Case Study: The Prudential
Situational Analysis
When Prudential, one of the worlds leading suppliers of insurance, investment, and real estate services began to experience drops in their employee retention rate, they consulted Crosby~Volmer on ways to improve their staff's job satisfaction and reverse this crippling trend.
Objectives
The objective was simple; improve job satisfaction among Prudential employees by making them a part of a national, grassroots public relations campaign to increase their affinity for Prudential and ensure that the employees were a critical and valued part of the company.
Strategy
Crosby~Volmer worked with Prudential's Helping Hearts program to foster a strong relationship between Prudential employees and their local communities. Through the Helping Hearts program, Prudential offset the cost of heart defibrillators for local EMS and fire departments across the country by matching every dollar that the departments raised themselves to purchase the equipment. A media campaign initiated by Crosby~Volmer established local Prudential employees as the face of the program.
Execution
To implement the strategy, Crosby~Volmer engaged over 100 EMS and fire departments in the Helping Hearts program and utilized local Prudential employees to present the donations on behalf of the company. Radio interviews, photo-ops and hosting events in small communities drew positive media coverage and allowed Prudential to emphasize their employees and its commitment to its employees.
Results
By incorporating Prudential employees into the media campaign, Crosby~Volmer helped these insurance agents to become a part of something truly special and helped ensure that the community saw them and Prudential as champions of a worthwhile cause. As a result, overall job satisfaction improved and Prudential's retention rates increased by 30 percent.
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