One company’s 401K plan featured a generous $3-for-$1 company match, immediate vesting and a variety of investing options, however 40 percent of newly eligible employees were opting not to enroll.  Focus groups revealed that younger employees assumed the plan required a significant initial investment – more than they could afford on modest incomes. We created a “Bring your lunch. Take the money.” internal marketing campaign that showed employees they could begin saving for the future by investing the price of just a few lunches each month.

 

The campaign featured short informational sessions at each major work location, eye-catching posters displayed throughout each building and brown lunch bags distributed to each employee desk.  As a result, enrollment in the 401K plan increased by 20 percent during the next enrollment cycle.