Reestablish and modernize the annual communication strategy as a source of business growth and brand connection that naturally inspires engagement to the desired action of service enrollment.
Conduct over thirty qualitative interviews and a quantitative survey with 250+ participants to uncover communication expectations to develop an authentic campaign strategy, new platforms, and tools rooted in research insights.
Fundamental truths emerged for our three primary participant segments based on their investment confidence, financial acumen, motivations, and preferences—helping us deliver and design content based on a persona and navigate complexity. Segmentation insights influenced the messaging hierarchy and personalized recommendations within a reimagined retirement hub. This ensured that critical questions were answered and easy to explore for each segment. We learned that participants are craving an experience to guide them through these questions better:
The reimagined annual communication strategy aims to improve participant financial outcomes by driving a 25% increase in engagement. All signs point to a successful campaign, increased engagement, and positive results for our client.
Conceptual Application Only
