UAP Inc. had its employee benefits enrolment campaign honoured as Grand Winner Best in Canada at the Mercury Excellence Awards Gala in New York City.
The campaign, named "You’re in the driver’s seat!" employed a variety of media to allow the organization’s non-union employees create a benefits program that best suits them.
Working with Mercer Human Resource Consulting, UAP Inc. shaped the campaign based on employee input about what would work best for them. The campaign included a video featuring UAP Inc. president and CEO Larry Samuelson, an enrolment kit and a pocket reference guide. Building on the theme of putting employees in the driver’s seat, the campaign also included special "Roadside Assistance": an online Flex calculator, a hot line and an e-mail address.
"We wanted to grab employees’ attention with a powerful theme and slogan," said Daniel Dallaire, vice-president, Human Resources at UAP Inc. "You’re in the driver’s seat! showed employees that it was their benefits program, with flexibility to choose benefits that best suited them, much like adding features to the base model of a new car. And by consulting them about their communication needs, we literally put them in the driver’s seat from the beginning of the process until the end."
With more than 1,200 entries from 13 countries, Mercury is the most prestigious international competition recognizing outstanding achievement in public relations and corporate communications. The contest emphasizes innovation, skill and knowledge.
UAP Inc. is a Canadian leader in the distribution, merchandising and remanufacturing of automotive parts and replacement accessories for cars and heavy-duty trucks. UAP Inc. is a wholly owned subsidiary of Genuine Parts Company, headquartered in Atlanta, Georgia, U.S.A.
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