Game OnMeasuring

Communication Success“Game On”

Game OnMeasuring

Communication Success“Game On”

Measuring Communication Success

Game Show Host: Michelle Berklacich, State of CA Savings Plus

Presenters: Carl Steinhilber, MassMutual

Kathleen Wilson, ICMA-RC

•Polling Questions•Targeted Save Campaign•Online Enrollment Campaign Tactics•Ways to engage employees utilizing Technology and Social Media

Overview

Polling Questions

96Targeted Communications

18-34 35-54 55+ 18-34 35-54 55+

SaveSign up Allocate Consolidate Prefers electronic Prefers printMale Female

Unique personas based on relevant needs, demographics and preferences

Eligible – not participating (ENP)Active & deferring under 12%

Less than 5 years with the plan + No existing rollovers on record

Less than four investment options** Excludes accounts solely invested in risk or target date options

• 26,576 employees decided to save more in 2013 and 2014

• Combined, these employees saved $38m in 2013 and $44m+ in 2014 And $50m in 2015

Advanced Reporting Capabilities Overall TP1 and TP2Targeted 4161Responses 276Action rate 6.68%Average salary deferral 3.44% / $146

Gender Male TP2 Female TP2Targeted 1,907 1,995Responses 50 47Responses by gender 51.13% 48.84%Average salary deferral $134.40 $106.00

Channel Print TP2 Email TP2Targeted 922 2980Responses 2 95Action rate 0.22% 3.19%Average salary deferral % / $ 0%/$55.00 3.57%/$119.88

Age 18-34 35-54 55+Targeted 561 2026 1315Responses 20 63 14Action rate 3.57% 3.11% 1.06%Average salary deferral $77.80 $103.31 $194.43

Touch points TP1* TP2Targeted 4,161 3,902Responses 181 97Action rate 4.35% 2.49%

Average salary deferral3.0%/$117

.35 3.57%/$118.43

County in Nevada

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Online Enrollment Campaign

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* From 2014 to 2015

Visual Analytics

FutureJet is a game that teaches it’s players the importance of saving, and planning for the future.

Education Through Gaming

Future Moves, is a fun game that ages the user’s photo after they answer some basic questions that get them to think about planning for retirement.

Education Through Gaming

http://www.retiresmartmoves.com/flash/

E4: MassMutual’s Electronic Enrollment ToolWe use handheld ios devices during on-site employee meetings so attendees can take immediate action.

81% of inactive participants elected a contribution rate (or enrolled) during an E4 meeting with an average deferral rate of 4.8%

• Targeted content for social media

• Single call to action

• Produced in-house

• Modular/customizable

Targeting ParticipantsOn Social Media

• Provides a holistic view of an employee’s complete benefits coverage, helping them to make smarter decisions for the future.

• Takes into account the employee’s own budget and personal family situation in order to generate a customized benefits “road map.”

• Simple, easy to use interface, supported by a sophisticated underlying technology.

• Employees answer a few questions about themselves, and the system goes to work.

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MapMyBenefits SM

RS-40246-00

Experiential Marketing

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“My Retirement Dreams” Interactive Experience

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The Future is Now

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RealizeRetirement Selfie Station

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“Public Sector Moments” Virtual Reality Exhibit

“This is a service for all government employees to really begin to get engaged in reference to thinking about what are they going to do next, after they retire…It’s so

unique, it’s so cool looking. It draws people to it. We’ve reached people we probably wouldn’t have reached any other way."

John HenryAssociate Treasurer, District of Columbia

Source: “Virtual reality campaign offers glimpse of retired life for government workers,” July 15, 2016, www.statescoop.com.

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Results34

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Complementing Experiential Marketing