2018 Service Stars  | Individual

Cristy Wilson

Listens to the communications needs of participants and works to develop creative campaigns

Cristy Wilson, senior consultant

Recordkeeper Company: Nationwide
Client: County of San Diego
Client Industry: Government/Public works
Client Headquarters: San Diego, California
Plan Assets/Participants: >$1.5b/17,500
Bio: Cristy Wilson has been with Nationwide since 2005, currently working as senior consultant – distribution channel marketing. She has more than 30 years relationship management and strategy experience.

“Cristy Wilson is a trusted partner and valuable contributor to the success of our retirement program,” says Phillip Blair of the County of San Diego. For just one example of how the senior consultant – distribution channel marketing at Nationwide has supported the plan, Blair points to helping it engage its employees—particularly the Millennials.

In 2014, the county decided to conduct a survey of certain Millennial workers, to see why their participation lagged far behind their peers. “We provided the results to Wilson, who proposed we conduct participant focus groups,” Blair says. “The focus groups yielded a significant amount of information, which dramatically changed the way we engage with our work force.”

“We’ve learned so much from our research that has been incorporated into annual marketing plans,” Wilson agrees. For instance, Nationwide discovered that images capture the Millennial employees’ attention and “make it real” for them. Wilson took that knowledge and arranged for Nationwide photographers to shoot photos of employees involved in activities they would like to do in retirement.

“In 2017, we pitched the idea of a selfie contest with employees submitting selfies of what their dream retirement would look like,” Blair says. Wilson took the idea and coordinated the communications and the procurement of assets for the marketing plan and to post the submitted selfies. 

“Phillip brings keen insights to us about employees and participants,” Wilson says, adding that the collaboration and mutual respect she shares with him and his team lead to innovative approaches, which lead to plan growth and participant satisfaction.

 

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