1. Why would Fairview want employees to “take a greater role in assessing and using their benefits”?
2. How important was the initial workplace assessment to the success of the communication campaign? What do you think would have happened if it had skipped that step of the process?
3. Which message do you think carried the greater impact for employees—that Fairview was working to control costs or that the company was responding to requests for greater choice in benefit options? Explain your answer.
4. What do you think was the most successful element of the communication campaign? Why?