Lockton
The Challenge
Like many organizations in 2020, clients in the insurance industry were unable to hold their annual, in-person open enrollment meetings due to the pandemic. In addition, several companies were planning to transition to new benefit carriers, including new medical plan administrators and prescription drug providers. This would require teams to implement digital communications into their benefits elections.
As the lead designer my job was to come up with creative ideas for their employee communications, and help to create a strategy that puts marketing best practices into use in order to meet the unique needs of each client. The Human Resources (HR) teams wanted to make people aware of the changes, reassure them the changes would cause little to no disruption, and motivate employees to enroll.
To achieve these objectives, I designed and implemented communication strategies that included an overarching benefits brand to heighten awareness and multimedia campaigns to highlight plan changes and the enrollment call to actions.
My overall goals were to create aesthetically pleasing, user-friendly, captivating designs that educate a diverse group of employees, help them weigh their plan options, make the right choices, and drive them to enroll by the deadline.
The Solution
My first step was designing a cohesive brand for the campaign to drive awareness, create continuity, and emphasize each client's benefits. I developed cascading communication, beginning with the benefits guide. Employee communication included a change mailer, postcards, overviews, and animated presentations.
The Results
Employees were able to easily access helpful documents and websites right from the Digital Guides, Postcards, Posters, etc. to assist in their decision making process. Client HR teams were impressed by the functionality and flexibility of each design. Leadership teams appreciated the analytics and tracking data they never had access to before.
The Conclusion
The keys to each of the campaign's success were:
1. Developing a comprehensive strategy with measurable objectives.
2. Creating a strong visual brand to tie communication together.
3. Delivering the message across a variety of media to appeal to different demographics and personal preferences.
Benefits Guides
Created print and digital benefit guides that are engaging and informative resources for employees at initial enrollment and throughout the year, in an easy-to-understand format.
Well-designed guides are beautiful, personalized and interactive, with convenient links to related resources and tools. These guides can be curated for different employee groups within each client's workforce.
Infographics, Posters and Postcard
Increased awareness around upcoming open enrollment with memorable digital and/or paper-based materials.
Presentation Design
Designed dynamic and effective templates and proposals – integrating animations, videos, voice-overs, audio, interactivity and navigation. These cloud-based business presentations were curated for sales, marketing and training purposes. Providing clients with an additional channel to communicate with their audience(s).
Seneca
Strengthening Criminal Justice for Native Americans: A Roadmap
Link to report: https://www.aisc.ucla.edu/iloc/report/
RVIA
