Helping Kiwis get richer with Simplicity
Simplicity is New Zealand’s nonprofit fund manager, whose mission Is to make all Kiwis richer and smarter with money. And they’re well on their way – growing to over 60,000 members and $2.9 billion in funds. Simplicity is truly disrupting New Zealand’s financial services industry – and so it’s fitting that they were Tracksuit’s first ever client.
We asked Jennie O’Donovan, Head of Communications, Education and Marketing, what she thought of Tracksuit so far:
Why is brand tracking a priority for Simplicity?
We are a new brand in an established industry, doing things a bit differently. It is helpful to understand how Simplicity is viewed by the public, and where the Simplicity brand sits compared to others in the industry.
What have you changed as a result of using Tracksuit?
Before Tracksuit, we used Google Analytics to monitor our website and app, which was useful but limited to user behaviour. It didn't give us any insights into brand awareness of our broader target audience. One change we made fairly quickly after using Tracksuit was to move our focus away from promoting our low fees (a key message that had clearly got through!), to emphasise the benefits of being a Simplicity member (i.e great returns, 20% better off in retirement).
How has Tracksuit impacted your marketing or brand strategy?
It was useful to discover that while awareness was, comparatively, fairly low, consideration was high - this information helps us focus our limited marketing budget and use it more effectively. The findings from the baseline report have led our team, with our creative partners, to develop a strategic brand awareness campaign, which we’re launching shortly. Tracksuit will play a key role in monitoring and evaluating it.
“It is helpful to understand how Simplicity is viewed by the public, and where the Simplicity brand sits compared to others in the industry”