Automotive retailers, Penske Motor Group (PMG) and Penske Automotive Group (PAG), are growing, respected and exciting brands renowned throughout the US.
The benefits programmes that PMG and PAG offer are some of the most valuable parts of their team members’ package. Penske wanted the benefits communication that team members receive to reflect this and also the standard of the external brand that attracted so many of its employees in the first place.
We worked with the reward team to create a bespoke benefits brand and Open Enrollment communication material that supported their business goals and people strategy.
"The feedback has been amazing! We saw that we had a substantially higher enrollment."Ryan Ward – Vice President of HR
Penske needed a strategically developed benefits brand to form the foundation for long-term employee engagement and one that matched the high quality, high profile corporate brand that they portray externally.
They also wanted to help employees to understand and appreciate the valuable offering and make better decisions for their own medical and wellbeing needs.
The new brand helped to promote the total reward concept, grouping benefits into Health, Wellness, Retirement and Perks. A key objective of the brand was to make it about the team members and we captured them at the heart of the brand, using real life employee images and quotes to help make the benefits even more relatable.
The brand was rolled out across new Open Enrollment material which broke down complex medical jargon with different employee scenarios, and clearly signposted the tools and resources available to help them manage their wellbeing throughout the year.
"We had a big group that was part of Kaiser-Permanente HMO or Blue Cross / Blue Shield EPO move to the Blue Cross / Blue Shield HDHP, which is the path we had hoped our team would select as it was the most financially beneficial for our team members to move to."Ryan Ward – Vice President of HR