2020 Signature Award Winners: Provider Campaigns – Plan Sponsor Education

1st Place – Prudential Retirement
Prudential decided to create separate marketing campaigns based on company industry to educate advisors, plan sponsors, and participants. They identified four industry segments: healthcare, unions, manufacturing, and public sector. Each campaign related to an important day/event for each industry, for example, Nurses Week, Labor Day, and Manufacturing Day. The materials included emails, website messaging, social media, events, magazine advertising, and ads on the New York Times Square jumbotron. The results were that more than 1,200 public employers, 3,000 healthcare employees, 750 union leaders, and 4,000 manufacturing employers received emails with good response rates. This campaign won because Prudential knew its audiences very well and had a clear picture of the outcomes it wanted. They did a good job using relevant communication channels and each campaign was carefully timed. The infographics used provided a quick summary view of the messages.

2nd Place – Prudential Retirement
Prudential also wanted to create consistent, branded messaging delivered quarterly to establish better communications with plan sponsor clients and advisor partners. A new product, Launchbox, was created with unique branding used on newsletters for internal groups, for advisors, for corporate plan sponsor clients, and for tax-exempt plan sponsor clients. To promote the newsletters they used emails, pdfs, and a Sharepoint site. The campaign achieved high open rates and click through rates of 18.5-23.5 percent. Prudential won for the Launchbox program because it is a solid solution for communicating to diverse groups with different needs and interests. They used good audience segmentation to avoid overwhelming people with information not interesting to them. Internal use by the sales department was a good approach.