Open Enrollment Campaign

Reaching a mixed workforce with clarity and confidence

The Challenge

With more than half of MacLean-Fogg's workforce made up of frontline employees, communicating effectively between in office and on the shop floor proved to be a challenge. During previous open enrollment periods, this created significant communication gaps. Local HR teams were forced to manually track down employees to ensure enrollment was complete, increasing risk of employees missing critical benefit deadlines.

My Contributions

I supported the campaign as a creative and communications lead, partnering closely with the Benefits team to translate complex information into clear, approachable, and easy to navigate materials. My role focused on design, message clarity, and channel strategy to ensure information reached employees regardless of role or location.

The campaign was designed as a multi-channel communication system rather than a single announcement, intentionally prioritizing accessibility for frontline employees.

Key deliverables included:

Printed posters and tent cards in high-traffic areas
Announcements on digital communication boards
Slide decks for local teams to share in meetings and town halls
A comprehensive Guidebook with Spanish and Arabic translations to simplify complex information and serve as a year-round reference
Centralized landing pages within HCM (Dayforce), providing a single source of truth for benefits information
Targeted email communications for employees with digital access

Messaging emphasized clarity, consistency, and ease of action — helping employees understand not just what was changing, but what they needed to do and when.

The Approach

The Outcome

The updated approach significantly improved employee participation in open enrollment and reduced the need for manual follow-up by local HR teams. Employees reported greater understanding of their benefit options, and HR partners were better equipped with clear, consistent tools to support enrollment conversations across locations.