Engaging the Asian workforce for a new plan launch

Prudential asked us to put together a communication strategy that would reach all corners of Asia to let over 11,000 employees know about a new global stock purchase plan. Already in April at this point, it was clear that we were going to have to get moving quickly, with translations of deliverables in eight languages needed by August.

We were delighted to be asked by Prudential to help communicate their brand new global stock purchase plan – PRUshareplus – to employees around Asia. Recognising that an effective communication strategy plays a key part in achieving share plan success, we were delighted to jump right in and help communicate the plan to employees.

The plan was ambitious; to launch a global stock purchase plan to 11,000 employees in 11 countries across Asia, in eight languages, by August, and it was already April. The new share plan was to be a key engagement and retention tool. Prudential were keen to encourage employees to sign up and ultimately become shareholders in the business.

Our communication strategy focused on communicating with both employees and local coordinators; those promoting and supporting the plan in each country. By involving local coordinators in development of the communication strategy we captured their interest and commitment to the plan from the outset.

For employees this meant targeted microsites, tailored by country to suit currency, contribution, tax and language variations, with 21 versions in total. Employees can find out about joining PRUshareplus and what happens when they’re in the plan.  Clear and simple navigation means key information is just where they expect it to be, written in the language they speak.

To tie all elements of our communication strategy together, we came up with an identity for the plan – PRUshareplus – with its own, logo and brand. We were able to role this design identity out across the vast network of deliverables that we created. Posters, flyers, calculators, video, bunting and even a cartoon!

For the coordinators we created an online hub where they could find everything they needed to help support their employees; plan rules, training materials, presentations, calendars, administrator site support.

Did our communication strategy work? We were very pleased with the impact of the campaign as take up at launch hit an impressive 33%. Not only that, Prudential won Best International share plan at ProShare Awards and Most Innovative Plan Design at GEO Awards 2015.

We continue to work with Prudential to enhance their employee share plan experience, now across other employee and discretionary share plan benefits. Take a look at how we celebrated the one year anniversary of the plan here.

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Stitch joined the project at a very early stage and were a core, and key member of the team driving not only our communication but also asking lots of questions which helped us get the plan right. They were flexible, creative, and always delivered - even when we hit them with multiple last minute changes.
Paul Simons
Regional Director, Performance, Reward & Systems, Prudential Corporation Asia