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Creating content that connects brands with audiences
The Pensions Regulator

About The Pensions Regulator

The Pensions Regulator (TPR) regulates the UK’s workplace pension schemes, ensuring employers run schemes properly. The Department for Work and Pensions (DWP) is responsible for welfare, pensions and child maintenance policy and is the UK’s biggest public service department.

Department for Work & Pensions and The Pensions Regulator logos

Brief

The TPR and DWP needed to prepare SMEs approaching the ‘staging phase’ of the new, compulsory auto enrolment pension scheme. This would involve improving their understanding of what the scheme involves, presenting the options and explaining how to approach it.

Solution

Firstly, Caspian segmented its target audience by identifying companies with 1-30 staff, who were thinking about staging or had already staged their scheme. Next, we created a content hub for news, information and advice from DWP staff. We then talked to small business owners who

had recently implemented the scheme to hear about their experiences, good or bad, which we turned into a user-friendly digital guide. All of the content was promoted across our Real Business and Business Advice websites, with ads linking through to further guidance on the DWP website.