Market Your Benefits Dave Shaby, SVP Marketing, Bright Horizons Clifton Hon, VP Client Engagement, Bright Horizons Shawn LaVana, VP Marketing, Bright Horizons
Agenda and Session Flow Introduction and goals Client stories Marketing principles Table discussions Putting it all together 2015 Bright Horizons Family Solutions LLC
Session Objectives 1. Understand principles behind effective benefits marketing strategies 2. Learn critical steps and methods employed by successful marketers, using cases and examples 3. Share best practices and network with colleagues 4. Develop a plan to apply to your specific situation within your organization 2015 Bright Horizons Family Solutions LLC
Why do you offer benefits? How effective is your company at communicating benefits? DISCUSSION: What communication channels intranet, email, webinars, flyers/posters do you leverage most and/or are most effective? 2015 Bright Horizons Family Solutions LLC
The Whole You MasterCard Christina Brenner Vice President, Global Benefits
2016 Bright Horizons Family Solutions LLC
Employee Value Proposition Our Six Pillars: Force for Good Globality Creative & Innovative Culture Modern Culture The Whole You Career Development 2015 Bright Horizons Family Solutions LLC
The Whole You at work and outside of work 2015 Bright Horizons Family Solutions LLC
The Whole You at work and outside of work 2015 Bright Horizons Family Solutions LLC
Make it easy to find and make it about me Element Personas Persona stories Rewards themes Purpose Helps to target content based on generalized interests related to a specific employee demographic Brings the personas to life so they can help to convey a story and/or build a connection with the viewer Allows us to bundle programs around a topic/issue to create a more holistic experience of the applicable total rewards programs New/Early Career (Millennials) Developing your career Building your relationships Finding your experiences Mid-Career (Gen X) Work-life integration Job and financial security Career advancement Late Career (Baby Boomers) Growth and development (staying relevant) Work-life integration Retirement 2015 Bright Horizons Family Solutions LLC
The Whole You Rollout Big Changes Parental leave Child care subsidy Flex Work Big Promotions Bright Horizons Employee Assistance Program 2015 Bright Horizons Family Solutions LLC
The Whole You 2015 Bright Horizons Family Solutions LLC
The Whole You 2015 Bright Horizons Family Solutions LLC
The Whole You 2015 Bright Horizons Family Solutions LLC
A marketer always has goals 2015 Bright Horizons Family Solutions LLC
Essential marketing elements Who are you talking to? How will you reach them? How will you know if it worked? What should they care about? What do you want them to do? When? 2016 Bright Horizons Family Solutions LLC
Marketing EY Assist Making Your Busy Life Easier Bright Horizons Conference 13 April 2016 Sandra Turner Ph.D. Director EY Assist
Umbrella of Services Page 18
Home Mailing Postcard with Magnet Page 19
EY Advantage Wellbeing Page 20
EY Assist: Help When You Need It Now Networking/Support Group Affiliation Families with Special Needs Today s Families Caregivers Circle Affinity networks Page 21
EY Assist: Help When You Need It Now (Cont) Life Events Promotions Busy Season Wellness Great Expectations Self and Dependent Care Disaster Toolkit Tragedy Toolkit Suicide Toolkit Page 22
EY Assist: Help When You Need It Now (Cont) Orientation/Training (in-person, telephonic and electronic) New hires Health/technology fairs Nutrition/cooking events in the cafeteria Topical webinars on 140 subjects relating to stress, resilience, communications, teaming, presence, etc. Webinars on workplace security PC conference calls Business unit and team calls Counseling Family meetings Page 23
EY Assist: Help When You Need It Now (Cont) National Team Membership Threat of Violence Team Disaster Response Team Disaster relief charitable giving Disaster communications Are You Ok? Building Our Culture of Caring to stamp out mental illness and addictions stigmas Page 24
EY Assist: Help When You Need It Now (Cont) Written and Electronic communications Daily News Alert articles Business unit communications Page 25
When asked, always say Yes! Page 26
Identify and Study Your Audience Target your audience by understanding different segments Find segments that are easy to identify you can access are consistent large enough to matter Uncover attributes, behaviors, needs Study your audiences preferred communication and learning style
Content, Messaging, CTA Once you know who you are talking to, determine; what should the audience know? How does it help them? Content engages the audience entertain, inform, inspire, and ties to CTA Messaging can get at the heart of three things: 1) the audience needs a solution 2) our solution works well 3) they can act now With CTA, be simple, directive Remember what do you want the audience to do?
Deliver Identify channels that match the preferences of your audiences Identify channels you own or have some control over Channels may have different jobs Intranet meets need of searcher and hold long-form content E-mail promotes relevant idea and associated action Social extends reach and engagement Delivery strategy should vary channels and identify timing and content mix Make sure multiple channels compliment each other
Measure First, set qualitative and quantitative goals e.g. we need positive feedback on webinar and a 5% increase in utilization Understand what data you have access to What will answer your fundamental questions? How often do you need to look and what will you compare to? e.g. Monthly new benefit registrations v. same months prior year Adjust off of results to create a full circle
DISCUSSION: Audience Messaging/CTA Delivery Measurement 2015 Bright Horizons Family Solutions LLC
Conclusions What will you change as a result of today s session? Look for our e-book and webinar on marketing benefits soon! 2016 Bright Horizons Family Solutions LLC
Appendix
Basic Marketing Example Show visual example of acting circled Targeted Piece. Active male audience Sent via email - drive to e-commerce website Content includes lifestyle photo, product compliment, and copy that confirms brand spirit and drives towards shopping CTA CTA is big, clear, directive 2015 Bright Horizons Family Solutions LLC
Bring it Together Planning Grid Audience Channel (s) Content CTA Timing Goal All Email, social, intranet Back up care promotion Register for care benefit Monthly Increase registration 10% annual Managers E-mail Back up care explained + talking points Hold a meeting with staff this month Quarterly Increase benefit awareness 20% New employees Mailed brochure Benefits 101 Attend a benefits webinar Weekly to all new staff All new ee s attend 2016 Bright Horizons Family Solutions LLC
DISCUSSION: AUDIENCE Who are you targeting and why? Describe them. What are barriers to reaching them? How can we overcome that? What is special about this audience? What do they care about? What do they need? What is your audience willing to do? Any success stories to share? 2015 Bright Horizons Family Solutions LLC
DISCUSSION: CONTENT & MESSAGING Content can inform, entertain, inspire talk about your best content and how it facilitates your audience taking action? At your tables How could you use the video asset? What stories would resonate with your audiences? What other creative content have you used? Did it work? Why? 2015 Bright Horizons Family Solutions LLC
Discuss the way different people in your organization communicate. How do they actively find information, or where might they pay most attention? DISCUSSION: MARKETING CHANNELS AND DELIVERY Discuss spaces that you own and those where you need to break through. Who can help? How can you use social media to engage? How could influencers be a channel to facilitate benefits marketing? How do you develop the planning function that guides your delivery? 2015 Bright Horizons Family Solutions LLC