LifePlan by LegalZoom member engagement events and materials

📌 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