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MassMutual Ties Plan Campaign To TV Campaign

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Massachusetts Mutual Life Insurance Company is trying to market harder to the 250,000 members of retirement plans that the company already administers.

The retirement services arm of MassMutual, Springfield, Mass., has launched a “Spring Into Savings” participant campaign to tie in with the company’s new “front of the mind” television advertising campaign.

The TV ads try to persuade viewers to bring retirement planning to the front of their minds, and the participant campaign will try to deliver the message that even a small increase in an individual’s savings rate can lead to big increases in total retirement savings, MassMutual says.

The participant campaign will touch participants at 25-day intervals through direct mail, electronic mail, statement messaging and the MassMutual participant Web site, MassMutual says.


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