Strategic messaging and savvy media supporting super merger

Man creating strategy plan

In 2019, Equip and Catholic Super undertook a bold merger that would see the two profit-to-member super funds merge under Togethr Trustees, creating a combined $27 billion in managed assets. With the support of Icon Reputation, headed by former editor-in-chief of The Age, Mark Forbes, this innovative transformation was positively received, praised by industry experts and media commentators

“Icon Reputation worked with us to strategically plan messages to our key audiences, and assisted in the drafting and finalisation of our media communications” says Andrew Fairley, Chair of Togethr Trustees.

Icon brought the full suite of our Reputation services to the Equip and Catholic Super merger, including strategic counselling, corporate communications, issues management, media relations and media training and coaching. Utilising decades of industry experience and extensive media capabilities, we set about developing messaging then explaining and promoting the unique model.

“They carefully sourced key media outlets that generated coverage and reinforced our key messages to our various target audiences,” Mr Fairley said.

Coverage of the merger was extensive, with 100% positive sentiment and a total audience reach of 9.5 million. Key stakeholders and members welcomed the announcement, and the Australian Financial Review’s Chanticleer column headlined the joint venture as “a clever solution”.

“We found working collaboratively added significant value to the internal resources we had available, ensuring that we had a tailored message to each of our audience cohorts.” Mr Fairley said.

The merger marks the beginning of a new era for Togethr Trustees, Equip Super and Catholic Super, with the ability to operate at a greater scale and the prospect of further growth. Icon was able to present a complex merger model, attaining impressive coverage amid a competitive time (2019 Australian Federal Election). Importantly, we worked collaboratively with internal teams, assisting the coming together of two workplace cultures and helped set Equip and Catholic Super on track towards an even brighter future.

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