Voya Leave Management Strategy
Problem
Due to Voya Leave Management (VLM) being a relatively new product and turnover in organization, the story being told in market didn’t align with the current day offering. Marketing materials contradicted each other and the overall message didn’t reflect the current evolution of Paid Family and Medical Leave (PFML) legislation that individual states are adopting and requiring employers to adhere to.
Solution
Product and I partnered together to streamline VLM’s existing content, leading to asset consolidation, as well as improved consistency and clarity. Duplicative materials were also retired to reduce confusion with Client Rep and Distribution teams. I also partnered with Product and Legal to create PFML materials to create space for Voya as a competitor in the leave industry.
Testimonial
“Andrew has been a great asset in his role. He has brought a new perspective with strategic thinking to his role. In his short tenure, he has made a large impact. Andrew has streamlined many artifacts with a focus on strategic messaging. He inherited a large backlog of expiring materials with many of them be duplicative in messaging. Andrew spent a lot of time inventorying all of the materials with a focus on reducing and streamlining duplicative materials while creating a strong VLM message. Andrew has brought a focus on bringing efficiencies and new thinking with creative approaches to his role. He is an asset to Voya and I can’t wait to see how he can help to modernize the approach as we can focus on some of his creative ideas.”
Norine Wilcox - Senior Product Manager
Social Media Strategy
To support the team's effort to build market awareness, this is the first of two videos I conceptualized and lead the creation of to promote the team's conference attendance.
Previously, the Voya Insights blog and a broker newsletter were the only sources promoting the State of the States, a brochure with quarterly PFML updates. I developed a social media strategy that began as static image banners and evolved into an animated video engaging 20% more viewers of the publication.
Complimenting the first social media post, this second video promoted a speaking event covering leave administration legal and compliance complexities.
Streamlining and Expanding Offering
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VLM Claims Experience Flyer
I leveraged Seismic to simplify the claims experience and provide customization to meet the needs of clients with employee in non-PFML and PFML states. The pink boxes denote variability handled by Seismic.
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State of the States: Paid Family and Medical Leave (PFML) Overview
The State of the States provides a convenient overview of enacted legislation to state specific Short Term Disability and PFML programs. I enhanced the quarterly updated document with a new design and enabling state customization to specific brokers and clients.
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Paid Family Medical Leave (PFML) Plan Considerations Brochure
With the ever-changing landscape, I partnered with Product and Legal to create an informational brochure to educate brokers and employers
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Paid Family and Medical Leave (PFML) Private Plan Checklists
Building off of the PFML Plan Considerations Brochure, the Private Plan Checklists Brochure was developed to aid employers who’ve decided to implement a private plan for their employees located in states with statutory leave programs.
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VLM Automated Communications Guide
I lead the transformation the previously text only Word Document into a designed piece that is easy to understand and realistic to the notifications employees and employers would receive with a leave claim.
