MARKETING CONSULTING / SALES CONSULTING
Industry Superannuation B2B Marketing Strategy Development
— Club Plus Superannuation —
A B2B marketing consulting & communications strategy project, identifying a range of initiatives that could support and enhance an existing employer super strategy.
The Relationship
Mind Methods was engaged for Strategy Consulting with Club Plus Super, working closely with Senior Management. Mind Methods delivered general consulting and a half-day boardroom workshop with senior management and the client relationship team. A final report was delivered documenting key insights and providing a range of recommendations to incorporate into their overall Employer Strategy.
“Rather than try and sell us generic solutions, Mind Methods quickly embedded themselves in our business and worked to understand our strengths and opportunities as well as the hurdles that our relationship team are up against every day.”
— Stefan Strano, Head of Marketing, Club Plus Super
Looking Under the Hood
We also facilitated a process to help Club Plus Super look at their own internal offerings and a range of factors that are critical to their success with Employers.
- Unique Selling Propositions (USPs) were identified in order to better understand the unique value that Club Plus Super provides to their Employers.
- Using the findings of the SWOT Analysis, we developed powerful future SWOT Strategies that aimed to leverage Strengths and counter Weaknesses.
- An Internal SWOT Analysis was also conducted to define and document Club Plus Super's strengths, weaknesses, opportunities and threats.
Our SWOT Strategies then used the findings of the SWOT Analysis to develop future strategies that could leverage the identified Strengths and counter the identified Weaknesses.
Our SWOT Analysis allowed for a thorough internal investigation of the Employer Strategy.
Using the findings of the SWOT Analysis, we developed powerful future SWOT Strategies that aimed to leverage Strengths and counter Weaknesses.
Understanding Relationships
Together with the team, we took a closer look at the various relationships that exist between Employers and various staff members at Club Plus Super.
Here we identified a number Employer organisation types based on a range of their characteristics. We also analysed the needs of various employer stakeholders within these organisations and how they directly or indirectly interacted with Club Plus Super.
Analysing Competitors
Given the ever-changing industry landscape, it was important to better understand the perceived strengths, weaknesses, opportunities and threats for Club Plus Super's major industry and retail competitors.
“A key benefit of working with Mind Methods is that they bring to the table a unique ability in aligning sales and marketing efforts by working across and deeply understanding both disciplines. This is a rare, yet extremely valuable quality in a Marketing Services Agency.”
— Stefan Strano, Head of Marketing, Club Plus Super
Conclusion & Summary
Our process allowed the team at Club Plus Super to take a closer look at the needs of the Employers they serve and to better understand how these needs vary based on the range of relationships they manage across different organisation types.
From this understanding, we were able to help the team look internally. They were able to identify the unique value that Club Plus Super offers and determine how to communicate this value across the range of relationships they manage.
This resulted in a clear set of recommendations, highlighting a wide range of sales and service initiatives and materials that would be produced for Club Plus Super to use across teams, as they continue to successfully manage and grow their Employer relationships.
“By developing a deep understanding of what makes us tick, they were able to offer solutions that completely hit the mark and are highly valued across our business in a very short period of time.”
— Stefan Strano, Head of Marketing, Club Plus Super
Key Outcomes
Mind Methods have now delivered the overall strategy, recommendations and a range of materials that are being used to great effect within Club Plus Super's employer strategy. This complete program has been very well received by all stakeholders from various parts of the business including the Head of Marketing, Head of Member Services, Member Service Managers, Marketing Staff, the CEO and the Board of Directors.
The following items were delivered to Club Plus Super:
Strategy:
- Employer Strategy Research & Review
- Facilitated Employer Strategy Workshop
- Detailed Employer Strategy Report & Recommendations
- CEO & Board of Directors Presentation
Communication Materials:
- Communications Material Planning & Briefing
- Communications Messaging & Positioning Strategy
- Employer USP Tool Overview (Print & Digital Version)
- Employer USP Tool In-Depth (Print & Digital Version)
- High-Level Competitor Comparison Matrix (Print & Digital Version)
- 2x Targeted Competitor Comparison Tools (Print & Digital Version)