Turning member responses into results
How we used members insight to deliver real impact for the Trustee Board and its members.
Our client’s pension plan had a Trustee Board that was dedicated to delivering compassionate communications for all members.
But before they could turn this ambition into action, they needed to determine what it actually meant for their members and what barriers stood in the way.
Our mission:
Deliver a survey to understand who the Plan’s members are, their knowledge of their pension, and their communication preferences
Identify the barriers standing in the way of meaningful engagement and the Board’s objective to deliver compassionate communications for all
Deliver a series of initial campaigns, harmonised under one creative brand, to address the barriers and needs identified by members through the survey
Ultimately, create a more effective communication strategy, driven by tailored communications that address members’ needs, as told by them
The turnout for the survey was fantastic, with over 1,400 members (more than 10% of the membership), taking part.
It provided in-depth details about the membership, their wants and needs and highlighted two clear issues:
Almost half (45%) of members were unable to access the online pension portal because they’d lost their registration details (not an uncommon issue), and
43% of members wanted to understand what happens to their pension when they die.
With 87% of members saying they’d like to be communicated with via email and online, addressing the web issue felt like a good place to start.
So, we developed a fully branded, print campaign designed to encourage members to visit the portal and familiarise themselves with what it offers – a place for each and every member to take control of their Plan pension, “Your Place”.
The campaign included a personalised folder, letter and leaflet that was sent to members’ home addresses and provided the information they needed to get online in minutes, setting a good foundation for future communications.
The results of this initial campaign spoke for themselves, with the percentage of members using the portal rising from 9% to 20%.
The administrator, WTW, also had a huge influx of queries (200% more than the same time the year before) which showed that members had engaged with what we'd sent them and had taken steps to find out more about their pension, request quotes and other information.
From there, we developed a distinct “Your Place” campaign designed to address the members’ call to understand what happens to their pension when they die – “Your Place to take care of your loved ones”.
This campaign signposted members to where they could find more information about their death benefits, and encouraged them to nominate a beneficiary.
Following this campaign, the administrator saw a 50% uplift in members visiting the online portal page to complete a nomination form.
With a set of “Your Place to prepare for the future” retirement guides on the horizon, the plan is to continue to build on the “Your Place” approach, addressing members’ needs and working towards the Trustee Board’s ultimate goal of compassionate communications that meet the needs of all its members.
