COMMUNICATION MESSAGE ANALYSIS

JENBURY FINANCIAL

Integrated Marketing Communication in the

Digital Age

Word Count: 1460

Group Number: 55

ID Number Name (First / Preferred and Surname) Roles + Contributions

220065639 Minh Anh Cao part 3, team agreement

220124655 Hoang Ngoc Tram Dinh part 2

219368757 Tanisha Singh Gupta part 4, editing, proofreading

219406575 Thi Thuy Trang Hoang part 1,2 and team agreement

Table of Contents
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1. POSITIONING & DIFFERENTIATION...................................................................................3

2. TARGETING..............................................................................................................................5

3. MESSAGE THEORY.................................................................................................................6

4. CRITICIAL ANALYSIS.............................................................................................................8

5. REFERENCE LIST AND COMPLIANCE..............................................................................10

APPENDIX 1....................................................................................................................................12

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1. Positioning & Differentiation

Jenbury Financial is a member of the financial services and insurance companies’ industry.
They work to help clients make informed financial decisions in a professional, prudent,
experienced, and knowledgeable environment alongside genuine understanding and concern
for their needs and expectations of what the customer wants.
According to Jenbury Financial (2021), the company provide various services to deliver
growth, profitability and protect client assets:
 superannuation
 investments
 debt management
 cash flow management
Besides, the firm specializes in superannuation - a complex area in finance where the current
market offerings are yet as appreciated as Jenbury’s. Compared to some competitors, this
company clearly shows customers the specific services that can be accessed instead of just
summarized in "financial planning". Customers will be considered a top priority, receiving
guidance from trusted advisors who have the same purpose of living without worrying about
financial problems.
Jenbury Financial will advise and provide the best-personalised plan according to each
client's needs. Specifically, this company also does not hesitate to publicize their main
strategy: disciplined planning combined with reality. Instead of simply consulting, this firm
will teach and work with customers along the way to realize their goals and prevent the
emergence of the same problems (Jenbury Financial, 2021).
Overall, Jenbury Financial not only provides more services but also ensures that the
customers' interests and desired goals come first. Along with a diversified financial service
chain, the company also stands out because of its rich experience with more than 10 years of
operation since 2011.

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 Figure 1: Perceptual Map

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2. Targeting
Segments
Bases Variables
Life Learners Adults

Density
Geographic  Urban, Suburban, Rural Urban, Suburban, Rural
(Australia)

Age 20-34 35-64

Sales, Operatives,
Students, Sales,
Homemakers, Farmers,
Demographic  Operatives, Homemakers,
Occupation Unemployed, Manager,
Farmers, Unemployed,
Supervisors, Clerical,
Clerical
Officials & Proprietors

Look at me, Conventional

Values, Attitudes, Family life, Real Conventional Family Life,
Lifestyle Conservatism, Young Visible Achievement,
groupings Optimism, Something Something Better
Better
Psychographic
Ambitious, Stubborn, Independent, Family Person,
Personality
Busy, Hard Work Basic Need

Socioeconomic D, E, FG  AB, C, D, E 

Loyalty Status Medium, High Medium, High

Benefits Sought Quality, Service, Economy Quality, Service, Life

Behavioural
Enthusiastic, Getting rich, Enthusiastic, Getting rich,
Attitude towards
Positive, Control Finances Positive, Control finances

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The "Life Learners" segment is a potential audience and has an essential impact on the
economy. Their customers are from 20 to 34 years old. This is the age of starting in society,
and careers are as diverse as students, sales, operatives, homemakers, farmers, clerical with
ambitious personalities and want to get rich quickly. According to Australian Government
(2021), the largest age group population of Australia is the "30-39" (3,758,000), and the
second is the "20-29" (around 3,618,000) at the "Demographic snapshot 2019–2020".
Furthermore, young aldults in Australia want to live independently and have a good quality
of life to take care of themselves and their families (Allan, 2020). That is why young people
often fall into the situation of not knowing how to manage their assets (Fontinelle, 2021). As
for those who go through stages 35-64, the "Adults" stage, their desires will be stronger than
conventional family life, visible achievement, and something better. "Australian
Government" (2021) stated that the age of 34-65 tends to increase by an average of 2,600,000
to 3,758,000 persons. Therefore, they want to get out of the family shadow, plan for financial
independence. Moreover, 50% of Australians at this age think they have not met their
financial needs (Stewart, 2019). 

3. Message Theory

a. Jenbury Financials’ communication:

Jenbury Financial communicates their messages mainly through their official website
www.jenbury.com.au, finance-related websites like Financial Planning Association of
Australia; Adviser ratings; ZoomInfo, etc as well as social media (Facebook and LinkedIn).
They communicate their message through types of services provided past customers’
testimonials, informative blogs, financial updates and FAQs.

b. Jenbury Financials’ advertisements: (Appendix 1)

 Similarity: Jenbury’s aims to emphasize the importance and provoke demand for a
financial plan to ease people’s problems for a safe and happy future, pursue the value
of hedonism and security.
 Differences: Some are more CPM: using professional terms, display the principal’s
achievements, customers’ testimonials, … as references to build trust for customers.
Some are more HEM: the principal used to have the same struggle indicates the firm

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 shows care towards the customer's future by eliciting the feelings of need for a
financial plan.
 Although the advertisements could introduce the firm’s professionalism and provoke
the need for a financial plan, they are not directly representing the brand as a whole,
for example, the about us section is inclined to Andrea (CEO)’s achievements rather
than
the brand itself. 

c. Jenbury Financials’ communication style analysis

Overall, the firm is working toward the imagery of a trustworthy, reliable financial planner
with a mutual purpose of creating a happy life without financial worry and their customers
had benefited from the firm’s consultation.
 
Communicated benefits:

a. Functional: able to solve financial problems, free financial related worry

b. Symbolic: signalling a well-managed, stable life without financial worry, living the
desired lifestyle
c. Experiential: stimulate a desirable life with no financial burden or worry

Message theory:

Means-end-chains: cognitive persuasion model based on customers’ values (Borgardt 2020)

signalling symbolic benefits (example 1):

Product Attributes Value

Financial planning a. spend money with a hedonism and security
personalised plan
b. live happily without
financial worry

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Persuasion tactics: (Orji et al. 2017):

a. Authority: Higher trust in people in authority, tendency to follow credible experts by

displaying awards, achievements of the principal, supporting for Function benefits
(example 2,3)
b. Liking: People tend to like others who share similarities with them: showing the
principal story, creating the feeling that the firm and their customers have a mutual
background and purpose, demonstrating Experiential precedent (example 4)
c. Consensus: People when in doubt, they look for similar actions from other people:
Displaying testimonials from customers on the firm’s websites and other financial
related web pages to attract people as evidence for Function benefit (example 5)

4. Criticial Analysis

Jenbury Financial positions itself as a financial decision-making company. Due to the

complex nature of communication in marketing, conveying messages to the audience is
strenuous (Luck et al., n.d.). The current company’s message lacks clarity and
persuasiveness. Financial decisions are personal to every individual, and therefore, choosing
a financial entity requires trust. Companies usually offer a mixture of benefits to its
customers, but that leads to a generic brand image which is difficult to manage (Luck et al.,
n.d.). Jenbury poorly advertises their strong benefits and core points of difference which
portrays a generic brand image. Examples discussed in Part-4 shows how Jenbury’s product
advertisements doesn’t convey functional benefits such as problem solving, security, conflict
resolution leading to displeased future clients as their ‘function need questions’ related to
potential problems, conflicts, etc are not being answered properly. To improve the
communication Jenbury could advertise for example, ‘Empowering individuals to make
informed decisions to live their desired lives with hassle free financial plans and for a safe
future’. This message focuses on the functional benefits assuring customers a conflict &
potential problem free future. The company should also clearly highlight its strongest areas,
such as superannuation on their homage. The current messaging of the company is not as
effective as compared to their competitors. The competitors highlight their accreditations and
registration on home page to build a sense of security and authority on which Jenbury

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Financial should work on. The competitors are not just focusing on the boss, but the brand,
which assures the clients with a future free from disputation/conflicts.
 
The audience is not able to connect fully with current brand offerings as the company is
advertising more about Andrea (CEO) rather than the company itself. For example, on the
home page (‘about us’ section) of the website the paragraph doesn’t look appealing for
prospective clients (Jenbury Financial, 2021). The section doesn’t provide connection for
viewers in terms of quality of services provided as well as authority and consensus of the
company. Studies on human behaviour found that people are willing to pay change for a
parking meter to a stranger if he/she is dressed in a uniform rather than someone in casual
attire (Cialdini, 2002). To improve communication, adding a photo of certificates, financial
licenses and government approvals would attract customers. Providing customer countdown
on the homepages for example ‘we serve over 13 million clients’ Westpac (2021, p. 4), would
display trust, loyalty and provide connection to new customers with old ones. Displaying past
examples of clients would help achieve consensus. This way the company will be able to
communicate messages to the target audience and set a unique point of difference of how
caring they are towards the customers as well as help them connect better with brand
offerings and its benefits.
 

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5. Reference List and Compliance
Adviser Ratings (2020) ‘Andrea Jenkins – Jenbury Financial’, Adviser Ratings, accessed 5
December 2021

Allan,G (9 January 2020) ‘How do Australia’s young people want to live’, Informed
Decisions, accessed 9 December 2021, https://blog.id.com.au/2020/housing-analysis/how-do-
australias-young-people-want-to-live/

Australian Government, Australian Institute of Health and Welfare, 2021, ‘Profile of

Australia’s population', retrieved 9 December 2021,
<https://www.aihw.gov.au/reports/australias-welfare/profile-of-australias-
population#snapshot>.

Borgardt E, (2020) ‘Means-End Chain theory: a critical review of literature’, Research

papers of Wroclaw University of Economics and Business, 64(3):141-160, doi:
10.15611/pn.2020.3.12

Cialdini R, (2002) ‘The science and practice of persuasion’, The Cornell Hotel and
Restaurant Administration Quarterly, 43(2):40-50.

Fontinelle A, (2021), ‘8 Financial Tips for Young Adults’, Investopedia, retrieved 9

December 2021, < https://www.investopedia.com/articles/younginvestors/08/eight-tips.asp>.

Jenbury Financial, (2021). Jenbury Financial. [online] Available at:

<https://www.jenbury.com.au> [Accessed 7 December 2021].

Luck, E., Barker, N., Sassenberg, A., Chitty, B., Andrews, J. and Shimp, T., n.d. Integrated
marketing communications.

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Oyibo K, Orji R, Vassileva J, (2017) ‘Investigation of the Influence of Personality Traits on
Cialdini’s Persuasive Strategies’, [conference presentation], Proceedings of the
Personalization in Persuasive Technology Workshop, Persuasive Technology 2017,
Amsterdam, The Netherlands, CEUR-WS.org, accessed 7 December 2021.

Stewart, E (17 April 2019) ‘How to find the right financial adviser for you’, ABC News,
accessed 9 December 2021, https://www.abc.net.au/news/2019-04-17/personal-finance-how-
to-find-the-right-financial-adviser/11019638?nw=0&r=HtmlFragment

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Appendix 1
Example 1

Source: Jenbury Financial websites

Source: Jenbury Financial websites

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13
Example 2

Source: Jenbury Financial websites

Example 3

Source: Jenbury Financial websites

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Example 4

Source: Jenbury Financial websites

Example 5

Source: AdviserRatings – Andrea Jenkins

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Source: AdviserRatings – Andrea Jenkins

Source: Jenbury Financial websites

Source: Jenbury Financial websites

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