new member applications through online media channels
Reduced new member acquisition costs
Supported the transformation from a traditional,
state focused industry fund to a growing consumer
fund attracting new members from all over the country
New Member vs. CPA
Back to basics, and building from there.
With a traditional member base consisting of government and council employee’s, Vision Super had bold plans to expand the member base and attract new members that aligned with their community focused, low cost, sustainable positioning. It was clear the business needed to make a significant shift to online applications through an increased online brand presence, measurable performance media, improved registration process, and a pivot to data-driven decision making. After a long hard look at their existing set-up and challenging their status quo, we proposed a plan to build up their digital business.
foundations to build on.
We put in place the foundations for the business to become a digital focused fund that was available and desirable for all Australians, some key projects include:
Auditing the media mix, redistributing media spend across a
digital media strategy encompassing a mix of best practice
social, search, native, display, retargeting, affiliates and video to drive improved performance.
Audited and re-architected measurement of digital activities,
including measurement planning, tag auditing & set up,
analytics configuration and management, attribution
modelling, introduction of call tracking, and the creation of
bespoke reporting solutions.
Alignment of paid and owned media approaches across email,
website, and organic search & social to ensure consistent
messaging and measurement across all consumer touch points.
Continual website analysis and improvement including path to
conversion analysis, conversion rate optimisation (CRO), SEO &
Content auditing, recommendations and implementation and
website migration management.
Integration of first party data marketing strategies and
platforms including targeting & exclusion of existing members,
linking CRM and other marketing tools to buying platforms,
lookalike strategies, data enrichment and Integration of first
party data marketing strategies and platforms including
targeting & exclusion of existing members, linking CRM and
other marketing tools to buying platforms, lookalike strategies
and data enrichment
Driving business performance.
Over a productive and collaborative three-year business relationship Yango implemented a strategic media plan for Vision Super that is ever evolving. The business now has the foundations in place to continue to grow and prosper in an increasingly online world.