NEW Post-Implementation Onboarding campaign for new plans
Communication Objective
The refreshed DC onboarding campaign delivers a more tailored and data-driven experience for newly transitioned employees. The goal is to:
- Welcome employees to their new plan at Fidelity
- Guide them through essential setup tasks
- Deliver highly relevant communications based on employee data and 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 transitioned employees
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, but may extend slightly longer for unregistered employees who register partway through the experience. The first touch launches approximately 7 days after the plan’s go-live date.
Distribution Channels
Touches are sent via email
Message hierarchy:
- Employee-provided email address
- Employer-provided email address