USS

Multimedia Communication Strategy

The Impact team was engaged to educate around 150,000 pension scheme members, primarily about changes to their scheme.

The main aims were to encourage members to register on a new online portal and drive take-up of a new 1% employer DC matching contribution. Our experts were also tasked with improving the quality of support provided to members as they joined the pension scheme and as they approached retirement.

What we did

We curated a comprehensive communication plan across multiple channels, including:

  • Emails
  • Interactive newsletters
  • Guides
  • Presentations
  • Animated videos

This targeted approach included five versions of the member newsletters, tailored for different member segments to deliver relevant information to them. A number of animations were created, offering bite size information in a visually engaging way to members. One animation directed members to go online and take up the matching contribution, while others covered the investment options and explained some important considerations in the lead up to retirement.

We conducted a thorough audit of the existing support and materials provided to members at different stages in their lives and updated them to provide clearer, structured information to help them understand their benefits and what actions they needed to take.

New materials targeted at members new to USS and those close to retirement were created to offer better support.

USS campaign poster image
USS Foldout wallet card image

Deliverables

  • One Day Portal
  • Personalised video
  • Launch video
  • Launch posters
  • Personalised Email Nudges

The results

The communication campaign had a significant impact on members’ understanding, awareness and actions. Member research conducted in two waves showed a significant increase in engagement with the materials in the second wave, following the first phase of the communication plan. The Impact team was also a finalist at the Employee Benefits Awards for this project.

70%

Were aware of the new DC section launching (up from 52%)

72%

Understood the DC matching contribution (up from 37%)

61%

Had visited the website (up from 38%)

Sarah
Sarah Greenaway

Head of Member Experience
Jim

Jim Christopher
Impact Team Leader

Experience
I’ve spent over 20 years working in the Mercer Communications team and have spent the last 3 years heading up the business. During my time in charge the team has doubled, and we made the decision to rebrand as the Impact team back in 2021 to reflect who and what we stand for. Ultimately, we work together to create moments of impact for our clients and their employees or pension scheme members.

My Approach
I’m completely open, authentic, and transparent in everything that I do. Ask me a question and I’ll give you the honest view based on my experience and knowledge. If I don’t know the answer, I’ll pull in members of the team who will. I feel that this approach is truly the only way to set expectations at a level that works for clients, my team, and most importantly, the audiences we’re communicating with.

More About Me
I graduated from the University of Northumbria in 1996 and then spent a significant time travelling around Asia and working in Australia (where I spent the first 8 years of my life). I now live in Hampshire and am happily married with 3 boys and one Labrador, Fonzi. I spend my weekends operating as the family taxi, but when those skills aren’t required, you’ll find me either at the gym or on the golf course with close friends (often trying to find the last ball I hit).

Sarah

Sarah Greenaway
Head of Member Experience

Experience
I'm a Principal in Mercer's Impact team with around 22 years of pensions experience. I am a qualified actuary but have been solely focused on member communications for the past eight and a half years. I work with both trustee and corporate clients, helping to lead them through complex change projects and improve member understanding and engagement.

My Approach
I'm all about simplifying the complex. Pensions aren't always well understood by the general public, and because of this I am passionate about putting the member experience at the heart of all pensions strategy projects.

More About Me
I have two daughters (aged 10 and 6) who keep me on my toes! When I'm not working or spending time with my family, I can usually be found running around the country lanes of Worcestershire. I regularly take part in half-marathon events and trail runs, but I haven't taken the plunge to enter a full marathon…yet.

Tricia

Tricia Maskell
Head of Employee Change Communication

Experience
I have 25 years' communication experience (both internal and external) across a wide range of industries. I've held positions in financial and professional services, technology and telecommunications, construction, mining, pharmaceutical, food and consumer manufacturing.

My Approach
I'm extremely passionate about what I do and always take a strategic, holistic, and meticulous approach to every project. I like to boil down challenges to what really matters, always thinking about the employees affected by any change and keeping them at the heart of everything we communicate.

More About Me
I love singing, dancing, eating, travelling (though not all at once — unless you're very lucky!) and spend my time always on the lookout for new and interesting experiences. I'm just as passionate about life as I am about my work and bring enthusiasm to everything I do. I'd say I'm an optimist — someone who always finds the silver linings and who revels in the bright side, after all, what's life without a bit of fun?

Vicky

Vicky Edwards
Head of Digital and Benefits Engagement

Experience
I have 24 years’ experience in design, marketing and communications, spanning across many sectors and industries. I started my career as a graphic designer and continue to bring my visual thinking and creativity into my current role where I spend my days leading a team, inspiring others and delighting clients.

My Approach
My design background influences my approach to creating propositions and solutions for clients. It also helps me think of innovative ways to engage audiences and make messaging count. I bring energy and enthusiasm into everything I do and am equally passionate about my team and the people I work with – I strive to create an environment where people can thrive.

More About Me
Around 18 years ago, I discovered my passion for flowers when I did a short floristry course. Several courses and qualifications later I’m now a fully qualified Florist and continue to create beautiful arrangements and bouquets for weddings and other events where possible. I love arts and crafts and start (but not always finish!) many creative projects. Basically, I love getting stuck into anything artistic and love turning my hand to something new. I’m also drawn to beautifully designed books, love delicious food and have too many handbags (but how many is too many really?)

Dónal

Dónal Murray
Creative Director

Experience
From Formula 1 to Formula milk, I’ve worked with some of the world’s biggest brands, developing and implementing 360˚ campaigns that deliver tangible results for clients in the UK and global market. Before joining Mercer, I built my career as a Creative Director in leading advertising agencies such as Publicis Group, Omnicom and WPP. In this time, I worked across multiple sectors including alcohol, automotive, aviation, financial service, FMCG, legal and pharmaceutical via CRM, design and branding, shopper marketing and digital, mobile and social media channels.

My Approach
I’m a creative thinker, a problem solver. Although I started in the business as an art director, I’ve always had a passion for words. I enjoy cryptic crosswords and often find myself using the same thought processes when trying to crack a brief. I’m equally as happy directing a video shoot as I am creating a brand look and feel. I interrogate briefs and enjoy working closely with planners on strategy to ensure we land on the best solution that will work as well in a business sense as it does creatively.

More About Me
I love variety, I love learning and I love not knowing what’s round the corner. I’ve tasted the world’s finest cognac with the Master Blender at the Courvoisier Chateau, been round the track at Silverstone with the world champion, brought Um Bongo back from the Congo, slimmed down the Little Chef, saved cats (and children), eaten pet food, been on trial at the Old Bailey, taken Girls Aloud to Sandown Park, played with Steve Marriot at Dingwalls, been shot in the south of France, run up an Alp, been drunk with George Best and sober with a Judge.

Vicky

Kirstie Hennessey
Benefits Engagement Team Lead

Experience
I’ve spent the last 25 years in employee communications and engagement. During this time I’ve seen the challenges and opportunities from both sides of the fence, working both as a consultant and leading in-house internal communications teams.

My Approach
My approach is grounded in the latest thinking in business change and neuroscience while taking inspiration from other creative sectors like marketing, advertising and technology. I believe communications that support behaviour change must pay attention to the way our brains process information. I’m also a fan of making sure communications are aligned to a client’s business priorities for maximum impact.

More About Me
Although I’ve dabbled in many things (including a stint as a dog walker) my fascination with what makes people tick has always been there. As a result, after many years of talking about doing it, I’m now studying for a counselling diploma. I also love walking in the great outdoors, yoga, curling up with a good book and watching reality TV shows (definitely a guilty pleasure!).

Vicky

Claudia Lee
Motion Graphics Artist

Experience
I am a visual storyteller for Mercer's Impact team with a background in graphic design and video production. I've produced a variety of animations for clients across multiple sectors, specialising in providing unique and artisanal solutions that drive engagement and information accessibility.

My Approach
I believe that video and animation is key to earning and retaining engagement with an audience, by introducing personality, life and charm to subjects in unexpected ways. I'll use animation to enhance the visibility of important messages by translating them into a neat and digestible story.

More About Me
I grew up in Singapore, which is a very small country, so I have a knack for exploring and trying as many new things as possible on this side of the world. Currently, I'm hooked on spending hours in antique shops or chasing the evening sun with a picnic.

Tammy

Tammy Clempson
Senior Member Experience Consultant

Experience
I have over 10 years of communications experience with more than half focused on pensions. I work with corporate and/or Trustee clients, in particular on risk transfer projects, often combined with work around GMP Equalisation.

My Approach
My focus is always on the employee/member experience. What are the key messages and to which groups? What will this mean for them and how may they feel about it? When starting a new project, my approach is to get to know the client team, the challenges they face and the audience to whom they want to communicate. This helps me to better understand the required outcomes to be able to put a successful communication strategy together.

More About Me
I live in the Midlands with my eldest son — my youngest is in the army and visits occasionally — and my two dogs, all of whom are my world. I love getting out walking the dogs, having family and friends over for barbeques, going on city breaks, experimenting cooking with different foods (I've recently taken to growing my own herb garden) as well as having downtime at home.

Mike

Michael Bendall
Senior Member Experience Consultant

Experience
I am a Senior Consultant in Mercer's Impact team with over 25 years of pensions experience and 12 years focusing on communications. I advise and consult with clients on a broad range of communication topics, with particular focus on communications strategy and member engagement in pensions.

My Approach
I take a collaborative approach with my clients where I look to get a full understanding of members and stakeholders to ultimately develop and deliver successful communication strategies. Helping members understand, appreciate, and feel secure about their pension benefits is why I do the job I do.

More About Me
I went to the University of Salford in 1996 and have been in the north-west ever since! I live in Sale now with my two sons (16 and 11) trying to navigate the challenge of the teenage years. I spend my weekends involved in junior football, and, when I get the chance, getting some fresh air and exercise with my partner and dogs.

Phil

Phil Stephens
Digital Team Lead

Experience
I’m a communication consultant with over 25 years’ experience. I now lead a specialist team focused on technology and personalised solutions. In my role I’m responsible for every step of project delivery, from identifying client objectives and resources, through to project planning, design, content drafting and data collection. I also oversee testing, production and delivery of final solutions.

My Approach
I believe that targeting and personalising the communication experience is key to a high-impact, effective delivery. By combining the latest technology, personal data, eye-catching design and professionally written content, we can ensure that employees and members receive engaging, educational material that inspires action.

More About Me
I live in a lovely village on the Surrey/Sussex border with my wife and three children and love reading books and roaming our wonderful countryside (not necessarily at the same time!). I’m also an avid sports fan with a keen interest in football and cricket. I’m captain of my local cricket team, so in summer you’ll find me on my local green, doing what I love most.

Edison

Edison Buitrago
Implementation Development Lead

Experience
I have a computer science background with circa 25 years of experience in software and data engineering at Mercer. Throughout my career I’ve worked on a diverse range of projects, developing and maintaining various systems and applications. My expertise lies in designing and implementing data-driven solutions that enable targeted and personalised communications.

My Approach
Collaboration and problem solving are at the heart of my approach. I love to break down complex problems into manageable components and design elegant solutions. I firmly believe in working closely with clients and stakeholders to understand their needs and goals. By doing so, I can leverage my technical expertise to deliver innovative technical solutions that align with the overall communication objectives.

More About Me
Growing up in a Colombian household it is no surprise that music and dance holds a special place in my heart. I am an avid collector of records and enjoy ‘vinyl digging’ in record shops. I’ve also had the opportunity to showcase my passion for dance by appearing as a backing dancer in film, stage and in theatres (from ballet, tap to salsa). However, my most cherished role is being a father and sharing my interests with my young daughter. Together we transform our kitchen into a disco dance floor!

Kaivai

Kaivai Andrews
Senior Digital Comms Strategist

Experience
With over ten years of experience in marketing communications, my career has taken me through various industries, including construction, fashion retail, banking, public service, advertising, and corporate communications. My willingness to experiment and innate knack for tech has served me well in my career working with brand giants like Microsoft, P&G, and Dyson, as well as financial powerhouses like NatWest and BlackRock.

My Approach
My approach to helping businesses achieve their goals is grounded in creativity, curiosity, tech-savvy, and smart strategic thinking. I enjoy using data-driven insights and my creative muscle to develop innovative ways to excite and engage audiences.

More About Me
I love making and performing music with my friends. Originally from Wellington, New Zealand, I've lived in London since 2015 and enjoy travelling and sharing my Cook Island Maori culture.

Dee

Dee Elias
Senior Creative Designer

Experience
With over 40 years of experience in design and a degree from the University for the Creative Arts, I’ve had the privilege of working across various sectors and collaborating with global brands in both digital and print mediums. This extensive background has provided me with a wealth of knowledge and expertise in the field.

My Approach
I believe that design has the power to tell a compelling story that inspires action and elicits reactions. My ultimate goal is to create designs that make a lasting impact and generate the desired response from the audience. I’m driven by innovation and creativity, constantly seeking new and unique solutions to effectively communicate messages.

More About Me
My passion for art and design permeates every aspect of my life. I find joy in reading anything I can get my hands on, indulging in the world of musical theatre, and embarking on long walks with my loyal companion, Bear, regardless of the weather. Socialising with friends and family is also an important part of my life. Originally from Kent, I’ve called Surrey my home for the past 42 years, where I reside with my partner, family, and beloved dog(s).

Tracey

Tracey Lane
Senior Consultant

Experience
I’ve worked in the pensions & employee benefits industry for 37 years. Initially, my role was to administer all types of pensions, from personal pensions through to defined benefit schemes. I then worked as a pensions consultant. For the last 10 years, I’ve been putting my tech skills to use by programming and producing personalised employee benefits communications.

My Approach
I love collaborating with my Impact team colleagues, clients and other internal teams to understand the complexity of the personalisation required for each project. This enables me to create the most efficient process, using a combination of tools including Access Database, XMPie and InDesign to ensure we get the impact we’re aiming for.

More About Me
I’m originally from Yorkshire but I’ve lived on the edge of the Peak District with my husband for the last 25 years. I spend most of my time cycling around the Derbyshire hills with my cycling club but also love travelling abroad to the French Alps, Spain, and Majorca to tackle the spectacular mountain climbs on offer. My other passions include skiing, socialising with friends in the pub, eating out and going away for long weekends. Life should be an adventure!

Joanna

Joanna Kane
Member Experience Consultant

Experience
I’m a former journalist with more than 20 years’ experience in public relations and communications. In the past I’ve worked for large organisations including the NHS, the Civil Service, and the West Midlands Combined Authority. I’ve led a wide range of projects, many of which involved communicating complex messages in an accessible way to reach multiple audiences.

My Approach
My goal is to make messages clear and engaging for the audience, so that they understand what the communication means for them and what they’re being asked to do. I love working in the Mercer team – communications should be fun!

More About Me
I live in Worcestershire but often travel around the UK and Europe with my husband in our motorhome. I also love walking in the countryside and going to the theatre, especially the RSC in Stratford-upon-Avon.

Mo

Mo Langley
Senior Implementation Developer

Experience
I hold a BSc in Physiology and have over 20 years of expertise in project management, database management, website portal configuration, and software programming. I regularly travel back to my homeland, Gambia, where I have a deep connection and commitment to advancing technology in the region.

My Approach
I get great satisfaction from converting the creative concepts and logic that the team produce. My part is to then build and produce dynamic data-driven material that takes these concepts to the next level, producing content via print, web, email and video.

More About Me
Balancing a successful career with a family of five, I find joy in both professional achievements and parenting. I’m passionate about hot climates, try to prioritize a healthy lifestyle with regular exercise and unwind by indulging in TV dramas during my leisure moments. I’m a dynamic individual who loves seamlessly navigating the worlds of technology, family, and personal interests.

Liz

Liz Macbeth
Member Experience Consultant

Experience
I am a communications consultant with over 11 years of experience in the world of pensions. Before joining Mercer in 2019, I worked at Jardine Lloyd Thompson (JLT). My previous roles in the insurance and pensions industry included an insurance claims role, internal audit, and compliance roles. These experiences helped shape my understanding of how to improve member engagement.

My Approach
I help clients simplify complex pension-related information for members. Supporting clients to deliver clear and concise messages that drive engagement and action is very satisfying. Seeing positive results is a win-win!

More About Me
British born, I grew up in South Africa and completed my education there, but my career in pensions developed in the UK. I enjoy long country walks, reading crime or thriller fiction, yoga, and trying new cooking recipes. I've lived in London for over 15 years and now call the Malverns, Worcester my home – where I’ve lived for over 5 years shared with my husband, golden retriever and two cats!

Karen

Karen Coleman
Senior Analyst

Experience
I’ve been the UK Senior Impact team coordinator since 1993. I have extensive knowledge and experience in supporting Mercer’s internal processes, finance and providing client project support. My previous experience includes working in design consultancy, advertising and publishing.

My Approach
My aim is to get the job done effectively and efficiently. If I’m unable to do something, I’ll always work to find a way to resolve it. I believe that building a network of contacts is essential in an ever-changing and expanding industry, and key to getting things done.

More About Me
I’m English with Irish and Italian heritage. I’m an advanced Argentine Tango dancer and perform shows in theatres across the country. I also demonstrate to students and love helping them improve their dance technique. Fun fact – I was a dance extra in both the film Cuban Fury and South Side Story on BBC 3! When I’m not tearing up the dance floor you can find me on the back of a horse. I’m an experienced rider and have competed in many shows around the country. One of my biggest passions is learning. It’s led me to become a qualified Nutritionist, Homeopath, Homeobotanical Herbalist and Reflexologist, and I also have a level 3 in Counselling and Psychotherapy. I live in Surrey with my husband and amazing son.

Charlie

Charlie Edwards
Benefits Experience Consultant & Copywriter

Experience
I am a copywriter with almost ten years of experience and a master's degree in creative writing. Throughout my career I have worked across a wide range of industries and always enjoy discovering how to make content really work for every client project.

My Approach
For me, collaboration and creativity are everything. My goal is to bring your vision to life and effectively capture the tone, mood and message you want to portray to your audience. I also like to ensure that what I do is accessible for everyone. Words inspire action, so getting them right for every project is essential!

More About Me
I'm a half English, half Australian with a passion for creativity and the written word. I love reading classic literature, roaming around castles, exploring the countryside and drinking far too much tea. I live in Kent with my partner and my cat, Flora, and have called the Canterbury area my home for the last 15 years.

Natasha

Natasha Gholinia
Change Communications Consultant

Experience
I’m a Communication Consultant with 3 years’ experience and a degree in Psychology. Prior to working in communications, I spent 10 years as a freelance make-up artist. In my role, I work on projects including communicating change to employees during organisational restructuring, reward and benefit changes, DEI initiatives and employee recognition programmes.

My Approach
Working in the world of cosmetics and fashion allowed me to help clients express themselves creatively on a daily basis. This passion continues to feed my focus, spurring me to find interesting and unique ways to create engaging content. There is no one-size-fits all approach in communications. I love to think outside the box and let my creativity shine – I think this is the key to creating material that readers will absorb, understand, and appreciate during times of change.

More About Me
I was born and raised in the UK but am of Iranian descent. While the UK is my home, I have a deep appreciation for Persian culture – particularly the delicious food! In my free time I enjoy reading, working out, spending time with loved ones (including my two very fluffy cats) and creating Pinterest boards filled with interior design inspiration for my future mansion.

Shazia

Shazia Ismael
Creative Designer

Experience
I’m a creative designer with a degree in Graphic and Media Design from the University of Arts London. Although I’ve only recently graduated, I already have a wealth of experience, including Key Art, Digital Communication and Wedding Stationery Design.

My Approach
As a multidisciplinary designer my aim is to leverage my skills to create high quality outcomes. My goal is to produce design that is memorable and conscious of the audience. Design is everywhere, so standing out is indispensable.

More About Me
I come from an Indian-Portuguese background and call London my home. Constantly being surrounded by different cultures has influenced my lifestyle – it has also meant that I get to eat some delicious food. I love being a tourist in my own city, visiting exhibitions, collecting flowers, and adding to my endless list of hobbies, which include but are not limited to painting, crafting, calligraphy, letterpress, and baking (basically anything creative!) I am a hopeless romantic, often being told that I see life through rose tinted glasses.

Brian

Brian Jones
Web Designer

Experience
I am a web designer with over 25 years' experience, 15 of those at one of the UK's top brand consultancies where I was instrumental in building the web team. I have worked for global clients across a wide range of sectors, and have worked for a number of charities, helping them launch websites so they can concentrate on their organisations' needs.

My Approach
I have a passion for creating the best user experience, using technology in a simple, intuitive and elegant way, whilst ensuring the work is accessible for all. I work closely with the client throughout the project, ensuring the process is a collaboration between everyone.

More About Me
I am British, married to Pilar, and we have an amazing child, aspiring artist, Gabby. We all share a love of reading, food and travel, the last point is important as our family is spread across Europe, the US and Australia. Home is Camberwell in South London, where we have spent the last 25 years.

Jason

Jason House
Creative Designer

Experience
I’m a graphic designer with over 8 years’ experience in the industry. Before my current role I worked as a freelancer for many years, giving me the opportunity to experience a wide range of different industries and projects. This time enabled me to see the process from both the client side and the agency side, providing unique insight that informs my work to this day.

My Approach
Whether it’s creating a one-off piece of artwork or a full branding campaign, I think that successful design requires a full understanding of the brief. I like to take the time to understand the clients I work with, discussing ideas, helping them set aside any preconceived notions and really unmasking what it is that will resonate with their audience on a deeper level. Without this approach I believe it’s impossible to produce work that will engage, excite and make a difference. I also love this process as it gives me the chance learn, create and collaborate with clients and a wider team of creatives.

More About Me
Outside of design my main loves are reading, music and football. As a Leeds United fan, I’ve learnt the skill of perseverance and also a lot about heartache (but what can you do). Architecture is also a passion – London is a fantastic source of inspiration with its mix of cultures and time periods creating a feast for the eyes.