B2E: Educating Employees on the Benefits of Benefits
Kraft Foods, Inc.
Agency Partner The ROC Group, Chicago
Inverse Contribution For more than seven years, Inverse has worked with ROC Group, bringing a marketing edge to employee benefits communications within Kraft Foods. The mix has included direct mail, direct-email, posters and other on-site materials, online advertising and web and newsletter content. Inverse also helped Kraft develop an internal workgroup site now used worldwide.
Audiences Primarily, more than 35,000 Kraft employees across the United States.
Marketing goals Kraft was seeking effective ways to educate, inform and engage employees around their company-sponsored benefits, including wellness initiatives, retirement plans, health insurance plans, and additional personal benefits. The results have been greater employee participation in wellness programs, innovative healthcare programs and retirement plans.