While serving as Nelnet’s corporate communications lead, I campaigned open enrollment for benefit years 2013, 2014, and 2015. The piece linked below is an example of an externally-facing recruiting brochure, which Communication Services revised each year with the latest benefits information and for updates in brand voice/tone.
Client: Nelnet People Services
Role: Client-facing campaign strategist and project manager, copywriter/editor, and Sharepoint microsite creator. Concept/headline mine.
Strategy: Each benefits enrollment campaign had a central creative concept/theme, which displayed on the long-form benefits-detail guidebook, posters highlighting key dates and promoting health screenings, webinar decks, and intranet banner ads. In prior years, intranet content for the campaign resembled a document repository. I knew there had to be a more engaging way to display such important information that every associate would need to access, so I restructured the microsite and brought in a designer to create sidebar ‘tabs’ to guide users through. I also made sure we talked to, rather than at, the employees, and used simple language and clear calls-to-action to break down this deadline-driven process.
Delivery: Microsite hosted on Sharepoint, announcements distributed via intranet and email newsletters, posters in breakrooms and other public spaces, and brochure as part of recruiting packet and featured on Nelnet.com
