Disney
When you think of The Walt Disney Company, chances are you think of a cartoon character or a theme park. However, today this company is a conglomerate that includes diverse entertainment brands such as ABC, ESPN, and much more.
And when you think of benefits packages, chances are you think of obligatory forms and legal disclaimers, rather than a communications tool that tells a story and strengthens your corporate culture.
In working with The Walt Disney Company, McCraw Design helped solidify its corporate communications in a way that leverages the personality and charisma of the flagship Disney brand, without obscuring or overshadowing the personalities of the other brands. This results in the ability to communicate across brands — and to nurture the attitude that every employee communication should be used to reinforce your corporate culture.
BCBSTX
Blue Cross and Blue Shield of Texas faced a challenge common to many larger brands. With multiple stakeholders, multiple divisions, and no defined guidelines, they found their communications materials were losing a common focus, message, and visual identity.
These issues were solved by providing a high-impact comprehensive collateral system that ensured visual consistency across all materials, yet still gave the various product managers enough flexibility to tell their unique stories.
In addition, an online communications standards guide was developed that gave their communications team clear, specific guidelines on every aspect of the brand. This allowed for considerable cost savings to the client, as it reduced the amount of time needed for their internal design department to create and produce new communications materials.
Edison
Southern California Edison needed to get the attention of their employees for their annual benefits enrollment. The company was introducing major plan changes and needed to achieve quick results. The corporate communications department had just developed an external brand and wanted an internal brand that would compliment their efforts.
By helping the HR team and corporate communication department collaborate we created a flexible internal brand identity. Subsequently, all goals were attained for the year.
We set several goals that were not specific around gaining support for changes, usage of tools and employees being clear on contacting the right resources...but also a few specific goals:
- Increase web usage for
enrollment by 10%.
enrollment by 10%.
- Increase HC FSA
participation from
11% to 15%.
participation from
11% to 15%.
The numbers below show that we met or exceeded the 10% increase overall, and for union, nonunion, and retiree populations.
- Overall jump: 17%
- Nonunion: 87%
(up from 81%)
(up from 81%)
- Union: 73% (up from 62%)
- Retirees: 34%
(up from 25%)
(up from 25%)
BMCSoftware
The industry leader in BSM Enterprise Management needed a communication partner during some of the companies most difficult times. Downsizing, off shoring, new performance management systems, campus closings, pay decreases and first time
out-of-pocket benefit costs were effecting retention of
talented employees.
out-of-pocket benefit costs were effecting retention of
talented employees.
BMC knew communication would be the key. We brought our expertise to create a broad range of deliverables, including re-branding internally, messaging, strategy development, and targeted marketing.
We worked hard to understand the new business goals and global strategy, and as a result, we’ve helped them deliver their new “Value Proposition” to employees.
Now in it’s third year, we’re achieving a paperless campaign to reduce costs, serving as consultants to the BMC internal brand team, employees are staying and striving, and benefits communication got the highest recognition in the company.
Oh, did we mention we decreased the budget over half since the first year for the same amount of deliverables.
