The Board of Pensions of the Presbyterian Church (U.S.A)

Wellness Campaign: Strategic Planning, Training and Implementation

Furia Rubel was retained by The Board of Pensions of the Presbyterian Church to develop a comprehensive plan to communicate a wellness campaign targeted to 57,000-plus members of the Board's internal audience. Furia Rubel developed a comprehensive plan for communicating Stewardship of Self - from development of the imagery and messaging through implementation. The purpose of the Stewardship of Self campaign is to improve the well-being of Plan members and to promote the integration of benefits and services available to them from and through the Board of Pensions. During the course of our engagement, Furia Rubel developed and introduced the Stewardship of Self model and messages to increase members' understanding of the large portfolio of benefits plans and assistance programs The Furia Rubel and Board of Pensions Stewardship of Self team accomplished a great deal of research, analysis, planning and execution for the Stewardship of Self initiative. We:

• Conducted a SWOT analysis regarding executing and measuring Stewardship of Self communications
• Conducted research and target audience analysis
• Researched element of self and elements of stewardship to create a comprehensive and cohesive image and supporting messages
• Researched element of self and elements of stewardship to create a comprehensive and cohesive image and supporting messages
• Surveyed thought leaders regarding Stewardship of Self Imagery and messaging - including Board of Pensions executive leadership, key representatives, members of core internal departments and others
• Organized and compiled a comprehensive benefits map to communicate the benefits and services offered by the Board of Pensions
• Compiled, reviewed and analyzed all past Board of Pensions communications tools from 2004 through 2008
• Developed a brand image (i.e. logo) for Stewardship of Self and icon
• Developed key messages and a positioning statement for Stewardship of Self
• Assisted with Trademark matters as they related to information needed by legal counsel
• Interviewed all Policy and Planning Team members for best practices, team needs and integration opportunities
• Developed an Identity Standards Manual to maintain a unified brand
• Developed comprehensive communications tools and vehicles for Stewardship of Self and integrated Stewardship into existing pieces including posters, annual reports, brochures, calendar reminder tools, animated models, educational presentations, signage, promotional items, website updates, presentation templates, training scripts, educational tools, talking points, and more

According to Karen J. Babik, Ph.D., Director, Communications, PR, Marketing and Education for The Board of Pensions of the Presbyterian Church (U.S.A.), "It was such a pleasure working with the Furia Rubel team. Because of their strategic thinking, creativity and ability to connect the dots, the rollout and implementation of our Stewardship of Self campaign was a huge success nationwide. I recommend Furia Rubel for internal communications without reservation."

For more visual samples from this campaign, visit our Marketing Portfolio.