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