It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.
Industry super fund, HESTA, has taken the wrappers off its new mobile-friendly website redesign aimed at boosting its digital presence and delivering a more engaging experience for members.
Launched by creative technology agency, DT, the website redesign occurred at the same time that Hesta conducted a major brand refresh, and uses the new colour palette and visual elements of the new brand.
HESTA executive of marketing strategy, Lisa Samuels, said the site was part of a wider strategy to find the most effective and efficient way to communicate with its members and stakeholders through new digital channels.
“For HESTA, consolidating the many streams of content creation and publishing within a single digital platform presents a range of opportunities to better serve our members and other audiences,” Samuels said. “Our new website not only achieves this strategic objective, it’s also easy to navigate, informative and engaging and enables HESTA to continue its progression as a digital-first organisation across all of its communications.”
With Web and mobile use changing at such a rapid pace, Samuels stressed HESTA needed to adapt with it, or risk being left behind.
“Our members were telling us that they expected us to be as easy to deal with as other online experiences,” she said. “We needed a digital platform that could deliver personalised and relevant experiences to each and every user.
“Our new website is designed with mobile first as a guiding principle, with ease of navigation informing the architecture. Our primary aim is to engage with our members to take the next best action for their financial future.”
The website is HESTA’s primary brand welcome, with over 2 million unique engagements a year.
“Research shows that the website is now a key driver of member satisfaction, which underpins retention,” Samuels said. “Our shift to the Adobe Marketing Cloud allows for orchestration of communication with members and employers across digital via their channel of preference, which is the foundation of our digital transformation.”
DT Melbourne’s Alisia Muscat said the new website was the result of extensive research, testing and design to produce a site that helps deliver on HESTA’s core goal: To improve the retirement of every member.
“The website brings the new HESTA brand and brand promise to life,” she said. “The collaborative approach between design, development and content teams shaped the successful outcome of this project, as well as a very hands-on effort from the client team.”
Samuels anticipated HESTA would continue to look for new and better ways to retain and attract members and foster deeper relationships within health and community services.
“Digital gives us the opportunity for personalised, highly targeted, accountable communication and to create effortless customer experiences,” she added. “With more than 820,000 members, we are taking the opportunity to think like a publisher, and no only tell our story but share the incredible life-changing work our members do.”