Independent Health Association

Situation

Each December, Independent Health hosts a breakfast meeting for its employees to update them on the state of the company, celebrate significant anniversaries and milestones, and share important messages about the coming year. Attendance is encouraged, but not mandatory. In 2008, Travers Collins & Company (TC&C) was charged with coming up with a memorable creative element for the annual meeting, to ensure that employees left both energized and informed.

Execution

TC&C and the Independent Health communication team devised an original newscast-style video in an effort to educate and engage employees. The Independent Health newscast was complete with a well-known local TV personality at the anchor desk, and also included sports and weather (complete with a colorful weather map), a political correspondent, a consumer report and an editorial commentary from Independent Health president and CEO Dr. Michael Cropp. The 20-minute video would debut at the annual meeting.

Results

On December 4, 2008, a record-setting 760 employees were in attendance as Independent Health Television took to the air. The audience response that morning was terrific, and the video earned rave reviews. Dr. Cropp called the video "spectacular," adding that it helped make the 2008 meeting the best ever. A post-event survey of executives who participated in the video gave it glowing remarks, and a majority rated it "excellent" in meeting its objectives.