Case Study #1:

Communicating a Large Scale Open Enrollment Campaign

Client:	A Large Las Vegas-based Entertainment Company
Assignment:	Develop and execute a multi-year communication strategy supporting management’s benefit and carrier realignment, cost-containment strategy and wellness initiatives.
Challenges:	Timing, cultural and educational diversity, need to overcome negative perceptions resulting from benefit consolidation plus address site-specific issues.

BeneCom engaged in extensive consultations with the client to create a long term communication strategy for a dramatically revamped medical plan. The new program consolidated 21 benefit programs into one cohesive plan. Many of the changes included elimination of benefits, so a very negative reaction among many of the 45,000 culturally and educationally diverse employees was almost guaranteed. Other challenges included: messages and media addressing local concerns throughout the client’s 21 locations, an education effort to encourage use of a new online enrollment system, and an aggressive 2 ½ month schedule, ending with open enrollment.

Solution:

A full communication campaign consisting of 70 components including separate Senior and Middle Management communications, posters, tent cards, postcards, newsletters, online enrollment navigation tools and worksheets, plus a full enrollment kit with introductory piece, highlights brochure, pocket folder, worksheets and FSA enrollment forms and questionnaire.
Custom video, including on-site filming at multiple client facilities.
Audiotape to accommodate illiterate and non-English speaking employees.

Results:

85% participation in the new online enrollment system.
Employees in all locations successfully migrated to the new benefit structure.
Management, employees, and carriers cited communication effort for clarity, ease of use and accuracy.
Campaign delivered 14% under budget – including non-budgeted items.
“Communications was one of this Department’s true success stories of 2002 … we couldn’t be happier.” – Manager of Benefits
“Our employees became better educated consumers of health care. Together we set out to make a difference in people’s lives. Together, we succeeded.” – Vice President of Benefits.