Communicating with Members in the 21st Century · 31/12/2015 · COMMUNICATION WITH MEMBERS IN THE...

Communicating with Members in

the 21st Century

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

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

IN THE 21ST CENTURY

OPTrust: Who we are

IN THE 21ST CENTURY

Strategy: We are member driven

OPTrust: Highlights

IN THE 21ST CENTURY

[As at December 31, 2015]

IN THE 21ST CENTURY

Pension Administration Service Philosophy

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

IN THE 21ST CENTURY

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

IN THE 21ST CENTURY

Took Time to Know our Members: One size doesn’t fit all

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

Some Observed Communications Behaviours Inform

Channel Strategy

IN THE 21ST CENTURY

Some Observed Communications Behaviours Inform

Channel Strategy

IN THE 21ST CENTURY

Snapshot of the 21st Century

IN THE 21ST CENTURY

BEFORE

Snapshot of the 21st Century

IN THE 21ST CENTURY

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)

IN THE 21ST CENTURY

Mobile Email Opens Have Grown with 180% in Three Years

IN THE 21ST CENTURY

Email Campaigns

IN THE 21ST CENTURY

BEFORE

Email Campaigns

IN THE 21ST CENTURY

Websites

IN THE 21ST CENTURY

BEFORE

Websites

IN THE 21ST CENTURY

Infographics

IN THE 21ST CENTURY

Social Media

IN THE 21ST CENTURY

BEFORE

OPTrust Social Media Graphic

IN THE 21ST CENTURY

Personalized Communications

IN THE 21ST CENTURY

Dear Mr. Jones,

Pursuant to sub-sections 3.8(a-d) of the Pension Benefits Act of Ontario (“The PBA”), we are writing to…

Personalized Communications

IN THE 21ST CENTURY

Case Study: Online Support for retirements

IN THE 21ST CENTURY

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

IN THE 21ST CENTURY

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!

IN THE 21ST CENTURY

Communicating with Members in the 21st Century · 31/12/2015 · COMMUNICATION WITH MEMBERS IN THE...

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