provider

Refers to: the indirect acquisition of new Clients (NDIS Participants) via Referral from Providers. For example, a Participant is referred to Cevian by a Provider from whom they are currently, or potentially, receiving NDIS Service(s), i.e. their Physiotherapist recommends Cevian as a Plan Manager.

We anticipate that the motivation for the referral is underpinned by:

The certainty of payment and rapid payment effect.

Certainty of Payment
- Refers to Cevian empowering Providers with 100% confidence their Client or prospective Client (a Cevian Plan Managed Client) has the following:
  - an Active Service Booking that includes funding for the Support Category they are requesting Service for
    - i.e. Participant, Tom Brady has an Active Service Booking that includes funding for the 01 Daily Activities Support Category
  - That the Support Category has sufficient Funds/Budget remaining, i.e. the Total Remaining in the 01 Daily Activities Support Category is greater than the proposed Service Delivery event
- I will need to think about how to shape this Marketing message - to encapsulate the value of the Certainty
Timeliness of Payment
- Refers to a cornerstone of the Cevian business in the speed the Provider invoice is processed
  - 🔑 Under 24-hour payment 🔑
  - This will become a core Marketing message
- Our experience in this industry and dealing with Providers informs us that this is a significant motivator for Providers and one we can and should focus on
  - 💡 Leisure Networks have completed research in this area and have specific statistics regarding the number of Providers that would be happy to accept a fee or charge for rapid payment (Jan to confirm)
- We have witnessed the sensitivity of the Provider payment cycle or debtor tolerance
  - These are lean businesses, with little working capital
  - Cash in the bank is everything

B2R - SC & LAC

Refers to: the indirect acquisition of new Clients (NDIS Participants) via Referral from their Support Coordinator and/or Local Area Coordinator (LAC). For example, a new Participant is working with their LAC to define their Plan and Plan Goals etc in preparation for their Plan Meeting with the NDIS. The LAC recommends Cevian as a Plan Manager as part of this conversation.

We anticipate that the motivation for the referral is underpinned by:

The quality of Cevian Plan Management service

Local Area Coordinator

📖 I need to do further research on the Participant and LAC relationship to better define this section. Questions like:

What are the specifics of the LAC role?
At what point would a Participant engage an LAC?
LAC’s conduct Plan Reviews
- This could be an entry point for Cevian

Helpful links re: the role of the LAC:

[Brotherhood of St Laurence](https://ndis.bsl.org.au/local-area-coordination/what-is-local-area-coordination/#:~:text=The%20role%20of%20the%20Local,over%20the%20services%20they%20use.)
NDIS
- List of LAC’s in Victoria
  - Seems this is an accredited style list, includes:
  - Barwon Child, Youth and Family
  - Brotherhood of St Laurence
  - Intereach
  - Latrobe Community Health Service
  - Link Health and Community
  - Merri Community Health Service

The role of the Local Area Coordinator (LAC) is to assist people to navigate the NDIS. As part of this, we provide planning and coordination for people with disability to maximise the choice and control over the services they use. This includes supporting people with disability to navigate mainstream services and increase their capacity to be an active part of their community.

For those who meet Access Requirements, our Local Area Coordinators will assist you to:

Get ready for your plan:

Pre-planning workshops – held at all Brotherhood LAC offices.
Pre-planning packs – can be sent out prior to the planning conversation meeting.

Develop your plan:

Help you to work out your goals and identify the supports you need to help reach those goals. The information gathered will help to develop a plan that meets your needs based on your identified goals.

Get your plan going:

Once your plan has been approved, your Local Area Coordinator will work with you to help you get your supports set up and working. They might help you to set up your MyGov and NDIA portal account and show you how to set up a service booking.

Keep in touch with you, if you need help with your plan:

Your LAC will keep in touch with you and check-in to see how things are going once your plan is implemented.

Support Coordinator

If early childhood or local area coordinator partners are not available in your area, or you need more help coordinating your supports and services, the NDIA may fund a support coordinator in your NDIS plan. A support coordinator will help you use your plan to pursue your goals, live more independently, increase your skills and be included in your community and in employment.

Cevian (Plan Management)

Marketing & Customer Acquisition

Analytics