At a Fortune 50 manufacturer, a new Well Being campaign dovetailed with external branding efforts to engage employees in their partnership with the company in managing their personal health and financial well-being.
The project began with focus group research on employee drivers and reactions, along with an audit of employee survey results and intranet usage data, as well as close coordination with external market research and branding direction. The ROC Group worked with the client team to develop a detailed, multi-year campaign strategy for employee engagement.
The campaign began with a leadership engagement phase, launching first to HR and business leaders through walk-around meetings and presentations, as well as tent cards, leadership role messaging, giveaways, and an employee testimonial video used at company-wide gatherings and the company’s leadership training center.
Next, the campaign rolled out to employees through a range of channels. The video was shared with all employees through the company intranet and podcasts. An annual Well Being calendar was sent to employees’ homes, followed by a sub-campaign targeting financial planning resources, entailing home mailings, tent cards and workplace seminars. Subsequent campaign elements unfolded information about preventive screenings and healthy eating.
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