Bright Horizons - Get Results! A Marketer’s Approach to Benefits Communications
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Transcript of Bright Horizons - Get Results! A Marketer’s Approach to Benefits Communications
Get Results! A Marketer’s Approach to Benefits Communications
Dave Shaby, SVP Marketing, Bright Horizons
Christi Gilhoi, QLiving Specialist, Qualcomm
Session Goals
Uncover marketing strategies and techniques
that lead to action and results-oriented
employee communications!
Network and share experiences and ideas with
colleagues to gain insight and motivation!
© 2015 Bright Horizons Family Solutions LLC
Convert…..
Communication that informs can convert to
communication that motivates
To do this we need to be:
Relevant
Action-oriented
© 2015 Bright Horizons Family Solutions LLC
RIGHT
PLACE
Relevance
© 2014 Bright Horizons Family Solutions LLC
RIGHT
MESSAGE
RIGHT
TIME
RIGHT
AUDIENCE
RIGHT
RESULT
Increase Relevance….
SATURATE
© 2014 Bright Horizons Family Solutions LLC
Increase Relevance….
TARGET
© 2014 Bright Horizons Family Solutions LLC
© 2014 Bright Horizons Family Solutions LLC
Increase Relevance via Saturation….
CONSISTENCY
VOLUME
VARIETY OF CHANNELS
AWARENESS BUILDING
CALL TO ACTION
© 2014 Bright Horizons Family Solutions LLC
Increase Relevance via Targeting
CHOOSE AUDIENCE
TIMING BASED ON NEED
SPECIFIC MESSAGE
CALL TO ACTION
Calls to Action
Know the audience and context
Simple CTA
Reason to act
Measure and fix
© 2015 Bright Horizons Family Solutions LLC
Example of Targeted Communications….
10
Targeted…..
11
Christi Gilhoi, QLiving
Christi Gilhoi is the QLiving Specialist at Qualcomm. QLiving
focuses on programs related to fun, family, and finance to help
integrate work/life for Qualcomm employees. Christi has over
15 years experience in international education, events
management and marketing.
Born Mobile™
30 years of driving the evolution of wireless communications
Making wireless more personal, affordable and accessible
World’s largest fabless semiconductor company, #1 in wireless
$28.6 billion in R&D since 1985
S&P 100/ S&P 500/ Fortune 500
AWARDS AND HONORS
Recognition for our technology innovations, business leadership and corporate culture.
FORTUNE and The World’s Most Admired Companies are registered trademarks of Time Inc. and are used under license.
Employees & Locations Approximately 31,000 employees
~67% are engineers
Very diverse employee population
One of Fortune’s Best 100 Companies to work for since 1999
191 worldwide locations
Headquartered in San Diego, CA
85 US locations
Marketing Channels
• Influencers *
• Home Brand “go/words” and mail lists *
• Storytelling *
• Roadshows
o Regional Offices
o Key HR Folks/BH Reps
• Home Mailer/All Company Email
• Webinars
• Lunch N Learns
• Fliers (Orientation, Key Family Events)
• On-site fairs
• Digital Displays *
Pre-launch
Launch
Ongoing
Marketing to Influencers
• Identify and rank order influencers (the big blue dots).
• Key HR Folks (local and regional)
• Qualcomm Women in Science and Engineering
• Communications Team
• High Tech folks that had already used the benefit at previous employers
• Key leaders from different cultures (engineer vs. admin, different ethnic backgrounds)
• Spouses
• Market to influencers (one: one meetings, extensive explanations, need buy in)
• Market through influencers (QWISE Sponsored talks, Specific team talks).
• Market with influencers. Worked to turn Qualcomm influencers into advocates of the benefit (testimonials, personal stories, informal asks).
The Role of Influencers
How Work Gets Done = How Word Gets Out
Materials Examples
Home Mailer
Digital Display
The Results
One of the most successful registration drives in BH history
After 5 months, Qualcomm at 202% of contracted utilization rate
Almost 1000 registered care recipients
385 Days of Employees Work Saved
21
For more information on Qualcomm, visit us at: www.qualcomm.com & www.qualcomm.com/blog
©2014 Qualcomm Incorporated and/or its subsidiaries. Qualcomm, Snapdragon, Adreno, Gobi, Hexagon, Vive and 2net are trademarks of Qualcomm Incorporated, registered in the United States and other countries. Wireless Reach, IZat, Krait, Toq and Zeroth are trademarks of Qualcomm Incorporated. AllJoyn is a trademark of Qualcomm Innovation Center, Inc., registered in the United States and other countries, used with permission. Gimbal is a trademark of Qualcomm Retail Solutions, Inc., registered in the United States and other countries, used with permission. Mirasol is a trademark of Qualcomm MEMS Technologies, Inc., registered in the United States and other countries, used with permission. Pixtronix is a trademark of Pixtronix, Inc., used with permission. Other products and brand names may be trademarks or registered trademarks of their respective owners. References in this presentation to “Qualcomm” may mean Qualcomm Incorporated, Qualcomm Technologies, Inc., and/or other subsidiaries or business units within the Qualcomm corporate structure, as applicable. Qualcomm Incorporated includes Qualcomm’s licensing business, QTL, and the vast majority of its patent portfolio. Qualcomm Technologies, Inc., a wholly-owned subsidiary of Qualcomm Incorporated, operates, along with its subsidiaries, substantially all of Qualcomm’s engineering, research and development functions, and substantially all of its product and services businesses, including its semiconductor business, QCT.
Thank you Follow us on:
Niagara Bottling, Ontario, CA
About Niagara…
Largest Private Bottled Water Supplier in the U.S.
Niagara is also….
an example of how creative, year-long communications
can foster awareness, excitement and increased engagement =
big changes and positive results.
© 2015 Bright Horizons Family Solutions LLC
Program Start
Niagara had created and encouraged a “Get
Fit” program that promoted individual weight
loss through walking and other activities.
Offered limited incentives for their “Team
Members”
Overall participation was just 29%.
© 2015 Bright Horizons Family Solutions LLC
A Fresh Approach
Interest in boosting the wellness program with a new look, new incentives and gamification to drive team spirit amongst their “Team Members.” Hired Spitfire Communications, LLC as their messaging and design partner……
Objective: To engage and motivate a broad workforce who had little to no computer access
Messaging:
Factual but delivered with humor and light-hearted undertones
Employed a Marketing approach using true Value Propositions via meaningful incentives:
Better health
Lower medical premiums for the following plan year
Prizes
“Gamification encouraged teamwork, camaraderie and company pride Deliverables:
Bright and engaging Newsletters with an out-of-the box look was designed
Additional communications instruments reinforced the revamped program
Personalized Statements, Posters, Participation Stickers, Appointment Cards, etc.
© 2015 Bright Horizons Family Solutions LLC
Year-Round Communications Kept the Momentum
Creative and Fun Design
Frequent Delivery
6x/year
Thematic
Breast and Prostate Cancer Awareness
Personalized Statements
2x/year
Program “Half-Time” individual results
Program-end individual results
Positive “Let’s Do It Together” Messages
© 2015 Bright Horizons Family Solutions LLC
The Newsletters
© 2015 Bright Horizons Family Solutions LLC
Complementary & Personalized Communications
© 2015 Bright Horizons Family Solutions LLC
What were the 2014 Results?
79% participation = nearly tripled engagement vs. 2013!
Team spirit and camaraderie are at a high
A slimmed down workforce
Lost a total of 2,965 pounds!
© 2015 Bright Horizons Family Solutions LLC
Table Discussions
What strategy can help you to be more relevant?
What changes will you will implement to increase action?
What target audience(s) will you pursue? What media and messages will you choose?
How will you leverage influencers differently?
Copies of this presentation will be available post-conference
© 2015 Bright Horizons Family Solutions LLC