Mercy Super, the corporate super fund established for employees of Mercy Partners or other Sisters of Mercy organisations, has won the Best Direct Mail Campaign over $40,000 at the AIST Awards for Excellence 2017.
The win recognises the excellence of Mercy Super’s personalised eDM campaigns using video targeted at different stages of the member journey.
What we did
Working closely with our client Mercy Super and with Creativa Videos as our video partner has been a terrific collaboration that’s not only produced award winning work but also measurable outcomes and benefits for members.
In common with most super funds, Mercy Super recognised that member-initiated engagement is low until an event occurs that prompts action. Mercy Super’s response was to develop segmented, personalised interactions at various stages of a member’s journey to build engagement, trust and loyalty.
Using video, members get a ‘real-time’ snapshot of their super and income account balances, insurance cover, contributions and withdrawals, as well as a ‘health check’ of steps taken to date and next best steps as calls to action.
Key to Mercy Super’s win was a focus on results
Success was measured by how members acted on the next best steps. Results over 12 months were both qualitative and quantitative, and included:
1. 10% increase in new member beneficiary nominations
2. 10% increase in members logging into Member Online
3. Increase in roll-in FUM
4. Improvement in member satisfaction, and
5. Increase in members retained after job change
Our client says
Craig Keath, Marketing and Communications Manager at Mercy Super says: “Marketing through video lets us show members how their super is tracking on a regular basis in a simple and engaging way. By leveraging the power of data to personalise and building the video in modules means we can repurpose rich media across a variety of campaigns and communications now and in the future. For us, that’s the long-term value”, adds Craig.
Craig Keath, Marketing and Communications Manager, Mercy Super
About the AIST Awards for Excellence
The program celebrates all the amazing work of those within the profit-to-member superannuation sector striving to deliver projects, campaigns and solutions that are in the best interests of their members.
Find out more about AIST Awards.
Interested? We’re the specialist communications agency for super, reward, employee and change communications.
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