TURNING THE BRAND SWEATER INSIDE OUT AT VANCITY
VANCITY INTERNAL BRAND – BENEFITS PACKAGE
Ideastream’s brief was to create a magazine-style publication that employees could take home and share with their families as they discussed the choices available to them in benefits packages. The Team developed the concept of a “Benefits Makeover” to help employees achieve “the right fit” between their needs and benefit choices. Insurance counsellors worked with a demographic cross-section of employees and developed “make-overs” that suited the employee’s needs. These featured in the magazine and gave a concrete picture of the benefits options. The result was the best sign-up for benefits Vancity had experienced.