Marketing Techniques for Engaging Employees in Your School Employee Wellness Program

Kristi Dickerson, BScDistrict Wellness CoordinatorSchool District of Manatee County

Today…you will learn:Marketing techniques that will increase

and maintain participation in your school employee wellness program.

1)Explain the benefits of branding your school employee wellness program.2)Identify effective communication tools and methods for your audience.3)Develop effective marketing messages using the 5 W’s.4)Utilize new strategies to reach employees.

MarketingIs it just a fancy word?

Bing Dictionary defines marketing as:

•Selling of products or services: The business activity of presenting products or services in such a way as to make them desirable.

As wellness professionals, we need to market employee wellness programs effectively in order to influence people to engage in programs and ultimately make positive behavior

changes.

Branding What is it?

Why use it?

Branding is your promise to your customer.

What is branding?•To give a product a distinctive identity by means of characteristic design, packaging, etc.

Why use branding?•Program identity; easily recognized•Consistency•Sense of Inclusion•Clout and credibility – program is here to stay

Sample logos/ taglines

How and when to use branding Insert logo on all communication pieces: Flyers,

posters, newsletters, emails, website, web portals, etc.

• Personal Voicemail: “Thank you for calling HealthVantage…”

• Use of Promotional Apparel: Employees and Contractors (i.e. Fitness Instructors)

• Guest Speakers (Thank you gift)

• Uniform for all “public” events

Make your brand part of your language and your

look

Volunteers at 2012 Women’s Retreat

Effective Communication Tools

• On-Site (Person-to-Person) Marketing

• Website; or Intranet (housed in District’s website)

• Collateral Pieces (flyers, posters, newsletters, monthly calendars)+ Wellness Announcement Boards

• Emails

• Video Messaging

• Social Media (Facebook, Social Networking-based Challenges)

Know your audience and message accordingly Teachers/

Paraprofessionals Front Office Personnel Principals/ Assistant

Principals Cafeteria Staff Custodial Staff Nurses Transportation (Bus

Drivers) Maintenance and

Operations Construction Services Support Site Staff Administration/ School

Board Security Officers

On-Site MarketingMOST EFFECTIVE

• Deliver your flyer and your message in person

• Your passion will come across in your message

• You are in a position to influence and encourage

• Deliver the essentials of the program/ service and make time for employee’s questions

Website

• Web presence is the one-stop-shop for all employee wellness information

• Must keep current

• Link all information back to your site

• Drive attention to your site

www.manateewellness.net

Flyers/ PostersAre they effective?

The Important 5 ‘W’’s on collateral pieces:

What Where When (date and time) Who (eligible; who’s presenting) Why (should I participate?)

WHY SHOULD I PARTICIPATE?

This question must be obvious on your

marketing piece so that the employee

understands the benefit of the program or service.

Primitive Marketing

Still Works!

People need to read something

while in the bathroom

stalls…

EmailsCompeting for Inbox

Space! Do they read your

emails?• Be strategic in your timing and frequency• Subject line critically important• Cryptic/ “sound bites” of the program essentials in the body of

the email; avoid lengthy paragraphs (people don’t read)• Hyperlink all flyers to your website (potential to look at other

areas of site) • Remember that not all staff have email…include them in your

message (i.e. Food and Nutrition, Maintenance, Transportation, etc.)

• Use of Video/ Music to incorporate employee testimonials, success of events/ programs, etc.

• Use as a Promotional Video when doing site visits and/or presenting Annual Report to School Board

Video and Technology

Video Messaging with Director of Elementary School Principals(In lieu of attending All Administrators’ Meeting)

Partnership between HealthVantage and Instructional Technology

Unique Time-sensitive

(under 3 minutes; think YouTube)

Current and relevant Demonstrates

Director-level support

More memorable than a memo or email request

Social Media/ Social Networking

Strategies to Consider• Cross-Promote at every event/ program• Leverage your Wellness Ambassadors and Contractors (i.e.

Fitness Instructors, Screening vendor, etc.)• Have a leadership presence at District events - maximize

every opportunity…it is all about PR!• Use of Strategic Incentives (promotional products) to

further promote your brand• Use participant testimonials in marketing pieces (with

permission)• Local Press (positive promotion)• Effective Program Evaluations/ Surveys (i.e.

SurveyMonkey.com)

Wellness AwardsPositive recognition reinforces the value of your

program to your School Board officials and decision-makers

School Employee School Employee Wellness (SEW)Wellness (SEW)

Awards Program Awards Program• 2009 Directors of Health Promotion and Education

(DHPE) launched the SEW Awards Program• Winners receive:

– Grants ($1000/$500/$250)– A banner– Recognition on schoolempwell.org– A free trip to this conference– Letters to their State Governor, State Superintendent of

Education, Local Representatives, District Superintendent, and School Board

2010/2011 Award Applications: 422011/2012 Award Applications: 57

2009 Gold WinnersDeForest Area School District

(one of nine winners)3 – Gold level3 – Silver level3 – Bronze level

Most important marketing tool is

YOU and your wellness staff.

The quality of customer service that you offer each day will make the

greatest impact on the employee’s impression of your District’s wellness

program.

“Do what you do so well they will want to see it again and bring their

friends.” - Walt Disney

Thank you for your time today.

Please contact me with any questions.

Kristi DickersonSchool District of Manatee County

District Wellness Coordinatordickersonk@manateeschools.net

(941) 708-8770 ext. 2249