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


RIGHT

PLACE

Relevance


RIGHT

MESSAGE

RIGHT

TIME

RIGHT

AUDIENCE

RIGHT

RESULT

Increase Relevance….

SATURATE


Increase Relevance….

TARGET



Increase Relevance via Saturation….

CONSISTENCY

VOLUME

VARIETY OF CHANNELS

AWARENESS BUILDING

CALL TO ACTION


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


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.


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%.


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.


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


The Newsletters


Complementary & Personalized Communications


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!


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

[email protected]


bright horizons - get results! a marketer’s approach to benefits communications

Recruiting & HR

bright horizons christi

qualcomm influencers

marketing channels influencers

qualcomm employees

right place relevance

qliving christi gilhoi

svp marketing

rank order influencers