As summer draws to a close, I’m gearing up for open enrollment season. Communications consultants and HR staff face the brunt of challenges during the season.
As a designer, I manage much of the production, print fulfillment and mailings. Designers don’t develop tactics, answer employee questions, or oversee a large campaign. We have our own challenges to face. Let’s take a look at what goes into creating client campaigns throughout the season.
Our communications team talks to our consultants to discuss which clients are returning. We review how those clients received last years’ tactics. We ask what we can do to improve those tactics or propose fresh ideas to install for their new campaign.
Have any of our clients had any major changes to their business? Mergers, growth, down-sizing? Do any of the clients’ materials need a refresh? We could discuss with them the possibility it’s time to consider a major campaign update. As clients update brand guidelines and add new benefits, does their content look like a hodge-podge of updates? Also, we take stock of what new clients have knocked at our door. Out of all the proposals we made over the winter and spring, which client looks promising? What is the possibility of new clients that we never even took into account?
As we get deeper into August, we begin to get a better view. We fill in spreadsheets with more detail and assign staff to clients. Clients start to confirm their open enrollment dates. We talk to our printers and ask for revised quote, trying to get better prices and securing press space. By now, all last year’s files have been cleaned up and are ready to go. We hold weekly meetings to bring new team members up-to-speed and discuss the tactics and concerns of our clients.
We begin to research new clients to interpret their brand guidelines and capture their aesthetic . Working with clients’ design, marketing, branding and HR staff , we create templates for their new content.
For current clients requesting a re-design, we put the finishing touches on their revised look. The team is familiar with clients’ previous challenges, letting us to prepare the changes that will come to their plans.
Most importantly, we rest and take time off, while things are still calm.
Once Labor Day passes, the pace has begun to change, rapidly. More and more emails go between consultant and client. Things are begging to go into layout. Drafts pass back and forth. Printers and quantities are confirmed. Postage estimates start to come through. Finally, by the middle of the month, you realize open enrollment is here.
The first few campaigns make their way to press and mailing invoices need to be paid ASAP. Small, inevitable delays in production cause jobs to be sent to press a day late. But, our always savvy printers have already taken delays into account and fulfill requests by the mail date!
When I first came onboard, open enrollment was described to me as a wave. Just before it comes to shore, there is a drawback, then a small surge, then before you know it you are riding the crest of the wave. Before you know it, the wave has dissipated and you are back in the calm again. It’s really the best analogy I’ve ever heard for the period.
By now we are riding the crest of the wave. If you have done your homework and worked your best to prepare, it’s a blast. While everything is down to the wire, the rush of rapid turnaround does not leave any time for indecisiveness. We make decisions quickly and hammer out projects with speed and efficiency. It’s not unheard of to have daily deadline. Hundreds of emails that need your attention and response flood your inbox. The headset of your phone is permanently attached to our ears as we call printers with last minute changes and updates on any delays.
As October closes, things begin to wind down. We still ride the wave, but it’s lost much of its energy. Final jobs make their way out the door. We see print samples and mailing seeds. Our focus moves from communications to the implementation of employee benefits by the end of the year. Campaigns draw to a close and by Thanksgiving, things are ‘normal.’
Of course, with all our prep, our open enrollment season will be text book perfect! I’m prepared, are you?