To be more innovative and attractive to participants, MissionSquare used the theme of music through the decades and "Getting in Tune With Retirement" as the concept for the communications strategy. This was a Q4 campaign set to run right after the conclusion of National Retirement Security Month (October 2023) to keep the momentum going for Anaheim participants' engagement in their retirement. The communications strategy set the length of the campaign from November 1 to December 31 (two months). The target audience was Anaheim participants who were close to retirement: those aged 40+ with an account asset balance of $40K and above. We especially want ed to highlight the MissionSquare financial resources for those approaching retirement and the access they have to their personal CFP® or retirement representative. The City aimed to integrate its wellness platform's point system, called Vitality Points, to enhance incentives for participants. Vitality Points are an internal rewards program for City of Anaheim employees who engage in activities that promote their financial health. After the completion of the campaign, MissionSquare reported those who accumulated the most Vitality Points to the client for the participants to win prizes.
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- July 25, 2024 Create Date
- September 25, 2024 Last Updated
