Tyson Foods, Inc. is a world-class food company and a recognized leader in protein. Founded in 1935 by John W. Tyson, the company today is headquartered in Springdale, Arkansas, and employs 139,000* team members to produce its broad portfolio of iconic products and brands across its multiple production plants and offices.
As a corporation, Tyson Foods invests in a comprehensive health and well-being benefits program as part of its generous employment compensation package to attract and retain a quality workforce. Part of that package is “Living Well at Tyson Foods,” an interactive, online well-being program through the third-party platform, Limeade. The goal of the program is to transform the company’s culture to better support the individual well-being of each team member.
THE CHALLENGE
Tyson Foods committed to a major investment in the Living Well program and knew that creating a communications plan with professional assistance could help the program achieve long-term success. So, the company’s Human Resources Department reached out to Encore's HR Communication practice to create a strategic internal campaign to boost employee engagement and satisfaction, position and promote the Living Well at Tyson Foods brand, and strive to achieve a 15% Limeade registration by team members.
Our goals: Boost employee engagement and satisfaction, position and promote the Living Well at Tyson Foods brand, and achieve a 15% Limeade registration among Tyson Foods team members.
THE SOLUTION
Encore specializes in full-service marketing tactics and comprehensive marketing services that go beyond the traditional education model of employee communication. Following several meetings to discuss objectives and goals, Encore developed the following strategic plan:
Phase One
Produce and distribute a short, live-action awareness video featuring members of the HR Department speaking authentically to kickoff team member interest in the Living Well program. Develop and launch a reward-based competition between Tyson Foods plants for the highest percentage of eligible team members registered over a two-month period.
Phase Two
A second phase of the campaign would get underway with company-wide marketing to promote increased awareness of the program’s brand and drive registration through the competition. Production of supporting collateral material and a fully animated video was done to visually convey messaging to all team members, including those members for whom English is a second language.
Resources
To deliver the messaging on the benefits of registration and to educate team members on how to register, Encore developed and produced a multi-channel campaign. This included a manager toolkit and branded marketing assets for distribution by plant managers and Well-being Champions. Visual assets appeared in employee locker rooms, clock-in areas, lunchrooms, facility entrances, and even the company restrooms. This ensured every Tyson team member had the opportunity to be aware of the program and the company’s investment in their wellbeing.
Manager Toolkit Assets:
Pop-up Banners
Posters
QR Code Handout Cards
Bathroom Flyers
Clock-in/Locker Room Placards
Digital Signage with QR Codes
Digital Signage with Biweekly Competition Standings
Enrollment into the platform required several steps, including multi-factor authentication.
Encore enhanced the program’s existing technical guides, visually simplifying the process.
Encore also identified the need for a visually engaging communication approach to transcend the diversity of cultures and languages that make up the Tyson Foods workforce. So, a universal emoji character, Ty Wellbe, was developed to become a unifying spokesman across the variety of marketing materials produced, including the animated promotional video.
A universal emoji character, Ty Wellbe, was developed to become a unifying spokesman across the variety of marketing materials produced.
Due to the COVID pandemic and the rise of social media platforms, such as TikTok, QR Codes were once again rapidly rising in popularity and usage by businesses and the general public. EXMSuite incorporated a Tyson QR code on all marketing materials appearing throughout each facility. Team members were encouraged to use their phones with the code for convenience, and then, following the registration instructions anytime, anywhere, begin earning points and living a life of well-being.
THE RESULTS
Looking at measurable results from the plant registration competition covering a period of 7 weeks (January 8 – February 23, 2023) with 449 locations, the top six Tyson Foods plants were Robards, Clarksville, Sherman Case Ready, Fayetteville, Berry St., and Monroe.
Table 01
New user numbers stair-stepped week-to-week with the greatest increases coming in the last three weeks in February.
Table 02 & 03
Looking at Total Enrollment numbers from 449 locations, the competition began with a baseline of 8,716 team members enrolled or 6.9% and completed with 14,164 enrollees or 11% with an average increase of 3% or 5,448 new TM’s registered into Living Well at Tyson Foods.
Table 04 & 05
This table reflects the overall number of team members registered before and after the competition at the top six plants, with Robards and Clarksville showing the greatest rise in registered team members.
TESTIMONIAL
“Encore helped our HR Department strategically increase our ROI for the Living Well at Tyson Foods program by engaging our team members with a comprehensive marketing campaign and a company-wide registration competition. The campaign required the development and production of a wide assortment of assets for our highly diversified workforce, ranging from videos and marketing toolkits to signage and print materials. The messaging and design was creative and on brand, and helped us to raise awareness of and satisfaction with the program, as well as increased registration by team members.”
– Carrie Clark, Senior Director of Global Wellbeing at Tyson Foods
*As of September 30, 2023.
