Human stories from youth to retirement
Content & digital - super
Writing & editing
Content strategy & design
Campaign
Digital strategy & UX
Stakeholder communications
Narrative & messaging
HESTA content, campaign & digital
Human stories from youth to retirement
Creating an inspiring, educative, immersive experience for the HESTA community. News, stories and insights about super, retirement and investments - and the great achievements and inspiring journeys of HESTA members.
Client
HESTA
Released
Timeframe
12 months
Project Type
Content & digital - super
Technology
Office suite monday.com Adobe: Analytics, Journey Optimizer, Campaign Agile
HESTA content, campaign & digital
Overview
We envisioned a platform that would deliver more directed, useful and inspiring content, stories, media and news for HESTA members and employers.
HESTA is one of Australia's largest specialist (healthcare) funds. Fund growth required re-calibration and re-organisation to create, produce, and execute high quality, relevant, and inspiring content for its nine-strong member (B2C) and employer (B2B) audiences. Specialist skills, talents and experience were required to improve and streamline its content and marketing - especially in UX, member journey, brand, and marketing.
HESTA content, campaign & digital
The Challenge
The existing content platform was hobbled to varying degrees by a need for more resources, manpower, experience, and processes, especially in regard to investment content. The need for greater synthesis between teams in marketing, and an understanding of how to deliver content, brand, UX/digital, and B2B services, were key challenges.
The content platform needed to meet the fund's requirements for a 'hub and spoke' approach to resolve the disconnect between content planning, conception, response, execution, and delivery. In particular, members wanted more than 'vanilla' content – they sought inspiring, prctical, and relevant content to help them understand their super, manage their investment, and plan for retirement.
HESTA content, campaign & digital
The Solution
A key part of the solution was to integrate Agile processes into campaign and content planning and strategy along with a strong focus on excellence of execution, distribution, analysis, and digital journey. We created an intuitive platform combining improved processes in conception, design and execution with stakeholders, with immersive storytelling. The new system featured much stronger campaign planning to eliminate bottlenecks, execute mroe smoothly, and ensure that content and comms were dynamic, engaging and would connect with our (relevant) audience.
Office suite monday.com Adobe: Analytics, Journey Optimizer, Campaign Agile
The user experience was reconfigured to be more relevant and better researched. This involved use of new tech and tools like Agile, Adobe Journey Optimizer & Analytics, and monday.com for thorough campaign planning-execution. Dedicated resources in content/copy, comms, media, marketing, branding, and user experience combined well to drive better execution, meet metrics, comply, and inform executive team members.
HESTA content, campaign & digital
HESTA content, campaign & digital
Performance Results
The revised content marketing platform transformed how HESTA members experience, plan and behave in relation to their retirement. The content platform serves the business, is fully compliant, educates audiences, and help manage business risk. Campaign metrics, now agile-centric, improved markedly since the new platform was established.
Member open rates
Uplift
Member engagement web clicks
Beyond the numbers, HESTA has built trust with members and strengthed connections between members, employers, government, media, and staff. HESTA's brand even stronger as a dedicated steward of healthcare workers' super savings.
