Proposed marketing communications plan for Oak Pension - 2017

OAK PENSIONS
COMMUNICATIONS PLAN
www.surkreo.com

Agency Credentials
Surkreo is a full service marketing communications outfit combining insightful brand strategy,
creative communication and engaging experience in helping organisations chart the course from
awareness to loyalty in the minds of the consumers. We tend to be surreal with our approach by
looking for the best way to solve marketing problems faced by brands today.
VISION: To be the company that best understands and satisfies the marketing needs of our
clients.
MISSION: To combine practical understanding of the demands of your market with broadest
possible imaginative scope.
www.surkreo.com

The Team
Daniel Emeka, Creative Director/Strategist and founding
partner of Surkreo has a keen eye for visual communication
and this has enabled him create and visualize business
winning designs and campaigns. With over 8 years’
experience in advertising, marketing communications and
corporate he understands the demands and challenges
within these sectors and has couple of awards and
mentions in his exploits
Being skilled at this role, he also pioneers entrepreneurship
and leadership skills amongst young designers and creative
alike.
Daniel Emeka,
Creative Director and
Founding Partner
www.surkreo.com

The Team
Uzoma Okoye is an entrepreneur with a passion for building creative
business. He is a brand communications expert with wide
experience in a number of marketing communications
disciplines, gained through working for some of the top agencies in
the UK where he rose to Creative Director level, before setting up
and running an award winning agency.
With his return to Nigeria, he brings international quality and
experience gained through working on some of the largest brands
such as Peugeot, Orange, Esso, HP and IBM.
He currently heads Etu Odi Communications, a full service creative
agency, combining insightful brand strategy, creative communication
and engaging experience in helping organizations chart the course
from awareness to loyalty in the minds and hearts of its customers.
Uzoma Okoye,
Managing Partner
www.surkreo.com

AGENCY PORTFOLIO
www.surkreo.com

CURRENT CLIENTELE
• FIRSTBANK OF NIGERIA PLC
• ANGELOS
• NGALABA
• MAINONE CABLE COMPANY
• MAMA CASS
• INTERCONTINENTAL DISTELLERIES
www.surkreo.com

MARKET RESEARCH PENSION COMPANIES IN
NIGERIA
www.surkreo.com

OVERVIEW
• The National Pension Commission (NPC)’s job is to enforce and administer the pension regulations as laid
out by the PRA 2014. It regulates two types of companies – Pension Fund Administrators (PFAs) and
Pension Fund Custodian (PFCs).
• The employee is meant to choose a PFA to manage his/her pension. There are a number of registered PFA
in Nigeria, so the employees have a variety of choice. Once the PFA is chosen by the employee, he/she
needs to inform the employer.
• What then happens next is the when the pension contributions are deducted, they are paid to the PFC
specified by the PFA. The PFC upon receipt of the contribution, then informs the PFA of receipt of the
funds, and the PFA then credits the Retirement Savings Account of the employee.
• If the employee changes jobs, the law provides that the employee can keep his account with the PFA if he
so wishes, however, he can switch to another PFA but not more than once in a year.
www.surkreo.com

The review of the Pension Reform Act
• Employers with less than 3 employees and self employed persons entitled to participate under
the scheme
• Establishment of a Pension Protection Fund to serve as a hedge for the funding of minimum
pension guarantee
• Increase in contributions rate from 15% to 18%. A minimum of 10% and 8% for employer and
employee respectively. However, employers who choose to bear the full contributions are
required to make a minimum contribution of 20%
• Retirement savings account holders can now withdraw a maximum of 25% of their pension assets
as equity contribution towards payment of a residential mortgage
www.surkreo.com
Source: PWC report Sept 2015

www.surkreo.com
• Contributor base: 6.9 million people
• Coverage: 8.1%
• Assets: $25Billion Pension Coverage
Coverage Total working population
Source: PWC report 2016

WHO ARE THE KEY INDUSTRY PLAYERS?
• Stanbic IBTC Pensions
• ARM Pension Managers
• AXA Mansard
• Oak Pension
• Leadway Pensure
• Premium Pensions Limited
• Sigma
• Trustfund
www.surkreo.com

Stanbic IBTC Pension Managers
• Backed by parent company Standard Bank group, owners of Stanbic IBTC Pensions
• Substantial market share with clients over 1,4000,000 people
• Invested heavily in reach offline via the existing Stanbic IBTC network and online through
multi channel integration from social media, phone calls and short codes
• Invests heavily in marketing to position itself as a market leader
www.surkreo.com

ARM Pensions
• Currently running “#BestYearsAhead” campaign, ARM pensions pride
themselves as one of the first PFA licensed in Nigeria.
• ARM Pensions has a N1.2 Billion share capital
• High investment in marketing, media and technology which has shaped
people’s perception of the company
• Part of the ARM group, a leading financial services firm that started in
1994
• As of 2015 ARM pensions has paid out over 60 billion in Pension funds
to over 60,000 customers
www.surkreo.com

Oak Pensions
• Oak pensions as of 2016 grew its asset to about 48 Billion Naira
• Visible marketing strides on outdoor and ambient media
• Invested in tech to help people assess their funds easier
• Investing in heavily in other opportunities within the pension market
such as micro-pension schemes
www.surkreo.com

CHALLENGES
With the obvious opportunity in the sector, the rapid deployment and rollout of
the system has been inhibited by a number of challenges. These challenges include
the following:
• Non compliance of mandatory employee contributions
• Low coverage in comparison with other Nations due to non customized
initiative for a diverse people
• Lack of wide-spread agent network. Apart from being concentrated at the
urban areas at the moment, they are grossly inadequate thus inhibiting
financial inclusion
• Lack of micro schemes to cater for the non formal sector
• Ease of compliance procedures and pension education
www.surkreo.com

CREATIVE STRATEGY
www.surkreo.com

Strategy
Maximizing Our Target:
The pension market in Nigeria only caters to less
than 10% of the Nigerian labour market and 0% of
the informal market.
There is an open opportunity to improve market
share and with constantly changing demographics
it is imperative not only to devise new means of
communicating pension advantages and
opportunities but also to increase acquisition and
conversion rates.
www.surkreo.com

Personality
Message
Promise
Vision
First Choice
Provide our customers the most strategic and
innovative ways to maximize the value of
pension funds
• Professional
• Integrity
• Excellent customer service
• Innovative
• Energetic, precise, family oriented,
community oriented
Proposed brand Map
www.surkreo.com

Maximizing our targets - Segmentation
www.surkreo.com
Making a Choice – Why pensions?
Defining and understanding our customers needs
What best satisfies them
Product positioning and design

www.surkreo.com
Demographic:
■ Age - 23- 35
■ Income - 600k/pa – 4.8m/pa
■ Marital Status - Single/Newly weds
■ Gender - Male and Female
■ Geographic Location - Urban
Psychographic:
■ Brand Preferences - iPhone, Macbook, Samsung
■ Price Sensitivity - Moderately High
■ Hobbies - games, hang outs, parties
■ Lifestyle - Highly social
■ Spontaneity - Moderately High
■ Influenced by Peers - Highly likely
■ Relationship Importance - High
Behavioral:
■ Where They Shop - Malls
■ Type of Store Preferences - Within malls
■ Internet Usage - Savvy
■ Impulsiveness - High
■ Information Sources - Internet
■ Buy Based on Trends - High
■ Benefits sought - Low

www.surkreo.com
Consumer Insight
I want to be able to live a life of
comfort and luxury.
I want to also be able to save for
the rainy days. I want a brand
that helps me save while I live in
comfort as I progress in life

www.surkreo.com
1st Job 1st apartment/Car Moving in
together
Getting
Married Getting kids
Moving to
something
bigger
Opportunity
Industry focused

www.surkreo.com
• Cool
• Important
• Foundational
Need
Less than
10% of
Salary
Quick online forms
Available on demand agent
• Engagement
• Additional
Contributions
Product Price Place Promotion
relevant added
values
Affordable
Easy to
Signup

Maximizing our targets – Undifferentiated Targeting
www.surkreo.com
The new wave of consumers are impulsive and spontaneous in their decisions. So creating
relatable marketing for different set of segments to guide their spontaneous decision is
important.
Marketing Mix
Male 18 - 35
Female 18 - 35
[Variation in Product, Promotion & Place]OUTDOOR
Direct Marketing

How do we want to be perceived
www.surkreo.com
A good positioning helps guide marketing strategy by
clarifying the brand's essence, what goals it helps the
consumer achieve, and how it does so in a unique way.

How do we want to be perceived
www.surkreo.com
Different: Appeal and attend to the needs of young people
Credible: Communicate our years of experience and strength in the market
Relevant: Create products relevant to our key targets and Develop content at
every channel available to them

Motivation
Ability
Trigger
• Need
• Impulse
• Trend
• Convenience
• Education/Communication
• Branding/Positioning
• Available job
• Financing
Strategy
How do we change consumer behavior
The key to changing purchasing
behavior is to understand what
influences these behaviors?
www.surkreo.com

Strategy
What we should achieve :
• Critical Investment and Development in our agent/tech network
• Customer Education
• Customer focused policies/incentives and activities
• Partnerships with Corporate, SME’s, Associations and Religious bodies
• Simplicity in communication to drive top of my awareness
• Continuous innovation on consumer needs and service research
www.surkreo.com

Tactical Approach HOW DO WE INTEND TO DRIVE INFLUENCE -
Strategy Tactics Execution
Trade Activation Create pop up or sponsor events for
working class individual from diverse
sectors
A series of pop up event target of newly employed working
class individuals could help drive quick conversion
Consumer Education
(Church/Communities/Associations/
Patnerships)
Set up meetings and continuously
educate and highlight the
convenience of our service
Set up sensitization programs, and workshops in churches,
community centers, local festivals and gatherings, etc.
Consumer Activation Exhibit the differentiators benefits
and drive consumer engagement by
actual trials
Make it easier for people to register
Give out cool branded items on registration
Visible POS placements Create awareness & education Infographics, stickers, banners
Social Media Create awareness, education and
continuous engagement
Through the Social Media: Facebook, Twitter, LinkedIn and
Partner’s web sites.
Print Ads Create awareness & education Spaces on public transportations and billboards in heavy
traffic highways
TV Reach and impact massively while
educating the customer
Commercials, sponsorship on targeted programming.
Combine with partner’s TV commercials
Sitcoms/Movie/Music Video
placement
Creating a trend by influencing pop
culture and movie lovers
By partnering with content producers we can create online
equity for the brand and influence quick decision making
Radio Create engagement and excitement
at launch
Activations at key radio stations- that have critical reach
Partnering with major radio stations

Tactics
Campaign Theme:
First Choice for Life
Rationale:
From your first pay check, to your first major financial
decision, most times, pension is always seen as the
last thing to do.
Our goal is to play on the equity of the firsts in your
life and equate them with the equity of the opening
a Oak Pensions account
www.surkreo.com

Tactical Approach
Events
Creating and sponsoring pop-up events for new
employees would create a channel of conversation and
direct contacts with our targets.
These events will highlight the importance of making
the right First Choice with Oak Pensions.
The events approach will be customized based on the
industry we are discussing with from creative, financial,
oil and gas, etc.
www.surkreo.com

Consumer Education
Leveraging on closed associations
amongst social groups, we intend to
building communication with people in
their immediate and comfortable
environment at social groups,
associations, gyms and fitness classes,
etc.
www.surkreo.com
Tactical Approach

Consumer Activation
Registration Channel:
WEB
Developing a synergy between our existing agents and our tech
platforms is key. We intend to shorten the consumer journey by
creating an initial online form for people to make quick buying
decisions.
The web platform will have every parameter available on the existing
registration form. Then on conclusion and vetting, agents will
contact the customer for final KYC documents and biometrics.
www.surkreo.com
Tactical Approach

TRADE MATERIALS
Creating facts sheets and FAQs in four
major Languages - English, Yoruba, Igbo and
Hausa. which will be translated and
simplified- Sensitizing people on the
importance of making their first choice with
oak pensions
www.surkreo.comwww.surkreo.com

COMMUNITY ENGAGEMENT
One of the best ways to influence a particular institution is creating a relationship
with them. Leveraging on their numbers would be a winner at any point in time.
We will either engage the services of an activation agency or engage some of the
non-selected merchants to act as Oak pensions evangelists who would go to
localities and regions to help activate Oak Pensions, distribute communication
materials and educate groups, religious bodies and associations
Associations and communities we should target
Lotto and betting centres
Churches
NURTW
Market women Associations
The Northern Community
Trade Unions and Associations
www.surkreo.com
Tactical Approach

Social Media Management
The Digital Marketing Strategy should be inline
with the current focus of consumer education and
enlightenment.
Driving debates, infographics, Trivia and giveaways
should be key during this campaign schedule.
www.surkreo.com
www.surkreo.com
Tactical Approach

Objective:
Oak pensions seeks to provide a robust level of financial
(pension) education in the area of retirement as it is a
very important yet unpopular topic in the minds of
people especially young people.
www.surkreo.com
www.surkreo.com
Tactical Approach – Social Media Management

www.surkreo.com
VISION
Where we need to be
Setting objectives defines the success of
your digital marketing journey, so we need
to be…
S – Specific
M – Measure
A – Attainable
R – Relevant
T – Timely

www.surkreo.com
STRATEGY
Defined digital marketing funnel
The primary goal is to reach
customers at the moment that best
influence their decisions , identifying
the key channels of engagement
at every stage of this marketing
funnel
ROI
Conversation
Attention
Brand
Awareness
• Search Engine Optimization
• Individual Brand promotion websites
• Social Media Sites
• Subscribed emails
• Blogs
• Communities
• Online events and promotions
• Publishers partnerships
• Blogs
Advocacy
• Helping generate authentic word of mouth
• Gaining best new customer prospect

www.surkreo.com
STRATEGY
GOALS
Community growth
Over 5 0,000 prospective
customers across 3 key social
media channels: Twitter, Facebook,
Instagram,
Website visits
Over 10 000 visits in a month for
the first 6 months and 25,000
visitors/pm the last 6 months
1
Y
E
A
R Social media dialogues
To grow over 1,000 dialogues in a
month for the first 6 months –
Comments, likes, share, tweets,
retweets, mentions, posts.

www.surkreo.com
STRATEGY
This strategy helps us maximize
success of the social web and focus
on the objectives to be achieved
Evaluate
Goal
Setting
Full
Spectrum
Strategy
Tactics
Measure
• Brand Perception
• Online Presence
• Target Markets
• Customer Insights
• Internal resources
• Customer acquisition targets
• Website visits and clicks
• No. of dialogues per month
• Value proposition
• Governance
• Integration
• Action and control
• Brand advocacy
• Customer engagement
• Digital Marketing mix
• Content flow
• Campaign schedule
• Resource relocation
• Prioritizing activities
• Outreach effectiveness
• Engagement ratio
• Inbound traffic
• Social Media Influence

Strategy
DIGITAL MARKETING
BREAKDOWN
MENTOS
Content
Marketing
Social Media
Management
Oak
Pensions
B2C Digital Marketing
Content Marketing
Brand and Corporate
B2C Digital Marketing
Content Marketing
Social Media
Management
Product
Facebook
Twitter
Instagram
Youtube
Facebook
Twitter
Instagram
Youtube
Blog/Landing Page
3RD Party Blogs
PR/Corporate
Messages/
Communiques
Blog/Landing Page
3RD Party Blogs
www.surkreo.com

Tactics
www.surkreo.com
Experience
2.0Experiential
Marketing
Social
Media
• Create unique content and embed with existing content calendar
• Create engaging landing page
• Display Advertising (Web and Mobile)

www.surkreo.com
#WhoPensionEpp
Theme
Consumer Education: Pension is often seen to be at the
bottom of a scale of preference later on in a person’s life.
Our goal is to play on the equity of the firsts in your life.
On social media, our introduction of Oak Pensions and the
importance of pension would be subtle. We would
through teasers, did you know posts, pension saving tips
etc. begin to position the idea of what a pension plan is,
which would create curiosity towards the brand product.

www.surkreo.com
Community Building
We would increase the followership base from what it is to a
larger community.
They would be exposed to the contents we put out on daily
basis and we would be a part of their daily routine by helping
them adapt the implementation of pension through contents
which we would put out.

www.surkreo.com
Consumer Education
Once we have been able to create curiosity, we would begin
to with our posts educate our desired audience on the
products.
Posts like benefits of a pension plan etc. will be created.

www.surkreo.com
Engagement
Consumer relationship is a thriving factor for any brand. With the strong
presence of digital media, one cannot overlook this important tactic.
From time to time, engaging posts like trivia, consumer feedback,
puzzles that drive home message will be put out on our social media
platforms and on the more formal platforms, articles that will evoke
discussions will also the put out.

www.surkreo.com
Digital Marketing
Tactics:
We would also be supporting the campaign
with GDN/Facebook Banners

www.surkreo.com
Influencer Management
Today, most opinions relating to a decision to
buy (or not) begin online. These opinions take
shape either during a Google search, while
reading a scathing post on a forum, while
looking at a product test on a specialty blog,
or even while reading a tweet from a satisfied
user. There is a huge selection of channels and
media of exchange in today’s world, and
brands are no longer at the top of the
information pyramid.
Influencer Marketing

www.surkreo.com
Influencer Management - SMS Campaign
Even with the high percentage of influence
through social media, there is still a huge
number of people that might not have access to
the messages on social media or could miss it.
We intend to cover these gaps through the use
of bulk SMSs

www.surkreo.com
Influencer Strategy
Influencer Strategy
We intend to engage influencers to drive the organic
visibility of our products and indulging their
supporters to make their first choice with oak
pensions.
Influencers would drive our unique hastags ie…
#FirstChoiceForLife #WhoPensionEpp #OakPensions

www.surkreo.com
Additional
Contribution
Personal 2
Keying into Pension
Debates and driving
conversion
Oak
Pensions
Keying into Pension
Debates and driving
conversion
Key Influencers
Consumer
Education
Activating Pension Debates
Opening RSA
Noisemakerz
Minimum Actions: 1000 influencers
Reach – Over 2,000,000
Product breakdown
Identify mode of influence

www.surkreo.com
Tactics:
1. Use key influencers to drive/create conversation using a hashtag
2. Boost interaction and engagement on the influencers post
3. Support interaction on the hashtag with regular social media users
Strategy Tactics Execution
Key influencers Drive engagement using key
influencers
Utilizing the high number of followers by the influencers
and drive the conversation from them
Drive engagement Boost interaction of existing content
created by brand ambassadors
Using influencer management platform, noisemakerz to
boost existing content as a form of endorsement
3rd Party blogs Re-inforce messages on social media Using social media blogs like instablog and African funny
pics to reinforce existing content

Strategic Considerations
• The most crucial strategic consideration for a marketer, is to ensure that the brand equity is not
basterdised at any stage of the communication process.
• Invest heavily on our content strategy and deployment
• One should not underestimate the power of brand equity
• We will not compromise the umbrella brand for the sake of “selling a product”, rather use the
equity to endorse the product
• Our objective is to enhance Oak Pensions positioning as Nigeria’s First Choice in pensions
www.surkreo.com

Proposed marketing communications plan for Oak Pension - 2017

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