FEATURED CASE STUDY
How Downeast Toyota Uses Online Tools to Make Communications Easier with Employees
|
Scenario
Downeast Toyota-Scion is a mid-size automotive dealership in Brewer, Maine. It sells and negotiates financing for its new and pre-owned vehicles, as well as offering special financing for credit-challenged customers, an on-site collision center, rental facility, and parts and service departments.
Problem
Downeast employs approximately 150 employees spread through over a dozen departments and throughout four buildings at its Brewer location. Approximately 85% of employees have access to company computers and e-mail. Downeast provides traditional benefits to its employees, including health, dental and life insurance; short- and long-term disability; and retirement plans. Additionally, Downeast provides benefits that are uncommon for a company of its size: scholarships, access to an employee assistance program and, introduced in 2005, a wellness program that includes an on-site fitness center, fitness classes, a personal trainer, and nutrition and wellness seminars.
The growth of its benefits packages as well as the growth of the company made it difficult for Downeast to communicate with employees through traditional methods.
Solution
ID Communications consulted with Downeast on its unique challenges and addressed the need for the easy ability of its human resources staff and upper management to communicate with employees and their families. ID created a comprehensive set of tools with the company's brand image, designed to facilitate and streamline employee communications.
Employee Newsletter
This newsletter, titled "Everybody's Business: A Publication for Downeast Employees and their Families," is distributed monthly to each employees' household, as well as archived for download on the employee website. It typically features the following sections:
- A letter from the dealer principal addressing company issues, information on benefits, and other important news.
- An article from the fitness center's personal trainer, as well as an exercise of the month and a healthy recipe of the month.
- A profile on a featured employee, employee birthdays, and short profiles of newly-hired employees.
Employee Website
This secure website, designed for employees and their families, provides 24/7 access to information on company benefits and information, as well as links to proprietary tools available from benefits providers. Also available are copies of the employee handbook and policies, archived copies of past employee newsletters, and additional resources for employees.
Fitness Tips
These daily fitness tips, provided by the fitness center's personal trainer, are distributed daily to Downeast employees by e-mail. They feature bite-sized pieces of information on wellness, fitness and nutrition.
Supporting Marketing Materials
In addition to the above tools, ID develops supplementary materials, including brochures and interior signage for employee meetings and events.
Results
In a survey conducted in January 2007, Downeast employees were asked to rate their satisfaction with Downeast's communications.
- 36% indicated that they felt very knowledgeable about the benefits to its employees. 63% indicated that they felt somewhat knowledgeable about the benefits that Downeast provides to its employees.
- 40% indicated that they read the newsletter each month, while 46% indicated that they read every article.
- 100% of employees are registered to use the employee website. 39% indicated that they were very satisfied with the employee website, with 48% indicating that they logged on moderately or frequently.
- 42% indicated that they read the fitness tips most days or every day.
|
|
|
WANT MORE INFO?
Contact Heather at heather@illuminationdesign.com, or by phone at (207) 659-3383.
|
