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Capital One - One Stop Background Information A communications audit by Captial One's human resources department revealed that associates were being bombarded with messages in a variety of media; e-mail, newsletters, flyers, postcards, etc. Faced with increasing pressures for their time and attention, associates often pushed HR messages aside for more immediate work-related items. Associates were missing communications about their own benefits and as a result were missing important opportunities. Objectives - Increase ability to get employees' attention for important messages
- Reduce number of different messages being sent to employees
- Earn each employees' attention by selecting content that's directly relavent to them
Creative Solutions Working with Capital One's human resources department, the DIG creative team designed the OneStop newsletter as a compact vehicle for funneling information to associates. Combining company news with personalized associate information, the OneStop is distributed to associates at every level from senior executives to call-center representatives. OneStop is a quarterly tri-fold newsletter. Each issue includes a cover story that all associates receive, but every other article may have two or more versions. Articles vary based on several criteria including: role (manager/non-manager), job level, business division, geographic location and program or plan participation. The tri-fold design allows human resources to include confidential information on the inside such as Employee ID's or 401(k) holdings. The OneStop newsletter allows Capital One to deliver the right information to the right associate at the right time. By streamlining its communications, the human resources department has realized savings in print costs, project management and creative development, thereby reducing its spending on print communications by half.
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