TEN-1920-020 Nest Brand Strategy

Tender description

This opportunity can be accessed in the NEST Bravo Portal the following link: https://nesttenders.bravosolution.co.uk/web/login.shtml NEST is a defined contribution multi-employer pension scheme run as a trust by NEST Corporation. NEST Corporation is also accountable to Parliament through the Department of Work and Pensions but is generally independent of government in its day to day decisions. NEST was established to ensure all employers had access to a good quality low cost pension scheme which they could use to fulfil their duties under the automatic enrolment legislation. Since the onset of these duties in 2012 NEST has grown exponentially and we now have over 690, 000 employers registered to use the scheme, more than 7 million individual members and over £4.5 billion in assets under management. Alongside the employers using the scheme there are over 21,000 organisations set up as NEST Connectors, these organisations help a large number of employers to use the scheme. These organisations are typically small accountancy firms, book keepers, payroll firms or IFAs. Even though the staging of employers has come to an end, NEST continues to grow as recently created employers use NEST to ensure they comply with the legislation and existing employers enrol new staff into the scheme. The amount of assets under management will also grow significantly as the phased increase in minimum contributions kicks in. This consultancy project is being commissioned by the Customer Insight unit - which sits within Nest's Customer Engagement directorate. Customer Engagement brings together teams that are responsible for setting the strategy and defining NEST's proposition for different customer segments, delivering product and service changes that improve our customers' experience, and designing and delivering a targeted customer engagement approach, marketing campaigns and activity to support NEST's objectives. The Customer Insight unit within Nest is responsible for research on customer experience, via our Voice of the Customer programme, along with product development, propositional and brand research. Over the last 10 years there have been many research projects directly addressing the development and execution of the Nest brand, along with many other projects that have addressed brand issues indirectly. This project invites brand consultancies to use their expertise to make recommendations on how to help Nest use its brand to more effectively differentiate itself in the developing market of workplace pension providers.