Tasplan Super/Quadrant/RBF mergers
Our Principal Consultant, Lisa Free, led the development and delivery of the strategic communications and stakeholder engagement strategies for the merger between Tasplan and Quadrant Super and the subsequent merger between Tasplan and the RBF Tasmanian Accumulation Scheme. These mergers resulted in the growth of Tasplan Super from a fund managing around $3 billion to managing around $8 billion on behalf of 150,000 members. The stakeholder engagement strategy involved garnering the support of Tasmanian Government and opposition parties to ensure that the enabling legislation to transfer the RBF scheme to Tasplan was passed by parliament. These complex projects involved maintaining the confidence of members, the support of businesses and unions and the integration of teams across the three funds. Communications and stakeholder engagement activities were integral to the successful transfer. Following the mergers, Tasplan has achieved extraordinary success, being named Roy Morgan’s national customer satisfaction award winner for superannuation in 2017.
Tasplan Super member and employer engagement framework
A cornerstone of Tasplan’s member and employer engagement frameworks was the development of segmentation models. Over the course of a two-year period encompassing two fund mergers, Lisa managed a project workstream to:
- Apply segmentation and profiling methodology to all members, including incoming members from Quadrant Super and the RBF Tasmanian Accumulation Scheme
- Develop a segmentation methodology for employers and profile employer segments
- Design an engagement strategy that focused on meeting the buying reasons and needs of each segment
- Design member and employer service delivery frameworks consistent with the value proposition for each segment
The delivery of Tasplan’s member and employer engagement frameworks has contributed to Tasplan’s success in achieving the Roy Morgan 2017 customer satisfaction award for superannuation and a number two employer NPS ranking across peer superannuation funds.
AIST 2015 Best Integrated Campaign
Lisa’s campaign to raise awareness of changes to the Aged Pension deeming rules amongst Tasplan’s ready to retire members achieved a national Australian Institute of Superannuation Trustees Award for Best Integrated Campaign. The multi-channel, integrated campaign resulted in a 30 percent increase in product uptake over the six week campaign period.
Reputation management – Metro industrial dispute
In the midst of an enterprise agreement negotiation period, Metro services were impacted by industrial action. The industrial dispute received significant media and community attention placing Metro squarely in the spotlight. Lisa’s management of strategic and stakeholder communications throughout this difficult period ensured that customers were adequately informed, stakeholders were appropriately engaged, media coverage was favourable and customer service employees were supported effectively.
Brand creation – Turn up and GO transport corridor
Lisa was responsible for the creation of Metro Tasmania’s high frequency transport corridor brand – Turn up and GO. The Turn up and GO services simplified bus travel by providing users on the corridor with a high frequency services at regular intervals. It removed the need to use timetables to determine service times as passengers know that they can just turn up to the bus stop and a service will arrive within a matter of minutes. The Turn up and GO corridor featured new, distinctive, functional and highly visible bus stop signage and the service was launched with the engaging ‘no fuss if you miss the bus’ campaign.
The introduction of Turn up and GO resulted in an increase of patronage by eight percent in the first twelve months. The corridor brand and service has since been introduced to Hobart’s eastern shore and Launceston’s northern suburbs.