Club Plus Super

Member and employer engagement strategy

About the client

Club Plus Super (CPS) is an industry super fund that focuses on the clubs industry. Clubs employees are typically very transient in their employment which is typical across the whole hospitality industry. As a response to this CPS was looking for smarter ways to engage with both employees and employers to retain existing members and to grow new memberships

Approach and solution

Zuni conducted a research heavy project plan to identify issues and opportunities across both members’ and employers’ lifecycles. This process involved:

  • Co-design workshops with relevant CPS staff to identify and define audience groups and high level lifecycle journeys across members and employers
  • Extensive data analysis of members and employers transactional data (using Tableau) to further identify issues and opportunities.
  • Qualitative and quantitative research to test and validate the previously created assumptive journeys
  • The formation of a cohesive engagement strategy communicated through the lens of the updated member and employer journeys


CPS has a much fuller understanding of the perceived issues that employers and members have as well as an understanding of the business costs associated with those issues. The strategy also identified significant issues and opportunities moving forward especially for members who churn out of clubs employment to other industries.

The graphic journeys created as project outputs have become invaluable internal tools for both communicating their engagement strategies as well as identifying additional opportunities

The data analysis work has identified issues with the integrity of previous data, its understanding and supplier workflows which are currently being rectified.

New member comms plans are now being set in place that will ensure that the fund is positioned as a relevant part of members’ lives throughout their chosen careers.

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