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,” RSW developed an integrated annual enrollment campaign including lighthearted healthcare-related visuals and conversational copy. The materials directly addressed the fact that the enrollment process can sometimes be complicated and playfully walked employees through their plan details in an easy-to-understand and engaging manner. Instead of overwhelming employees with details and business-speak, the focus was on a friendly, authentic conversation with honest dialogue.
Communications were versioned for different audiences throughout the organization. The rollout 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.