One of the biggest challenges for Nexus Mutual (as a closed bond) is accessing their non-members.
During the month of December, as the Communications Manager, I worked closely with the Member Engagement team and ExxonMobil stakeholders to develop and execute a number of promotional and marketing activities aimed at delivering the following outcomes:-
- Brand awareness
- Community engagement
- Member engagement
- Valuable data collection
- Branch traffic
- Website visits
The promotional activities provided a platform to not only engage with both members and non-members in a collaborative fashion, but also gather the valuable data (contact details) the client required to speak to their potential members.
All campaigns were successful from a brand awareness, member and community engagement, and from data capture perspective it was incredibly successful.
With the mood of the host business being perceived to be flatter than normal, the feedback from the participants, which was over 800, was that they appreciated the spirit of the campaigns.
75% of the participants were not members, this helped provide the leverage for communication action plans to reach the employee and contractors who are potential members.