Background

30 employees located across Canada.

15,000 members located across Canada.

This fraternal was experiencing cost pressure on the benefits package for their members. They reconfigured the package for sustainability to deal with increasing costs, but were concerned about its acceptability by the members.

Their goal was to pre-sell the plan to secure positive word-of-mouth prior to the launch. Also, they wanted to know how best to communicate the new plan to members.

fraternal members were a diverse group with high expectations.

Generally, they didn’t want to be mired in the detail; they preferred to trust the fraternal to do their best by the members.

The Collin Baer Group facilitated focus groups across the country to find out how best to communicate the new plan. We used a QUIZ protocol to identify, in a non-threatening and playful way, the level of members’ knowledge about the current plan.

We summarized these discussions for the fraternal and developed a communication strategy for launching the new plan that respected the members’ feedback.

In each focus group, misconceptions about the cost of the plan were clarified. Members enjoyed being informed, appreciated the focus group itself, and were uniformly positively pre-disposed to the new plan.

The launch of the new plan went over seamlessly. Members better understood the issues and, as a result, fully supported the new plan.

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