Don’t just have a workplace wellness program; sell its benefits to your audience through effective marketing communications
Company A informs employees about its workplace wellness program during new employee orientation and then periodically through a general company newsletter.
Company B uses short, often humorous, messages with eye-catching visuals to provide workers with information on the next wellness program offerings as well as ideas on how to make simple, healthful changes to their lives. The company switches up messages frequently, and uses posters, emails and a monthly health newsletter to get the word out.
Which company do you think has the more successful program?
Many companies offer workplace wellness programs and other benefits but may not think about how to ensure people take full advantage of what the company provides. As a result, employees may not see the value and may not participate.
When it comes to effective wellness program and benefits communications, try these foolproof marketing tips for wellness program success:
#1: Know your audience. Survey your audience to find out their interests and preferred media. Then build audience profiles you can refer to when crafting messages for your group.
#2: Make it fun and memorable. Like the best Super Bowl commercial, entice your audience with fun, memorable messages focusing on one topic. If you want to communicate several ideas, get your audience interested in one topic and link the audience to more information online or direct interested individuals to a printed piece.
#3: Keep your messages short. To grab initial attention, keep messages short. Nobody is going to engage with a “wall of copy.” You can always send readers online for more information.
#4: Use a mix of media. Each time you deliver a new campaign, promote it multiple ways, such as in email, print, an internal blog – whatever mix of media you have available. Hit all media simultaneously to ensure you’re reaching your audience in its preferred way.
#5: Test. Test headlines, email subject lines, visuals, and other elements every time you go out with a new campaign. Track results to see which pulled best. You can do this with a small subset of employees before rolling out the campaign to your entire group, or with a trusted panel that will provide honest feedback.
