301 Fifth Ave, Suite 710

New York, NY 10016

Tel: (212) 555-7284
Fax: (212) 555-8253
E-mail: fasteners@hsi.com
Web Site: www.hsi.com

TO:

Nancy Munn

FROM:

Internal Public Relations Department

DATE:

April 30, 2014

SUBJECT:

A Proposal for Improving Internal Communication

Internal communication could be improved in this organization. As a department, we have gone

over previous measurements and found areas in which we could expand our communication
efforts and improve the overall understandings of company benefits including the 401(k) plan
and savings account. We present this proposal, which includes our rollout plan and next steps.
Introduction
Being a very diverse organization with five different manufacturing facilities in the United States
and over 1,500 employees, we found that our internal communication efforts are lacking in
certain areas. HSI has an extremely diverse workforce, including many Hispanic, Puerto Rican,
and Filipino employees. Many of these employees are not fluent in English. Because of this, HSI
needs to supply information in both English and Spanish. In doing so, more employees will be
able to understand the benefits of HSIs 401(k) program.
We would like to increase the amount of participants in the 401(k) plan from 66% to 75%. In
doing so, HIS employees will responsibly build their retirement savings. We are also working on
encouraging participants to learn the differences between the investment funds. Given the
demographics, we need to create a targeted communication plan that will be easily
understandable. We plan to create an educational program that will capture employees attention,
increase the plans perceived value, increase employee knowledge and understanding of the plan,
and motivate them to enroll in the 401(k) plan.
Goal
Harte & Stanwicke International (HSI) is working toward encouraging employees in building a
retirement savings. We want to increase the number of employees participating in the 401(k) plan
from 66.4% to 75%. We would also like to increase the amount of savings for the employees

already participating in the savings plan and help them to understand the differences among the
plans investment funds.
Analysis of HSI Employees
An analysis of HSI employees is essential in planning:

Of approximately 1,500 employees, 66.4% participate in HSIs 401(k) plan. This number
is relatively good, but needs improvement. A third of HSI employees are missing out on
the opportunity to save towards their retirement. We want to increase this number to at
least 75%. In doing so, HSI employees will responsibly build their retirement savings.
Only 30% of HSIs employee population has a college education. The remaining 70%
hold blue-collar jobs at HSI manufacturing facilities. Because of this, the majority of
employees are under-informed. Through this internal communication program the
employees will be able to make educated decisions. We want them to be able to
understand all their options, and diversify their money appropriately.
HSI has an extremely diverse workforce, including many Hispanic, Puerto Rican, and
Pilipino employees. Many of these employees are not fluent in English. Because of this,
HSI needs to supply information in both English and Spanish. In doing so, more
employees will be able to understand the benefits of HSIs 401(k) program.

Risks

Only 30% of HISs employee population has a college education. We need to make sure
that the material is clear, concise, and easy to follow.
The workforce is very diverse; therefore, we need to have our communication materials
in English and Spanish. The communication goals need to be targeted to specific
audiences in order for all employees to get the message.

Benefits

Increase employee knowledge and participation in the company as well as educating

them on the importance of investment and savings.
Help employees save money through the 401(k) plan and participate in investments.
Increase communication so that all employees are informed and educated in the company.

Rollout
Targeted Audiences: Approximately 1,470 HSI employees eligible to participate in the 401(k)
plan
Key messages:
We will care for and treat our employees as family
We will be there for our employees every step of the way to ensure a successful plan
We will provide excellent investment education sessions to assist our employees in the
process

We will encourage you to participate and save more through our plan

Objectives, Strategies, & Tactics

Objectives, strategies and tactics were developed to increase awareness and participation in
Harte & Stanwicke Internationals 401(k) plan. The implementation and execution of this
communication program will capture employees attention, increase the plans perceived value,
heighten employees plan knowledge and motivate them to enroll. Prior research was conducted
by the iPR team in order to develop strategies and tactics that will aid in executing the objectives.
Objectives
1.Increase plan participation
to 75% from 66.4% by May
2015

Strategies
Tactics
Provide education regarding Education workshops
investment plan to help
every six months
employees understand their Infographic of 401(k)
choices
benefits and statistics

2.Increase contribution rate

of existing participants by
20% by April 2015

Provide communication
materials that are
informative, interesting,
easy to understand, and
have a tie-in to the
companys business (All
material will be distributed
in both English and
Spanish)

3. Gain at least 80%

attendance of all employees
at any meetings by May
2015

Create incentive for

employees if they attend
meetings

4. Increase employees
Knowledge of existing
program by 20% by May
2015

Create activity for

employees to better
understand the 401(k) plan

5. Increase distribution of
educational materials by

iPR team will distribute

educational material

Create and distribute

brochures with
information
Bathroom stalls have
material about 401(k)
Email existing
participants with
statistics of what their
savings would be if they
increase by a certain
percent
Gift Card Drawing
Casual Dress Day
Group Lunch with the
CEO
Flash cards in the break
room
401(k) Trivia on
Fridays (winners get a
free lunch)
Once a month have a
potluck on Monday.
PowerPoint regarding
401(k) plan will be
shown
Make a calendar that
provides a set schedule

15% by March 2015

for distribution of
educational materials
Create a schedule for
the iPR team that
delegates who
distributes the material
and when

Budget
Objectives, strategies, and tactics were broken down to discover how the budget would be
distributed through the implementation and execution of the communication plan.

Evaluation
The iPR team will evaluate each objective thoroughly in order to calculate the return on
investment. Listed below are measurements for several of the communication plans tactics.
Objective 1,
Strategy 1,

Tactic 1. Hold education

workshop every six months

Measurement: Distribute a post survey

for people who attended workshop

Objective 3,
Strategy 1,

Tactic 1. Gift Card Drawing

Measurement: Document number of

attendees at each meeting

Tactic 2. Casual Dress Day

Measurement: Document number of

attendees at each meeting

Tactic 3. Group Lunch with the

CEO

Measurement: Document number of

attendees at each meeting

Tactic 1. Flash cards in the break

room

Measurement: Document number of

employees who have picked up and
read flashcards.

Tactic 2. 401(k) Trivia on Fridays

(winners get gift certificates)

Measurement: Document when

employees pick up gift certificates

Tactic 3. Once a month have a

potluck on Monday. PowerPoint
regarding 401(k) plan will be
shown

Measurement: Conduct post survey

after each potluck regarding
information presented in the
PowerPoint

Tactic 1. Make a calendar that

provides a set schedule for
distribution of educational
materials

Measurement: Evaluate the use of the

materials

Tactic 2. Create a schedule for the

iPR team that delegates who
distributes the material and when

Measurement: Evaluate if material is

being sent out when its scheduled and
by the correct person.

Objective 4,
Strategy 1,

Objective 5,
Strategy 1

Conclusion
As a diverse organization with over 1,500 employees, the internal public relations department is
a key factor in the success of distributing communication material and engaging employees.
Information regarding the communication plan must be constructed in both English and Spanish
in order to accommodate to all employees. Harte & Stanwicke Internationals goal of
encouraging employees in building a retirement savings will be achieved through specific
objectives, strategies, and tactics developed and implemented by the iPR team.