To drive down turnover and drive up engagement, this retailer designed a benefits program that delivered affordable benefits to all. In 2009, they introduced a new medical plan with great coverage and low premiums, particularly for families, and a new service-based plan that rewarded employees with better benefits every year.

SU.S. ops for global retailer breaks new ground with annual enrollment
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Our work

With lean resources and only three weeks to finalize materials, the Corporate Communications team looked to context for expertise and an extra pair of writing hands.

Our first deliverable was a video script. Aware that the benefits changes were part of a larger, ongoing exchange with employees, context recommended that the video contain a central message to shape all future health care conversations: Delivering a great benefits package is a two-way street. The video teed up health care consumer concepts of self-service and informed decision-making.

SU.S. ops for global retailer breaks new ground with annual enrollment
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Next up was their 2009 benefits guide. Operating under an even tighter timeframe, context developed this one-page overview within three days, and with minimal edits it went straight to layout.

True to their innovative nature, the client jumped at the chance to use Twitter, the perfect communication channel for reaching employees and the family members who drive a large portion of the retailer's health care costs. Their Twitter account initially communicated annual enrollment information and now includes broader business and human resources topics.

SU.S. ops for global retailer breaks new ground with annual enrollment
Click to enlarge

Results

  • One-third of U.S. employees made changes to their benefits
  • 75% of respondents rated annual enrollment a positive experience
  • 89% of respondents rated materials instrumental in helping them choose their benefits

Awards

  • 2009 Excellence in Communication Commendation of Merit from the Society for New Communications Research (Twitter)

Ongoing work

context was engaged for this retailer's 2010 open enrollment.