Texa$aver Enrollment Kit

Client: Citistreet
Project: Texa$aver Enrollment Kit

CitiStreet, the nation’s second-largest retirement plan recordkeeper, presented Lindsay Hill Design with the challenge of creating branding standards and communication collateral for the State of Texas. These standards would establish the premise for which all collateral for the Texa$aver Program (the retirementsavings program offered to all 80,000 State of Texas employees) would be created.

“ If you want to make a difference — to build a future where customers, employees, stakeholders, and society win — then let’s create this foundation together. LHD can do this with and for you. We’re not saying it’s easy, but our mindful approach shows it’s worthwhile.”
                              —Lindsay Hill, Principal + Creative Director
                                 Lindsay Hill Design

Goal: The goal of this program was to create a communications solution that represented the spirit of Texas and that made a topic — one which is typically dry — fun, exciting, and compelling. A custom kit, created for a reasonable price in a tight timeframe and that generated high call-to-action response was the optimal goal. It was very important to create a cost-effective solution, since the state-run program could not have collateral perceived as expensive. The design objective was to offer a great treatment, but one that wouldn’t be too costly to print.

Solution: Lindsay Hill Design extensively researched the state of Texas, to come up with solutions that would appeal to the target audience. Using the research gathered and playing off the personality of the state, Lindsay Hill Design presented the entire package in a “big” way by using color choices and imagery that are bold and inviting. The concept selected was based on the notion that everything in Texas is “big”: the size of the state, 10-gallon hats, cowboy boots, steer, horses, etc. Additionally, the image of the boy looking up at all the “bigness” represents hope and the promise of future prosperity, which pulls together the idea of “dream big; start small.”

One of the most impressive aspects of this project was Lindsay Hill Design’s ability to create the entire kit for under $3 each — all inclusive of design and production. The average printing cost for a retirement kit in the government market is $6/kit.

Finally, the expected turnaround of this project was tight from the beginning, but Lindsay Hill Design was able to meet each component’s deadline. From concept through completion, the kit took four months to produce.

Results: In addition to the budgetary and timely success, the results speak for themselves with a response rate to the call-to-action of 70% (actual enrollment in
the Texa$aver Program)! The branding standards implemented by Lindsay Hill Design have proven so successful that they continue to be used for all marketing
communication materials. This campaign has won 4 national industry awards — the most ever won by any government program.