Educating your participants on the merits of your plan can be challenging at times. Communication strategies for today's participants must be dynamic and as multifaceted as a princess-cut diamond. Browse this case study of Signet Jewelers' education and communication plan, and how it resulted in a record-breaking participation rate in their Employee Share Savings Plan. Discover how a great communications plan can help participants see what a treasure their ESPP is. This panel includes Matt Connor and June Davenport from Solium as well as Lynn Ahlers from Signet.

1. Lynn Ahlers, VP Total Rewards, Signet Jewelers
Matt Connor, Senior Relationship Manager, Solium
June Davenport, Executive Director, Corporate Services, Solium

3. Solium…the global equity benefits leader
3,000 global
clients
1M participants
11 global
exchanges
12 offices
6 countries
#1 in US market
share
80 currencies150 countries
2,400 US
clients
460 equity
professionals

4. Signet ESSP- Goals of the Plan
1. Enable Team Members the opportunity to share in the
success of the Company through share ownership at all
levels of the Organization
2. Foster understanding of the performance metrics of the
Company and focus on growth
3. Support the “One Team” strategy post-acquisition
4. Unifying element of the Rewards strategy with offerings in
US, Canada, Puerto Rico, UK & Ireland
5. Offer tax advantaged plan within the jurisdiction
(423 in US, SAYE in UK)

5. Signet US ESSP Plan Features
1. 2 Year Term- always have two plans active at a time
2. Purchase price 15% discount established at beginning of
the period
3. Maximum of $200/pay or $4,800 per year
4. 24 pay contributions each year
5. No changes allowed during savings period, although the
participant can withdraw from the Plan
6. No earnings on contributions made to the Plan

6. UK Plan (SAYE)
Key plan parameters:
• SAYE (ShareSave) Plan
-HMRC Approved (tax advantaged)
• Concept of ’Savings’ contract with a bank & separate “option” to
buy shares at maturity
• Interest on contributions - with rate set by the government
-Interest rates currently set at zero for a 3 year plan
• At purchase if price has decreased – employee can choose to
withdraw cash
• Good leaver provisions
• Participants can miss up to 6 monthly contributions & then default
out of the plan with 7th missed contribution
• Communications around ’savings’ very key – missed contributions,
tracking contributions

7. 2015 North American
Communications- Challenges
• Diverse population /geographically spread
• New offering to Zale population, including Puerto Rico & Canada
• How do you communicate out to plan participants with common
‘plan’ goals but keeping the messaging ‘local’
• Change in service providers for existing US plans early 2015
• Desire to increase participation

8. Solium
2015 North American
Communications
Solium Signet
On-line portal enrollment Home Mailings
Telephonic support Email and Store Communications
On-site support 1:1 and Department/Team Meetings
Weekend support at deadline Executive Management Meetings
Short Custom Videos & Digital Signage
Field Leadership Conferences

9. ESSP Enrollment
Team at the
Managers’
Leadership
Conference

10. Enrollment “Towers”

11. Matt in Action!

12. 2015-2017 - First year Zale
Team Members eligible to
enroll
ESSP Plan Eligible
Team
Members
Enrollment
at Offering
Percent
of Take
Up
Grant
Price
2014-2016 10,938 1,930 17.64% $ 98.20
2015-2017 18,059 2,950 16.34% $117.54
ESSP Plan Eligible
Team
Members
Enrollment
at Offering
Percent of
Take Up
2014-2016 10,938 1,930 17.64%
2015-2017 11,111 2,107 18.96%
US Canada Puerto
Rico
Zale Team Member
Enrollment
743 84 16
Signet
Sterling
Zale
ESSP Plan Eligible
Team
Members
Enrollment
at Offering
Percent
of
Take Up
2015-2017 6,948 843 12.13%
2015-2017 Enrollment & Participation

13. English is the “language of record", but…
Sharesave/SAYE versus ESSP
Maturity versus vesting
Savings contract – so UK – but underpins concept of ’you
can’t change your contribution and you can basically only
stop savings’
Share scheme/share plan
Withdraw/Transact/Sell

14. Lessons Learned
ü Have a great vendor partner
ü Establish a strong Team
ü Test the system and all links, etc.
ü Start communications early & maintain momentum
ü Engage Executives to carry the message
ü Create messages that fit with the Company’s strategy
ü Customize message to groups if necessary
ü Don’t assume that people understand stock ownership
ü Partner with Payroll on the currency treatment

15. Signet Advice
ü Repetition of the value of the Plan & deadline
ü Maintain attention to detail on project management so when
in execution mode, we had more time to focus on
“connecting with Team Members”

17. Thank You
Lynn Ahlers
Signet Jewelers
lahlers@jewels.com
Matt Connor
Solium matthew.connor@solium.com
June Davenport
Solium
june@solium.com

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