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FEBRUARY 2016 •
PPB
• 31
Silver Winners |
Category:
Health/Wellness
Programs
Distributor:
Geiger
Type of Business:
Healthcare
Target audience:
Pregnant women in the
greater St. Louis, Missouri area who had
previously delivered one preterm baby.
Program’s primary objective:
To edu-
cate expectant mothers who experi-
enced premature childbirth and place
them on a regimen that would facilitate
a normal gestation period.
Total program cost:
$107,980
Strategy and execution:
The women
were referred to the program when they
were prescribed a medication. Once
they signed up and completed the first
telephone assessment, they began to
receive the promotional mailings. The
first was a welcome kit that included a
welcome letter, an injection schedule,
yoga towel, journal book, two-ounce
candle tin and yoga tag referencing an
online video. Also included in the kit
were educational materials. Participants
continued to receive the education
material mailings at weeks 21, 25, 28
and 35 of gestation. After childbirth the
participants were sent a post-delivery
assessment, a graduation letter and a
newborn branded bib.
Results:
Of the 54 women referred to
this program, 48 patients actively partic-
ipated. This achieved a 90 percent par-
ticipation rate, which far exceeded
expectations.
Category:
Employee Incentive Programs
Distributor:
Bamko Promotional Items (UPIC: Bamko783)
Type of Business:
Satellite television provider
Target audience:
Approximately 2,700 internal call center employees, mostly men
ages 18-30.
Timing:
Nationwide, ongoing, launched in April 2015
Other media:
Web, email
Program’s primary objective:
To drive employee engagement and incentivize
increased sales. The client wanted to do so in a way that promoted the brand,
increased employee loyalty and boosted both morale and performance among
employees. The goal was to create effective employees who were proud to serve as
brand ambassadors.
Total program cost (including promotional products, media, printing, packaging,
etc.):
The cost was still ongoing by the Pyramid Award deadline but was in excess of
$250,000 at the time of submission.
Strategy and execution:
The client’s system of rewarding employees was missing
the mark. The program felt transactional and did nothing to develop brand loyalty.
They were looking for something transformational—a program that would make
employees proud of the company and motivated to perform. Bamko’s programming
team developed an online shopping portal where employees could redeem branded
“bucks” for custom-branded products. Bamko maintained the online store, updated
the products monthly, and oversaw warehousing and fulfillment.
Bamko dove in deep to get a thorough understanding of its target audience. That
analysis of a largely male, Millennial target demographic led Bamko to a heavy
emphasis on branded tech-related products. Products selected leaned toward cut-
ting-edge, trending and cool products with a sprinkling of apparel and wearable
items to help develop brand awareness and company pride. Those included were
Bluetooth speakers, headphones, water bottle, touchscreen gloves, a waterproof case
and an amp charger.
Results:
Monthly call center volume has risen, on average, by nine percent across the
board. Internal employee surveys reflect a 13-percent improvement in employee
engagement. Customer satisfaction surveys reflect a seven-percent improvement
since program inception.
This campaign also won a silver 2016 Pyramid Award in the category of Sales
Incentive Programs.