Case study - effectively communicating pension change
Background
The UK’s largest public sector body was looking to initiate a period of pension change and modernisation.
Objective
The pensions division required a communication strategy to launch their pension fund’s new DB and DC sections. In addition, this strategy had to incorporate enough flexibility to be adaptable to the needs of each of their 230 employers and their 500,000 members.
Approach
Buck formed a task force with representatives from all the major departments to consult on their needs, ensuring their interest and support. A comprehensive communication audit was undertaken, and a copy of the report sent to every department, executive agency and other public bodies.
The following six-stage programme was adopted to educate members about the changes:
- basic member awareness
- understanding the options
- supply of comparative individual member benefits under the new and old schemes
- provision of a query resolution facility
- chasing of members for their choice of options
- ongoing education and feedback.
A ‘toolkit’ of communication options was developed, enabling departments to choose the most appropriate communication medium for them and their members. Whatever the communication medium selected, the messages were standardised, ensuring that everyone received accurate and consistent information.
Buck also recommended a new pension brand be created for this exercise.
Results
A results database of the audit was created. Prior to this, the client had no central knowledge bank of this kind. A new brand was designed to help the launch of the new scheme. A mocked-up toolkit was provided, outlining each communication tool in detail.
The communication strategy was fully implemented within the year. Feedback from the client on the results was extremely positive.
For more information, please visit our Change communication services section.
