Creating Strategy by Michael Bernard

Author:Michael Bernard
Language: eng
Format: epub
ISBN: 9781784525545
Publisher: Panoma Press Ltd

The marketing, in turn, featured pensioners strongly, as recommendations from their peer group proved very powerful. When the direct mail communication landed with the pensioners, there was an extraordinarily high open rate, based on the previous employer’s name and the fact that the offers included were highly relevant and featured people from a similar background.

The value proposition for the pensioners was clearly defined as a programme for pension scheme retirees with communication via direct mail, magazine, email and website, with:

• Preferential and exclusive offers.

• Information and advice.

• A sense of community.

• Opportunity to boost your pension.

• Participation in the Club Panel.

• Free to the scheme and pensioner.

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