Thanks to automatic enrollment, ITW’s 401(k) participation rate hovers around an impressive 95%. Yet the benefits team saw signs that participants were not making the most of their 401(k) accounts in other respects. With ROC's help, the team wanted to drive much more active engagement across the workforce. Specifically, they wanted to see:
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:
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.
Notable behavior change comparing pre-campaign data to post-campaign results:
