SUPERANNUATION, PENSIONS & INSURANCE

Rob Dawson

LinkedIn: linkedin.com/in/robdawsonmarketing

B2C & B2B DIRECT MARKETING & DIGITAL

MARKETING INITIATIVES

Income Protection Insurance (1)Retention

Integrated B2C and B2B campaign – website, email, DM, sales promotion, workplace marketing

Income Protection Insurance (2)Emails, targeting different age segments with varied messages

Retention

Income Protection Insurance (3)Direct marketing – to current members already contributing superannuation guarantee to Club Plus

Direct marketing – to members with a live account, but NO LONGER contributing their superannuation guarantee to Club Plus. Objective – come back!

Retention

Income Protection Insurance (4)B2B workplace marketing kit, including A3 poster and wobbler, mailed to employers

Retention

Government Co-contribution

Extract from email, targeting members with implied income less than $60,000 pa

Further detail on website landing page

Retention

Rollover – statement insertRetention

Initial 4-page A4 insert to members known to have not transferred funds, plus follow-up postcard reminder

“Behind the Password” bannersRetention

Targeting members online after they have logged on to the secure site – in some cases all members, or specific members only.

Win-backRetention

Initial 4-page A4 insert, plus follow-up postcard reminder. Targeting members with a live account, but with no recent superannuation guarantee contributions

Registration for Online AccessRetention

Email, plus extract from brochure in direct marketing mail pack, targeting members not registered for online access

Enhanced Range of Auto-response Emails

Auto-response emails to confirm members’ online transactions.

Emails were enhanced with online links to promote member awareness and interest in other Club Plus benefits and services such as pensions, insurance and investment returns

Retention

Targeting Members via Variable Statement Messaging

Variable statement messaging was developed to allow low cost and selective communication of the availability of personalised service:

• we can come to you • one-on-one discussion of super• at the member’s workplace• only for high value members• only in easy to reach locations• naming the assigned Member Services Manager and contact details

Retention

Transition to Retirement, Pension (1)

Age-based monthly trigger letters, for potential transition to retirement and regular pension prospects

Retention

Transition to Retirement, Pension (2)

Extract from a pension & transition to retirement explanatory brochure

Extract from a self-mailer sent to target segment members, prompting members to seek advice

Retention

Copywriting for Newsletters (1)Retention

Copywriting for Newsletters (2)

Ghost writing editorial on a range of superannuation, pension and insurance- related topics for industry publications

Retention

Member Onboarding Strategy

One example from a multi-topic onboarding communications strategy covering the first 6 months of new membership. In this example, a new member with only default one unit of life insurance was informed of coverage, and pointed to a calculator and advice

Retention

B2B Employer CommunicationsInvitation to corporate hospitality – key employers

Mailing to employers who make contributions by cheque

Retention

Invitations - Member Services Information Sessions

Retention

Email to employee-members of sponsoring employers advising of the next information session scheduled at their club

Notice for employer noticeboards, employer emails & intranets

Product Disclosure StatementsRevised copy and new design for PDSs – superannuation and pension

Retention

Google Analytics

Social Media Opportunitiese.g. for members seeking information about investment performance by Club Plus and competitors, ahead of considering transfers/rollover

For employers; for members + public

For employers; for members + public

Contact Details

dawson_rob@hotmail.com

linkedin.com/in/robdawsonmarketing

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B2C B2B Direct Marketing and Digital Marketing - Superannuation, Pensions and Insurance