2021 Signature Awards - Overcoming Obstacles

Workplace communication programs must address, and potentially overcome, a wide range of perception biases, environmental constraints, and informational barriers in conveying complex, and yet important issues. Overcoming these obstacles – whether it be in communicating retirement plan issues, or in trying to change contribution/investment behaviors – can be considered a success even if only a small percent of the population acts.

1^st Place – Werner Enterprises with Empower Retirement
Werner Enterprises delivers world-class supply chain solutions as a transportation and logistics carrier. They have 11 regional offices throughout North America and 12,700 employees. After doubling the employer match in 2019 the company found that 900 employees were still not taking advantage of the match and set out to get all employees to save at or beyond the maximum match level. With many of Werner’s employees on the road, sending emails was the best way to reach them, although posters were placed in each work location. The campaign materials used images of Werner’s own employees from the company’s image library in both print and emails. The communications were targeted based on demographics. Participants received personalized emails that contained their own information showing how an increase in their deferrals could increase the amount of match they would receive. The email had a button so the recipient could quickly and easily take action, as well as a GIF of a moving truck that aligned with the company’s culture, creating a fun factor. The outcome was that 7.3 percent of the targeted population increased their deferrals with an average deferral rate increase of 3.5 percent. Clearly outlined objectives, simple and relatable communications that resonated with the target audience, an easy-to-use call to action, and great results are why this campaign is a winner.

2^nd Place – Harrison Poultry, Inc. with OneAmerica and OneDigital
Harrison Poultry is a family-oriented company that distributes around 300 million live pounds of chicken per year globally. It has three locations in Georgia and 580 employees. The company wanted to create an appreciation of its profit-sharing plan, which wasn’t always a focus of its employees. Without much action for employees to take, the obstacle the company faced was the need to find ways to engage employees and keep them on track for retirement. Digital communications were not the best option for these factory workers. Therefore, print materials were created that used clever taglines and images related to the company’s product and culture. Materials used were posters, foldable table tents, digital signage for TVs, magnets, and additional print materials to be displayed around the facility. Employee testimonials spoke to the value of a profit-sharing plan. A simple “Frequently Asked Questions” sheet and a beneficiary tips sheet provided answers and easy instructions. These efforts created more usage of the plan’s website with new visitors making up 81.7 percent of the traffic and 56.4 percent of the users accessing the site from a mobile device. Almost all employees are now using the target date funds and more beneficiary designations have been made. This campaign won because it was comprehensive and cohesive, the materials all carried the same theme reflecting the company’s family based culture, and it produced great results.

3^rd Place – Mountaire Corporation with Lincoln Financial
Founded in 1914, Mountaire Corporation has grown to become the seventh largest agricultural food processing company in the nation, with 33 facilities across the country. The company has a culturally diverse workforce, with about half of employees originally from other countries. The company wanted to provide ongoing support, information, and encouragement to employees becoming eligible for the plan during the pandemic. They want to communicate that the future was worth saving for and to provide the tools they needed to take an active role in saving for their future.  Many Mountaire employees come from cultures where their main goal is to work their entire lives to support their families, and they’re not accustomed to the idea of saving for retirement. In addition, a significant percentage of the population doesn’t speak English as a first language. A planned in-person campaign with translators had to be shelved and a new approach developed. A self-mailer with three self-service steps encouraging enrollment was sent. A second mailing followed with the required notices as well as two bilingual easy enroll forms. Posters were used in the work sites. Later, with more workplace safety measures in place, some one-on-one meetings occurred. During the campaign, enrollment rates steadily increased and the participation rate for the targeted group reached 62.19 percent. The company knew to continue focusing on creating communications in employee’s native languages as they had done in the past. Taking safety and diversity into consideration made Mountaire a winner.