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Nationwide Digital Marketing
Securing the Future: Scaling Enrollment for Nationwide’s Deferred Compensation Program
The Challenge (The "Ask")
Nationwide, one of the nation’s largest mutual insurance companies, faced a communication gap regarding their employee rewards. While they had designed a robust “Deferred Compensation Program” to reward loyalty across all sectors, they needed a way to effectively bridge the gap between the program’s existence and employee participation. The “ask” was for IPCOMM to develop a comprehensive market strategy that would disseminate program benefits, clarify eligibility, and drive both new enrollments and long-term retention.
The Strategic Solution (Our Work)
IPCOMM engineered a multi-stage marketing ecosystem designed to move employees through a logical journey from initial curiosity to active advocacy.
- Stage 1: Awareness, Education, & New Enrollments: We focused on demystifying the program, using clear messaging to explain the “why” and “how” of deferred compensation for
prospective participants. - Stage 2: Contribution Drive: We implemented targeted prompts to encourage current participants to maximize their benefits and increase their financial stakes in the program.
- Stage 3: Loyalty & Advocacy: We developed strategies to turn enrolled employees into internal ambassadors, reinforcing the long-term value of staying with the program.
- Multi-Channel Deployment: To ensure maximum reach, we synchronized digital content with live engagement, ensuring the message was accessible whether an employee was at their desk or
in a seminar.
Campaign Pieces
- Social Media Content: Engaging, bite-sized updates designed to keep the program top-of-mind.
- Targeted Marketing Emails: Personalized communication flows tailored to different employee tiers and eligibility levels.
- Educational Blog Posts: Deep-dive articles breaking down the technical perks of the program into relatable benefits.
- Live Workshops & Seminars: Interactive sessions providing real-time Q&A and personalized guidance.
- Strategic Advertisements: Internal display and digital ads serving as persistent reminders of the program’s value proposition.
The Results: Impacting Community Well-being
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Metric Category
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Performance & Outcome
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Media Impact
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Established a high-frequency communications channel that successfully "cut through the noise" of corporate internal comms.
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Brand Positioning
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Positioned Nationwide not just as an employer, but as a partner in their employees' long-term financial wellness.
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Brand Image
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Created an attractive, transparent image for the rewards program that felt accessible rather than overly corporate.
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Brand Consideration
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Successfully re-engaged "legacy" employees who had overlooked the program for years, alongside high adoption from new hires.
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Engagement
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Cultivated a sense of value and security, fostering a deeper emotional bond between the employee and the company’s loyalty structure.
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Behavioral Impact
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Realized a measurable surge in enrollment numbers and a significant increase in contributions across all company sectors.
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The IPCOMM Edge
This project highlights our expertise in internal corporate branding and behavioral change. We don’t just announce programs; we build participation cultures. By combining educational depth with a tiered marketing funnel, we transformed a complex financial benefit into a highly sought-after perk that resonated with Nationwide’s most valuable asset: its people.
“We didn’t just share news about a program; we empowered employees to take ownership of their <br>
financial loyalty.”
