It wasn’t so long ago that CMOs and marketers came to realise they were under-resourced in managing their rapidly expanding digital activities. In fact, many marketing departments are still today far from optimal resourcing levels, if not noticeably below.
NRMA has expanded its customer content strategy with a new online resource and community portal for the Australian over 50s market.
The new Living Well Navigator site was developed in partnership with content marketing agency, King content, and features articles and research around lifestyle, health and employment for consumers aged over 50. It also includes a jobs portal with interview advice and volunteer work opportunities, a registered community forum for members to discuss topics with each other, as well as offers around holidays and retirement planning guidance.
NRMA president, Kyle Loades, pointed out 60 per cent of the insurance company’s 2.5 million members are over 50.
“They have consistently told us they want to live independently and in control of their lives as they age,” he said.
With the Australian Government lifting the retirement age, more needed to be done to provide better support services for mature-age jobseekers to find and hold good jobs, Loades said.
Site editor, Verity Magdalino, told CMO the new portal was part of NRMA’s three-year brand strategy to help members in their everyday lives, and expand its offering outside roadside and motoring assistance.
As another example, she pointed to its emergency home assist offering launched earlier this year, which was also targeted at older members and was a reflection of recent government legislation aimed at keeping older people in their homes for longer.
“Our members have been asking for information they could trust as they go through different life stages,” she said. “Our aim is to provide information and solutions around these issues.”
The Living Well website was very much a value-added service for members and targets a mature but wide-reaching audience, Magdalino said. Longer term, NRMA hopes that its efforts to build communities online will also trigger better community engagement and activity for more mature Australians in their physical environment.
In a statement launching the new site, age discrimination commissioner, Susan Ryan AO, said the Living Well Navigator could advance key goals around realising the value of an ageing workforce.
“We need to recognise the wealth of talent and experience in our older citizens, support their dignity and choices and maximise the opportunities for them to contribute to our society and economy,” she stated. “Living Well Navigator will advance all these goals.”
Living Well Navigator ambassador and TV personality, Deborah Hutton, said Australians are living longer and perspectives need to change around the value these generations can deliver professionally.
“The view of being an ‘older worker’ at 45 is ludicrous, we are in the prime of our lives,” she commented. “Technically you’re older but you’re much wiser – just consider the wealth of knowledge you have gathered at this point. We don’t want to be pigeonholed and pushed aside.”
King Content founder and CEO, Craig Hodges, said Living Well Navigator is an audience-based platform and will feature content designed to cater to the interests and “needs of the personalities” making up the over 50s segment.
“The over-50s are largely ignored by publishers and advertisers in Australia, and as a result there is a lack of intelligent information available for a segment that is actively searching for content on their career and lifestyle,” he said.