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Equipsuper launches online engagement strategy
Equipsuper has moved to simplify its currently fragmented member engagement strategy by adding a new set of videos to its website under the brand 'active8'.
Equipsuper communications manager Geoff Brooks said the fund had always placed advice and education at the forefront of its member engagement strategy.
"With the convergence of investment returns and fees across the industry, we see it as a primary means of engaging and informing members and creating a point of difference for the fund," Brooks said.
The short videos - on the fund's website from today - target specific topics that demonstrate how members can 'activate' (ie, engage with) their superannuation, along with links to documents that allow members to take action, according to Brooks.
"We're no more active in running seminars than we have been in the past - we run 100 a year - but what we have done is revamp the way we approach it, and distil the information down to something that's more user-friendly," said Brooks.
He said in the past Equipsuper had run seminars that covered strategies applicable to all age groups, which would often mean that "half the audience switch off to things that aren't relevant to them".
But the active8 videos combat that problem by providing separate videos for different age groups.
"We tend to talk to the under 35s more about starting early and building their super. We talk to the 35-50 year olds about insurance and looking after dependants and covering financial commitments. And then in the over 50s, we start talking about transition to retirement," Brooks said.
"The main focus of active8, though, is to link education to actionable ideas by reducing and better targeting information, providing ready access to the tools required to make things happen and to ensure that the information and insights are reinforced across every touchpoint," said Brooks.
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