Customer Profile
CitiStreet is one of the nation's largest and most experienced benefits administrators, delivering comprehensive services to some of the country's leading employers. CitiStreet helps individuals make sound and informed benefit, savings, and investment choices from their first day of employment, through their working career, and into retirement. More than 11 million participants worldwide look to CitiStreet to successfully and efficiently manage their benefit programs.

Formed in partnership between subsidiaries of State Street Corporation and Citigroup, CitiStreet brings together the unique expertise and strengths of two trusted financial institutions.

The Challenge
When one of CitiStreet's accounts, the ShopKo chain of department stores, wanted to boost employee 401K participation, they enlisted the help of Reynolds DeWalt. Past efforts had yielded a low response and new attempts were stalling. CitiStreet needed a unique solution that would capture the attention of ShopKo employees, but wouldn't blow their budget.

The Solution
Utilizing variable data publishing, Reynolds DeWalt created a personalized, dynamic mailer that captured the attention of ShopKo employees in a way never before possible. With rich colors, eye-catching graphics, and personalized messaging, this highly targeted, visually appealing campaign broke through the clutter of everyday mailings and made a real connection with employees.

Reynolds DeWalt’s vast experience in database management and integration, including critical front-end data cleansing and preparation, enabled CitiStreet to create a truly tailored package for every ShopKo employee. Each piece was a customized roadmap to financial success, complete with relevant data outlining earning potential for individual employees. And with Reynolds DeWalt’s commitment to data integrity, CitiStreet could rest easy knowing that their client's sensitive financial information was safe and secure.

The Results
Thanks to Reynolds DeWalt’s expertise, response rates to this CitiStreet direct mailing were 200 percent greater than previous, non-personalized mailings. Convinced by the overwhelming success of the campaign and the power of one-to-one customized communication, CitiStreet has enlisted Reynolds DeWalt to develop a personalized mailing for ShopKo employees every quarter.