10-Step Process Overview

STEP 7 - PROMOTE THE PROGRAM

In today's world, people are bombarded with information. It's vital that your message break through the "clutter" if you want participation.

Program Theme

A clever theme can go a long way. Tie it to the company vision, the program objectives, or the awards or travel destination being offered. It should be memorable and capture participants' interest. You can even use software to communicate, reward and manage your rewards, such as ebility®. The possibilities are endless.

Promotional Elements

Whatever the theme, the promotional campaign may include the following elements:

• Teaser. Before officially announcing the program, distribute a teaser, something that hints of events to come. It might be a small gift, a poster, an invitation--something which piques interest and is related to the theme.
• Kick off Rally. In announcing your program, try to do it in person, preferably in a group meeting where people can build on one anothers' enthusiasm and commitment.
  • Consider decorating your office and serving refreshments
  • Hand out program materials
  • Answer questions
  • Demonstrate your personal commitment to the success of the program--as well as your belief that your group is up to the challenge
• Program Announcement. This should describe the program in some detail. The purpose is to sell the program to the intended audience. It's their "call to action"! The piece should include:
  • Program Dates
  • Eligible Participants
  • Program Objectives
  • Program Rule Structure - performance measures
  • Measurement Frequency
  • Program Administrator's Role and Name if possible
  • Awards
• Follow-up Mailers. Throughout the course of your incentive program, distribute friendly reminders of its purpose, feedback on results and a call to keep up the effort. Consider sending these reminders to the participants' homes to create additional family support for the process. Something as simple as Program Letterhead can be used to send periodic updates to participants.
  • Progress Reports (need to be distributed on a timely, consistent basis)
  • Company Newsletters (interesting anecdotes, tips for achieving results, results to date, etc.)
  • In-house Newsletters (updating progress or highlighting top performers)
  • Monthly Mailers (keep program top of mind with encouragement)
  • "Themed" Premiums (reinforce objectives and awards)
  • Product Information (for training purposes)
  • Bulletin Boards (leader's board, program progress)
  • Company Intranet (leader of the week)
• Winner's List or Congratulatory Letters. At the end of the program make sure to congratulate and thank your winners one more time. This added recognition perpetuates the "good feeling" about the company and shared success even after the program is over.

1. Create a catchy theme and use it throughout the entire communications campaign.
2. Design your entire package up front, but be flexible as needs arise to communicate special situations.
3. Kick off the program with a memorable event to build enthusiasm and state the importance of the program. Don't make the common mistake of sending out a memo to announce the program and expect it to be enough.
4. Keep the program visible to participants with on-going communications.
5. Publicize success and show appreciation of everyone's efforts.
   

Next step - STEP 8: Track The Program
Previous step - STEP 6: Select Rewards & Recognition
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