CFM teamed with an advertising agency to brand, introduce and market Oregon’s first-in-the-nation public retirement savings plan using automatic payroll deduction. CFM and its advertising partner created a name, tagline and visual identity for OregonSaves. CFM conducted focus groups to test the name and potential marketing messages as well as roundtable discussions to understand employer concerns and how to reach minority communities. Based on the marketing plan CFM developed, advertising was created using tested messaging and messengers enrolled in the savings plan. In the first year as the program was phased in, Oregon workers tucked away $10 million in their own retirement savings accounts. The savings program now manages more than $100 million in employee assets.
