Designing an effective enrollment campaign

Why does an enrollment campaign matter?

Many employees delay enrolling because they feel overwhelmed with information or don't know where to begin, and some underestimate how important it is to start saving early. An effective campaign removes these hurdles by:

• Increasing employee participation
• Improving retirement readiness
• Encouraging employees to contribute enough to receive the full match
• Reducing confusion about enrollment and investment options
• Demonstrating your organization's commitment to employees' financial wellness

The easier the plan is to understand, the more likely employees are to enroll.

Start with clear, simple communication

Planning for retirement can feel intimidating, especially for employees enrolling for the first time. Avoid overly technical language and focus on the big concepts in a way that's easy to understand. Your communication should be able to answer questions like:

• What is a 401(k)?
• Why should I enroll?
• How much should I contribute?
• What investments can I choose?
• What happens if I don't make an investment election?
• Does the company offer a matching contribution?

Employees are far more likely to engage when they understand how the plan benefits them personally.

Highlight the employer match

If your organization offers a matching contribution, make it a central part of your campaign. Many employees miss out on free matching dollars simply by not contributing enough themselves.

Example: If your company matches up to 5% of salary, an employee earning $60,000 who contributes 5% puts in $3,000 and receives another $3,000 from the company — $6,000 total for the year. If that employee contributes only 3% ($1,800), they receive just $1,800 in match, leaving $1,200 on the table.

Use multiple communication channels

Employees take in information differently. Instead of relying on a single email, use a variety of methods throughout the enrollment period, such as:

• Company-wide emails
• Printed flyers or posters
• Employee meetings
• Educational webinars
• Benefit fairs
• One-on-one enrollment sessions
• Internal newsletters

Multiple channels increase the likelihood that employees see and retain the key messages.

Make enrollment as easy as possible

Even well-informed, motivated employees may delay if the process feels complicated. Provide step-by-step instructions that explain:

• How to enroll
• Where to access enrollment materials
• Important deadlines
• Who to contact with questions

Include screenshots, a checklist, or short video instructions where helpful to simplify the process and reduce confusion.

Encourage participation, not perfection

Some employees hesitate because they feel they don't know enough about investing to start. Remind them that starting early is often more important than choosing the "perfect" portfolio on day one — they can adjust contributions and investments as their situation and goals change. Helping employees get past the fear of getting started can significantly improve enrollment.

Continue communicating after enrollment

A successful campaign shouldn't stop once employees sign up. Ongoing follow-up encourages participants to:

• Increase their contribution rate over time
• Review their investment selections
• Update beneficiaries
• Take advantage of educational resources
• Understand annual contribution-limit changes

Continued communication helps employees stay engaged long after their initial enrollment.

Measure your campaign's success

After the enrollment period ends, review key metrics to evaluate the campaign. Consider tracking:

• Overall participation rate
• Average employee contribution rate
• Employer match utilization
• Attendance at educational meetings
• Employee feedback
• Number of new enrollments

Reviewing these metrics helps identify ways to improve future campaigns and better serve your workforce.

The bottom line

An effective enrollment campaign does more than increase participation — it builds employee confidence and shows your commitment to their long-term financial well-being. By communicating clearly, simplifying enrollment, and providing ongoing education, you can create a retirement program employees understand, value, and actively participate in. If you'd like help launching a campaign or boosting engagement on your current plan, reach out to one of our advisors today.