Case Studies
Measuring Internal Communication
by Merril Guzman, contributing author
The following case studies, selected from past Gold Quill Award winners, demonstrate excellence in this month’s topic.
Note: All case studies are in PDF format.
ID Theft Recovery Study
Nationwide Mutual Insurance Company
In an effort to combat identity theft, a crime that affected nine million people in 2004, Nationwide, a leader in insurance and financial services, set out to promote its ID Theft insurance. Nationwide created a consumer poll in hopes that it would help grow business, create publicity that would offset costs of the survey, and establish itself as a leader in the fight against identity theft. Nationwide worked quickly to brainstorm, research and release the poll so that it would coincide with the release of additional marketing efforts. The survey produced dramatic results about the stress and recovery time related to ID theft. With charismatic spokespeople delivering the results of the poll, Nationwide was successful in using the results to make sure ID theft, and its ID Theft insurance, were some of the biggest news stories in 2005.
How Can I Possibly Eat Nine Fruits and Vegetables a Day?
Humana Inc.
The marketing department at Humana Inc. needed to educate and engage its consumers if it wanted to cut down on rising health care costs. To educate their consumers, the marketing department produced monthly electronic newsletters that provided information on a variety of health and wellness topics. To engage consumers and measure the readership of the articles, the department included a survey at the end of each article. The surveys were both a forum for readers to respond to and create dialogue between Humana Inc. and consumers, as well as a way for the marketing department to gather information and demographics from its readers. The monthly newsletter and surveys helped successfully solidify Humana Inc.’s image as a company that cares about its members’ health.
Internal Communication Benchmarking Study
Barclays Global Investors (BGI) and Sinickas Communications
In 2005, Barclays Global Investors (BGI), with the help of Sinickas Communications, sought to improve their internal communications after an employee opinion survey from 2004 provided inconclusive data about the firm’s communication. The study, through mostly qualitative data, provided a measurement of communication strengths and weaknesses within BGI. The study also benchmarked BGI’s internal communication practices against 10 other “best practice” firms. BGI and Sinickas Communications were able to successfully provide senior management with internal communication recommendations and internal communication comparisons from competing firms, all on time and within the allocated budget.
Awards were presented to the winners of the 2008 Gold Quill Awards at IABC’s International Conference, 22–25 June in New York City. View the 2008 winners.
The collection of all case studies from the 2007 Gold Quills Awards program, titled Best Practices in Communication Planning and Implementation 2007, is available for purchase. This softcover book features more than 70 case studies of the best and most innovative organizations in communication right now. Order your book online.
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