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 utilising an integrated approach to direct marketing, workplace marketing, member marketing, direct response advertising, call centre, online, and email marketing

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

  1. 1. B2c & b2b Direct Marketing & digital marketing initiatives<br />Superannuation, pensions & INSURANCE<br />Rob Dawson<br />LinkedIn:<br />
  2. 2. Income Protection Insurance (1)<br />Retention<br />Integrated B2C and B2B campaign – website, email, DM, sales promotion, workplace marketing<br />
  3. 3. Income Protection Insurance (2)<br />Retention<br />Emails, targeting different age segments with varied messages<br />
  4. 4. Income Protection Insurance (3)<br />Retention<br />Direct marketing – to current members already contributing superannuation guarantee to Club Plus<br />Direct marketing – to members with a live account, but NO LONGER contributing their superannuation guarantee to Club Plus. Objective – come back!<br />
  5. 5. Retention<br />Income Protection Insurance (4)<br />B2B workplace marketing kit, including A3 poster and wobbler, mailed to employers<br />
  6. 6. Government Co-contribution<br />Retention<br />Further detail on website landing page<br />Extract from email, targeting members with implied income less than $60,000 pa<br />
  7. 7. Rollover – statement insert<br />Retention<br />Initial 4-page A4 insert to members known to have not transferred funds, plus follow-up postcard reminder<br />
  8. 8. “Behind the Password” banners<br />Retention<br />Targeting members online after they have logged on to the secure site – in some cases all members, or specific members only. <br />
  9. 9. Win-back<br />Retention<br />Initial 4-page A4 insert, plus follow-up postcard reminder. Targeting members with a live account, but with no recent superannuation guarantee contributions<br />
  10. 10. Registration for Online Access<br />Retention<br />Email, plus extract from brochure in direct marketing mail pack, targeting members not registered for online access<br />
  11. 11. Retention<br />Enhanced Range of Auto-response Emails<br />Auto-response emails to confirm members’ online transactions. <br />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 <br />
  12. 12. Retention<br />Targeting Members via Variable Statement Messaging<br />Variable statement messaging was developed to allow low cost and selective communication of the availability of personalised service:<br /><ul><li> we can come to you
  13. 13. one-on-one discussion of super
  14. 14. at the member’s workplace
  15. 15. only for high value members
  16. 16. only in easy to reach locations
  17. 17. naming the assigned Member Services Manager and contact details</li></li></ul><li>Retention<br />Transition to Retirement, Pension (1)<br />Age-based monthly trigger letters, for potential transition to retirement and regular pension prospects<br />
  18. 18. Retention<br />Transition to Retirement, Pension (2)<br />Extract from a self-mailer sent to target segment members, prompting members to seek advice<br />Extract from a pension & transition to retirement explanatory brochure<br />
  19. 19. Copywriting for Newsletters (1)<br />Retention<br />
  20. 20. Copywriting for Newsletters (2)<br />Retention<br />Ghost writing editorial on a range of superannuation, pension and insurance- related topics for industry publications<br />
  21. 21. Member Onboarding Strategy <br />Retention<br />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 <br />
  22. 22. B2B Employer Communications<br />Retention<br />Invitation to corporate hospitality – key employers<br />Mailing to employers who make contributions by cheque<br />
  23. 23. Retention<br />Invitations - Member Services Information Sessions<br />Notice for employer noticeboards, employer emails & intranets<br />Email to employee-members of sponsoring employers advising of the next information session scheduled at their club <br />
  24. 24. Product Disclosure Statements<br />Retention<br />Revised copy and new design for PDSs – superannuation and pension<br />
  25. 25. Google Analytics <br />Social Media Opportunities<br />e.g. for members seeking information about investment performance by Club Plus and competitors, ahead of considering transfers/rollover<br />For employers; for members + public<br />For employers; for members + public<br />
  26. 26. Contact Details<br /><br /><br /> Tweet these slides<br />B2C B2B Direct Marketing and Digital Marketing - Superannuation, Pensions and Insurance<br />