Advisor Engagement
NO TWO ALIKE
Objective
In the retirement-planning landscape, Generation Xers and Millennials are beginning to save for their golden years as Boomers settle into retirement. To make investing easy for these younger generations, many financial companies are offering target-date funds. But what if your retirement timeline isn’t the same as your peers? Or you’d prefer to be more aggressive than most? To create a truly tailored approach for individuals, Federated Investors – in partnership with retirement specialist Ann Schleck & Co – created a program that educates advisors on how to pitch and build custom target-date funds for their clients. Fusion Hill was engaged to build the program brand and the suite of creative materials.
Methodology
Our team developed several campaign concepts — all with the goal of communicating this complex product and its benefits in a simple and effective manner. While the more readily available target-date funds appeal to groups of participants who have similar retirement goals, this new approach allows for customization at the individual level. The chosen theme, “No Two Alike,” conveys that differentiator clearly. We applied it to a program-in-a-box with both advisor and plan sponsor-facing materials.
Outcome
These value-add materials have had immediate and tremendous success with advisors and were granted the 2016 Signature Award from the Plan Sponsor Council of America.