Financial Services
Club Plus Super
Member and employer engagement strategy
About the client
Club Plus Super is an industry superannuation fund serving employees and employers across the club industry – hospitality, registered clubs, and entertainment venues. The club industry workforce is characterised by high casualisation and turnover, creating a unique challenge for a super fund seeking to build meaningful, long-term relationships with members and their employers.
The challenge
Club Plus Super needed smarter ways to engage with a highly transient member base – employees who may move between clubs, work casually across multiple venues, or cycle in and out of the industry altogether. Employers in this space are similarly diverse, ranging from large registered clubs to small hospitality operators. The fund needed a clear picture of how members and employers experience their relationship with Club Plus Super, and where the opportunities were to drive better engagement and outcomes.
Our approach
Zuni ran a research-heavy engagement strategy project using co-design workshops, extensive Tableau-based data analysis, and qualitative and quantitative research. The data analysis phase was particularly significant – working through member behaviour and engagement patterns to identify distinct segments and lifecycle stages that could be validated through qualitative research.
Member and employer lifecycles were mapped in detail, capturing the moments that mattered most in each group's relationship with the fund. These journey maps were then used as the foundation for an engagement strategy – defining how Club Plus Super should communicate with different segments at different stages of their journey.
The outcome
The resulting journey maps and engagement strategy became central internal tools for communicating strategy and surfacing new opportunities across the organisation. New member communications plans were developed directly off the back of the work – giving Club Plus Super a more targeted, segment-aware approach to member engagement.
Services involved