Marketing Brief
Date:
7th February 2022
Brand:
Te Ara Ahunga Ora Retirement Commission
Project:
Review of Retirement Income Policies 2022
Project sponsor:
Dr Suzy Morrissey with Comms lead by Anika
Marketing
Lyndsey
Specialist:
OIA
Background
This is a reverse brief to consolidate the outline provid
ed here. The purpose to provide focus
the
and clarity for marketing support to deliver on the objectives of RRIP Comms strategy
particularly the connection to public engagement.
Key Points:
Discussion with Anika prioritized overarching messaging. There will be on-going comms
through stakeholder and media which marketing will support through website and CRM. This
under
brief is to define an approach for hero communications across paid, owned and earned
channels.
Business Goal
The RRIP is an opportunity to elevate the dialogue around retirement and for Te Ara Ahunga
Ora to increase visibility amongst stakeholders, the public and Government. Historic reviews
have had mixed feedback and 2022 intention is to be more focused and purposeful in our
approach.
Released
The overarching objective should be linked to our SOI and Purpose
‘Empowering the people of NZ on their journeys to a better retirement’
Our purpose drives the importance of engagement with both stakeholders and the public –
ensuring our work evaluates and recommends the most potent policy mix to Government
coupled with information and inspiration to guide NZers to retirement.
Trusted Information - Government is receptive to recommendations which are evidence
based. NZers understand and have confidence in NZ Super long term
Page 1 of 6
Informed Advocacy – Public awareness and understanding of retirement issues is raised with
focus on established audiences with highest need for protection and support into retirement
Effective Collaboration – Stakeholders (media, academics and subject matter experts)
contribute to the report and feel valued.
Reflect Te Tiriti in our public engagement
Relative Outputs 1) Conduct or commission robust research to address the various topics in the ToR
2) Reflect the organisation’s commitment to Te Tiriti in the research, and report
3) Prepare a Report that provides sophisticated consideration of retirement income policy
OIA
issues in Plain English and contributes to the debate regarding NZ Super and other matters.
Marketing Objectives
the
(What is it and how does this brief contribute to its
success)
Objective 1:
under
Advance the conversation from the perception of NZ Super as a high cost to NZ to one of
high value
•
Strategy : Reframe the dialogue around the value of protecting retirees with Super as
an enabler of their contribution to whanau, community and NZ.
o Create simple, engaging content that can be promoted across multiple
channels
o Enhance media engagement by partnering with targeted and influential media
outlet e.g. RE News
• Measured by TRA Consumer Monitor
o Pre-measure to be established – awareness that NZ Super exists;
understanding of NZ Super (entitlements; payments/ transfer value) and
Released
perception (NZ Super is unaffordable long term; NZ Super will be even more
essential long term etc.) – Jo / Suzy to write qs.
o Post measure in December
o Agree to measure this on-going
o Suzy also conducting sentiment research on Super vs. 10 years ago. Ready in
May. Will provide strong base for media .
Objective 2:
Page 2 of 6
Link Policy research and dialogue to Te Ara Ahunga Ora Fin Cap programmes
Strategy: Leverage Sorted as an owned channels sharing and housing valuable retirement
planning content
o Build further content into Money Week focused on retirement
o Utilise Sorted channels, tools and content to engage the public
o Promote surviving retirement game (with some adjustments) to students and
teachers (Sorted in Schools – need to check if this exists within MME)
o Connect to Sorted output in Stakeholder engagement through owned channels
e.g. ‘We might think that retirement is boring…but Sorted retirement tools
OIA
have run over 40,000 calculations in the past 12 months etc. etc.
Measures:
o Increase use of retirement calculator by 15% (establish baseline from year
prior)
the
o Increase views of retirement guide and content by 15% (establish baseline
from year prior)
o National Strategy stakeholder engagement measures
Objective3:
Lift the profile of Te Ara Ahunga Ora Retirement Commission across identified audiences
under
Strategy: Increase visibility of the brand and retirement commissioner
▪
Using a consistent look and feel aligned to our new brand strategy
vs. a stand-alone identity from previous reviews
Measures: by TRA Consumer Monitor awareness
a. NB This will be very low!
b. Increase web traffic to Te Ara Ahunga Ora channels
Target audience
Released
Primary Consumer Marketing Audience
NZ Public- under 45s
Stakeholder Audiences driven through comms and policy with support from marketing to
create and manage assets
• Govt – Ministers, officials
• Industry groups: e.g. Age Concern,
• Nat Strat stakeholders – wider base, as
Page 3 of 6
• NZ Media, commentators and influencers on retirement income
Channel Strategy to be developed further with Together:
PROFILE & AGENDA SHAPING
Build awareness of 2-3 hero messages to lift profile and visibility – focus on value of Super not
its ‘cost’
Words/sentiment to avoid
• ‘Cost’ and the actual $ cost
OIA
BRAND Te Ara Ahunga Ora.
the
Likely channels paid social ads; owned and earned channels to drive broad reach.
Media Objective: Mass reach and views with targeting supplementing key groups
Timing: April into mid-May, ahead of public submissions opening
Link to Te Ara Ahunga Ora webpage
under
Recommend the following:
A) PREPARE – FEB-MAR
•
Website ready
•
CRM list cleans
•
Start media engagement – value of the work we will be undertaking
•
CTA for What does retirement look like for Māori
Released
•
Set up benchmarking for research
•
Write creative briefs – these need to be refined and clear to achieve
goals
•
Sorted Money Week planning
•
Brief Together
B) TOES IN THE WATER - APR-MAY
Page 4 of 6
•
Stakeholder engagement via Nat Strat
•
On-going media engagement – building out topics and using
prepared content
•
Sorted content promotion focus on retirement, savings and advising
of the review
•
Produce content for key public engagement promotion
C) DIVE IN – JUN -AUG
•
Shape papers for publishing
OIA
•
On-going media engagement – building out topics and using
prepared content
•
Media partnership to drive awareness / push Super Power content
the
with media
D) D) WRAP UP – SEP-NOV
•
Complete report and recommendations including design
•
Key findings in media?
under
Jobs to Do
This table shows the specific elements each medium needs to consider.
TACTIC
Elements
VISUAL IDENTITY
Opportunity to use and extend the new Te Ara Ahunga Ora brand
collateral and create a halo effect for our brands. Need to resolve
co-branding between Sorted and Te Ara Ahunga Ora?
WEBSITE
Homepage content block, hero evolving messaging and publish
papers
Released
COMMS SUPPORT
Support via CRM
CREATIVE /
Define priorities and key messaging to create engaging and
CONTENT
informative video content
Dovetail promotion of Sorted retirement planner and creation of
new blogs, money week content into calendar
MEDIA
Brief and collaborative with Together to establish best use of budget
PARTNERSHIPS
across channels and to drive media partnership opportunity
Page 5 of 6
TACTIC
Elements
PAID MEDIA
Build into Sorted and Money Week plan
SUPPORT
Allocate budget to paid search for RRIP
Considerations & Key Dates
Research – need to define benchmark questions asap to access the Monitor with sufficient
time – questions to be finalised by late March
Brand and Communications – do not cannibalise messaging – need to layout FSC, Money
OIA
Week and RRIP activity alongside a broad calendar to make sense!
Key messages
the
(2-3 maximum) –
• PRIORITY 1: Super Powers NZ / NZ’s Super Power
• PRIORITY 2: Retirement planning is always worth starting…?
• PRIORITY 3: Te Ara Ahunga Ora
under
Single minded proposition
As NZ’s population (and we all age), we should not think of this as a burden or
cost. Think of the Super Powers of our retirees. Super powers them to live
support whanau, communities and live with dignity.
Shine a light on the retirees of today
.
Released
Page 6 of 6
