“One Day is Today” was developed from national consumer research and is intended to convey to plan participants that taking actions toward retirement now can move them closer to achieving their financial goals for the future. The program is designed for participants at various life stages, focusing on themes including “getting started,” “retirement 101” and “nearing retirement.”During the creation of the “One Day is Today” program, OneAmerica conducted research—including a national consumer panel survey—on how to effectively engage plan participants. The resulting materials differ from those commonly aimed at plan participants in that they avoid imagery involving people and make ample use of white space. The print and digital content features messages focused on the specific steps a plan participant can follow immediately to make today the day they take action.
The campaign includes a variety of print and digital content that is beginning to be delivered to plan sponsors and participants. These pieces include enrollment materials, educational brochures and mailers. Examples are attached.
“Through research, OneAmerica determined that participants will respond best to messaging that is actionable, direct and realistic,” said Marsha Whitehead, vice president of retirement marketing communications for the OneAmerica companies. “By focusing on message and not imagery typical of most retirement plan communications, ‘One Day is Today’ motivates the participant and gives very simple instructions on how to take action right now instead of focusing on life in the distant future.”