Super, Pensions, Insurance B2C B2B Direct Marketing and Digital Marketing
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Transcript of Super, Pensions, Insurance B2C B2B Direct Marketing and Digital Marketing
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
linkedin.com/in/robdawsonmarketing
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B2C B2B Direct Marketing and Digital Marketing - Superannuation, Pensions and Insurance