CASE STUDY
Transforming participant engagement at enterprise scale
A world-class financial institution sought greater impact among participants
Bank of America, one of the world’s largest financial institutions, supports millions of employees across thousands of retirement and benefits plans. Yet even with a wealth of content and resources, engagement was inconsistent—and communications felt fragmented across channels and audiences. To improve outcomes, the client tapped Lydon to streamline efforts, unify messaging, and elevate engagement across every touchpoint.
Client
Bank of America
Industry
Financial Services / Retirement & Benefits Plan Administration
Marketing Platforms
- Customer Engagement & Adoption
- Team Alignment & Training
Services
- Strategy Consulting
- SmartCreative™: Content & Design
- Email & Direct Mail Marketing
- Live & Virtual Events
- Social Media
- Web Development & SEO
700k+
participants reached via personalized campaigns
357%
spike in investment content views
14k+
new investors—9.7% growth fueled by targeted HSA campaign
MAKING COMPLEX COMMUNICATIONS PERSONAL, ACCESSIBLE, AND ACTION-ORIENTED
We started with a comprehensive audit of existing assets and workflows. What we found is common in large enterprise marketing ecosystems—good content siloed by business unit, valuable tools buried in inconsistent formats, and a missed opportunity to deliver a cohesive participant experience. Lydon designed a multi-touch program built around journey-based segmentation, participant personalization, and modular content systems—making it easy for both Bank of America and their plan sponsor clients to drive action and deliver timely, relevant messages.
From personalized email journeys to on-brand digital education materials, Lydon’s solutions helped Bank of America’s institutional and small business clients better educate and engage their employees—driving measurable improvements in awareness, confidence, and action.
36%
increase in webinar registrations for investing‑related topics
15%
increase in mobile app adoption from two targeted email deployments
200+
assets developed and added to educational library
THE LYDON DIFFERENCE: END-TO-END CREATIVE SUPPORT WITH A PROGRAMMATIC MINDSET
From custom campaigns to self-service toolkits, Lydon transformed a scattered set of touchpoints into a cohesive participant engagement platform. We delivered high-performing emails, personalized communications, and branded materials tailored to individual plan sponsors, all supported with scalable templates and systems to ensure consistency and eliminate the need for manual redesign during each iteration. Our work didn’t just look good, it also performed—educating, empowering, and motivating participants to take greater control of their financial futures.
Key tactics and deliverables
Engagement campaign strategy and copywriting with journey-based segmentation
Personalized, Salesforce-optimized HTML emails
Branded content for institutional plan sponsors
Modular content templates (flyers, posters, banners, digital signage)
Interactive “Employer Toolkit” PDF with downloadable, plug-and-play resources
Annual programming calendar with linked previews for plan sponsors
Webinar content: Presentations, speaker notes, HTML invites, ADA remediation
Email campaigns with targeted calls to action and Salesforce‑based tracking
Online resource hub for ongoing financial education
Custom OFT and Outlook-compatible email templates
CMS-integrated templates for field use and compliance workflows
Ongoing creative support and program optimization
Lydon transformed Bank of America’s participant engagement into a scalable, personalized experience—empowering millions of employees with the tools and information to take meaningful action on their financial future.
The result
From a fragmented approach to a scalable, data-driven engagement program—Lydon delivered real results for Bank of America at enterprise scale. Our creative and strategic support helped drive nearly a 10 percent increase in plan investors, with more than 14,300 individuals taking action. Content performance also surged, including a 357 percent spike in investment-related views, signaling stronger message resonance and participant interest. More than just a communications refresh, the initiative created a blueprint for long-term engagement, education and behavioral outcomes.
Want to increase engagement and deliver better experiences for your customers? Let’s talk.
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