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Promoting plan features through employee education

Presbyterian Senior Living (PSL) is a mission-driven organization and trusted leader in aging services that inspires individuals to thrive. Building on a legacy of 96 years, they provide residential and care services to more than 6,000 seniors in 27 locations across the mid-Atlantic region of Pennsylvania, Maryland, Ohio and Delaware. The leadership at PSL places a strong emphasis on simplifying employee benefits so that time and effort can be spent on caring for their residents.

Challenges

In January of 2024 PSL implemented a 403(b) employer match to their retirement plan. With a diverse employee population that spans across multiple states and facilities, the first challenge was to effectively communicate the employer match using various methods to reach each type of employee.

The second challenge for a successful campaign was to communicate the match benefits and formula in a manner that would lead to a significant number of employees increasing their contributions to take full advantage of the employer match.

Solution

The employee education team at Conrad Siegel developed a detailed communications plan to inform employees throughout all facilities about this new employer match feature. The plan was shared with the employer’s human resources (HR) team and implemented throughout the second half of 2023. The communications plan encompassed a combination of postcards, emails, table tents, and a virtual training session with HR representatives from all PSL communities, in addition to on-site and virtual employee education meetings.

“PSL introduced an employer match to the 403(b) plan and we didn’t want any employee to be ‘leaving money at the table’. PSL partnered with Conrad Siegel to brainstorm, create postcards, QR codes, table tents to place around each PSL community, and even had two PSL Perks / Benefits Fairs in which the Conrad Siegel team attended with baseballs and a full-size Coach Graff banner! We have met our goal and the marketing has paid off with an increase in enrollment/participation and also increase in contributions overall. Thank you, Conrad Siegel for the partnership!”
– Raelene Gervinski, Corporate Director of Benefits, Payroll and HRIS

Results

By the January 1, 2024 implementation of the match, all communication elements were completed.

As of March 2025:

  • 31% of participants contributing before the match communications campaign increased their savings rate.
  • 72% of participants contributing less than 4% increased to 4% or higher after the campaign.
  • 24% of those participants not contributing prior to the campaign started contributing after the campaign.
  • Overall plan participation increased 35% in 2025.
  • The current savings rate is 7.4% of those participants that are deferring in the plan.