As a mutual insurance association, the Pensionskasse Rundfunk offers freelance employees of radio and media institutions tailor-made pensions schemes.

The challenge

The main task was to review the market position with focus on target group relevance.

The strategy

The strategic basis for the development process were key insights from two analyses:

Our market analysis revealed two strong drivers of profiling and competitive differentiation:
the positioning as expert on pensions for “freelance media professionals” and the importance of the community aspect to this target group (a market role, for which the PKR – as a mutual insurance company – has a high credibility).

The findings of an additional qualitative market research study led to a totally new target-group segmentation and communication approach, especially for digital channels.

The result

The end of the process was marked with a new corporate identity in-line with the new corporate values as well as a strong communication concept transforming the “stigmatized” topic of old-age pension schemes into a forward-thinking future concept by adding a community-spirit.
A new claim expressed the attitude:

PKR “Mehr Freiheit für Freie”.