Case study - the power of targeted communication

Background

When the third largest bank in the UK decided to change its pension offering and launch a new scheme, it called upon Buck Consultants to help communicate this challenging message to employees.

Objective

First, to launch the new pension scheme and encourage greater levels of participation in pensions across the 25,000 affected employees. Second, the launch needed to support the new HR strategy to improve employees’ financial expertise.

Approach

We developed a new approach to pension communication, involving direct and open language, targeted information, and education through multiple channels. We created a powerful brand to ensure maximum awareness. A six-month multimedia campaign was developed to gradually change people’s attitudes on pensions, and secure a decision on membership of the new scheme.

Results

The campaign achieved a 70% increase in pension participation. Post-implementation research showed that the tools gave individuals a better understanding of their wider personal finances and how to manage them. The campaign won seven major communication awards.

For more information, visit our Change communication services section.