Post on 09-Oct-2020
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Communicating with Members in
the 21st Century
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
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Q A&
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
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Our Focus Today
1. Who we are
2. Where we have been
3. Where we are headed
4. What we have done
5. What we have learned
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
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OPTrust: Who we are
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
Strategy: We are member driven
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OPTrust: Highlights
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
[As at December 31, 2015]
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COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
Pension Administration Service Philosophy
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In the Rear View Mirror
• A decade and a half ago: address,
beneficiary & banking changes, etc. made only by paper
• Handled 3-6 documents to make 1 beneficiary update
• Mailed 13,000 paper pension estimates/year
• 95% of correspondence paper mailed
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
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Channel Strategy Informs Way Forward
• Web and mobile use skyrocketed in
the marketplace
• Change was on the horizon
• Identified service channels: choice and flexibility
• Focus on being member driven and providing
customized materials
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
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Took Time to Know our Members: One size doesn’t fit all
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
Average age:
46.1 years
67% female
33% male
Approx.45%desk/office workers* 55% in the field
English as first language- do we know?
9% say they
do not have access
to a computer
- neither at home
nor at work
13-18% say they do not have access to a
computer at work
Only 39-44%say they have
access to a
computer at home
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Some Observed Communications Behaviours Inform
Channel Strategy
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
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Some Observed Communications Behaviours Inform
Channel Strategy
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
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Snapshot of the 21st Century
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
BEFORE
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Snapshot of the 21st Century
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
AFTER
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Online Communication Trends
• Tablet 30% and smartphone 78% between December 2013 - 2015 (Source: comScore)
• 71% of users delete emails if they don’t work on mobile(Source: Adestra “Consumer Adoption & Usage Study” - 2016)
• 55% of emails are accessed through a mobile device (Source: Litmus “Email Analytics” - March 2016)
• 45% of consumers have unsubscribed from emails if not
smartphone compatible(Source: Litmus and Fluent “2016 Mobile-Friendly Email & Landing Page Trends” - 2016)
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
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Mobile Email Opens Have Grown with 180% in Three Years
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
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Email Campaigns
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
BEFORE
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Email Campaigns
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
AFTER
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Websites
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
BEFORE
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Websites
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
AFTER
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Infographics
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
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Social Media
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
BEFORE
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OPTrust Social Media Graphic
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
AFTER
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Personalized Communications
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
From:
Dear Mr. Jones,
Pursuant to sub-sections 3.8(a-d) of the Pension Benefits Act of Ontario (“The PBA”), we are writing to…
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Personalized Communications
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
To:
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Case Study: Online Support for retirements
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
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Lessons Learned Along the Way
• Know your audience
• Make your content relevant
• Use clear language and good design to support messaging
• A picture is truly worth a 1,000 words
• Don’t roll, don’t scroll – keep it short and simple
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
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Lessons Learned Along the Way
• Offer choices – print is not dead yet!
• Don’t assume digital habits are related to age
• Be consistent
• Try, track and tweak
• Repeat, repeat, repeat!
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY
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Q A&
COMMUNICATION WITH MEMBERS
IN THE 21ST CENTURY