Project Details
Project Description
BOOST ENGAGEMENT
MPS develops customized communication materials that our clients use to promote health & wellness behaviors. The result of more relevant communication is a more actively engaged employee.
Situation
A Philadelphia university with undergraduate and medical campuses wanted to transform their paper-based benefits communication to a digital format. The dual campuses required two separately branded communications with messaging that created greater awareness of and participation in the voluntary benefits.
Task
MPS compiled a list of the current paper-based benefits communication and the presentation of these materials to the employees. To minimize the impact of the format change, MPS maintained the same groupings and organized them into a sitemap. The navigation of the digital format followed the existing order to create a more familiar presentation to the employees.
Additionally, MPS examined the de-identified benefits elections of the entire employee population. The analysis identified five voluntary benefits with low participation rates. Also, MPS recommended dividing the employee population into four life-stage segments to create more relevant examples in the messaging.
Action
The first thing MPS created was a mascot-like character as a spokesperson for the benefits plan. We gave the character a professorial voice (South African English) to complement the educational nature of the workplace.
The sitemap formed the basis of the interactive CD’s navigation which emulated a website with menu bars and links to the benefits providers’ websites. The initial launch of the CD featured an option for the mascot to describe the purpose of the CD as well as other features such as the life-stage audios for some of the voluntary benefits. Different voice actors were used to strengthen the connection to each of the life-stage groups. Mascot themed envelopes and CD sleeves were used to mail the benefits communication to each employee’s home.
Results
Greater awareness was achieved with one of the voluntary benefits’ participation rate increasing by 33%. The following year, MPS produced a web-based version of the CD to provide more flexible access for the employees.
