A new era of workplace savings
One of several new business leads I cultivated for RF|Binder, Vestwell is the leading cloud-based platform powering workplace savings programs. But not all small business owners and employees were open to state-mandated retirement programs. My team’s goal was to help Vestwell cut through the skepticism by stripping away jargon and focusing on empathy, clarity, and optimism. By reframing retirement savings as accessible and empowering, we positioned Vestwell as the trusted partner to financial confidence, which drove up program adoption in CT, MD, CO, NJ and NY.
Deliverables
State-by-state launches across CT, MD, CO, NJ, and NY
Animated and broadcast campaigns for all states
Integrated social, digital, radio, OOH, and streaming campaigns
Local influencer partnerships and earned media outreach
Paid media programs unique to each state demographic
Impact
9,800+ registered employers
6.5MM+ views of a state-wide TV spot
4.8MM+ audio impression across iHeartRadio’s platforms
2.2MM impressions & 14.3K+ clicks via LI and FB
264MM impressions from media coverage
28,000+ funded accounts
