The opinions expressed in this presentation are those of the speaker. The International Foundationdisclaims responsibility for views expressed and statements made by the program speakers.

Engaging Your Members Across All Generations

Tupper HillardVice President, Senior Communications ConsultantSegal ConsultingTempe, Arizona

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In the Words of an Immortal . . .

“Age is a question of mind over matter. If you don’t mind, it don’t matter.”

—Satchel Paige

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In the Words of a Boomer . . .

“A lot of Baby Boomers are Baby Bongers.”

—Kevin Nealon

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In the Words of aGeneration Xer…

“I'm Jewish, but my mom’s Catholic, so the guilt area is covered. I have the highest expectations, along with the lowest. In terms of my humor, I’m still trying to figure out what my sensibility is. It’s a process, really. I don't feel like I have a very clear idea of what I'm supposed to be, or even of how people perceive me, except that I got put into this Generation X file.”

—Ben Stiller

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And a Millennial . . .

“Dude. Not now. I’m playing Pokémon Go.”—An unknown Millennial

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Are You Connecting Yet?

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Question #1

How old are you?A. 21 to 30B. 31 to 40C. 41 to 50D. Over 51

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Shall We Talk About the “Generations?”

What does being a “member” of a Generation mean anymore when it comes to

communication?

Baby

 Boo

mers

Gen

eration X

Gen

eration Y

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Dare We Say It?

Is age becoming irrelevant?

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We All Share Common Tools Now

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The “Rise of the Mobile Devices”

• Digital has “leveled the playing field.”• It’s a shift from “how best to connect” to

“what we say to really connect!”• Look at general trends, demographics, not

“generations”

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54%

71%

Recognizing Our Totally Connected World . . .

Source: Pew Research Internet Project (www.pewinternet.org) 

50%

90%

72%

of online U.S. adults use Facebook.

of cell phone users download apps.

of online U.S. adults post photos or videos to websites.

of U.S. adults own a cell phone. 60% of those are smartphone users.

of online U.S. adults look for health information through the web.

OF U.S. ADULTS PLAY ONLINE

GAMES

87%OF U.S. ADULTS

USE THE INTERNET

OVER1/2

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Question #2

Do you have a smartphone?A. YesB. No

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What We’re All Trying to Do

Connect with your people

Ensure understanding

Educate

Inform

Retain

Motivate

Recruit

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How We Do It

• Face-to-face

• Focus groups/surveys

• E-mail

• Posters

• Post cards

• Newsletters

• Benefits Guides

• Web sites

• SPDs/SBCs• Social media• Text

messages• Blogs• Webinars• Live

meetings• Skype• Video• Apps and

QR Codes

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Question #3

What do you use most often to access the Internet?A. Desktop B. Laptop C. TabletD. SmartphoneE. I don’t access the

Internet

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Why Is it so Hard?

• Dispersed audiences• Apathy• Information overload• Complex messages

• Unpopular messages• Budgets• Government-mandated information• Confidentiality

How can I connect with them if I can’t see them?

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Another Key Question

How do we know if whatwe’re doing is working?

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Keep it Simple

• Educate participants, family members and retirees about their plans and benefits in a simple and straight-forward manner—what do they need to know, what do they need to do, and what don’t they need to do.

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Keep it Simple

• Educate participants, family members and retirees about their plans and benefits in a simple and straight-forward manner—what do they need to know, what do they need to do, and what don’t they need to do.

• Establish and maintain credibility with your people to increase understanding of your plans, and be able to support a smooth transition when changes occur.

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Keep it Simple

• Educate participants, family members and retirees about their plans and benefits in a simple and straight-forward manner—what do they need to know, what do they need to do, and what don’t they need to do.

• Establish and maintain credibility with your people to increase understanding of your plans, and be able to support a smooth transition when changes occur.

• Share information on the impact of rising costs on your organization and the services it provides, and how this may affect participants.

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Make the Connection

• Shape participants’ attitudes and perceptions to create an atmosphere of responsibility and self-service. Emphasize and encourage the wise use of all available resources.

• Provide participants with information to help them make choices that best meet their needs.

• Give participants multiple ways of receiving information, resolving issues and questions, and providing you with timely and relevant feedback.

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Ensure Engagement

• Involve leaders at all levels—trustees, business agents, stewards, staff—as spokespersons and committed team players.

• Provide the necessary tools and resources for participants to confidently take responsibility for their health and wellness as well as financial wellbeing.

• Reinforce common goals, like wellness, fitness, financial security and stability—constantly and consistently.

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What Goes Into a Strategic Communications Plan?

“Big C” Parts

Audience Segmentation

Behavioral Messaging

Leadership/Influencer Engagement

Storyline Development

Work Stream Considerations

Metrics

Timeline

Media and Training Plan

Resource Requirements

STR

ATE

GIC

TAC

TIC

AL

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What Goes Into a Strategic Communications Plan?

“Big C” Parts

Audience Segmentation

Behavioral Messaging

Storyline Development

Work Stream Considerations

Media

STR

ATE

GIC

TAC

TIC

AL

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The Devil Is in the Details

Plan for . . . Think about . . .

AudienceSegmentation

• Who needs what information and how they prefer to get it• Who needs special attention• What motivates people and where they may resist change• How do you know—focus groups, surveys, data analysis

BehavioralMessaging

• What behaviors are you trying to drive?• How might your audience segments perceive these

behaviors?• What story and vehicles should you use for each audience

segment?

StorylineDevelopment

• Align details with the burning platform• Develop branding, tone, content

Media• Mixing it up—and knowing when to use print, web, video,

social, in-person, etc.• Frequency

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The Devil Is in the Details

Plan for . . . Think about . . .

AudienceSegmentation

• Who needs what information and how they prefer to get it• Who needs special attention• What motivates people and where they may resist change• How do you know—focus groups, surveys, data analysis

BehavioralMessaging

• What behaviors are you trying to drive?• How might your audience segments perceive these

behaviors?• What story and vehicles should you use for each audience

segment?

StorylineDevelopment

• Align details with the burning platform• Develop branding, tone, content

Media• Mixing it up—and knowing when to use print, web, video,

social, in-person, etc.• Frequency

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Who Are We Reaching Out To?

• Participants/employees• Dependents• Retirees• Trustees• Employers• Business Agents• Trust Fund Staff• Locals

• Stewards• Foremen• Counsel• Vendors• Providers• Professionals• Managers• Who else?

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• Familiarity• Access• Time• In-person• Tech• Social

• Acceptance of need for change

• Fear of what it means for them

• Trust in leadership• Overall resistance

to change

Audience Segmentation

• Age• Gender• Geographic location• Life stage• Education• Income• Type of work• Cultural

Attitudes/Beliefs

Attitudes/Beliefs

Communications Expectations

Communications Expectations

DemographicsDemographics

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Audience Segmentation

DemographicAgeGenderGeographic locationLife stageEducationIncomeType of workCultural

Attitudes/BeliefsExtrinsic vs. intrinsic motivationOptimistic Fearful/suspiciousSkepticalCost-consciousHealth-awareCompliant

HealthHealthyModerate riskHigh riskPreventive care useUtilization patternsWellness participationChronic conditions“Health events”

Communications ExpectationsFamiliarityAccessTimeIn-personTechSocial

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Your people . . . do you know . . .

How many are under age 25?

How many will be retiring in the next

5-10 years?

How many are female? Male?

How many are single and

childless?

How many are caring for a parent?

How many are single parents?

How many have child care or

eldercare needs?

33

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What You Don’t Know,You Can Find Out . . .

• Focus groups• Surveys• Data analysis• Ask them

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What They Might Be Saying

• I’m too busy.• Can’t find it.• Have no idea what

I just read.• Too many clicks.• Not sure if this applies to me.• It takes too long.• What am I supposed to do?• I had no idea.

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Behavioral Messaging—Change

• What are the changes?– Medical/Rx– Wellness– Costs/Incentives– Process/system– Other?

• What’s the “burning platform” for change?– Why is not changing not an option?

• What will you need people to do?• What will be easy to influence?• What might get in the way?

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How Have You Dealt With Change?

Think about a time when something significant changed about your benefits.• What did you need to know about this change? • What concerns did you have?• What information or resources would you have needed to take

action?• What would it have taken for you to agree it was the right thing

to do? • What type of communications would have been effective for you?

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Storyline Development

“Big C” Change Requires “Big C” Communication

Content

• Communications that are:• Compelling• Clear• Consistent• Conversational• Continuous

Context

• And answer:• What?• Why?• When?• Who?• How?• What’s in it for me?

Change

• Will lead participants to:• Know the details

and what’s expected of them

• Feel invested in the burning platform and recognize the value of their rewards

• Do what’s needed to achieve the results you need

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Set Expectations, Create Clarity, Keep it Simple

Since taking responsibility for healthy lifestyles has the greatest impact on the cost of our plans, we will reward you and your spouse for completing a health assessment with biometric measurements and confirming you are tobacco-free, by avoiding additional medical plan contributions in 2017, which may be added otherwise.

“Personal responsibility” is a core element of our culture. It’s vital to our continued success. [States a core firm belief]

You can practice personal responsibility by engaging in healthy behaviors. [Sets behavior expectation]

The healthier you and your family members are, the lower medical costs will be—for you and for the Fund. [Explains consequences]

You will pay less for medical coverage if you do two things [Is specific]:– Complete a health assessment with biometric

measurements by March 31

– Attest that you are tobacco-free by visiting www.im-tobacco-free.com.

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Question #4

How often do you text each day?A. Less than 10 timesB. 11-20 timesC. 21-30 timesD. I’m out of control

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MediaA Mix of Traditional

and New Approaches

“Traditional” Outreach “What’s Now & Next” Outreach

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Media How Can You Tap Into the Wisdom

and Influence of Community?Proximity/Location

Generation

Hobbies/ Interests

PeerGroups

Lessons from Behavioral Research

People are social

They are biased toward cooperating within a peer group

They are inspired by caring leaders

They want to share information and their successes and challenges

Integrating content with social channels enables their voices

Source: “The Spread of Behavior in an Online Social Network Experiment,” Damon Centola, Massachusetts Institute of Technology, June 2012

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Media

Capture Interest, Build Commitment, Reach People Where They “Live”• Make small requests• Reinforce ease of participation• Share/blog personal stories• Tap into wisdom/power/

influence of community• Influence through visual

cues• Say it with video• Target “the hand”• Celebrate results

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Question #5

Do you play games on your smartphone?A. YesB. No

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Media

Bring Gaming into the Equation• Scavenger hunts and treks• Themed challenges

– Route 66– 100 million steps to

commencement– On the road with . . .

• Team workouts and weight loss• Wellness, condition, and

behavior interactions• Program trivia and learning activities

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Question #6

Do you use apps?A. YesB. NoC. What’s an app?

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Media

• Couch to 5KAlign with Events

• Glucose BuddyCondition

Self-Management

• 7-minute Workout Challenge

Increase Physical Activity

• Sleep CycleStress Management

• MyNetDiaryWeight Loss

and Maintenance

Nudge Participants to Relevant Apps

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“There’s an App for That”

Learning

Job HuntingTraveling

Saving

Planning

Getting Active

Gaming

Over 500 million Candy Crush downloads

Eating

12 million users per month

Tracking

10 million users

Socializing

128 million daily users in U.S.; 78% access via mobile

Health

1 million downloads

Sharing

60 million photos shared per day

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Integrate, Facilitate, Complement

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One really simple thing . . .

From your Home Screen to your Home Page in one touch.

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Another Way to Approach it . . . SoLoMo

Social, Local and Mobile Marketing (SoLoMo) Social networks spread the message Local context gives messages immediate value Sending to mobile device provides a convenient, timely and ubiquitous

delivery system For example, send this message to participants’ mobile devices at 11:30 AM, when they are most likely to be making decisions about lunch: Looking for a healthy meal? Why not try the cafeteria's fresh fish, served today and every Tuesday between 11am and 2pm. Fish are low calorie and rich in omega-3. If you enjoy your meal, tweet about it to your colleagues using #myhealthylunch and get 15% off your next purchase!

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Today, We Have Gatheredto Talk About Connecting

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Questions and Discussion

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Session #G09

Engaging Your Members Across All Generations

• It’s less about the “generations” and more about the people

• Technology has levelled the playing field—are you taking advantage of it?

• It may be time to rethink your strategy

Website Resourceshttps://www.youtube.com/watch?v=PPoK68Ww99E https://www.youtube.com/watch?v=YlxkjMsfw2Q

62nd Annual Employee Benefits ConferenceNovember 13-16, 2016Orlando, Florida

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2017 Educational ProgramsGeneral Topics

63rd Annual Employee Benefits Conference October 22-25, 2017 Las Vegas, Nevadawww.ifebp.org/usannual

Trustees and Administrators InstitutesFebruary 20-22, 2017 Lake Buena Vista (Orlando), FloridaJune 26-28, 2017 San Diego, Californiawww.ifebp.org/trusteesadministrators

Fraud Prevention Institute for Employee Benefit PlansJuly 17-18, 2017Chicago, Illinoiswww.ifebp.org/fraudprevention

Construction Industry Benefits ConferenceNovember 13-14, 2017 Santa Monica, Californiawww.ifebp.org/construction

Collection Procedures InstituteNovember 15-16, 2017 Santa Monica, Californiawww.ifebp.org/collections

Related ReadingVisit one of the on-site Bookstore locations or see www.ifebp.org/bookstore for more books.

Employee Benefits Glossary, 13th EditionItem #7570www.ifebp.org/glossary

816

NEW!

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