Start with strategy

Once you know where you are, figure out where you want to be, how you're going to get there, and how you'll determine if you've achieved your goals. Make sure your strategy includes:

An assessment of all of your audiences. Remember, you're not just communicating to employees, you're reaching out to family members and to managers as well. Keep in mind that not every audience member has the same education level or understanding of even the most basic benefits concepts.
What's changing. Are you adding or eliminating plans? Is cost-sharing changing? Is there a new vendor? Having a thorough understanding of what's changing will help determine what your messaging should be.
Defining your corporate objectives. Are you looking to increase participation in a particular plan option, or shift a percentage of your population to a new plan offering? Increase participation in a wellness plan? What percentage? Define your objectives and how you plan on measuring success.
Your overall messages — and any specific messages targeted to your audiences. You may communicate differently to people already in the plan in which you want to increase participation, for example.
A schedule. People need to hear messages multiple times before they "register." Make sure you're communicating regularly — and thoughtfully — in the weeks leading up to, and during, the enrollment period.
Media. What messages will you deliver in print (newsletters, posters, postcards, enrollment guides)? What should be communicated in person, through managers or one-on-one enrollment support?

Start with strategy

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