American Retirement Association
Save My 401k
The American Retirement Association (ARA) sought out Beekeeper Group to lead their Congressional advocacy campaign surrounding proposed tax reforms that could impact employers’ incentive to offer 401(k)s.
Beekeeper Group began the engagement by conducting a detailed review of the online presence of campaign allies and detractors in the financial services space. With this research in hand, Beekeeper facilitated discussions with key association staff to determine logo and branding preferences, including helping to develop the campaign name “Save My 401k”.
The next phase of the process was to create a full branding identity including:
- a graphic-forward campaign microsite
- an educational animation
- fully customized and branded social media channels
In just the first three months of the campaign, Save My 401k supporters sent over 150,000 letters to Congress and the effort earned television coverage on CNN, CNBC, and local news programs.
The animated video Beekeeper Group created for the campaign received a Telly Award and the entire campaign was a finalist for a Sabre Award for Activism.