Cbus is eyeing 60 per cent of the building, construction and allied industry in its organic growth strategy.
As part of its restructure, the fund is building a key partnerships team to work with businesses in winning their support.
Cbus confirmed through its research into enterprise bargaining agreements that its 690,000 members represented 40 per cent of the industry, while 60 per cent identified with another superannuation fund.
It aims to tap into the $60 billion pipeline of construction projects associated with the huge growth in the mining sector in Darwin, northern Queensland and northwestern Australia.
Cbus said its board, which consists of 50 per cent employer associations and 50 per cent trade unions, was poised to tailor its investment options to the industry.
The fund will roll-out an advertising campaign to support the push, which aims to show the diverse range of occupations across the construction, building and allied industries.
Cbus chief executive David Atkin said the campaign would promote Cbus as fund of choice for Australians working in the industry.
"We want to appeal to the white collar workers in our industry by showing the collective range of occupations that make up the building, construction and allied industries, and help those workers identify with Cbus as the 'Fund for all of Us'," he said.
The fund is also on a major recruitment drive to bolster its in-house capabilities, particularly in its investments team, and last month appointed former Frontier Investment executive Kristian Fok to executive manager of investment strategy.