Marketing the Future of Workplace Savings

Legislation has passed in many states that enables businesses to offer workplace retirement savings programs to their employees. Vestwell, the leading cloud-based platform powering workplace savings programs, needed to increase awareness, adoption and registration among business owners of the state-sponsored retirement savings programs it was facilitating in Connecticut, Maryland, Colorado and New Jersey.


Make it human, simple and easy. Our strategy was to demystify the investment process, and imbue Vestwell’s programs with a sense of clarity for employers and employees. The vision was to drive business owner education and engagement, deepen program credibility, and convert to higher enrollment.


MarylandSaves Employer Explainer Video

Social media posts for MarylandSaves

What We Did

RF|Binder amplified Vestwell’s state-sponsored retirement savings programs across Connecticut, Maryland, Colorado and New Jersey by focusing on their ability to empower businesses to offer and administer workplace investing programs in the most accessible way possible. We developed integrated marketing and communications programming from award winning animation, broadcast advertising, and campaigns across owned and social channels, paid media, streaming, and earned media.

Winner of the Silver Telly Awards for Education and Training

Colorado SecureSavings Savers Explainer Video

Out of Home Billboard for Colorado SecureSavings
Posters for Colorado Secure Savings
A set of LinkedIn campaign for Colorado Secure Savings


While all three programs are ongoing, Connecticut is an excellent example of the success of the program. MyCTSavings was the first initiative launched and is already showing measurable engagement. It is igniting interest by both businesses and employees to learn more and participate in the state-sponsored retirement program.

Cartoon employees conversating with each other

MyCTSavings Broadcast Commercial

Social media post for MyCTSavings promoting their retirement savings program
Phone screen showing a MyCTSavings social media post
Laptop screen showing a MyCTSavings social media post

MyCTSavings Campaign Results

  • 3,800+ registered employers
  • 6.5MM+ views of a state-wide TV spot
  • 3.5MM+ audio impressions across iHeartRadio’s platforms
  • 949K impressions & 4.3K+ clicks via LinkedIn & Facebook
  • 256 media outlets covered the launch
  • 164MM impressions from media coverage
  • 10,000+ funded accounts
  • 850+ employers submitting payroll and counting

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