Hearst · Retirement plan communications · 2020 to present
The client
Hearst is a global media, information and services company. Its employees spend their days around great creative work, and expect the same from what lands in their own inbox.
The challenge
A retirement plan's messages come around again and again. Hearst's benefits team wanted every new initiative to feel new, fun and different, while the plan still looked and sounded like one trusted program. And every few years the team rebrands its programs, so the whole library has to keep pace.
Our approach
We built each campaign from a set of connected parts. An email draws people to a landing page; the page delivers the message through a short video or an interactive quiz; a sweepstakes gives people one more reason to take part. The brand aesthetic stays constant, while format, tone and interaction change with every wave, so a portal, a quiz and a postcard can each work differently and still read as the same plan. When Hearst rebrands a program, we carry the change through every asset.
Six years of work, in brief
Plan Highlights Guide (2020): an e-book microsite and companion video showing the value of the plan's target date funds
Resource hub: a portal that brings employees' benefit tools and information sources into one place
Roth contributions: a companion site and video explaining the plan's Roth options
Financial Wellness portal: a Hearst-branded portal offering a library of Voya Learn content
401(k) Learn: emails and flyers supporting Hearst's ongoing education initiative
Program refreshes: existing assets updated with each rebrand of Hearst's benefits programs
The work
Microsites and portals
Explainer videos
Interactive quizzes and sweepstakes landing pages
Email campaigns and flyers
The result
Since 2020, Hearst has brought each new initiative, and each rebrand, back to VisionMix.
Services: Campaign concepting · Microsite and portal design · Video and animation · Interactive design · Email and print design