2009 Eddy Award Winners
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February 04, 2009 12:00 AM

2009 Eddy Award Winners

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    Read article from P&I's February 23rd issue.

































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































    Plan Sponsor
    Initial Education
    Corporate
    1st Place


    Dean Foods


    Using the theme, "What's your game plan?" Dean Foods captured employees'

    attention and held their interest through a colorful, engaging, fun and creative

    campaign. The information was very well-packaged and complete. One judge said

    the company did "everything you can do to get someone to participate."


    Service Provider: The Hartford and PartnerComm

    2nd Place


    Delaware North Companies, Inc.


    Delaware North's initial education package stayed true to its road-trip theme, "The

    Right Direction." Among the clever components were "roadside assistance" and a

    guide resembling a Triptik from the American Automobile Association.


    Service Provider: The Hartford

    3rd Place



    American Airlines


    From magnets that looked like luggage tags to nicknaming the plan, the "Super

    Saver 401(k) plan," American Airlines did an excellent job branding its materials

    with a flight theme. In addition, they were clean, clear and easy to follow.


    Service Provider: J.P. Morgan Retirement Plan Services


    Public
    1st Place


    City of Los Angeles


    Los Angeles renamed its deferred comp plan "Premiere", and used a movie premiere

    theme to reintroduce the plan. The "movie" was "Attack of the Investment Anxiety

    Robot, paralyzing you with indecision." The information presented was excellent,

    highlighted by cool graphics like stacks of popcorn and movie reels.


    Service Provider: Great-West Retirement Services

    2nd Place


    Commonwealth of Massachusetts


    The entry from the Commonwealth of Massachusetts, featuring photos of Boston

    and the countryside, was visually appealing. At the same time, the information was

    presented in a way that was basic, straightforward and easy to read and follow.


    Service Provider: Great-West Retirement Services


    Conversions
    Corporate - More than 5,000 employees
    1st Place


    Thermo Fisher Scientific

    Judges were struck immediately by the quality of the design of Thermo Fisher Scientific's

    brochure, including higher-quality paper stock and crisp, clean writing. Included was a

    monthly calendar in a CD-like case that sported investment education on the back.


    Service Provider: T. Rowe Price

    2nd Place




    Arctic Slope Regional Corp.


    "Gorgeous" and "beautiful" were among the words judges used to describe Arctic

    Slope Regional Corp.'s colorful and attractive entry. The photos of Alaska were

    simply breathtaking and fit with the theme, "Your future - no boundaries."


    Service Provider: The 401(k) Company, A Charles Schwab Company


    Corporate - Less than 5,000 employees
    1st Place

    Kwik Trip Inc.


    Kwik Trip took a highly effective straightforward approach during a conversion that

    included adding 401(k) features to its profit-sharing plan. Identification with the plan

    sponsor was excellent, including photos of employees and a theme that is part of the

    corporate mission statement, "Making a difference."


    Service Provider: Wachovia Retirement Services

    2nd Place

    Blue Diamond Growers


    The campaign of almond cooperative Blue Diamond Growers was called "Establish,

    Grow, Harvest." One smart move: Every printed piece had photos of almonds at

    each of the three stages of growth.


    Service Provider: Diversified Investment Advisors


    Not-for-Profit
    1st Place

    The Metropolitan Opera


    Two different creative devices that did a superlative job of targeting the audience

    made this a crowd pleaser: good imagery (lovely photos of the architectural angles

    of the Metropolitan Opera building); and lingo employees could relate to ("Bravo" and

    "Preparing for Act II").


    Service Provider: Diversified Investment Advisors


    Union
    1st Place

    International Union of Operating Engineers Local 94


    This New York City union chose the theme, "The Plan That Never Sleeps" because it's a

    takeoff of New York's slogan, "The City That Never Sleeps." Graphics of New York City

    at night were alluring, and the content was thorough and easy to read.


    Service Provider: Putnam Investments


    Ongoing Education
    Corporate
    1st Place



    Bemis Co. Inc


    Bemis used a tennis theme to educate employees about the company match.

    Materials said "Join the team" and "Game, Set, Match," with a photo of a tennis

    ball about to be served. Judges loved the postcard with a fuzzy (really) tennis ball

    encouraging participants to increase their deferrals.


    Service Provider: J.P. Morgan Retirement Plan Services

    2nd Place

    El Paso Corp.


    From the cover of the first mailing, where the employee's name looked like an

    election campaign sign, El Paso Corp.'s "Decision 401(k)" materials were highly

    personalized. Partisanship was avoided: A piggy bank replaced the donkey and the

    elephant.


    Service Provider: J.P. Morgan Retirement Plan Services

    3rd Place (Tie)

    Meijer


    Good use of color and imagery were hallmarks of Meijer's entry. The year-long "Blue

    Skies Ahead" campaign to encourage diversification worked: The average number of

    funds per participant increased to 6.1 from 3.2.


    Service Provider: The 401(k) Company, A Charles Schwab Company

    3rd Place (Tie)

    The Pepsi Bottling Group


    Judges liked Pepsi Bottling's holistic approach that was so comprehensive it even

    touched on financial planning. Materials were clean and easy to use. The company

    went the extra mile to make sure the worksheets would be valuable to participants.


    Service Provider: PricewaterhouseCoopers


    Not-for-Profit
    1st Place

    Yeshiva University


    Yeshiva University's campaign to educate participants about fund changes and plan

    changes was totally branded, featuring its own employees and the same colors as the

    school itself. The information was solid and complete. And, kudos for warning people

    about the negatives of taking loans.


    Service Provider: Prudential Retirement


    Special Projects
    Corporate
    1st Place

    Parsons Corp.


    This entry was fun and engaging. "I've never seen anything like this," one judge said

    of the wooden Scrabble-like tiles that were the centerpiece of Parsons' separate

    mailings to increase deferral rates and move participants into target-date funds.

    "You have to take it out and mess with it," another judge said.


    Service Provider: Wells Fargo Retirement Plan Solutions

    2nd Place



    M.A. Mortenson Co.


    Here is a company going to unusual lengths to promote its benefit plans.

    Mortenson distributed wallets containing a fake check - signed by the CEO and

    made out to the participant - showing the individual's profit-sharing contribution

    for the year.


    Service Provider: Wells Fargo Retirement Plan Solutions

    3rd Place

    M.A. Mortenson Co.


    It took the judges a few seconds to "get" M.A. Mortenson's very focused project

    to increase deferral rates. It featured an in-your-face photo of a cow with the

    words, "Can you give an extra 2%?" Once they got the joke, they loved it!


    Service Provider: Wells Fargo Retirement Plan Solutions


    Public
    1st Place


    Ohio Public Deferred Compensation Program


    "Bold," "compelling to look at," "clever," "cool" and "very creative" all were used

    to describe Ohio Deferred Comp's special project. The fund did a takeoff on My

    Space - called "Smart Space" — to promote its Smart Plan to younger employees.

    It looked authentic, down to the web banners.


    Service Provider: Nationwide Retirement Solutions

    2nd Place

    North Carolina, Department of State Treasurer


    North Carolina's was the only public fund to personalize its message. It included

    the participant's salary and contribution, and combined data from multiple plans

    (DB, deferred comp, Social Security) to give employees a complete snapshot.


    Service Provider: Prudential Retirement


    Not-for-Profit
    1st Place

    Norton Healthcare Inc.


    Employees at Norton Healthcare in Louisville love the Kentucky Derby, so the

    company capitalized on that with its "Race to Retirement" project. The effort went

    way beyond photos to include a raffle ticket that looks like a ticket you get at a

    betting window and a horse head key chain. No wonder it got first.


    Service Provider: Diversified Investment Advisors

    2nd Place

    St. Joseph Health System-Sonoma County


    St. Joseph's "Celebrate Retirement" campaign combined cupcakes and pigs, and

    it worked. Among the gimmicks: raffles for piggy banks; pig-shaped balloons; and

    cupcakes frosted the same colors as were used in the campaign.


    Service Provider: Diversified Investment Advisors

    3rd Place

    Via Christi Health System


    Using the simple tagline, "Who wants to retire?" Via Christi came up with a highly

    visual campaign with one postcard and one poster. The picture: a Wheel of Chance.

    The caption: "Don't leave your retirement income to chance."


    Service Provider: Great-West Retirement Services


    Other Media
    1st Place (Tie)

    Coca-Cola Enterprises Inc.


    Coca-Cola Enterprises' video wisely was filmed in the company's offices and

    warehouses, rather than in an impersonal studio It features footage of employees

    and Coke bottles and cans throughout, giving it immediate and consistent branding.


    Service Provider: J.P. Morgan Retirement Plan Services

    1st Place (Tie)

    Harrah's Entertainment Inc.


    "This is one-stop shopping: a website and video combined," one judge said of

    Harrah's Entertainment's easy-to-navigate entry. It was slick and well-produced -

    even the talking heads weren't annoying - and the investment education was great.


    Service Provider: ING, vWise Inc.


    Service Providers
    Training and Advocacy
    1st Place

    New York Life Retirement Plan Services


    Our judges love gimmicks and give high marks for creativity, and New York Life's

    program for Resorts - "Real Retirement, Real Employees, Real Fun" was loaded

    with both. But some critical points were made, such as educating trainers to urge

    employees to avoid loans, and only withdraw plan money after age 59 "You can

    put any HR person into this and they could run a meeting," one judge said.


    Client: Resorts Hotels and Casinos


    Initial Education
    Corporate
    1st Place

    The Hartford and PartnerComm


    Using the theme, "What's your game plan?" The Hartford, PartnerComm and Dean

    Foods captured employees' attention and held their interest through a colorful,

    engaging, fun and creative campaign. The information was very well-packaged

    and complete. One judge said the company did "everything you can do to get

    someone to participate." (This entry also won first place in initial education for

    plan sponsors.)


    Client: Dean Foods

    2nd Place

    The Hartford


    This initial education package from The Hartford for Delaware North Companies

    stayed true to its road-trip theme, "The Right Direction." Among the clever

    components were "roadside assistance" and a guide resembling a Triptik from

    the American Automobile Association. (This entry also won second place in initial

    education for plan sponsors.)


    Client: Delaware North Companies Inc.

    3rd Place

    J.P. Morgan Retirement Plan Services


    From magnets that looked like luggage tags to nicknaming the plan, the

    "Super Saver 401(k) plan," J.P. Morgan and American Airlines did an excellent

    job branding the materials with a flight theme. In addition, they were clean,

    clear and easy to follow.


    Client: American Airlines


    Generic
    1st Place

    Lincoln Financial Group


    Lincoln's "You Can Fly" program had a great hook (flying) to get participants

    into it. Information presented was comprehensive, with a lot of investment

    information. This was a full campaign, the way initial education should be.

    2nd Place

    Tri-Ad


    It can be tricky to provide participants with basic and complete materials

    without making them suffer from data overload. Tri-Ad succeeded, though.

    Judges especially liked the interactive worksheet.


    Conversions
    Corporate - More than 5,000 employees
    1st Place

    T. Rowe Price


    T. Rowe Price apparently borrowed the type font from Hello Kitty to create

    the engaging "Hello Retirement" campaign for Honda of America. The result

    is colorful and easy to read, with a consistent message and consistent

    graphics and strong identification with Honda.


    Client: Honda of America Moanufacturing Inc.

    2nd Place

    The 401(k) Company, A Charles Schwab Company


    "Gorgeous" and "beautiful" were words judges used to describe the 401(k) Co.'s

    work for Arctic Slope. The photos of Alaska were simply breathtaking and fit with

    the theme, "Your future - no boundaries."


    Client: Arctic Slope Regional Corp.

    3rd Place

    Mercer


    Mercer wisely incorporated the CBS "eye" logo into all of the graphics for "CBS & You."

    The materials look like the company. Judges liked the mouse pad. "You'll always see it

    and be reminded of the plan," one said.


    Client: CBS Corp.


    Corporate - Less than 5,000 employees
    1st Place

    T. Rowe Price


    Danisco produces food ingredients, so T. Rowe Price capitalized on that by

    using an agricultural theme. It was a beautiful campaign, and the information

    had a nice flow. Branding was excellent, featuring carefully chosen words like

    "cultivate" and "grow".


    Client: Danisco US

    2nd Place

    Wachovia Retirement Services


    Wachovia took a highly effective, straightforward approach to educate Kwik Trip

    employees about new 401(k) features in the profit-sharing plan. Identification with the

    plan sponsor was excellent, including photos of employees and a theme that is part of

    the corporate mission statement, "Making a difference".


    Client: Kwik Trip Inc.


    Ongoing Education
    Corporate
    1st Place

    J.P. Morgan


    The back-to-school theme J.P. Morgan and Hospira used was cleverly executed.

    The main brochure resembled a composition notebook. Judges laughed at the

    teachers' names, such as Ivana Retire for economics. They also admired how every

    piece mailed built on the previous one.


    Client: Hospira

    2nd Place

    Mercer


    "Shape Your Retirement Your Way," the campaign Mercer did for Clark

    Construction Group, targeted different age groups with different messages,

    but everything was branded with Clark's corporate colors and was tied

    together by a bendable figure wearing Clark's logo.


    Client: Clark Construction Group LLC


    Generic
    1st Place (Tie)

    The Hartford


    The Hartford's bold and brash program featured catchy food posters, each

    addressing a different behavior. One for example, showed a juicy burger and fries

    with the question, "Are you eating up $130,037 of your retirement savings?".

    1st Place (Tie)

    Lincoln Financial Group


    Lincoln Financial's version was more gentle and subtle, using pastel colors and

    much smaller pictures. It targeted only one behavior - increasing deferral rates.


    Special Projects
    Corporate - More than 5,000 employees
    1st Place

    The Principal Financial Group


    "Objects in the future are closer than they appear." That's the theme of the campaign

    chosen by employees at Advantage, a wonderful device Principal Financial Group

    used to engage them before the campaign even began. Other highlights were terrific

    giveaways for taking action, such as a backpack and an atlas.


    Client: Advantage Sales and Marketing

    2nd Place

    Wells Fargo Retirement Plan Solutions


    This entry from Wells Fargo for Parsons was fun and engaging. "I've never seen

    anything like this," one judge said of the wooden Scrabble-like tiles that were the

    centerpiece of Parsons' separate mailings to increase deferral rates and move

    participants into target-date funds. "You have to take it out and mess with it,"

    another judge said.


    Client: Parsons Corp.

    3rd Place (Tie)

    J.P. Morgan Retirement Plan Services


    "Start your engines" was the perfect tag line for J.P. Morgan to use with this

    engine and school bus manufacturer to boost participation in the union plan.

    There were good giveaways at face-to-face meetings: a little "stress" car and

    t-shirts.


    Client: International Truck and Engine Corp.

    3rd Place (Tie)

    ING


    Boeing's special project done by ING was two postcards (one to non-savers, one

    for low savers). The campaign was very simple, very targeted, featured total

    identification with the plan sponsor, and had excellent results.


    Client: Boeing Co.


    Corporate - Less than 5,000 employees
    1st Place

    Wells Fargo Retirement Plan Solutions


    It took the judges a few seconds to "get" Wells Fargo's very focused project to

    increase deferral rates at M.A. Mortenson. It featured an in-your-face photo of

    a cow with the words, "Can you give an extra 2%?" Once they got the joke, they

    loved it!


    Client: M.A. Mortenson Co.

    2nd Place

    New York Life Retirement Plan Services


    Good giveaways strike again! In this case, they included a stadium cup and a

    candy roll. The project was to promote 401(k) Day, and New York Life and Ingram

    put together a simple, very focused campaign with bright colors that grab.


    Client: Ingram Industries Inc.


    Not-for-Profit
    1st Place

    T. Rowe Price


    T. Rowe Price and Intermountain Healthcare produced a fully customized project

    with lots of giveaways. The judges' favorite: hand sanitizer with the remark,

    "Enroll in the 401(k) and wash your worries away." Results were excellent, with

    participation exceeding the target.


    Client: Intermountain Healthcare


    Generic
    1st Place

    Nationwide Retirement Solutions


    Nationwide has clients give away lunch bags to promote the idea of saving money

    for retirement by packing lunch twice a pay period. "Food for thought," it said. The

    message was simple, clear and targeted, and all of the components were connected.

    2nd Place


    Lincoln Financial Group


    "Where do you want to go?" was the tagline of Lincoln Financial's special project that

    tackled changing jobs and approaching retirement. Judges were drawn to postcards

    topped with clear plastic as if they were looking out the front window of a car.



    3rd Place

    The 401(k) Company, a Charles Schwab Company


    The 401(k) Co.'s catchy and colorful entry focused on traditionally popular

    games. "Retirement: one game you don't want to lose," it said. Most of the game

    references were to Clue, but Boggle and Life also were featured.


    Other Media
    1st Place

    J.P. Morgan


    Coca-Cola Enterprises and J.P. Morgan wisely chose to film this video in the

    company's offices and warehouses, rather than in an impersonal studio It

    features footage of employees and Coke bottles and cans throughout, giving it

    immediate and consistent branding.

    2nd Place

    Wells Fargo Institutional Trust Services


    "You want to click on stuff to see what happens," one judge remarked about Wells

    Fargo's totally interactive web-based program. "It forces you to make choices, but

    in a painless way," by asking the user to choose whether he/she is a hip hop, disco

    or waltzing kind of investor.

    3rd Place

    T. Rowe Price


    T. Rowe's animated flash e-mail to participants, launched in October, features

    portfolio manager Jerome Clark. Yes, he's a "talking head," but he's unusually

    personable as he discusses diversification and other investment topics.


    Best in Show
    Best in Show


    New York Life Retirement Plan Services


    New York Life and client Resorts Hotels and Casinos explain it better than I can: "This kit is designed for one purpose: to help you promote the

    401(k) plan to employees. So put it to work - and have some fun with it," the trainers were told. In addition to a huge silver notebook of education

    materials, trainers also got fun stuff to work with, from a casino table "shoe" filled with cards giving suggestions on how to promote the plan, to a

    slot machine-like box filled with candy coins. Everything was totally branded and just plain awesome.


    Client: Resorts, Hotels and Casinos

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