Launch & Implementation
The Edenred communications team worked closely with Thales to design a communications plan around the summer holiday period, tailored to their organisation and business objectives.
The campaign involved rolling out information to employees across the UK alongside a pilot roadshow at their main Crawley site in May 2009. HR divisional managers were each sent a pack containing information on the scheme to share with interested employees. HTML emails and electronic posters to display on television screens in reception were also provided.
Research played a big part in the plan and enabled employees to express their interest in the scheme, register their attendance at a roadshow or request a call back from a childcare voucher expert via an online survey.
The key message focused on the scope of childcare vouchers, particularly targeting those parents using summer activity clubs, so to engage them further, a competition was arranged to win various prizes provided by a summer camp provider.
Due to the success of the pilot roadshow, Thales decided to launch its brand new Wellbeing programme with the help of Edenred. Edenred’s dedicated communications team gave presentations to employees throughout the day followed by a question and answer session. This was considered to be the most effective way to deliver face-to-face support because it was targeted and captured a wider audience as employees often have similar questions or concerns.
As a result of the roadshow and associated communications, there was a 20% growth in the take-up of childcare vouchers at Thales in 2009, and to date more than 4% of employees have signed up to the scheme – a figure well above the industry average.
Thales was also a finalist in the ‘Most effective healthcare and wellbeing strategy for organisations with more than 1,000 staff ‘ category, with Edenred being their provider, as awarded by Employee Benefits Magazine 2010.