NEW Post-Enrollment Onboarding campaign for newly enrolled DC employees

Communication Objective

The refreshed onboarding campaign delivers a more tailored and data-driven experience for newly enrolled DC employees. The goal is to:

  • Welcome employees to their plan and to Fidelity
  • Guide them through essential setup tasks
  • Deliver highly relevant communications based on employee data and enrollment behavior
  • Make them aware of other benefits they are eligible for through their plan

Key onboarding actions include:

  • Registering their account (if not already done)
  • Setting up account profile and preferences, including beneficiaries, if not already done
  • Reviewing and adjusting contribution amounts, if they choose
  • Reviewing and enrolling in additional available benefits

Audience

Newly DC-enrolled employees, including:

  • Those who were auto-enrolled
  • Those who proactively enrolled through any available method

Message Strategy

This latest campaign features multiple email versions, tailored using employee data to ensure relevance and engagement. As a result, every employee may not receive every email. A majority of employees will receive 2-4 emails, depending on their options and actions taken.

Deployment Timing

The campaign is designed to deploy every few days over a two-week period immediately following DC enrollment, but may extend slightly longer for unregistered employees who register partway through the experience.

Distribution Channels

Touches are sent via email (employees without a valid email address on file will receive a print version of Touch 1 within the first few weeks of enrollment).

Message hierarchy:

  • Employee-provided email address
  • Employer-provided email address

SAMPLE COMMUNICATIONS

sample

Registered employee stream: Not all employees will receive all touches, as this stream is tailored based on plan design and employee action.


• Touch 1: welcome & overview

○ Sent to all newly enrolled, registered employees


• Touch 2: add a beneficiary

○ Sent ONLY to employees with no beneficiary on file


• Touch 3 options for an old retirement account

○ Sent to all employees
○ Note: If the employee has an eligible, old workplace account with Fidelity, they will be sent to NetBenefits Distribution Options Guided Experience. All other participants will receive an article that talks about their 4 distribution options.


• Touch 4: not meeting match OR review savings & investments

○ Sent ONLY to employees who are not meeting match OR to auto-enrolled employees who have not updated their investment mix


• Touch 5 benefits awareness

○ Sent ONLY to employees with additional benefits available through their plan
○ Promotes enrollment in the following benefits (if applicable to your plan): Fidelity® Personalized Planning & Advice, Student Debt Direct, Student Debt Retirement, Goal Booster, H&W, HSA, and Financial Wellness Checkup


Unregistered employee stream: If the employee registers at any point during this stream, they will transition to the above registered stream, beginning with the second touch of the registered sequence to ensure continuity and exposure to all critical onboarding tasks.


• Touch 1: welcome & register
• Touch 2: account protection & register
• Touch 3: benefits awareness & register


Print backup: sent only to employees without a valid email address on file

For plan sponsor and investment professional use only.

Investing involves risk, including risk of loss.

Fidelity Brokerage Services LLC, Member NYSE, SIPC, 900 Salem Street, Smithfield, RI 02917

©2025 FMR. All rights reserved.

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