The City of Los Angeles, with industry partner Voya, acknowledged for its 2020 National Retirement Security Month campaign

Lexington, KY, September 16, 2021—The National Association of Government Defined Contribution Administrators today announced the City of Los Angeles the winner of its 2021 Art Caple President’s Award for Excellence. NAGDCA is the premier professional association for plan administrators and services providers of government-sponsored defined contribution retirement plans.

Specifically, the award acknowledges the City of Los Angeles’ Deferred Compensation Plan (DCP) for its 2020 National Retirement Security Month campaign “LA’s The Place!”.

The primary objective of the DCP’s “LA’s The Place!” campaign was to encourage participation and increased savings, and promote greater awareness of the services and features offered by the DCP. The campaign used a gamified tour of City of Los Angeles landmarks in the form of an interactive quiz to simultaneously promote participation, increased saving, and greater awareness of DCP services and features (e.g., blogs, and virtual group and individual meetings). The quiz was accompanied by a weekly raffle of prizes.

The engaging approach garnered the DCP’s highest-ever campaign participation rate and more than doubled 2019 campaign participation. Total contest entries were 5,507, a 435% increase from 2019. Additionally, for the first time, DCP staff inserted customized links in outgoing communications to track and assess website traffic driven by the various channels used to promote the campaign. Google Analytics were then used to identify which communication channels were most effective in drawing individuals to the campaign’s dedicated landing page. In total, the dedicated campaign-landing page,, received 20,173 page views and 8,993 unique page views. Additional detail about the “LA’s The Place!” campaign may be accessed here.

“LA’s The Place!” was selected by a task force of NAGDCA past presidents from the five highest-scoring winners in the five categories of the 2021 NAGDCA Leadership Awards. The 2021 NAGDCA Leadership Awards recognized excellence and innovation demonstrated by government defined contribution plans in the following categories: COVID-19 Response, National Retirement Security Month, Participant Education & Communication, Plan Design & Administration, Technology & Interactive Multimedia. Projects and campaigns from NAGDCA public sector plan sponsor members are eligible for submission.

“We’re delighted to bestow the 2020 Art Caple President’s Award for Excellence on the City of Los Angeles in recognition of its ‘LA’s The Place!’ campaign for National Retirement Security Month 2020,” said NAGDCA Executive Director Matt Petersen. “We applaud the City of Los Angeles Deferred Compensation Plan for its tireless efforts to create engaging campaigns that spur participation and advance understanding of the many facets to attaining a secure retirement.”

The Art Caple President’s Award was established in 2019 to commemorate the lifework of past NAGDCA president, Art Caple. Mr. Caple was a visionary and voice for those who serve others through employer-sponsored retirement plans and championed retirement programs that build financial security for state and local government employees throughout their retirement. It is awarded annually to a public sector retirement plan demonstrating Mr. Caple’s participant-first perspective to building financial security for public employees.

Originally conceived by NAGDCA as National Retirement Security Week to encourage retirement saving among government workers, National Retirement Security Month is now a national effort observed throughout the retirement industry during the month of October. Plan sponsors are encouraged to create a focused campaign that emphasizes the benefits of saving for retirement by investing in an employer-sponsored defined contribution plan. Resolution for the NAGDCA-conceived awareness-building effort was passed by the Senate in 2006 and continues with bipartisan support annually.

NAGDCA provides education, information, and training in all aspects of public plan administration to support members in creating plans that enable secure retirement outcomes for their participants. National Retirement Security Week, originally conceived by NAGDCA to encourage retirement saving among government workers, has grown into National Retirement Security Month, a national effort to inspire American employees to save adequately for a secure retirement that is observed throughout the retirement industry during the month of October. It has received bipartisan Senate resolution since its conception in 2006. To learn more about NAGDCA, visit

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Robin Schoen
Robin Schoen Public Relations