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

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

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

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