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

“Behind the Password” banners Retention Targeting members online after they have logged on to the secure site – in some cases all members, or specific members only.

Win-back Retention 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 Access Retention 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 Communications Invitation 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 Statements Revised copy and new design for PDSs – superannuation and pension Retention

Google Analytics Social Media Opportunities e.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 Tweet these slides B2C B2B Direct Marketing and Digital Marketing - Superannuation, Pensions and Insurance