Eastern Western Motor Group: CASHpoint

 

Employees: 850

Workforce profile: Motor group comprising a number of dealerships

Highlights: 60% engagement after just 1 month

 

Excellent products combined with excellent customer service has helped this business earn and retain its position over its 80 year history. It is no wonder then that as a privately owned business, EWMG places great value on its employees which help differentiate it from its competitors. So when looking for an Integrated Voluntary Benefits package it wanted to find a provider that would help support those core values.

 

Integrated voluntary benefits was a completely new concept to EWMG and when shopping around for a provider, EWMG wanted to select a product and service that its employees would come to value and which in turn would help support EWMG’s position as an employer of choice. EWMG wanted to reward its loyal employee base and only the best would do.

 

Reward Gateway was the chosen product and Asperity got to work building the integrated platform which was to include Childcare Vouchers, Cycle to Work as well as Gymflex and Reward and Recognition.

 

The communication campaign needed to recognise the number of locations within the business as well as the employee profile. Even though every dealership has several PCs with internet access, it was decided that a tri-fold flyer should be produced and distributed to each of the dealerships to ensure that every employee knew about Reward Gateway. At the same time, the HR team at EWMG ran a series of Roadshows at each of the locations. Asperity provided presentation materials as well as pull-out banners featuring the scheme name and URL ensuring each Roadshow had a strong visual presence.

 

When designing the launch competition, careful consideration was given to the prize. It was important that the prize should appeal to the demographic spread to generate maximum traffic to the scheme at launch. Once employees register with the scheme they are more likely to return when they discover just what is available! So the prize chosen for this workforce? An extremely large flat-screen TV!

 

The competition was certainly instrumental in achieving 60% engagement just one month after launch and will most certainly have helped attract employees to the site where they found out more about all the other EWMG benefits available.

 

Communication isn’t just at launch though and while the initial engagement figure was impressive, Asperity was keen to do more. Asperity’s Communic8TM framework has been tailored to suit the EWMG workforce with a scheduled programme of posters and messages delivered on a regular basis to ensure the message remains fresh.

 

And while childcare voucher and cycle to work uptake has been healthy at the start of the scheme, Asperity is keen to deliver additional value to the EWMG business by boosting these figures further too. Asperity’s dedicated childcare voucher champion will be running some employee surveys which will help Asperity identify those employees that would benefit from some targeted information about the benefits of the childcare voucher scheme.

 

So just 1 year on and with over three quarters of the workforce engaged with Reward Gateway - this is certainly one benefit that will set EWMG apart from the others!