DNA was asked by the CBC Pension Plan – one of Canada’s top public sector defined benefit pension plans – to assess members’ knowledge and confidence in the plan and to create a communications program that would clarify the plan’s brand, bridge gaps in member comprehension, and provide reassurance about their long-term security.
Plan management had tried to educate and reassure members through regular communications. Regardless, with every market hiccup, management’s inboxes were flooded with anxious, ill-informed questions. It was clear that their communications weren’t helping members’ knowledge or understanding of the plan’s unique benefit—predictable, consistent, and sustained payments for life. Poor understanding was creating anxiety and delaying retirement decision-making.
STRATEGY AND IMPLEMENTATION
DNA met with a national cross-section of employees and retirees to listen to their thoughts, feelings, experiences, and expectations about the plan and plan communications. Based on our research and analysis, a brand strategy and positioning were developed echoing the plan’s value proposition.
Members made it clear that they were only interested in how the pension plan would address their personal needs, concerns, and areas of interests. DNA developed a communications strategy that was designed to appeal to members’ self-interests:
• DNA increased the use of engaging and informative graphics to explain technical concepts and capture attention and engage readers.
• Communications were written in a user-friendly, conversational style.
• Tone and voice of copy was warm and engaging.
• Most content reflected issues that spoke to member-specific issues and interests.
• Recommended updates and additions to member collateral and the website were prioritized according to the size of readership and popularity.
A good communication plan serves as a roadmap guiding an organization to desired outcomes.
Employees who have even a basic understanding of their pension plan say they feel more confident about their long-term security and that it influences how they feel about their employer’s brand. Under these circumstances, a pension plan can be a powerful recruiting and retention tool. Clear, concise, and relevant communications are essential to making this happen.
DNA delivers strategic brand strategy, communications, and design that supports client objectives by seeing the challenges and opportunities through the eyes of the clients’ audience.
Let us create a communications strategy to help get your message across. We’d love to hear from you!
Posted by: Maria