Empower Retirement advances stakeholder outreach with sharpened digital strategy
Company unveils new web site design to bolster engagement across client segments
GREENWOOD VILLAGE, Colo., June 13, 2016 — Empower Retirement today unveiled a new, redesigned version of its website, empower-retirement.com, a key component of its digital marketing efforts that are aimed at actively engaging clients, participants and advisors.
The new site is the latest in a host of digital brand-building initiatives underway at Empower that include a growing social media presence, a new print and digital advertising campaign and on-going sports marketing initiatives.
"Participants, plan sponsors and financial professionals are at the center of our thinking at Empower and all of our marketing and communications investments reflect that," said Edmund F. Murphy III, President of Empower Retirement. "We are actively seeking to bring our value proposition alive through every single interaction that we have with our client base of over eight million participants in some 35,000 plans."
Key features of the site include a highly engaging user experience with enhanced features to better communicate with key stakeholders. The site encompasses a broader band of content from its prior version which was developed when Empower was initially established as a brand in late 2014.
"Our approach to this redesigned site is to give each stakeholder specific information about how we can help them. This ranges from how we help financial professionals serve their clients better to helping individuals ultimately achieve the retirement security they deserve," said Stephen Jenks, chief marketing officer for Empower.
The new site, which was created in-house by Empower, is built on a responsive web design framework which is aimed at providing an optimal viewing and interaction experience — easy reading and navigation — across a wide range of devices from desktop computer monitors to mobile devices.
Expanding Social Media Footprint
In addition to its new web site, Empower is employing a dynamic engagement strategy on social media, using Twitter, Facebook, YouTube and LinkedIn to promote programs, advance thought leadership, share company news and provide commentary on topical issues. In addition, Empower will establish a presence on Instagram later this month. The company’s footprint on social media has expanded as Empower’s visibility in the market has grown.
"We estimate that over 75 percent of retirement plan participants have a Facebook account. So, Facebook and other social channels are a foundational part of our participant education program, ‘Now Is a Good Time,’" said Jenks. "Our new website is designed to be fully integrated with our social media programs."
Advertising & Sports Marketing
In addition to social media, Empower is working to raise visibility through an advertising campaign focused on individuals. The campaign has a digital focus and ties to the new website.
As a means of raising Empower’s visibility, the company launched a sports marketing strategy last summer, through its sponsorship of three National Football League teams, the Denver Broncos, Kansas City Chiefs and the New England Patriots. In addition, the company is sponsoring PGA Tour golfer Robert Streb as well as Major League Soccer team the New England Revolution.
Jenks noted that as the professional golf season is now underway Empower is running a series of digital advertisements featuring Streb.
"Sports sponsorship programs are focused on raising our visibility with individuals and fit nicely with our digital strategy in a way that’s both efficient and effective," said Jenks. "Through the NFL sponsorships alone our metrics revealed that about one in seven Americans was exposed to Empower in some way."
Headquartered in metro Denver, Empower Retirement administers $435 billion in assets for more than 8 million participants as of 3/31/16. It is the nation’s second-largest retirement plan record keeper by total participants (Pensions & Investments, April 2016; data as of 9/30/15). Empower serves all segments of the employer-sponsored retirement plan market: government 457 plans, small, midsize, and large corporate 401(k) clients, non-profit 403(b) entities and private-label recordkeeping clients. For more information, please visit www.empower-retirement.com.
Stephen Gawlik – 303-737-0899 (office), 617-417-4408 (cell)
To learn more about how we’re empowering plan sponsors and their participants to be more engaged in their retirement plans than ever before, call us at 800-719-9914.