Responding to The Challenge

Since 1918, TIAA has been a different kind of financial services company - one that enables the financial well-being of people and institutions in the academic, research, medical, cultural and government fields. The company was created by Andrew Carnegie with a $1 million grant to ensure teachers could retire with dignity. Grounded in this mission to serve, the company has become one of the country's leading retirement providers with $1 trillion assets under management and an unmatched 9 Upper Awards for fund performance.

Yet despite a newly refreshed brand and increased marketing efforts, in 2018 the company was still experiencing low, overall awareness among its target nonprofit customer base, including even its current retirement plan participants.

Approaching its centennial anniversary, TIAA sought to bring its unique mission in the crowded financial services space to life, while driving brand awareness and engagement among those working in the nonprofit space. Working with their integrated IPG agencies, Weber Shandwick, UM and The Martin Agency, the TIAA marketing and PR team knew it needed to focus on a shared value for the company and those working for nonprofit organizations - the ability to help have a positive impact in the lives of others.