Initiative: Retirement income remains a key area of focus for many of our sponsor clients. It is important to consistently provide new and compelling communication to employees about how to plan for the retirement they dream of.
Initiative:
- One year after the initial launch of the Retirement Counseling service, we wanted to remind Boeing employees of its value and how it can help them gain confidence in their financial future – all while updating the campaign to embrace our evolving brand voice, tone, and design.
Challenges:
- We’ve already advertised this service. How do we connect with our participants on an emotional level to make this promotion different?
- How do we ensure the print deliverables look exactly like our designed pieces?
Solutions:
- Deploy a combination of direct mail, email, landing pages, and website banners showing participants that we understand the unique point they’re at in their lives.
- We know how they feel – worried, questioning, hopeful. We care about their fears and aspirations. And we offer advice to help each individual reach their retirement goals. Rely on strong, concise copy that fully embraces our new voice, tone, and messaging to subtly showcase our new brand without utilizing unauthorized design elements.
- Collaborate with an external print studio to understand dimensions and print capabilities to ensure a clean final product.
Execution:
- Leaning into the near-retiree mindset of, “It might be unpredictable but I am hopeful for what is possible”
- Designing the brochure to incorporate a lifestyle imagery to reduce the sterile nature of financial planning.
- Using language to express the importance of integrated financial planning. We’ll be able to help participants connect major pieces of their retirement plans (taxes, Social Security, Medicare, employee benefits, ect.) so they can walk into retirement fully prepared to live – and sustain – the life they want.