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Too Many Directions Allow Communication Plan to Run Amok

Background: A large, regional law firm with multiple locations found that its communication materials lacked a cohesive image and message. All communication was produced internally, but was not managed by a central plan. The result was redundancy, mismatched and disorganized pieces, poor delivery timing and execution.

Joshua & Company Solutions: The three major annual communication campaigns would be handled by one source to avoid confusion and overlapping messages. Joshua & Company was hired to manage, produce, and distribute communication materials.

• Annual enrollment communication, the first project on the agenda, was simplified and streamlined. Separate communication packets were created for employees and partners, eliminating overlapping information. Plan changes and enrollment options, along with enrollment forms, were simplified and reorganized into a fresh, professional-looking package.
• Total compensation statements are produced on a regular, annual basis. In an effort to satisfy the client's need for an emphasis on retirement plans, Joshua includes model projections for each of the available plans. Statement distribution was moved from the workplace to home delivery to ensure confidentiality and increase spouses' involvement and appreciation.
• A new-hire packet was completely redesigned to reflect a more professional organization and to better present a broad array of benefit offerings. Previously, the packet consisted of a pocket folder filled with various loose papers, randomly produced, touting each of the benefits. Joshua recommended a booklet format, organizing all of the benefit information in one common style and format. A pocket is included in the back of the booklet for inserting time-sensitive materials.

The new communication materials enjoy a similar, professional look that reflects the high quality of the firm. Pieces are produced and delivered annually on a timely basis that allows employees to make important benefit decisions.

Feedback: The client reports that each year they have worked with Joshua & Company the communications have been better than the year before. Employee reaction has been very positive. Response rates to the questionnaire included with the total compensation statements have increased each year.

The changes in the enrollment materials and new-hire packet have been dramatic. Before Joshua, "people were afraid to open it." Now the materials are very compact, well-organized, and all in one place. The client concedes that "benefits are never easy, but this is about as easy as you can make it."

As for working with the Joshua team - "We love 'em!"

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