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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?
2
Automatic enrolment - employers staging per month
3
Staging Dates
Num
ber
of E
mpl
oyer
Org
anis
atio
ns
< 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 INTERMEDIARY
Accountant
Pension provider
IFA
Trade/professional body
Pension consultant/EBC
Nobody
Employers with 5 to 49 employees
Q24: 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
6
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
DWPIntermediary
OrganisationsEMPLOYERS
The Regulator
Communications with Employers
Objectives
1. To increase awareness
2. To increase understanding
3. To support employers in achieving compliance
7
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
8
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
Mailing 5Registration
Reminder
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17CONTACT
FREQUENCY
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
9
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
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 28CONTACT
FREQUENCY
Collateral and channels
10
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
11
Partnering with business and financial intermediaries
12
Intermediary Organisations
Industry AssociationsTrade and Employer Bodies Professional Institutes
Employers
AgentsInfluencers Advisers
Pensions Administrators
IFAs
HR Professionals
Accountants
Employment Benefits Consultants
Software Providers
Bookkeepers
Members
Communicating with your members – how we can help
13
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
14
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 enrolment
The Pensions Regulator website www.tpr.gov.uk/actnow
2. Decide on what your members need
Your own insight and from research by The Pensions Regulator
3. Plan your communications programme
Using your existing channels and consider partnership with The Pensions Regulator
4. Contact The Pensions Regulator
Articles, collateral, tools, webinars… available now
15
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