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Posted in: Automotive, Brand Positioning & Development, Financial Services


Challenge: Ford Motor Co. and General Motors were considering offering thousands of former employees the option to take a lump sum payout versus continuing with a monthly pension from the company. A major financial partner wanted to help the automotive companies understand the opportunity, to drive those employees to roll their lump sum payments into a Wealth Management Account/IRA.

Objective: To fully understand the potential opportunity to drive those employees to taking the lump sum and understand any barriers, as well as understanding the importance of their relationship with their former automotive employees.

Solution: Plan-it conducted focus groups among former Ford Motor Co. and GM employees in the metro Detroit market to further understand their mindsets regarding retirement and their pensions and the factors that might influence them.

Result: Plan-it made positioning and branding recommendations for the major financial partner in the metro Detroit market.