Incentive - April 2008 - (Page 58) THE INCENTIVE MERCHANDISE BUYER’S HANDBOOK CHAPTER 4 Creating Buzz for the Program CASE STUDY Bilingual Waste Industries, generating and sustaining exciteEngagement For Phoenix-based Allied ment for its Dedicated to Safety (DTS) incentive program among its 19,000 safety-sensitive employees across the country meant creating a two-pronged approach. Both online and offline communication elements have made the ra Recomp ma de Dedica ensas do points-based program popular since it was launched in January 2005 by Seguri a la dad Sturbridge, Massachusetts-based All Star Incentive Marketing. “The Web site, which gets a tremendous number of visits by Allied Waste employees, is the most effective communication tool by far,” says All Star President Brian Galonek. “The site is completely customized and is the foundation from which the safety messaging, in both English and Spanish, resonates.” Not only does the Web site allow employees to keep track of the points they are accruing and browse through the hundreds of items they might choose, but it is designed to inspire and get people pumped. The top divisions of the company in safety and supplemental safety initiatives are highlighted, and testimonials by employees share how training resulted WWW.M YALLIE DWAS in safer behavior both on and off the job. TE.CO M When it comes to executing incentive To keep the program fresh and the participants engaged, All Star has created surveys, programs, identifying vendors, making quizzes, and content. Last year, safety slogan and kids coloring contests brought the family purchases, and communicating program into the excitement of helping to win points towards their desired reward. Another opportunity specifics are the most common uses of to communicate the safety message comes with the customized e-mails that go out after every the Internet, according to the 2007 interaction on the reward Web site. The e-mails thank participants for their order and remind Incentive Federation Marketplace Study. them of the safety tip of the month. Low tech has been just as important as high tech to the effectiveness of the DTS program, according to Galonek, who says “the program was launched with, and still includes, a wide Identify sources and vendors . . . . . . . . . . . .60% variety of printed elements.” A mini-catalog that displays a selection of the most popular reward items not only allows those who desire to order offline, but is also a great reminder of Purchase merchandise/services . . . . . . . . . .53% the DTS program for the employee and his family as it sits in their home. Posters highlighting safety-specific messages are displayed in the workplace, new employees receive a welcome letter, and a card is included in every reward package that goes out the door to thank the indiCommunicate specifics to participants . . . .46% vidual for participating and once again reinforce the safety message. “The branding of the program is the key, and we take every opportunity to communicate the message,” says Galonek. Obtain information on creating program . . .46% Allied cre ó este pro grama para enf atizar la importancia de seg uir práctic as de trabajo seguras y recom sar a nue penstros em pleados permanez que can libr es de acc dentes ie infracc iones. Gán tus cup ate ones de segurid seguir prá ad por cticas de trabajo seguras y canjéa los por mios inc prereíbles KEEP TH E FOCU S Intersect ions in April Employee s in Ma y Rear Col lisions in June Rollove rs in Jul y Backing in August Pedestr ians in Septem ber Allied has created this program to stress the importa nce of foll owing safe wor k practic es, and to reward our em ployees that rem ain acc ident and violatio n-free. Ear n Safety Vouche rs for foll owing safe work pra ctices, and redeem them for coo Prog l awards. Dedica te To Safe d Rewar ty ds Progra m WORK ENJOY SAFELY AN THE R D EWAR DS! Using the Internet • Progress Reporting/Motivational Reminders— Whether through online statements, personal e-mails, Intranet, or regular mail, send individuals updates on their performance. The length of the program will determine reporting frequency. Create periodic summaries of the program’s progress as a whole so you and the audience can know where things stand at any given time. Determine whether additional resources are needed to meet performance goals. Are there external forces at work—a slowing economy—impeding the program’s progress? For those participants who are successfully making progress, promotional mailings can be reminders of what they are working for and that they are on the right track. For their colleagues who are behind, friendly reminders and some advice can spur them on. During the program, consider sending some promotional mate- rials to the participants’ homes. Family encouragement can work wonders and build excitement at the prospect of getting an award they all can enjoy. Purchase travel-related items . . . . . . . . . . .42% Administer program . . . . . . . . . . . . . . . . . . . .32% Facilitate redemption of awards . . . . . . . . . .16% Do not use Internet . . . . . . . . . . . . . . . . . . . .26% • Congratulatory Letters— Celebrate the winners’ achieveOther . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2% ments at the end of a program with a letter from top management commending their excellent work. In fact, everyone who participated should get a letter, expressing thanks for the efforts given in support of the program. I 58 | April 2008 SPECIAL SECTION
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