Client: Countrywide

Client's Challenges

• Establish a strong plan identity, make the material "upbeat," and easily understood. Previous enrollment and education kits were viewed as "too advanced".
  
  
• Increase employee participation from 75% to 85%.
  
  
• Work within set time and budget constraints.

Our Marketing Strategy

• Make the material appealing to experienced as well as novice investors.
  
  
• Test creative themes; identify the strongest one with the widest appeal.

Our Creative Idea

• "Invest For Your Second Childhood" theme made retirement planning fun and relevant for investors at all levels and met all of the client's criteria.

Results & Recognition

• Awarded Best Educational Brochure, Mutual Fund Education Alliance.
  
  
• "Overall, the campaign accomplished our goal of establishing a strong plan identity by encouraging and increasing participation to more than 89% of our eligible employees," according to the client.
  
  
• Readership was high. A client survey resulted in this feedback:
  
  

  One novice investor wrote, "The cover looked fun so I started to read. It wasn't intimidating and many things made sense that didn't before."
  
  A more experienced investor wrote, "I liked the risk management section, especially the average results of different portfolios. It provided a good perspective."