American Red Cross
Launching a new human resources campaign
In a demanding era of balancing lower operations costs with employee retention, the American Red Cross (ARC) sought to roll out its new employee benefits package in a way that would gain acceptance with its 30,000 employees worldwide. The new offering, Benefits Advantage, endeavored to unify the organization through an even-handed and all-inclusive set of benefits.
Realizing the magnitude of the challenge, ARC turned to Beth Singer Design for help in communicating the new benefits plan to its employees and helping them to enroll.
The BSD solution
We worked closely with Deloitte Consulting and Hewitt Associates, the outsourcing consultants selected by ARC. The campaign was to introduce
the new benefits model to ARC employees, and spotlight how consistent benefits FOR ALL would strengthen the organization. Our team developed the concept and tagline “One Red Cross, One Plan,” under which the features were explained in a friendly, concise manner and helped to gain customer buy-in from ARC regions.
A timeline mailer introduced the agenda by setting expectations for the roll out: it outlined the major program details and schedule, and established the visual identity of the campaign. Each new communication fleshed out the campaign, but the timeline portion was a constant—letting employees know what decisions were required of them and when.
Working closely with our colleagues at Deloitte, BSD refined the presentation of information, offering it in easy-to-read tables and charts that described and compared benefit options. Sidebars were developed by our team to convey must-know considerations, as well as specific resources available. The design was infused with playful iconography to help set minds at ease, given the life-changing potential presented by switching to new health insurance.
Active enrollment levels achieved 89%, exceeding all expectations based on previous enrollment efforts.
High-quality campaign materials developed by BSD included multiple posters, two enrollment kits with 24-page enrollment handbooks, “How to Complete Your Online Enrollment” guide, a series of 10 direct mail and e-newsletters, campaign letterhead and collateral, CD mailer and follow-up survey.
The program showcases the full range of creative resources that BSD brings to developing a large-scale, fully branded campaign, demonstrates our firm’s capability to develop a wide range of materials and illustrates a successful collaboration with outside consultants.