DKA helps Prudential Financial connect with $17 billion in potential new sales.
Prudential Financial, a strong Defined Benefit (DB) provider, needed to position itself as an innovative force in the Defined Contributions (DC) marketplace. Prudential’s new product focuses on the power of inertia. Employees are automatically enrolled in a plan. They can opt out, but that takes some action. Also, contributions will slowly increase over time. With PF’s new approach, participants will start earlier, increase contributions, rebalance investments and have guaranteed retirement income.
DKA designed direct mailers for Prudential Financial to generate meetings with CFO’s of mid-market-size companies. The main message of the campaign is that Prudential’s intelligent solutions approach leverages the employees’ lack of retirement planning activity to everyone’s advantage. The campaign generated face-to-face meetings with CFO’s that represented $17 billion in potential new business for Prudential Financial.