marketing

Investment Strategy

Super funds urged to exploit social media

The marketing departments of superannuation funds are facing a growing array of communication choices with the old fashioned press release of declining importance. Delegates at the AIST’s Marketing Ideas Exchange in Melbourne heard from Paul Cheal, general manager and partner at Honner, on how super funds can reach their members through social media or self-publication. […]
Unintentional

…And culture defines brands

A super funds single most important asset is the brand because it defines member relations, a marketing and public relations expert told delegates. Mark Sareff, chief strategy officer of Ogilvy Australia, likened brands to religion saying that super funds needed to move beyond viewing it solely as a logo and realise that it includes the […]
Unintentional

End of year quiz: match the slogan to the super fund

Super funds were warned by Tom Garcia, chief executive of AIST, that they “must build their brand or die”, when speaking at the CMSF conference on the Gold Coast back in March. And yet, only a few industry funds have responded in 2014. In researching the following quiz, we found all retail funds had clear, […]

Profile: Frank Gullone, chair of Kinetic Super

Frank Gullone explains the reinvention of Professional Associations Super as Kinetic Super, and its omnipresent online brand awareness campaign. The promotion of Kinetic Super as the new name for Professional Associations Super – along with its distinctive light blue, light red and white branding – has been hard to ignore over the past nine months. […]
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