Par cipant Handout Eﬀec ve Benefit Communica ons 2014 Mid-Sized Re rement & Healthcare Plan Management Conference Presen

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1 Par cipant Handout Eﬀec ve Benefit Communica ons 2014 Mid-Sized Re rement & Healthcare Plan Management Conference Presented by Presented by Julie Adamik, Adamik CEBS, Julie CEBS, CCP, CCP, CBP VBP

2014 Mid-Sized Retirement & Healthcare Conference Click to Play Intro Loop Julie

provides the products, services and advice that make it easier for customers to be

Quick Facts More than 1,500 stores Stores in all 50 states and Puerto Rico 25,000

What We ll Cover 1 2 3 4 5 6 The case for effective benefit communications 10 common

3 2014 Mid-Sized Retirement & Healthcare Conference Click to Play Intro Loop Julie Adamik CEBS, CCP, CBP A Little Bit About Petco Leading specialty retailer that provides the products, services and advice that make it easier for customers to be great pet parents. Quick Facts More than 1,500 stores Stores in all 50 states and Puerto Rico 25,000 employees Vision Statement: Healthier Pets. Happier People. Better World. What We ll Cover The case for effective benefit communications 10 common benefit communication mistakes Benefits program branding Communications emerging trends Case study Petco benefits program rebranding 10 keys to better benefit communications 1

The Case for Relationship between communication and employee satisfaction with

communicated effectively Rich benefits program communicated poorly 22% Source: Towers

at Open Enrollment crammed with 15 different messages and a dozen benefit acronyms.

4 The Case for Relationship between communication and employee satisfaction with benefits Employee Satisfaction with Benefits Program 76% Less rich benefits program communicated effectively Rich benefits program communicated poorly 22% Source: Towers Watson WorkUSA Study We cover too much information by sending out one communication at Open Enrollment crammed with 15 different messages and a dozen benefit acronyms. We assume all employees absorb and retain information in the same way and prefer the same medium. 2

5 We assume professional sounding language is better than simple plain speak in benefit communications. All I see is blah blah blah blah blah blah blah. We think employees read their Open Enrollments materials from cover to cover. We assume employees will act on our messages without telling them why and without asking them to act. Wait. Why am I doing this again? 3

It s 8 pages long, front and back, in 7 point

reading about benefits! What s a benefit?

6 It s 8 pages long, front and back, in 7 point type and one quarter inch margins to save on printing costs. We believe employees take their benefits information home to discuss with family members because the envelope says IMPORTANT on the outside. What little family time we have, we spend reading about benefits! What s a benefit? Let s see that should just about cover one paycheck stuffer per employee. Great! We accept management s premise that a $2,500 communication budget should be adequate to communicate a $15 million benefits package. 4

7 Legal Dept. We let the Legal Department help us draft our benefit communications. Good news! Your 2-page Benefits Summary is now 10 pages with a lot of legalese inserted like heretofore, aforementioned and other mumbo jumbo to protect the company from employees who claim they don t understand their benefits. Yawn if it s about benefits, it s probably boring. Benefits Program Branding Why is It Important? Internal branding is a powerful tool for all aspects of employment, including employee benefits. Increases employee understanding, appreciation, and buy-in of benefit programs and company culture. Creates an emotional connection between employees and the company. 5

Security Peace of Mind Comprehensive Partnership Best Benefits in Industry Easy Healthy Living Work-Life Balance Day One

Personal Responsibility Benefits Program Branding Look for internal company resources. Leverage your company information.

your benefits. Adhere to your company s graphic standards. Including colors, fonts, logos, imagery, etc.

8 Benefits Program Branding What does it mean to brand your benefits? Think about a few key values or attributes you want your benefits program to communicate. Here are some examples. Security Peace of Mind Comprehensive Partnership Best Benefits in Industry Easy Healthy Living Work-Life Balance Day One Coverage Unique Programs Progressive Consumerism Fun All Stages of Life Safety Net Just the Basics Low Cost Range of Choices Personal Responsibility Benefits Program Branding Look for internal company resources. Leverage your company information. Spend some time sifting through your company s marketing information and choose images, words and phrases that ring true for your benefits. Adhere to your company s graphic standards. Including colors, fonts, logos, imagery, etc. Come up with a program name and consider a tagline. Work with marketing or corporate communications to leverage the company message into one that applies to your benefits program. Benefits Program Branding Examples 6

9 Benefits Program Branding Examples PAWS for Health is the name of Petco s Well-Being Program Benefits Program Branding Examples Why It Works PAWS A dog s is for paw an acronym Health print is a for We Petco recognizable want our associates Associates industry Well-Being icon to pause Strategy and think about their own health and well-being. Benefits Program Branding Example Barking About Benefits Quarterly Magazine Retirement Savings Issue 7

10 Benefits Program Branding Example Benefits Program Branding Example EAP Poster A Few Facts & Figures Smartphone Adoption 1 Billion 50% smartphones in use globally 2014 of all local searches are from a mobile phone is the year that mobile internet usage will overtake desktop internet usage 86% 200 Million mobile YouTube views occur every day of mobile internet users use their device while watching television Next Slide Sources

everyday * OMG that s a lot of messages.

11 A Few Facts & Figures 6,900,000,000* text messages are sent and received everyday * OMG that s a lot of messages. A Few Facts & Figures Online video and multimedia has exploded on the Internet making it a common form of information. YouTube Statistics More than 3 billion videos are viewed each day 35 hours of video are uploaded every minute Base age demographic is 18 to 54. Communication Emerging Trends Barking About Benefits Mobile Web At Petco, we are currently developing our Barking About Benefits mobile web with benefits content, forms, tools, videos and other resources accessible outside the corporate firewall. 9

Communication Emerging Trends QR Codes Today, we use QR codes on print communications to connect employees to a digital benefits video library which can be viewed on a computer, ipad, ereader or any

Scan this QR Code with your web-enabled smartphone to access a short video about Open Enrollment for 2013.

12 Communication Emerging Trends QR Codes Today, we use QR codes on print communications to connect employees to a digital benefits video library which can be viewed on a computer, ipad, ereader or any web-enabled smartphone. Scan this QR Code with your web-enabled smartphone to access a short video about Open Enrollment for Communication Emerging Trends QR Codes Today, we use QR codes on print communications to connect employees to a digital benefits video library which can be viewed on a computer, ipad, ereader or any web-enabled smartphone. Scan this QR Code with your web-enabled smartphone to access a short video about Open Enrollment for SCANNING Benefit videos The best should videos be designed are short for and viewing to the on point any web-enabled no more than device 5 minutes including length. smartphones. Next Slide 10

Click below to play REI highlights the key features of each medical plan using enthusiastic employee bobbleheads and short jingles. www.foryourbenefit-rei.

creative and easy to understand and is available for free. Health Care Reform Explained http://healthreform.kff.org/the-animation.

13 Click below to play REI highlights the key features of each medical plan using enthusiastic employee bobbleheads and short jingles. Next Slide Communication Emerging Trends Click below to play The Kaiser Family Foundation created this educational video to explain health care reform in a way that s fun, creative and easy to understand and is available for free. Health Care Reform Explained Communication Emerging Trends The Kaiser Family Foundation created this educational video to explain health care reform in a way that s fun, creative and easy to understand and is available for free. Next Slide 11

Petco Benefits Program Rebranding Our Challenge Develop a communications

authentic, easy to understand and connects to elements of the company s

and roll it out with Open Enrollment Petco Benefits Program Rebranding The

Engaging Positive Use everyday language, be honest Friendly and

Energetic and fun Open Enrollment Communication Touch Points Click on each

10 Online Enrollment System 9 Onsite Open Enrollment Meetings 11 Call

Managers OE Toolkit 4 OE Employee Preview Mailer Open Open Enrollment

Summit Preview Employee Introducing Handout Toolkit Online Enrollment

14 Petco Benefits Program Rebranding Our Challenge Develop a communications strategy to include creation of a new employee benefits brand that s fun, authentic, easy to understand and connects to elements of the company s external brand. and roll it out with Open Enrollment Petco Benefits Program Rebranding The new employee benefits brand should be: Straightforward Conversational Engaging Positive Use everyday language, be honest Friendly and approachable Explain benefits like you are talking to someone face-toface Energetic and fun Open Enrollment Communication Touch Points Click on each touch point to see an example. 10 Online Enrollment System 9 Onsite Open Enrollment Meetings 11 Call Center 1 Leadership Summit Handout Employees 2 Letter to Employees 3 Managers OE Toolkit 4 OE Employee Preview Mailer Open Open Enrollment Enrollment Guide Letter Leadership Employee Open Open to Employees Onsite Summit Preview Employee Introducing Handout Toolkit Online Enrollment Mailer Posters System Private for Petco Managers Exchange TV Ads Open Enrollment Meetings Call CenterVideo Communication Touch Points 8 Open Enrollment Video 7 Open Enrollment Guide 6 Petco TV Ads 5 Open Enrollment Poster Next Slide 12

What We Learned (2,000 Employees Completed a Post Open Enrollment Survey) The Open Enrollment communication helped me understand the benefits offered by Petco.

93% Agree or Strongly Agree 87% Agree or Strongly Agree 96% Agree or Strongly Agree What Our Employees Said The materials were absolutely fantastic compared to previous years.

First time I ever wanted to look at an employer s benefits booklet. It s very refreshing to have a company provide a full explanation of the benefits offered and how it affects my pocketbook.

15 What We Learned (2,000 Employees Completed a Post Open Enrollment Survey) The Open Enrollment communication helped me understand the benefits offered by Petco. The Open Enrollment communication was easy to read. The Open Enrollment communication was useful to me. 93% Agree or Strongly Agree 87% Agree or Strongly Agree 96% Agree or Strongly Agree What Our Employees Said The materials were absolutely fantastic compared to previous years. I really understood my choices for once. Very nice magazine. Entertaining and informative. The benefits magazine was informative, understandable and easy on the eyes. Our benefits communication rocks! First time I ever wanted to look at an employer s benefits booklet. It s very refreshing to have a company provide a full explanation of the benefits offered and how it affects my pocketbook. I like the new options we have for benefits.the coverage is really good. The magazine was way easier to read than any other employer s materials. I love our benefits! I really like the benefits magazine and even showed some of my friends. Employee Perceptions Trending in the Right Direction Q Petco s benefits package is comparable to benefit packages at similar companies. 43% 41% 46% 49% 45% 60% 53% Distribution Centers Corporate Office

16 # 10 Clarity of Message Say it quick and make it stick. Benefits are complicated keep your messages simple and understandable. # 9 Audience Types Recognize different learning styles and communication preferences. # 8 Design with Flair to stand out, but keep company brand guidelines in mind. 14

17 # 7 Excite Your Audience The ultimate goal is to excite and engage your employees. # 6 Keep Communications Honest Be open and honest. Dispel fear and suspicion. Did someone say # chick flick? 5 Communication Channels Aim for multiple touch points using a variety of media incorporating video whenever possible. 15

# 4 Explore Social Media Tools to expand your reach

18 # 4 Explore Social Media Tools to expand your reach and create new opportunities to connect with your younger workforce. # 3 Listen and Share Devise mechanisms to listen and gather feedback. Share feedback with your employees. # 2 Improve and Enhance Adapt communications according to feedback and success. 16

19 And finally, the #1 key to better benefit communications is... (wait for it) #1 Tillman the Surfing Bulldog There s no rule that says benefit communications have to be boring. Questions Julie Adamik CEBS, CCP, CPB julieadamik@icloud.com 17

YouTube Playbook for Small Business. Connect to customers with compelling videos on YouTube.

YouTube Playbook for Small Business Connect to customers with compelling videos on YouTube. Playbook for Small Businesses Here s what we ll cover 1. Get to know YouTube 2. Create a home for your business