Each year, the School District of Philadelphia (SDP) offers its 6,500 administrative, maintenance and supervisory employees several voluntary insurance benefits during an open enrollment process. In November 2008, the decision was made by the SDP Director of Benefits, Stephanie Fedoroff to use the Flimp® web video communications technology for the annual voluntary benefits enrollment and education process. Flimp®, which stand for Flash Interactive Marketing Platform is a patent pending video marketing and analytics technology that enables rapid creation, deployment and tracking of interactive video landing pages, brochures and audiovisual communications without any programming or IT resources.
The SDP open enrollment was conducted
from December 1 -9, 2008. Voluntary
benefits products offered to SDP employees
included a flexible spending plan, term life
insurance (Humana Specialty Benefits),
disability insurance and whole life insurance
(ING). Information about the enrollment
process and products was communicated
to employees using traditional mail and
Flimp web video email. Benefits enrollment
was completed via telephone and in person
through a third party enrollment center
managed by USI Affinity.
According to Stephanie Fedoroff, "Our
primary objective was to offer employees
products they could not obtain through
the SDP's primary benefit program, and
to get a group rate for them. One of our
major challenges was how to educate our
employees about the products so they
understood what they were buying. In
the past, there has been no good way for
employees to learn about the benefits
products prior to contacting the enrollers.
When they contact an enroller, it was to
elect coverage. The educational piece just
"Our goal was to increase participation by 10%. Flimp more than doubled that
objective by increasing enrollment by 22% for 2009."
Grady Ford, SDP Insurance Broker
To address the problem of providing
employees with good product education, the
SDP turned to their broker who recommended
that the School District use Flimp. According
to Fedoroff, "Our broker, Grady Ford told
us about Flimp. He said it would be very
useful. I admit that I was skeptical but
took a wait and see approach." Flimp was
presented as an efficient, low cost way to
communicate complex information using
audiovisual content directly to employees
so they could educate themselves about
the various benefits products being offered.
The SDP decided to use Flimp video email
communications instead of holding regional
meetings, which would require significant
time and resources to organize. In addition
to providing a cost effective way to enable
employees to learn about the voluntary
benefits products, other objectives included:
- Increase SDP employee awareness of and
engagement in the enrollment process.
- Increase SDP employee enrollment levels
for voluntary benefits products.
- Reduce the time required to effectively
carry out the open enrollment process.
- Enable real time reporting of employee
engagement in the enrollment process.
"Given the time constraints, amount
of work required and complexity
of the SDP open enrollment
communication, the Flimp
technology and the staff at Flimp
Media exceeded our expectations.
I believe this technology solves
a very significant problem for
benefits communicators, that
being how to educate employees
in a cost effective and simple
way without regional meetings
or sending out lots of printed
brochures. It was exciting to
utilize such a cutting edge
technology as part of our benefits
communications, and we definitely
plan to use Flimp for our upcoming
open enrollment later in 2009. I
got a great response from our
employees, and was so proud to
get credit for bringing on a stateof-
the-art communication tool".
SDP Director of Benefits
Viewer Data Collected by Flimp
SPD Audience Actions:
|SDP Employee Actions
||# of Viewers
||Viewer Response Rate
|Received SDP Flimp video emails
|SDP Flimp Videosite Views (opened videosite)
|Successul Video Plays (video able to play)1
|Clicked Response Links (viewer response)
1 Multiple views by the same person within 5 minutes are counted as one videosite view.
||SDP Introduction Flimps
||Insurance Product Flimps
||2 minutes, 42 seconds
||3 minutes, 6 seconds
|Total Viewing Time
||38 hours, 46 minutes, 1 second
||13 hours, 43 minutes, 51 seconds
|Average Viewing Time
||1 minute, 24 seconds
How Flimp was Used:
Following the decision in early November to use Flimp, Flimp Media had just one week to develop, deploy, deliver and track a coordinated, compliant audiovisual communications and education program for the SDP enrollment that would meet the needs and compliance requirements of the School District, brokers, insurance carriers, and enrollment administrator. The Flimp technology was used to quickly develop a series of custom branded digital video landing pages brochures with built-in tracking about the enrollment details and products that were delivered to employees by email and embedded into dedicated microsite which can be seen at www.enrollsdp.org.
For content, an introductory video presentation summarizing the enrollment process and available products was created by Flimp Media using approved SDP scripting and branding. Using the Flimp technology, this was quickly turned into an interactive flash landing page and microsite brochure with links to other flimp landing pages brochures featuring the various insurance products and an employee survey. In addition to the introduction, audiovisual brochures were created using Flimp for several of the offered benefits products. All of the communications and landing pages brochures had built-in viewer tracking to measure engagement and response rates. Enrollment center telephone numbers were clearly displayed to drive viewers to enroll after viewing the communications.
"One of the most important
points I stressed" according to
Stephanie Fedoroff "was that the
visual communications needed
to reflect our diverse employee
population. The staff at Flimp
Media understood exactly what
we needed and tailored our Flimp
The School District sent the Flimp videosite
communications to the 6,500 eligible
employees via email on two separate
dates prior to the enrollment period.
Employees could open their email, watch
a comprehensive 2 minute video message
about the enrollment process, and then
navigate to educational collateral on
the products created using the Flimp
application. As viewers engaged with the
content, their activities were tracked and
reported in the Flimp Viewer Reporting
dashboard. "The messages were so clear. I
watched it over and over again myself." said
Fedoroff. "Education must include repetition
in my view. This way employees really
had a chance to learn about the product
SDP Flimp Campaign Results
"Our goal this year was to educate
employees on the benefits of Flexible
Spending Accounts, and increase
participation by 10%" according to Grady
Ford, broker for the SDP enrollment process.
Viewer Data Collected by Flimp
"Flimp more than doubled that objective
by increasing enrollment by 22% for 2009.
I made my client look good, Flimp Media
made me look good and the employees
were the real beneficiaries."
Two SDP Flimp videosite communications video brochures were sent separately by email to the 6,500 employees during a two week period prior to the open enrollment period. A total of 2,532 viewers engaged with the SDP video communications representing 39% of eligible employees. Of those viewers, 2,353 or 93% were able to successfully play the flash video messages. After watching the introductory video message, a total of 1645 viewers clicked a response link for a response rate of 65%, a very favorable response rate given the nature of the communications. The average viewing time on the introductory SDP enrollment videosite was 1 minute 24 seconds per viewer and the combined Flimp viewing time on the primary SDP introductory communications was 38 hours 46 minutes. Viewers also spent 13 hours 42 minutes on Flimp videosites created for the Humana Specialty Benefits and ING insurance products.