Driving 401(k) engagement

ROC created a five-postcard series using a simple game theme to engage employees, and their spouses, in solving word puzzles and entering an online contest. Each postcard focused the game on a different topic, ranging from how to use investment tools to understanding the difference between stocks and bonds.

The campaign drew on our TAANSA approach by:

• Relying on the visual — to convey challenging concepts and simplifying complex investment-related messages. Each postcard was graphics-led, rather than text-heavy.
• Linking to real-life motivations — in a technique we call motive matching that focuses on immediate, near-term incentives, rather than far-off goals like retirement.
• Spacing for greater learning — by sending one postcard every other week for 10 weeks.
• Using “tiny steps” to drive behavior change — by identifying small, simple actions that lead to long-term positive change.

The contest itself drove visits to the plan website to enter a key word for the chance to win prizes, which encouraged interest and invited engagement at home.