Promote ALEX with Postcards

Transcription

1 How To Promote ALEX with Postcards

2 Reach Your Employees at Home Sending postcard mailers to employees homes can be a great way to reach employees who may not have regular access to , or who simply haven t noticed your other ALEX promotion efforts. Oh, and the Special Bonus Reason for sending postcards you can get your ALEX message in front of spouses and partners. M T W Th F BECOMES AVAILABLE ENROLLMENT target delivery date target delivery date PERIOD How to Time Your Mailing Timing, as they say, is everything. Here s when we suggest sending your ALEX promotion postcards. ENROLLMENT PERIOD ENROLLMENT PERIOD How to Promote ALEX with Postcards

3 What Your Postcards Are Supposed to Do We recommend sending two ALEX postcards one to announce that ALEX is ready to help employees choose benefits, and another to remind employees that that the enrollment period will be ending soon (and that ALEX can help make important choices). ANNOUNCE ALEX This postcard lets employees know that ALEX is available for their use. Ideally, it arrives when your version of ALEX is ready. Otherwise, if your version isn t available, employees will get a Come back later message when they visit the URL and that s just a kick in the pants from the employee s point of view. A REMINDER The purpose of this postcard is to create a sense of urgency. It should be timed to arrive during the actual enrollment period. (If you have a large number of employees who don t work on computers and aren t easily reached via adding a second postcard into your campaign might especially make sense.) Coordinating with Other Mailings Does your company mail out an enrollment packet that includes information about how to log in to a benefits portal? Make sure this mailing occurs before this postcard is sent out an especially important detail if you require employees to log in to that portal in order to talk to ALEX. How to Promote ALEX with Postcards

4 Anatomy of a Successful Postcard We provide two postcard templates that you can use on ALEX Central, but in case you d like to write your own, we thought we d provide you with a few pointers. FRONT COMPANY LOGO: Make sure your company s logo is displayed prominently. Doing so will distinguish your postcard from the metric ton of junk mail that people get and throw away every day. You have until August th to choose your benefits. Lucky for you, can help you get it done in a manner of minutes. INTERESTING VISUAL: The best postcards have unexpected and eye-catching visuals. Eye-catching doesn t have to be silly or gimmicky it just has to capture the attention of the person who s supposed to read it. TONE: Your postcard s combination of words and images will work together to establish the overall sense of tone. We recommending going with something that s friendly and approachable (i.e, not snarky or overly wacky). TIME FRAME: Be sure to provide specific dates to let employees know that they re working within a very short time frame. This creates a sense of urgency. How to Promote ALEX with Postcards

5 .... ALEX is a smart, funny benefits expert who explains your benefits options and helps you choose what s best for you. Visit ALEX at alexforwindigo.com before August th! John and Janet Smith Main Street Hometown, IL 5 BACK COMPANY LOGO: Think of this as junk mail insurance putting your logo on both sides of the postcard can prevent it from ending up in the trash. CALL TO ACTION: What s a Call to Action (CTA)? Why, it s the whole reason for sending the postcard in the first place. It s what you want employees to do (in this case, to go use ALEX!). ALEX LOGO: If you ve been promoting ALEX in other channels (fliers, posters, website banners), then the logo will be familiar and eye-catching. And if your employees are seeing this logo on the postcard for the first time, they ll know what they re looking at when they see the ALEX logo in your company s version of the conversation. THE WHAT : Provide a one-sentence synopsis of what ALEX can help employees do. Something like: ALEX is a smart, funny benefits expert who explains your benefits options in plain English, and helps you choose what s best for you EASY URL: Ideally, the postcard would include a short, simple, public-facing URL employees or their family members could can use to go straight to ALEX. If that s not possible, add in the most direct route to getting there available to your employees, whatever that might be. TIME FRAME: Emphasize the time frame message from the front of the card. That sense of urgency might be what it takes to get the person who receives it to turn the card over to see the front. ADDRESSEE: If it s possible to address your postcard to employees and spouses, you should do so. If not, consider something like John Smith & Family. Inviting family members to use ALEX is a great way to increase usage of the tool. How to Promote ALEX with Postcards