Similar to a visit to the doctor, the annual enrollment can bring up a lot of questions and concerns. RSW leveraged that comparison. Using the theme “Benefits Checkup 2016,” we developed an integrated annual enrollment campaign including lighthearted healthcare-related visuals and conversational copy. Instead of being overwhelmed with details and business-speak, the materials communicated honest dialogue in a friendly and authentic manner.
Six different versions of these benefits communications were developed for different audiences. Materials included direct mail, posters, email communications, presentation templates, and a website.
RSW also developed a website style guide so that Baylor Scott & White’s internal marketing teams could create additional communications.
Goals for participation were not just met, but exceeded. This included an increase in employees making an active election of over 20 percent. And 90 percent of employees competed a wellness assessment, surpassing a goal of 80 percent.
Additionally, Baylor Scott & White hoped to attract employees to the new website. With more than 88,000 views since it was launched, this was also deemed a success.