📌 Project Overview
Project: LifePlan by LegalZoom — Financial Wellbeing Week
Role: Content Strategist
Timeline: 2019–2020
LifePlan was an employee benefit designed to help members create estate plans and access legal and financial planning support through LegalZoom attorneys and certified financial planners. While employees opted into the benefit during open enrollment, activation and ongoing engagement were low, largely due to confusion about what the benefit included and how to use it.
🔍 The Challenge
LifePlan bundled multiple legal and financial services focused on long-term planning, making it difficult to communicate both value and urgency. Members struggled to understand what the benefit was for, how the pieces fit together, and why they should engage now—compounded by a confusing online experience.
🎯 The Strategy
I proposed a time-bound, experience-led campaign that brought the benefit into the workplace and made its value tangible through real-time, in-person support.
The strategy focused on:
Making an abstract, future-oriented benefit feel immediate and relevant
Using live education and expert access to reduce confusion and hesitation
Treating the event itself as a catalyst for account activation and engagement
🛠️ Execution
Designed and launched a multi-day Financial Wellbeing Week campaign hosted on-site at a partner company
Developed daily email communications featuring:
Practical, approachable financial tips
Clear calls to action tied to LifePlan activation
Event reminders and participation prompts
Coordinated content and programming for live experiences, including:
Estate and retirement planning lunch-and-learns
On-site notary services for completed wills
One-on-one sessions with retirement advisors
Produced supporting collateral for internal promotion and enrollment communications
📈 Results & Impact
Increased employee engagement with the LifePlan benefit
Reduced barriers to estate planning through education and in-person support
Reframed LifePlan as a practical, human-centered benefit rather than a confusing bundle of services
Demonstrated the effectiveness of experiential, education-led campaigns for driving activation
Sent to all employees the week before
The week kicked off with donuts in the lobby (thus all the donut talk)
A tip about credit and a reminder for the presentation on Wednesday
Another component of LifePlan was identity theft protection
Just a tip on Thursday and a reminder about the one-to-one financial counseling tomorrow.
Probably the reason most people signed up for the benefit, the free Estate Plan from LegalZoom closed the week.
Members received this email after open enrollment to encourage benefit use.
We distributed these booklets at open enrollment fairs. Because we were propping up a new product we wanted them to give our product an air of legitmacy.
A self mailer designed to look like transactional and make the activation process simple. Increased member activations in the months we sent.
Another part of our open enrollment package
We made materials for HR departments to distribute to employees promoting the benefit and offering value through helpful advice.
Sharing content and continuing to encourage engagement.