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CLIENT
Regional specialty retailer - 4,000+ employees
AT ISSUE
Increasing participation in the Company-sponsored wellness program.
NEED
Attract and engage employees to learn about, understand and re-introduce the program.
OTHER CHALLENGES
The client had introduced various components of the program several years prior and the participation rate was less than 25% of employees. There was no internal branding nor any dedicated communication educating employees or promoting the program. Consistent and on-going messaging was needed to engage employee interest in the program.
WHAT WAS DONE
Verity created a brand for the program and developed a promotional campaign to re-introduce the Company's employee wellness program. The mandate was to create interesting and informational communication materials to engage employees quickly. An introductory newsletter was sent out announcing the program and was reinforced with in-store posters and table tents, many of which were also produced in Spanish versions. To jump-start awareness and participation in the program, a contest (with prizes) was started. Included in this on-going campaign is a series of quarterly employee wellness newsletters through which the brand identity is continually reinforced. The newsletters educate employees about a variety of wellness topics and keep awareness raised. It is produced on a non-standard-sized paper to readily capture employees' attention.
OUTCOME/RESULT
The employee participation rate has steadily increased in the months since the re-introduction. The newsletters continue to be met with wide acceptance among employees and have significantly influenced the increase in participation.
CLIENT
Nationwide consumer goods stores – 90,000+ employees
AT ISSUE
With costs soaring, the client made the strategic decision to convert the various employee health plan offerings to one consistent PPO offering that included a consumer-driven health care option. The client completely restructured the nationwide health plan offerings from over 100 medical options with over 30 different carriers to a PPO and CDHP with two national carriers. They also wanted to add wellness programs, health risk appraisals, nurse advocate services, disease management, preventive care and online expense modeling tools.
NEED
Employees had to be well-informed and educated on all levels to fully understand all the positive benefits these massive changes would bring. They needed to know how to enroll in the new health plans and wellness programs as well as where to get information and help. The client knew it would require a comprehensive internal communication strategy with an extensive, coordinated employee communication campaign to announce, initiate and implement these changes.
OTHER CHALLENGES
The parent company oversees several distinctly different, de-centralized divisions. The materials would be coming from a centralized HR Department and tone/positioning would be important to reach a very diverse employee base. Spanish versions of the enrollment guides would need to be produced as well.
WHAT WAS DONE
An internal communication strategy was initially developed encompassing the full scope of the changes, the client's corporate goals for the new health plans, the enrollment process, timing, and a new brand for the CDHP and wellness programs. From that, a multi-faceted employee communication campaign was developed and implemented to announce, introduce and rollout the new health care benefits and wellness programs nationally. Included were an enrollment guide; a series of pre-enrollment managers briefings; a series of pre-enrollment employee newsletters, flyers and articles for internal publication; in-store posters and table tents; electronic manager/employee education materials (for their intranet); and various “how-to” guides for online modeling tools and online enrollment. Verity also wrote the scripts and collaborated with the client's in-house video production group to produce an orientation video.
OUTCOME/RESULT
The communication campaign was well received by the employees and management. Indication from the client was that all the materials engaged employee interest quickly. The massive amount of information that needed to be communicated was clearly laid-out, easy-to-read and understandable by all employee audiences. As a result, the client attributes the coordinated communication approach along with high-quality communication materials to a successful enrollment process.
