1. Communication
Strategy
SLS, Inc.
ROSE WALTZ
Communication Strategist

2. Agenda
 SLS, Inc. 401k Plan Facts
 Impacted Metrics
 Objectives
 Audience
 Messages
 Tactics
 Measurement
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3. SLS, Inc. 401k Plan Facts
 Number of Eligible Employees – 8,025
 Number of Employees contributing – 4,659
 Number who contribute at a rate < 4% – 3,500
 Eligible Employees not contributing – 3,366
 Participation Rate – 58%
 Actual Deferral Percentage (ADP) – 1.25%
 Highly Compensated Employees (HCEs) – 19
 HCEs receiving refunds of excess contributions – 14
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4. Impacted Metrics
 Plan Participation
 Participant Contribution Levels
 Nondiscrimination Test Results
 Number of HCEs Receiving Refunds of Excess
Contributions
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5. Objectives
 Increase Participation in SLS, Inc. 401k Plan by
10%.
 Increase 401k Actual Deferral Percentage (ADP) for
Non Highly Compensated Employees (NHCEs) to
3%.
 Enable all Highly Compensated Employees (HCEs)
to contribute to the 401k at higher levels without
failing annual Plan nondiscrimination testing.
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6. Target Audience
 The 3,366 Eligible Employees who do not
currently contribute to the 401k Plan.
 The 3,500 Eligible Employees who are currently
contributing at a rate < 4%.
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7. Key Messages for Employees
Not Contributing
 You are eligible to participate in the SLS, Inc. 401k
Plan. Enrolling is easy; just go to
www.retireonline.com or call 800-345-2345
weekdays between 7 a.m. and 8 p.m. Central time.
 Did you know the SLS, Inc. 401k Plan has a 50%
match on the first 4% of your compensation that you
contribute to the Plan? If you contribute 4% SLS,
Inc. will contribute 2%.
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8. Key Messages for Employees
Contributing Less than 4%
 Think a 50% return on your investment is impossible?
It is possible if you contribute to the SLS, Inc. 401k
Plan. SLS, Inc. provides a 50% match on the first 4%
of your compensation that you contribute to the Plan.
 To receive the maximum benefit of the match, just
increase your 401k contribution to at least 4%. To
increase your contribution, go to www.retireonline.com
or call 800-345-2345 weekdays between 7 a.m. and
8 p.m. Central time.
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9. Key Messages for Employees
Contributing Less than 4%
 Wondering how you can afford to increase your 401k
contribution? Sign up for the health care flexible
spending account during open enrollment; use the
money you saved by not paying taxes on your
qualifying medical expenses to increase your 401k
contribution.
 Pay yourself first. Increase your 401k contribution
by the percentage of your annual merit pay increase
which goes into effect on July 1, 2012.
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10. Communication Tactics
 Email messages sent directly to the Eligible
Employees who are not contributing to the 401k Plan
and separate emails sent to Participants who
contribute less than 4%. The emails will be repeated
every 2 weeks over a 3 month time frame.
 Post cards sent to target audience home addresses.
Messages will include Persistent Uniform Resource
Locators (PURLs) containing the Participant’s name.
When the Participant clicks the link, it will take him
or her to additional resources aimed specifically at
that employee. The cards will be mailed monthly
over a 3 month time frame.
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11. Communication Tactics
 Messages posted on the SLS, Inc. Intranet site
accessible by all your employees. This would be
continuous for 3 months.
 Messages posted for target audience at
www.retireonline.com and message will be posted
for 3 months.
 Posters in common areas at SLS, Inc. such as
elevators, bulletin boards, and cafeteria. This could
be commingled with announcements for your
upcoming quarterly employee education meetings.
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12. Measuring Success
 How many employees clicked on PURL link?
 Perform mid-year testing to determine the
following:
 Whether Plan Participation has increased?
 Have Participant Contribution Levels increased?
 Has ADP increased?
 Project the number of HCEs who will receive
refunds of Excess Contributions.
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