The Universities Superannuation Scheme (USS) was implementing changes that would affect all c.190,000 active members, including changes to the Defined Benefit section and the introduction of a new Defined Contribution section. USS wanted to ensure that members understood:
Mercer worked with USS to develop and implement a 9-month multimedia communication strategy to build member understanding and engagement. The approach was phased to:
1. raise awareness of the changes;
2. drive members to register on the new member website;
3. build understanding of the employer match available; and
4. support members in taking the required actions to maximise their benefits.
This was done through a broad range of communications, including a monthly e-newsletter, printed guides, online promotional materials and resources, face-to-face presentations with take-away items, videos and e-postcards.
USS undertook member research at the start of the campaign and again six months later. Key results showed that during the second round of member research: