Client: Scudder's Market Correction Workshop For Retirement Plan Participants

Client's Challenges

• "Develop the most creative program for plan participants to help them manage their assets–and their anxiety–during stock market declines.
  
  
• Create a campaign to help plan sponsors quickly respond to participants' concerns when financial markets fall.
  
  
• Work within set time and budget constraints.

Our Marketing Strategy

• Create a compelling curriculum that could be used before or during a market correction.
  
  
• Appeal to both novice and experienced investors.
  
  
• Develop material that would be flexible and powerful enough for online and print use, including direct mail, PowerPoint presentations, statement inserts, articles, posters, and postcards.

Our Creative Idea

• Develop Scudder University Times as a U.S.A. Today-style newspaper and apply the look and theme to all communications.
  
  
• Deliver the newspaper in a plastic bag to grab a recipient's attention, support the theme, and increase readership.

Results & Recognition

• Winner Best Educational Effort, Mutual Fund Education Alliance.
  
  
• Feedback from the workshops showed this to be one of the most effective and entertaining learning programs that participants had ever experienced. It has been presented to thousands of investors and has consistently ranked among the "top" educational programs by plan sponsors and plan participants.