For its 2024 National Retirement Security Month (NRSM) campaign, the County of Los Angeles aimed to move the needle on key retirement metrics—enrollment, contributions, and asset allocation—while placing special focus on supporting retired participants. The goal was to highlight the importance of continued engagement and planning at every stage of the retirement journey, from enrollment through retirement and beyond.
In collaboration with Empower, the County launched a multi-faceted campaign featuring a series of webinars tailored to different phases of retirement: enrollment, contribution increases, pre-retirement, and, for the first time, retiree-specific planning. Each session included actionable steps to help participants strengthen their financial future.
The campaign theme, “Living in LA,” tied messaging to the iconic energy of Los Angeles, helping bring retirement planning to life through creative emails and promotional materials. In-person outreach by local Retirement Plan Counselors during NRSM further enhanced engagement by providing employees with personalized guidance and support.
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- August 10, 2025 Create Date
- October 10, 2025 Last Updated
