From Wellspring to Water Cooler Effective Worksite Wellness Communications and Marketing Ryan M....
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From Wellspring to Water Cooler Effective Worksite Wellness Communications and Marketing Ryan M. Inman, Information Specialist Health Promotion and Chronic
From Wellspring to Water Cooler Effective Worksite Wellness
Communications and Marketing Ryan M. Inman, Information Specialist
Health Promotion and Chronic Disease Prevention Section
Slide 2
The Journey Begins with an Idea 2
Slide 3
How We Move Ideas 3 &
Slide 4
Defining Our Terms Marketing & Communications Marketing:
the process or technique of promoting, selling, and distributing a
product or service Communications: the acts or processes of using
words, sounds, signs, or behaviors to express or exchange
information or to express your ideas, thoughts, feelings, etc., to
someone else Source:
http://www.merriam-webster.com/http://www.merriam-webster.com/
4
Slide 5
In the Worksite Wellness Environment Communications: Our use of
words, sounds and behavior to deliver wellness-related information
Marketing: The techniques we use to deliver our communications in
ways that result in awareness of, enthusiasm for and participation
in our programs Our program is our product Our colleagues are our
customers 5
Slide 6
Lay of the Land 6 67% of employees believe their employer takes
care of them BUT, Only 46% believe their employers effectively
communicate benefits 52% say they are only somewhat or not at all
knowledgeable of available wellness programs Source:
http://blog.hallmarkbusinessconnections.com/wellness/workplace-
wellness-communications-matter/http://blog.hallmarkbusinessconnections.com/wellness/workplace-
wellness-communications-matter/
Slide 7
Where Do We Begin? 7 A well-communicated, if imperfect, plan is
better than a perfect plan, poorly communicated. >
Slide 8
Know Your Audience 8 Survey- Gather information from your
colleagues to determine their wellness interests and their level of
intent. Target- Aim communications at specific groups and
demographics within your workforce (age, position, work
environment, etc.). Tailor- Design your messages based on the
targeted audience.
Slide 9
Crafting the Message The Three Goals of Messaging (A, E, I and
You!) Attract - Attention! Ensure- Understanding! Inspire- Action!
Succeed at A, E, I, and You will be more successful as a wellness
professional! 9
Slide 10
Attracting Attention Brand your communications- Utilize
branding in all wellness communications. Telegraph your message-
Youve got 2.7 seconds to catch someones attention. Dont waste it!
Time that telegraph- Consider the season, day of the week, or any
wellness awareness events occurring, such as Breast Cancer
Awareness Month, etc. 10
Slide 11
Ensuring Understanding 11 Plain language isnt dumbing down, its
wisening up. People wont read what they dont understand. Message
clarity is key. How to participate, benefits of participation and
any employer expectations of participation should be clear on the
first read. Simple beats complex. Easy beats hard. Foster
understanding with simple, yet meaningful language.
Slide 12
Inspiring Action 12 Use caring language about why the program
is important- Vague statistics and dire warnings turn people away.
Less can be more- Encourage minor changes rather than massive
overhauls, so success seems attainable. Connect the dots- show
people how your program will improve their health or save them
money. Use success stories when possible. Keep it light- Humor and
positive energy encourages enthusiastic participation, not grudging
compliance.
Slide 13
Potholes and Pitfalls Along the Way 13 Haphazard
communications- Communicate regularly and provide timely updates
but dont fatigue your audience! Inconsistent look/style- Develop a
recognizable brand: a standard look and sound to your messaging.
One-sided communications- Dont talk at employees, but with them,
using a conversational tone in your writing.
Slide 14
Potholes and Pitfalls Along the Way 14 Verbal spaghetti- Jargon
and legalese are great for Scrabble, but keep your messages simple.
Brick walls of copy- Use graphics, charts, or tables that are
readable with a glance. Break things up with sidebars or quotes.
Failing to highlight important copy- Dont bury the lead. Make your
main point in the first few words.
Slide 15
Grab Em With Graphics Images Sell Ideas! Avoid Clipart- Hokey,
dated, amateurish Photos are better- Use stock images. Limit to top
two inches of email or no more than 30 percent of message Keep
files small, in.jpeg or.gif, and include alt or title text 15
Slide 16
Building On Your Foundation Feedback from your colleagues is
crucial to improving communications offer them methods to provide
input. Highlight success stories of your colleagues to further
drive participation. Remember: Participation is the key to success,
and communications and marketing are the keys to participation!
16
Slide 17
In a Nutshell Marketing vs communication sell the program to
coworkers Have a communications plan with steps for: getting to
know your audience, creating a brand, gathering feedback to adjust
Use clear and simple language and graphics to communicate
effectively 17
Slide 18
18 to watercooler!
Slide 19
Thank You. Ryan M. Inman, Information Specialist Health
Promotion and Chronic Disease Prevention Section 512-776-6122
[email protected]
Slide 20
Message Timing Who can we TARGET? How will we TAILOR our
message to them? What will ATTRACT their attention? What ACTIONS
can we inspire? 20