West Marine 401(k) Profit Sharing Campaign

  • Client: West Marine, the world’s largest boating supply retailer
  • Awards: Award of Excellence, IABC Silver Quill; APEX Award of Excellence; Helios Award; Award of Merit, IABC/OC
  • The situation: West Marine employees look to their store manager for support and mentoring, so when Blue Communications was asked to create a campaign to increase participation in their retirement plan, we knew we needed to involve their 300+ store managers and turn them into our retirement plan ambassadors. Our strategy focused on developing manager-level training which included educational and meeting presentation materials about the ins and outs of the retirement plan. Concurrently, the communications needed to “hook” non-participating employees who tended to be young, low-wage earners with little interest in retirement. To do that, Blue created a nautical-themed EASY campaign which allowed employees to enroll in just three easy steps and that focused on saving, rather than on retirement.
  • Results: Store Managers were beautifully prepared to talk to employees about the advantages of participating in the retirement plan. EASY Enrollment Forms poured in and participation increased 13% within the first month the campaign launched.