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HOSTPLUS adds marketing and education specialist; looks at social media
HOSTPLUS has appointed Michelle Brown to the role of national marketing programs manager as the fund looks to expand member engagement through a range of channels, including social media.
Brown has almost 20 years of marketing experience in the financial services arena and specialist qualifications in the field of member education.
She will be focusing on tactical advertising, direct mail and education programs and the fund’s digital offering, according to Wayne Sullivan, executive manager of marketing at HOSTPLUS.
That will involve a review of the fund’s current activities, which include a move into the social media space.
“We’ve just taken some baby steps in that area at the moment, we’ve done a bit in the Twitter area, we’ve got about 500 followers, so we’re still working out the most effective way to use that medium,” Sullivan said.
HOSTPLUS will likely expand its social media presence in the future, which will have the added advantage of helping the fund relate to its younger-than-average member base, he said.
“The challenge is about making that [communication] relevant rather than just pushing messages out for the sake of it … It would be foolish of us not to explore delivering our messages in the channels and the mediums that our range of members like to use,” he said.
With a Master of Education (Adult Education) from the University of Technology Sydney, Brown has a detailed understanding and appreciation of the adult learning principles that will help members to understand and engage more proactively with their super, according to HOSTPLUS.
“Michelle’s experience in superannuation education and digital marketing services makes her a fantastic addition to the team,” Sullivan said.
Brown was previously the senior communications consultant at Australian Super and worked as education and online communications manager at Plum Financial Services.
“We have made a commitment to help our members better engage with and better understand their super. Michelle will play a key role in member education, drawing on her years of experience and specialist training in financial literacy,” said HOSTPLUS chief executive David Elia.
AUTHOR
Mike Taylor
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