Incentive - August 2008 - (Page 29) CASE STUDY The participants were grateful to be SOS, Half Moon, and Rudi’s during the able to spend so many hours doing what lead-up to the trip to promote this particuthey pleased; “finding something that’s lar activity, finding out what supplies and theirs, that’s special to them,” as Miledonations the Village needed and commustones! founder and owner Geraldine nicating this to the company. The individGatehouse puts it. The fact that Mileual contributions of the group added up stones! arranged for Rudi’s to get all to a significant cash donation (donations meals and beverages included in their were made anonymously, but the group package made the experience that much gathered over $3,000 for the project) and easier for both planners and participants. brought supplies to help with the renova“There are so many different options for tion of the kindergarten kitchen. restaurants at breakfast, lunch and dinner,” When the group arrived, they says Boyd. “They can eat wherever they want and are not paying out of pocket.” One activity the group was able to do together if they chose (and threefourths of participants did) was an event at the local orphanage, run by SOS Children’s Village. SOS is active in 132 countries and territories worldwide, organizing the means to raise Above (from left to right): SOS Social children who do not Worker Fayola Cole, Milestones! have parents to care Founder and Owner Geraldine for them. The Gatehouse, SOS Village Director Jamaica village conFloyd Hitchman and SOS PR sists of several houses Coordinator Nadine Williams with a dozen or so connected Rudi’s team with the boys and girls in each, orphans of SOS Children’s Village as well as a “house mother” and an “auntie” who assists the mothers. Some of these overseers have made a presentation of the check to the been working there for decades. The chilorphanage, spent some time exploring dren aren’t up for adoption, but rather the village, talking with the children and have the orphanage as a kind of extended joining them in refreshments that had family. been donated by Half Moon Rose Hall. Since much of the work SOS does Gatehouse says she took measures to be relies on donations of money and supsure it was a way for the group to really plies, Gatehouse saw this as a prime experience this side of Jamaica, not a PR opportunity for Rudi’s Organic Bakery to event. contribute to the destination they were “I wanted it to be a time for people to visiting while adding a personal and just hang out with these children and memorable touch to the trip. find out what they were about, and just “If you give money, you don’t really get to see what their life is,” says Gateknow where it is going, but you come house. somewhere like this orphanage and you Three of the participants, including know where it’s going, you can see what’s Boyd’s husband, went back to install being built,” says Gatehouse. “It becomes countertops in the kitchen two days after personal.” the group visited the village, donating an Gatehouse had coordinated among additional few hours to see that the village got one more thing that it needed. Boost to Effectiveness Incentive travel plays a significant role in Rudi’s sales plan, and the Jamaica trip was no exception. Boyd says the incentive was directly responsible for the company’s hitting its aggressive new-item distribution goals as well as being instrumental in the sales team’s exceeding sales goals. The company has seen a year-over-year sales growth of 30 percent, thanks in large part to the motivation these trips provide, before, during and after. Boyd saw the experience with the village as a big boost to the program, enriching participants’ experience and sense of Jamaica. “It was a nice balance for the trip,” says Boyd. “To take them to a place that’s really positive, that’s doing wonderful things for the community…you come away feeling really good about what they’re doing and what you were able to do.” Gatehouse agrees: “If you give people the opportunity to do something in a good setting where they’re getting something while they’re giving something, what you get back from it is remarkable.” According to Boyd, the Jamaica trip for Rudi’s Organic Bakery had an impact, and the visit to the SOS Children’s Village was an important part of that. She says the boost from the trip came during the leadup, throughout the trip itself, and especially after the employees have returned. “[The sales managers] remain focused on the brand and the job that we’re asking them to do after they get back,” says Boyd. “They understand all the work that goes into providing [this trip] for them, and they appreciate that; and they realize that we appreciate the work they do.” s Send comments to alex.palmer@incentivemag.com incentivemag.com | August 2008 | Incentive | 29 http://incentivemag.com
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