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PERSONAL bests

November 2005
Performance Food Group

Uses Personalized Benefits Statements

For Performance Food Group (www.pfgc.com), personalized information kits have proven to be a successful application for digital printing and a valuable benefit for PFG employees.

PFG is one of the largest food service distributors and fresh-cut produce processors in the nation. Employees deliver more than 64,000 food service items such as baked goods, seafood, USDA meats, condiments and cleaning supplies to approximately 44,000 customers covering every kind of eatery from coast to coast. Nineteen distribution companies operate in various parts of the country, and each maintains a unique relationship with a variety of local customers—from independent restaurants and hotels, to healthcare facilities, schools and quick-service eateries.

PFG wanted to improve its internal communication efforts to this vast network of employees and came up with a plan focused on information that was extremely important to employees. PFG communications and personnel staff developed a project to highlight changes in the company benefits statement to help employees make informed decisions about new benefits and understand the value of existing ones.

[The Proposed Solution]

PFG wanted a new approach that would give employees a statement with a more complete picture of their available benefits and encourage them to take advantage of more. PFG hoped that better information would motivate associates to take advantage of unused benefits. On another level, improved communication offered the added benefit of strengthening employee loyalty and job satisfaction.

PFG Director of Corporate Communications Cheryl Moore, and National Manager of Associate Benefits Jill Stevens, developed a one-page personalized benefits statement that targeted information to the recipient. They were helped by Digital Innovations Group (www.digcreative.com), a marketing firm specializing in personalized communication programs and strategies delivered in print or via the Internet.

Digital Innovations Group expanded the benefits statement into a total compensation benefits booklet with an extensive benefit explanation. By highlighting benefits such as the 401(k) and the employee stock purchase plan, PFG hoped to increase participation by targeting eligible employees. The two documents combined to create an ideal package for communicating complex information with individual relevance.

[Variable Data Elements]

Each new statement was personalized with a listing of the employee's current insurance selections. It also included information about upcoming changes in benefits choices, which vary depending on the associate's position and division within PFG. This summary gave each recipient a convenient guide for analyzing their specific options. Information presentation was simplified because it only needed to cover benefits relevant to that employee.
 

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