401k Marketing Videos Simplify Retirement Planning

THE CHALLENGE

Rowe Price is a global asset management firm that offers retirement plans, investment funds, education savings plans, and more for individual investors and institutions. 

As part of their 401k marketing strategy, T. Rowe Price addresses a common challenge: many well-informed Americans, including their investors, know the importance of saving for retirement but aren’t doing so or aren’t saving enough. And many are eager for retirement planning information and advice.

THE OUTCOME

Personalized Video Enhances 401k Marketing

To tackle these challenges, T. Rowe Price integrates personalized video into their 401k marketing and client engagement strategy using the SundaySky platform. These videos motivate plan participants to stay abreast of their retirement planning by delivering up-to-date, personalized information on their accounts and retirement goals. The videos focus on critical touchpoints, from account onboarding and contribution education to account check-in and security tips. 

Each video touchpoint offers account details that engage clients personally, offering not just information about retirement, but the most relevant and important action points for plan members based on where they are in their retirement savings journeys.

Personalized Video Reduces Retirement Anxiety

By incorporating account information into engaging, personalized videos, the SundaySky platform enhances T. Rowe Price’s 401k marketing by motivating participants to take positive actions toward their futures. Clients who view the videos are more likely to complete the recommended actions and remain engaged and interested in their retirement planning.

• T. Rowe Price video viewers increased their salary deferrals and were more likely to complete a plan rollover from a prior 401k plan, opposed to non-video viewers. What’s more, T. Rowe Price’s Account Check-In video won the Platinum Winner for the 2022 Viddy Award and the 2022 MarCom Award. 
• T. Rowe Price considers personalized video a key element in their 401k marketing and go-to-market strategy, consistently delivering high value and positive business outcomes.