The Australian Institute of Superannuation Trustees (AIST) has used its annual awards to highlight the strides many not-for-profit super funds are taking in the use of targeted marketing, social media and in increasing women’s super balances.
At last night’s 2015 Awards for Excellence, both funds and individuals were recognised.
Equip was a double winner at the awards; in the under $40,000 category for best digital strategy it won for the “Move the Dial” campaign, which enabled female members to track their super relative to their peers via mobile phone – this campaign also won the prestigious Platinum Communications Award.
In the category of best digital strategy with a spend of more than $40,000, Sunsuper won for drawing more than 250,000 visits to its social media sites for a campaign aimed at redefining retirement through the message ‘60 is the new 40’ (see below).
CareSuper won the best integrated award for its use of blogs and a microsite to target a younger, mainly female audience, as part of its 2014-15 ‘Why Should I Care’ campaign.
Tom Garcia, chief executive of AIST, said: “The role of digital is evident throughout every style of campaign and funds are increasingly using targeted digital advertising to reach their members on sites like Facebook and through Google searches. Funds are using much more content to engage in meaningful conversations with their members not just on superannuation issues, but whole of life matters.”
The two individuals singled out for praise at the awards were Sue Gould of UniSuper who won the outstanding trustee director award and Kelly Christodoulou of AustralianSuper for outstanding fund staff member award. Each winner will receive a leader development scholarship – sponsored by State Street – up to the value of $10,000 to access educational opportunities that will benefit their fund.
The other winners were HESTA and MTAA Super in the B2B awards. In the under $40,000 category HESTA was recognised for the strength of its 5C SuperStream Journey project, which was based on the 5Cs of communication, conversation, commitment, conversion and compliance and resulted in high levels of engagement from employers.
In the over $40,000 category, MTAA Super’s clearing house campaign was recognised.
REST and NGS Super won awards for best direct mail campaigns, Tasplan Super for a best integrated campaign, First State Super for its STAR employee recognition program, REST Industry Super and LGS for best internal technology project, VicSuper and NGS Super for best member facing project and VicSuper for best corporate reporting.