Hostplus has expanded its strategic marketing efforts, bringing onboard a specialist in member education to focus on a number of targeted campaigns for the fund over the coming months.
The industry superannuation fund has hired former Australian Super communication consultant Michelle Brown as its national marketing programs manager.
She joins Hostplus with almost 20 years of marketing experience in the financial services arena and specialist qualifications in the field of member education.
Brown will be responsible for overseeing a program of targeted contact with members to ensure they are receiving superannuation information and encouragement, in areas that are important for them at relevant stages of their lives.
“One of the great things about the team here is that we’ve been doing some really good work for a long time so the challenge is to keep that up and remain ahead of the pack so we continue to innovate,” Hostplus executive manager of marketing Wayne Sullivan told InvestorDaily.
“We’ve got a number of different initiatives that work really well for us so the challenge is to increase the extent to which we can integrate some of those initiatives and really maximise the synergies that we get from our efforts so that we’re giving relevant messages to certain members at relevant times, rather than a scattergun approach and just relying on annual mailings.”
Sullivan said the fund was also likely to undertake some propensity modelling.
“It will be about getting a little more targeted with some of our contacts and some of our education and maybe doing some propensity modelling to help us determine what sort of members will be key for what sort of messages at what stages, so it’s a bit more evaluation and intelligence behind the scenes as well as the great communication that we’ve been doing that’s more visible.”
