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Bright Horizons - Get Results! A Marketer’s Approach to Benefits Communications

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Get creative, proven strategies for truly marketing your benefits by generating awareness, building excitement, and driving utilization.

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Bright Horizons - Get Results! A Marketer’s Approach to Benefits Communications

  1. 1. Get Results! A Marketer’s Approach to Benefits Communications Dave Shaby, SVP Marketing, Bright Horizons Christi Gilhoi, QLiving Specialist, Qualcomm
  2. 2. 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
  3. 3. 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
  4. 4. RIGHT PLACE Relevance © 2014 Bright Horizons Family Solutions LLC RIGHT MESSAGE RIGHT TIME RIGHT AUDIENCE RIGHT RESULT
  5. 5. Increase Relevance…. SATURATE © 2014 Bright Horizons Family Solutions LLC
  6. 6. Increase Relevance…. TARGET© 2014 Bright Horizons Family Solutions LLC
  7. 7. © 2014 Bright Horizons Family Solutions LLC Increase Relevance via Saturation…. CONSISTENCY VOLUME VARIETY OF CHANNELS AWARENESS BUILDING CALLTO ACTION
  8. 8. © 2014 Bright Horizons Family Solutions LLC Increase Relevance via Targeting CHOOSE AUDIENCE TIMING BASED ON NEED SPECIFIC MESSAGE CALLTO ACTION
  9. 9. Calls to Action Know the audience and context Simple CTA Reason to act Measure and fix © 2015 Bright Horizons Family Solutions LLC
  10. 10. Example ofTargeted Communications….
  11. 11. Targeted…..
  12. 12. 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.
  13. 13. 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
  14. 14. 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.
  15. 15. 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
  16. 16. 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
  17. 17. 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).
  18. 18. The Role of Influencers HowWork Gets Done = HowWord Gets Out
  19. 19. Materials Examples Home Mailer Digital Display
  20. 20. 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. 21. 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 Thank you Follow us on:
  22. 22. Niagara Bottling, Ontario, CA About Niagara…  Largest Private BottledWater 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
  23. 23. 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
  24. 24. 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 trueValue 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
  25. 25. 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
  26. 26. The Newsletters © 2015 Bright Horizons Family Solutions LLC
  27. 27. Complementary & Personalized Communications © 2015 Bright Horizons Family Solutions LLC
  28. 28. 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
  29. 29. 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 dshaby@brighthorizons.com © 2015 Bright Horizons Family Solutions LLC

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