VOYA
MYATL: Plan With A Purpose
Partnering with Voya Financial ($524B AUM), VIVO spearheaded the "MYATL: Plan with a Purpose" brand to lead a high-stakes retirement transition for the City of Atlanta’s diverse workforce. This culturally resonant initiative successfully bridged the gap between complex financial services and employee trust, ensuring a seamless and empowered transition for thousands of public servants.
The Challenge
Voya Financial (Voya), an industry leader with over $524 billion in assets under management, recently expanded its public sector portfolio by becoming the official retirement manager for the City of Atlanta. To ensure a seamless transition for the City’s diverse workforce, including teachers, government employees, and public safety officials, Voya partnered with VIVO to spearhead a comprehensive employee engagement and education campaign. This initiative focused on simplifying wealth management and retirement planning services, providing workers with streamlined access to their funds while proactively addressing transition-related concerns. By bridging the gap between complex financial services and employee needs, VIVO and Voya empowered the City’s workforce to secure their financial futures with confidence.
Our Solution
Navigating the complexities of a major retirement shift required more than just data; it required a brand that resonated with the heart of the city. VIVO spearheaded the creation of “MYATL: Plan with a Purpose,” a high-impact branding initiative designed to bridge the gap between institutional change and employee trust. By integrating Atlanta’s iconic “ATL” identifier into the campaign’s DNA, we transformed a potentially stressful transition into a mission-driven experience centered on personal stability. This strategic approach humanized the Voya partnership, ensuring every city employee felt seen, secure, and empowered in their financial future.
Our Solution
By leveraging deep cultural insights, VIVO crafted a brand that fostered immediate trust among MYATL stakeholders and City employees alike. This strategic outreach successfully humanized the Voya partnership, shifting the perception of a large-scale financial institution into a dedicated advocate for the individual needs of Atlanta’s workforce. VIVO’s integrated messaging and creative strategies served as the foundation for a flawless education campaign, turning a complex institutional shift into a model for successful public-sector retirement transitions.
