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1 Communicating with Members in the 21 st Century COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY

Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

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Page 1: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

1

Communicating with Members in

the 21st Century

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

Page 2: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

2

Q A&

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

Page 3: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

3

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

Page 4: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

4

OPTrust: Who we are

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

Strategy: We are member driven

Page 5: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

5

OPTrust: Highlights

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

[As at December 31, 2015]

Page 6: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

6

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

Pension Administration Service Philosophy

Page 7: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

7

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

Page 8: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

8

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

Page 9: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

9

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

Page 10: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

10

Some Observed Communications Behaviours Inform

Channel Strategy

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

Page 11: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

11

Some Observed Communications Behaviours Inform

Channel Strategy

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

Page 12: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

12

Snapshot of the 21st Century

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

BEFORE

Page 13: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

13

Snapshot of the 21st Century

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

AFTER

Page 14: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

14

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

Page 15: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

15

Mobile Email Opens Have Grown with 180% in Three Years

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

Page 16: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

16

Email Campaigns

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

BEFORE

Page 17: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

17

Email Campaigns

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

AFTER

Page 18: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

18

Websites

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

BEFORE

Page 19: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

19

Websites

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

AFTER

Page 20: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

20

Infographics

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

Page 21: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

21

Social Media

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

BEFORE

Page 22: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

22

OPTrust Social Media Graphic

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

AFTER

Page 23: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

23

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…

Page 24: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

24

Personalized Communications

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

To:

Page 25: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

25

Case Study: Online Support for retirements

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY

Page 26: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

26

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

Page 27: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

27

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

Page 28: Communicating with Members in the 21st Century · 31/12/2015  · COMMUNICATION WITH MEMBERS IN THE 21ST CENTURY Average age: 46.1 years 67% female 33% male Approx.45% desk/office

28

Q A&

COMMUNICATION WITH MEMBERS

IN THE 21ST CENTURY


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