& Branding
Challenge:
- How to support recruitment and retention efforts in a highly competitive industry.
- How to improve understanding among current employees on the value and wide range of benefits and compensation offerings.
- Share a closer look into the value of annual total rewards packages beyond base salary.
- Raise awareness around underutilized benefits.
- Express appreciation to encourage long-term retention.
A Total Rewards Statement offering:
- A personalized snapshot at the Company’s financial investment in each employee completely customized to Collegium’s branding guidelines.
- A spotlight on 401(k) contribution levels and Collegium’s match with simple graphics and text designed to encourage individuals to maximize the Company’s match.
- A high-level overview of programs and perks that often go under the radar.
Collegium’s personalized statements were hosted in a secure platform and accessed through a personalized link sent via email. After a two-month hosting period we saw:
- 93% Open rate
- 85% Click rate
- 81% Download rate
- “Employees are thrilled…everyone loves them!”
- “We really appreciate you going above and beyond to make this happen.”
Challenge:
ZOLL recognized that a significant portion of its employee population was enrolled in benefit plans that exceeded their budget and did not align with their lifestyle. Furthermore, they felt their health plan offerings needed more variety and wanted to provide a truly "lower cost" option, so they decided to introduce a new cost-effective plan for 2025 Open Enrollment. However, the challenge remained: how to ensure that employees not only receive information about the new plan but also fully understand their choices and choose wisely.
To tackle this issue, Spitfire researched available tools on the market and found a solution that could deliver an educational and personalized tool, aimed at enhancing employees' understanding of their options. Powered by AI, this innovative tool provides personalized recommendations and allows employees to customize ZOLL’s health plan offerings by usage and cost. Though ZOLL’s primary goal was focused on medical plan enrollment, this self-guided platform helped employees navigate decisions on all their benefits.
Goal:
- Provide a tool that employees and decision makers can use at work and at home to explore their benefits choices.
- Support employees to understand the new lower-cost health plan.
- Impact migration of over-insured, lower compensation employees to the new plan or the existing CDHP plans.
An educational tool to support ZOLL’s benefit goals, with features that included:
- Personalized recommendations tailored to an employee’s individual needs, with the opportunity to adjust scenarios to explore additional recommendation options.
- Guest access for other decision makers in the household to explore the tool and recommendations.
- Educational module to help employees understand the new plan offering.
- Communications with segmented and custom campaigns targeting overinsured and lower income earners.
- 75% of employees who opened and read a targeted email clicked through to use the tool.
- 46% of users visited more than once, running various recommendations and adjusting scenarios, with an average session of 16 minutes.
- 25% of employees who used the tool changed their medical plan.
- 20% of targeted, lower-income employees moved to a more affordable plan.
Throughout our 15-year relationship with Vail Resorts, the communications and specific initiatives have evolved, but our goal has always been the same… Help Vail Resorts create the Experience of a Lifetime for their employees who can then deliver the Experience of a Lifetime to their guests. Their benefits brand has always reinforced these key values and company culture.
Challenge
With their mission being built around enjoying life to the fullest, it’s important that the material mirrors the aesthetics of the environment they work and thrive in.
Goals
Create consistent branding to give the employees the opportunity to better understand their benefits.
Solution
Communicate important benefits information via various touchpoints and media while utilizing visual elements found in nature, Vail’s internal library of photos and their 4-color employee eligibility classification system:
- Open Enrollment material
- Wellness Fair support
- Employee App branding project
- Employee Information portal project
- Service Guidebook
- Talent Acquisition Guide
- Virtual Benefit Fairs
- Websites
When branding creates a predictable experience and delivers messages that align with its core values, employees know what to expect, and in turn it can build trust, credibility and loyalty.
Consistent branding with employees can also:
- Encourage engagement with the benefits program.
- Make benefits more relatable and memorable.
- Entice them to come back for more information.
- Enhance understanding and utilization
Challenges:
- Remove the stigma associated with mental illness
- Remove barriers from people receiving help
- Announce and promote the Lyra mental health program with its resources to help employees grow more resilient from self-care to accessing expert clinical support for more complex needs
- Provided clear, effective, and compassionate communications to introduce the new program with a growing, cultivating and thriving theme, including:
- Customized graphic - Showcased the program’s full mental health spectrum of support
- Home mailer kit – Something tangible to generate excitement and engagement as the box opened, mailer unfolded and the Aloe plant grew (after some TLC)
- Email – Introduced the program and provided multiple links to additional resources, including the video and Mental Health Guide.
- Video – Offered a deeper level of connection while explaining the program
- Mental Health Guide - A comprehensive resource for employees to refer to at the launch and beyond
- Lyra has a higher utilization than the traditional EAP
- Appreciation in the new/enhanced offering
- Employees are getting the care they need
- There has been a reduction in medical and prescription health care claim costs
- Employee satisfaction in the company’s benefit offerings has increased
Challenge:
- To inform crewmembers that the Green Medical Option will be sunsetting in 2025.
- To educate crewmembers on how this change will impact them, and when.
- To encourage early migration to a different Option in 2024 to help minimize disruption when the Option finally sunsets as of January 1, 2025.
- To help facilitate a smooth transition with tailored messaging in the Open Enrollment guide.
- Communications woven throughout the guide that would:
- Set expectations on this specific change and a clear timeline with next steps.
- Place an emphasis on how switching Options in 2024 can help save money.
- 12.4% of Green Option-eligible employees migrated to a different medical Plan Option or waived coverage in 2024.
- This migration exceeded expectations, and the client was pleased with the level of education and preparation for the discontinuation in 2025.
info@myspitfire.com
965 Hopmeadow St Simsbury, CT 06070
MAILING:
P.O. Box 277
Simsbury, CT 06070
