Phelps Dodge's special projects campaign targeted the company's male non-participants with a baseball theme. Those not participating in the $700 million 401(k) plans received baseball cards — with bullet points about the importance of saving for retirement — and Cracker Jack treats during the campaign, which coincided with baseball season.
The judges especially liked that the theme carried through the entire campaign and all the education pieces fit together.
"The materials were fun to look at and made you want to read (them)," said one judge.
More importantly, 20% of non-participants requested additional information. JPMorgan Retirement Plan Services Inc., Kansas City, Mo., is the plan provider.
MGM Mirage, Las Vegas, which took second place in the corporate special projects category for plans with more than 5,000 employees, featured a sunscreen theme.
While judges liked the summer beach idea, they were more impressed with the results of the education initiative: Almost 8% of the target population enrolled in the $460 million 401(k) plan by the end of the campaign.
"I loved the packets of sunscreen and the beach ball giveaways, but nearly 8% of employees enrolling is a great accomplishment," said one judge. MFS Retirement Services Inc., Boston, is MGM's service provider.
The $230 million City of Baltimore Deferred Compensation Plan won first place for public plans in the special projects category. Judges liked how the campaign featured photos and testimonials of employees, all well-known within their union group. The campaign also included mini-toolkit and pen giveaways.
One judge said, "It was very inviting and didn't feel hokey at all. The testimonials were meaningful and thoughtful."
Brenda Clayburn, president of the city union of Baltimore, said officials for the 457 plan worked closely with vendor Citistreet LLC, Quincy, Mass., to personalize the materials with the employee testimonials.
The $900 million State of Hawaii Deferred Compensation Plan, Honolulu, which won second place in the public plan category for special projects, featured flip-flop key chains and small fans with retirement messages lighting up as the blades spun.
"The giveaways gave a wonderful local feeling," said one judge.
Trustee Carol Raber said Hawaii's provider, also Citistreet, "did a great job helping us put the materials together. We wanted it to have a very Hawaiian feeling, and I think it worked out great. Employees loved the key chains and fans. They were fun and also had good information on them," she said.