1st intro overview

1. Anthony Hodges
Consulting (AHC)
Who we are
What we do
Why we do it

2. WHAT WE DO & WHY WE DO IT
“AHC is a market leading, multi award winning specialist communications
consultancy.
We are passionate about making a long term and real difference to the lives
people lead, by communicating the importance of pension planning, employee
benefits and reward schemes, so they can take control of their financial futures.
We achieve this through a strategic, innovative and partner-lead approach; to
deliver Members easily understandable and outcome based communications,
which work.”

3. WHO WE ARE
AHC’s Head Office at Heath
Hall, Wakefield
• Established in 1996
• 100% Communication
specialists
• Team of 60 & growing
• Specialist skills
• Strong, global Corporate
client base
• A learning philosophy
• Client-Partner focused
• Member centric
• Outcomes based approach
• International coverage

4. OUR VALUES

5. SOLUTIONS OVERVIEW
• Websites, microsites, web
applications, mobile apps
• Modellers – bespoke and
lifetime
• Multimedia – TV, video,
animation
• Scheme Changes
• Plan literature
• Employee Research
• Benefits statements and
other personalisation
• Financial Education
• Newsletters
• Online Communities
• Creative design team
• Strategy planning

6. Websites across all devices

7. Modelling tools

8. Interactive tools: small change, big savings
© AHC 2014

9. Interactive tools: savings boost
© AHC 2014

10. Video and animation

11. Benefits statements
Benefits Statements

12. SOLUTIONS OVERVIEW
• Websites, microsites, web
applications, mobile apps
• Modellers – bespoke and
lifetime
• Multimedia – TV, video,
animation
• Scheme Changes
• Plan literature
• Employee Research
• Benefits statements and
other personalisation
• Financial Education
• Newsletters
• Online Communities
• Online games
• Strategy planning

13. WHY PARTNER WITH AHC?
• Driven by passion to make a real difference for Members
• Focus on tailored outcomes v output focus
• Strategic partnership relationships is key to success
• All skills under one roof
• Experience - first and longest established in market place
• Focus Group meetings with Members to understand needs
and relevant themes

14. Not about outputs

15. Outcomes focused

16. Job advert
We think member journey
Interview
First day -
Induction
New starter pack
Choose fund
Financial
education
Retirement planning
Leave Get ill Retirement
Death
Spouses
pension
Deferred Super
Return to work
Consolidate
funds

17. Research based strategic approach

18. Developing a Strategy
• Aims, goals and measures
• Trustee/business
aspirations
• Member journey
• Philosophy
• Audience analysis
• Member needs
• Corporate culture
• National trends
• Message scoping
• Pension fashion
• Economic drivers
• Technological implications
• Scenario planning
• Psychological contract
• Channel development
• Possible systems
• Scheme design plans

19. Aspiration Tool – Target for Change 18 Months
Life event related 2 way engagement
Perceived
excellence
Coaching
Empowerment
Web facilitated
7 9
Goals Education
Branding
Impact/
motivation
Living the values
1
8
9
7
9 7
9
7
6
8
3 8
9
4
8
5
8
2
9
8

20. Everybody under one roof

21. WHY PARTNER WITH AHC?
• Driven by passion to make a real difference for Members
• Focus on tailored outcomes v output focus
• Strategic partnership relationships is key to success
• All skills under one roof
• Experience - first and longest established in market place
• Focus Group meetings with Members to understand needs
and relevant themes

22. WHY PARTNER WITH AHC?
• Agile and speed of response
• Client retention at over 90% over last 5 years and 70% over
10 years – aim for people and experience fit to clients
• Seen and acting as an extension of your internal team
• International – 24/7 working and coverage
• Over 30 awards won for AHC and our clients since 2000
• Desire to evidence & measure results versus objectives

23. MEASUREMENT & EVIDENCE
Pensions, Employee Benefits & Rewards

24. Bupa Background
The situation. Generous Plan benefits, low take up rate (37% in
Jan 2009)
The goal. Increase take up rate from 37% to:
• 45% in 2009
• 55% in 2010
• 65% in 2011
The solution. Bupa asked AHC to develop a communications
campaign to increase awareness of the Plan and encourage
employees to join

25. Research
To gain a better understanding of the campaign’s target
audience, AHC undertook a two-part research project:
1. Audience segmentation
• Two-thirds of non-members were under age 31
• The majority worked in call centres
2. Focus groups
Top three barriers to joining:
• “I’m too young”
• “I don’t understand it”
• “It’s too expensive”
Communication preferences:
• Tone – use “shock” tactics
• Delivery – online and face-to-face
Dialogue with focus group members continued online
Focus group members’ video feedback
was posted on the campaign website

26. Campaign
• Launched in July 2009
• Theme – “Another inconvenient truth”
• Campaign elements:
– Website: www.bupa.co.uk/truth
– Posters, Plan summary, desk drops
– eNewsletters
– Pension clinics

27. eNewsletters
• Innovative. New ‘clickable PDF’ concept
• Interactive. Engaging for readers
• Strategic. Specific click-through points
to enhance key messages
• Cost-saving. Eliminates print costs
• Measurable. Tracks downloads
“Just wanted to say that I think the new style
e-newsletter is excellent, it is very informative,
easy to navigate and really interesting!”
- Comment from member

28. Member-focused results
37% 38%
49% 50%
55%
62%
67%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Year 1: 49% versus 45% target
Year 2: 55% versus 55% target
Year 3: 67% versus 65% target
Start Year 1 Year 2 Year 3

29. Feedback
“I think that these kind of communications are really useful,
especially when they're quick and easy to understand. I've been
putting off joining a pension for the last 3 years but now that I've
read this site I feel comfortable to join straight away!”
“Pensions can be very confusing I found all the information clear
and concise and very user friendly. I will be joining the plan
imminently. ”
“Keep up the good communication. Pensions are often very hard
to understand however this site has been beneficial and I like it
as there is no jargon! ”
“Thank you for opening my eyes.”

30. h
• Objective 1: encourage members to take advantage of double
matching contributions
• Result: Q1 2013 those contributing 7% or more = 19%
Q3 2013 those contributing 7% or more = 25%
• Objective 2: to drive appreciation of the value of the pension benefits
and overcome inertia
• Result: Q1 2013 Members using the Plan Website = 100
Q3 2013 Members using the Plan Website = 1,982

31. h

32. Vodafone
Changing Member Behaviour

33. Increasing engagement, driving action
- Statement visits
up 25%
- Calculator usage
up 11%
- Decision area visits
up 41%
50
45
40
35
30
25
20
15
10
5
0
19%
44%
2%
13%
9%
2011 2012
50%

34. SOME OF OUR CLIENTS

35. WHAT WE DO & WHY WE DO IT
“AHC is a market leading, multi award winning specialist communications
consultancy.
We are passionate about making a long term and real difference to the lives
people lead, by communicating the importance of pension planning, employee
benefits and reward schemes, so they can take control of their financial futures.
We achieve this through a strategic, innovative and partner-lead approach; to
deliver Members easily understandable and outcome based communications,
which work.”

36. GOVERNMENT PRESS RELEASE AUG 2014
2014
“11.9m people in the UK are failing to save enough
for retirement but many only need make modest
changes to safeguard their financial future”
Steve Webb, Pensions Minister

37. AHC in summary…
First to market
Retirement industry specialists
Participant focused
24/7 working International

38. Thank You
Copyright Anthony Hodges Consulting Limited 2013