(Image of Chris with sign post or retirement street image from animation) PENSION DECISION SERVICE MARKETING CAMPAIGN November 2017
LAUNCH TIMELINE Jul 2016 RRM Pilot begins Improved member process and communications Jan 2017 Pilot Expanded 2017 Enhanced member comm s & website Sep 2017 Co-sponsored PAD Tour July 17 Nov 2017 Digital and social campaign Oct 2017 PDS External Launch and Bus Tour April 2015 Pension Freedoms BRAND DEVELOPMENT AWARENESS & CONSIDERATON LAUNCH & LEAD GENERATION Jan 17 - Oct 2017 Internal awareness, town halls, P&L meetings, CRM toolkit July 17 - Oct 2017 Developed launch materials Client communications Bus branding and theming Oct 16 - Jan 2017 PDS Brand developed, Animation, Brochure Sep 2017 Ed Clancy animation & video Oct 2017 PLSA Launch reception with Ed & Exhibition stand PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 2
OUR VISION To deliver a ground-breaking new service in an exciting and engaging way. We understood the importance of achieving impact quickly and the significant revenue objectives riding on the success of PDS. We knew we wanted to; Set JLT apart from the competition Break down the stereotypes associated with pensions and retirement that were clearly barriers We knew we wanted our campaign to be; Fun, Engaging, Personal and memorable with simple language and clear visuals Our brand needed to resonate with our audience not scare them! We wanted to create energy, excitement and noise We wanted people to stop in their tracks and start talking they did, and they are! PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 3
STRATEGY WE QUICKLY ESTABLISHED WE WERE GOING TO NEED SOME HELP SO WE BUILT A PROJECT TEAM who met every two weeks AND WE ALIGNED OURSELVES WITH GREAT PARTNERS Our collaboration with Pension Geeks (the brains behind Pension Awareness Week) started back in the summer of 2016. They ve helped us bring our vision to life by taking two of our brand personas Chris and Susie and creating the blockhead concept. POSITIVE supported our digital outreach and utilising #PAD17 and #PDS17 we achieved greater awareness, wider reach and far more targeted opportunities than we could have achieved through our own activity. We set to work building our plan and used every available channel and touchpoint we could! Internal, online and offline advertising, digital, sponsorship, experiential, branded materials and giveaways, clothing and even coffee cups! PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 4
LAUNCH PLAN APR SEPT Create Awareness Develop Materials Internal promotion Creative material s, merchandise Bus branding and theming created Research development of content Clients approaches for tour Pensions Age interviews and feature written JUN OCT Prepare for Launch PAD Tour Co-sponsored Pension Awareness Day Tour (#PAD17): Awareness of the JLT in support of PAD week Social Media Campaign to support lead up and PAD week Client comm s pack issued Animation and video created with Ed Clancy 15 20 OCT LAUNCH PR: Sunday Nationals/Monday Trades PDS Bus Tour: 4 high profile regional clients PLSA launch Reception with Ed Clancy 18 th October. PLSA stand featuring PDS Social media campaign continues PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 5
PAD TOUR - SEPTEMBER PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 6
DIGITAL CAMPAIGN - PAD TOUR PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 7
CLIENT ENGAGEMENT PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 8
RESEARCH & CONTENT To validate our understanding further, we undertook a significant piece of research with 2,000 individuals aged 40-70. Some of the results were eye-opening. We focused on using these statistics throughout our collateral and it formed the theme for our internal and external branding to tell our story. PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 9
BUS EXTERNAL BRANDING PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 10
BUS INTERNAL BRANDING PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 11
BRANDED MATERIALS AND GIVEAWAYS PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 12
PERSONA AND CLIENT CASE STUDIES PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 13
PLSA EXHIBITION & VIP RECEPTION PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 14
PLSA RECEPTION PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 15
PR PDS release was named press release of the day by the Senior City Correspondent at the Evening Standard. https://www.tomorrowsbusiness.co/press-release-of-the-day-161017/ Our press release was also captured by the Daily Express, FT Adviser and the Daily Mail. PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 16
CLIENT FEEDBACK PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 17
MEMBER FEEDBACK Chris Robinson I found the bus visit really useful. I had a couple of reasons to visit one was just general interest and another was around some specific questions I had about merging old pensions from a previous employer. The info was really useful, and the IFA I spoke to was helpful and knowledgeable. I got my specific query answered, but also some really useful tips about my state pension and about some things I could check up on with my Wife s pension (as she s self-employed). So, overall, great J Thanks for organising it! Lisa Stanworth Hi, just wanted to give some feedback following the pension bus day. I had a really worthwhile meeting, I had a good chat with one of the pension advisors on the bus, and I learned a lot of information I wasn t aware of. Subsequently, I have since had a one to one meeting with one of the IFAs, Andrew, which was really good. My husband is 56, and not been in good health for the last few years, as such we are looking to draw some of his pension early so he can work part time for the next few years, and it looks like we are going to be able to do this, which we didn t think would be possible. So for me it was extremely worthwhile, and I feel a lot more confident about my options in retirement now, so a huge thank you to whoever arranged the day. Katherine Kelly I really enjoyed visiting the bus and found the quirky environment fun and welcoming. The lady I spoke with was really knowledgeable and gave me lots to take away and think about. The session prompted me to ask about my existing frozen pension and to ask questions that I d only wondered about previously. If the bus came again I d definitely visit. It would be good if this could be extended to take a family member along too. Julie Carlton Was pretty impressed that when I gave my name they had been hoping I would visit the bus as I have a final salary pension. I had no idea what if anything was happening with my final salary or its current value, they offered to send me an up to date statement which they did. What I understand about pensions you could write on the back of a postage stamp so I found my chat very informative. PENSION DECISION SERVICE MARKETING CAMPAIGN I NOVEMBER 2017 18