Developing a programme of communications to your members

Gordon LeeECR Communications DirectorThe Pensions Regulator

This presentation remains the property of The Pensions Regulator.The content of these slides should not be altered in any way or reproduced without express permission

Answers to questions…

1. What role do employers expect their trade associations to play?

2. What are The Pensions Regulator and DWP doing to communicate with employers?

3. What can you do to get the message out to your members?

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Automatic enrolment - employers staging per month

3Staging Dates

Num

ber o

f Em

ploy

er O

rgan

isat

ions

< 250employees

< 10,000employees

<50employees

March 2014March 2013 July 2015

V. LARGE LARGE MEDIUM SMALL

> 10,000employees

2013 2014 2015 2016

Employers expectations of their trade associations

Employers plan to consult their trade association or professional body about automatic enrolment…

…and when asked in focus groups, every employer expected to be alerted to automatic enrolment by their trade association

4

72%29%

23%14%

10%9%

2%

ANY INTERMEDIARYAccountant

Pension providerIFA

Trade/professional bodyPension consultant/EBC

Nobody

Employers with 5 to 49 employeesQ24: Who (else) are you likely to consult about automatic enrolment in the future?

Source : TPR Employer Tracker Study 2011 and 2012

Employers expectations of their trade associations

5

Awareness of their legal duties

Information specific to their sector

Independent advice

Informed signposting

TradeAssociation Employer

Research and consultation with employers has highlighted the following expectations:

The Pensions Regulator Communications Strategy

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1. Communicate directly with employers

2. Partner with DWP on awareness raising promotion to employees and employers

3. Partner with business and financial intermediaries to increase employer awareness

and understanding

DWP IntermediaryOrganisationsEMPLOYERS

The Regulator

Communications with Employers

Objectives

1. To increase awareness

2. To increase understanding

3. To support employers in achieving compliance

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Employer awareness of pensions reforms250+

Employees50 to 249

Employees5 to 49

Employees1 to 4

Employees

88% 80% 47% 25%

Employer understanding of pensions reforms250+

Employees50 to 249

Employees5 to 49

Employees1 to 4

Employees

57% 45% 18% 6%

Large Employer Journey Employers with more than 250 employees with a staging date up to February 2014

-18 -17 -16 -15 -14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 SD +1 +2 +3 +4

Communications with Employers

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Call 1Telephone

Assessment

Call 2Telephone

Assessment

Call 3Pre-

enforcement Warning

PHONE

EMAILWEB

Email 1Sign-Up

to Support

Email 2AssessYour

Workforce

Email 3ReviewPension

Arrangements

Email 5Communicate

WithWorkers

Email 4Recordkeeping

&Safeguarding

Email 6How

ToRegister

Email 7Troubleshooting

and Assistance

FACETO

FACE

Visit to employers who need support

Visit to employers who need support

Mailing 27 Steps

Action Plan

Mailing 4Register Now

with TPR

Mailing 3Check Your

ProgressSignpost

Mailing 1Know YourDuties &

Staging Date

MAIL

Mailing 5Registration

Reminder

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17CONTACTFREQUENCY

Medium Employer Journey Employers with 250 – 50 employees with staging dates between April 2014 and April 2015

-18 -17 -16 -15 -14 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 SD +1 +2 +3 +4-19

Communications with Employers

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Call 2Telephone

Assessment(risk-based)

Call 3Telephone

Assessment(risk-based)

Call 5Pre-

enforcement Warning

PHONE

Call 1Contact

Verification

Call 4Telephone

Assessment(risk-based)

EMAILWEB

Email 1Sign-Up

to Support

Email 2 & 3AssessYour

Workforce

Emails 4 - 6ReviewPension

Arrangements

Emails 10 - 12Communicate

WithWorkers

Emails 7 - 9Recordkeeping

&Safeguarding

Emails 13 & 14How

ToRegister

Emails 15 & 16Troubleshooting

and Assistance

Mailing 27 Steps

Action Plan

Mailing 4Register Now

with TPR

Mailing 3Check Your

ProgressSignpost

Mailing 1Know YourDuties &

Staging Date

MAIL

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28CONTACTFREQUENCY

Collateral and channels

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Trade Press AdvertisingSocial Media

Website Content and Guidance Interactive ToolsEmployer mail packs and outbound email programme

DWP Communications

To employers and employees…

Advertising and promotion that will improve awareness

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Partnering with business and financial intermediaries

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Intermediary Organisations

Industry AssociationsTrade and Employer Bodies Professional Institutes

Employers

AgentsInfluencers Advisers

Pensions AdministratorsIFAs

HR Professionals

Accountants

Employment Benefits ConsultantsSoftware Providers

Bookkeepers

Members

Communicating with your members – how we can help

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We have developed a range of information tools to help in engaging with your members:

• National and regional events

• Local events

• Webinars

• Joint mail and email campaigns

• PR and website content

• Social media tools

• Online tools

Y1 Q1 Y1 Q2 Y1 Q3 Y1 Q4 Y2 Q1 Y2 Q2 Y2 Q3 Y2 Q4

Typical professional/trade body journey

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A customised approach that suits the specific needs of your members:

Email Marketing Programme

Webinar Schedule in partnership with

The Regulator

Articles in member publications

White Label Tools Co-Branded with

The Regulator

Regional Event Attendance by The Regulator

Website Content

Action

1. Get familiar with automatic enrolmentThe Pensions Regulator website www.tpr.gov.uk/actnow

2. Decide on what your members needYour own insight and from research by The Pensions Regulator

3. Plan your communications programmeUsing your existing channels and consider partnership with The Pensions Regulator

4. Contact The Pensions RegulatorArticles, collateral, tools, webinars… available now

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