Empowering members to make an informed choice
Nuffield Health’s objective was to ensure that its employees were fully aware of the increase in statutory minimum workplace pension contributions coming into effect from April 2019.
This included the choice of contributions available and matching contributions from the employer.
Nuffield Health was concerned that many employees do not actively consider how much they need to save for retirement, believing that the statutory contributions will provide an adequate amount. The challenge was to empower informed employee decision-making, without influencing them to take a particular course of action.
Taking on board Nuffield Health’s concerns, we designed a campaign that was relatable and enabled members to clearly understand if, and how, the statutory changes could impact their lifetime retirement savings. Following the brief provided in early January, we created a simple, integrated user journey that featured online and offline touchpoints clearly centred around one message proposition.
The campaign had three elements:
An interactive contribution modelling tool;
A short, explainer video; and
An email broadcast to publicise the changes and direct employees to the tool and video
Whilst the email was a targeted one-off call to action, the contribution calculator and video are available for everyone to view online via the main Nuffield Health website and can be used as part of wider campaigns, such as new employees joining the Scheme.
The initial intention was to create an animated video, however after further research and an internal design kick-off session, we opted for a live action video which we felt would be more engaging and personal to individual members. The video introduced Lucy, a member of the Pensions team as the friendly and relatable face of the campaign. The timescales for producing the campaign were tight, as members needed to be alerted to the statutory changes by the beginning of April.
We created a structured project plan which relied on reactive project management to ensure that the project stayed on track. Another key to the success of the campaign was our strong working relationship with Nuffield Health, which we were able to develop quickly, as this was the first time Ferrier Pearce had worked with them. Collaboration with their internal client stakeholders from different departments, from the pensions team through to IT, was crucial to meeting deadlines and ensuring successful project delivery. By involving the wider company, everyone felt fully invested in the project and the objectives we were all aiming to achieve.
The feedback from the client was extremely positive. We successfully met the objective of the project, to provide clear information that encouraged members to consider their options and take action, if required.
Two weeks after sending, the email has received an exceptional open rate of 29.2% and a click through rate of over 14%. There have been over 2,000 page views for the campaign landing page which included 686 video views and 1,412 uses of the modeller.
What’s more the client has reported 600 direct email responses issued as a result of the campaign, 350 calls to the dedicated telephone hotline and 317 recorded contribution revisions.