Company: MissionSquare Retirement
Company Description: Founded in 1972, MissionSquare Retirement is a non-profit, independent financial services company focused on providing retirement plans and related services specifically for the public sector.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Government / Institutional / Recruitment
 Nomination Title: Virginia Retirement System Start, Stop, Continue Retirement Planning Campaign
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The campaign was launched in October 2023 and ran for two months.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 185 words used.
During October and November 2023, VRS and MissionSquare Retirement created a two-month campaign to support the financial health and retirement goals of those who have dedicated their lives to working in public service. We executed an integrated campaign with the theme of “Start, Stop, Continue” using a multi-channel approach including a microsite, website banners, and an email. The goal of the campaign was to drive employees to an interactive microsite where they would find, based on their individual savings journey, links to videos, flyers, and calculators as well as links to register for a webinar and schedule an appointment with a retirement plan specialist.
Our goal was to engage employees with timely communications and education regarding what they should start, stop and continue doing related to their financial decisions. We also wanted to make employees aware of how to connect with VRS and MissionSquare’sresources.
Goal 1: Drive more visitors to the microsite than the 2022 campaign did.
Goal 2: Engage employees where they are in their individual savings journey (early, mid-or late career or retired) and provide them with ways to connect with valuable resources.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 72 words used.
In October 2023, the first touchpoint promoted National Retirement Security Month to communicate the importance of financial health and retirement goals.
Late November 2023, the second touchpoint, targeting those who did not click on the first email, promoted avoiding holiday impulse spending in a continued effort to support financial health and retirement goals. With this touchpoint we also A/B tested the call-to-action button in the email to better engage the VRS employees.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 135 words used.
Outcomes
We accomplished both of our main goals.
With 5,191 (a 3.2% increase) visitors to the microsite, the campaign outperformed 2022’s campaign result of 233 visitors.
We were able to identify engagement by career stage with the microsite based on how the visitor interacted with the site and provide relative information for where the visitor is in their individual career/savings journey. Being able to identify how engaged each career stage of visitors was will help optimize our communication strategy for future campaigns.Career stage breakdown of visitors:Early Career:12.8%
Mid-Career: 41.8%
Late Career: 28.5%
Retired: 16.9%
Additional outcomes from this campaign:
Targeted employees: 163,000
Email open rate: 55.5%
Email click rate: 1.9%
Employees attended an educational webinar or scheduled an individual retirement account review: 352
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 24 words used.
Scroll to page 3 of the attached document to view the following:
- Login Banner
- Program email
- Microsite images (URLs also included)
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