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Super, Pensions, Insurance B2C B2B Direct Marketing and Digital Marketing
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Super, Pensions, Insurance B2C B2B Direct Marketing and Digital Marketing

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ATL BTL direct and digital membership marketing initiatives for superannuation, pensions and insurance. Australia. B2C and B2B financial services acquisition and retention marketing programmes …

ATL BTL direct and digital membership marketing initiatives for superannuation, pensions and insurance. Australia. B2C and B2B financial services acquisition and retention marketing programmes utilising an integrated approach to direct marketing, workplace marketing, member marketing, direct response advertising, call centre, online, and email marketing

Published in: Economy & Finance, Business

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  • 1. B2c & b2b Direct Marketing & digital marketing initiatives
    Superannuation, pensions & INSURANCE
    Rob Dawson
    LinkedIn: linkedin.com/in/robdawsonmarketing
  • 2. Income Protection Insurance (1)
    Retention
    Integrated B2C and B2B campaign – website, email, DM, sales promotion, workplace marketing
  • 3. Income Protection Insurance (2)
    Retention
    Emails, targeting different age segments with varied messages
  • 4. Income Protection Insurance (3)
    Retention
    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!
  • 5. Retention
    Income Protection Insurance (4)
    B2B workplace marketing kit, including A3 poster and wobbler, mailed to employers
  • 6. Government Co-contribution
    Retention
    Further detail on website landing page
    Extract from email, targeting members with implied income less than $60,000 pa
  • 7. Rollover – statement insert
    Retention
    Initial 4-page A4 insert to members known to have not transferred funds, plus follow-up postcard reminder
  • 8. “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.
  • 9. 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
  • 10. Registration for Online Access
    Retention
    Email, plus extract from brochure in direct marketing mail pack, targeting members not registered for online access
  • 11. Retention
    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
  • 12. 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
    • 13. one-on-one discussion of super
    • 14. at the member’s workplace
    • 15. only for high value members
    • 16. only in easy to reach locations
    • 17. 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
  • 18. Retention
    Transition to Retirement, Pension (2)
    Extract from a self-mailer sent to target segment members, prompting members to seek advice
    Extract from a pension & transition to retirement explanatory brochure
  • 19. Copywriting for Newsletters (1)
    Retention
  • 20. Copywriting for Newsletters (2)
    Retention
    Ghost writing editorial on a range of superannuation, pension and insurance- related topics for industry publications
  • 21. Member Onboarding Strategy
    Retention
    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
  • 22. B2B Employer Communications
    Retention
    Invitation to corporate hospitality – key employers
    Mailing to employers who make contributions by cheque
  • 23. Retention
    Invitations - Member Services Information Sessions
    Notice for employer noticeboards, employer emails & intranets
    Email to employee-members of sponsoring employers advising of the next information session scheduled at their club
  • 24. Product Disclosure Statements
    Retention
    Revised copy and new design for PDSs – superannuation and pension
  • 25. 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
  • 26. Contact Details
    dawson_rob@hotmail.com
    linkedin.com/in/robdawsonmarketing
    Tweet these slides
    B2C B2B Direct Marketing and Digital Marketing - Superannuation, Pensions and Insurance

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