PENN Entertainment

Open Enrollment Campaign

PENN Entertainment, the nation’s largest provider of retail and online gaming, live racing and sports betting entertainment, has always put their people first. They invest in their team members’ wellbeing by empowering them to thrive wherever they are — at home, at work or in their communities.

Following a recent name change and rebrand, PENN’s Human Resources department engaged REV Talent to help launch a strategic nationwide Open Enrollment Campaign for their 14,500 eligible team members at 40+ properties throughout the country.

The Challenge

PENN Entertainment wanted to take a fresh look at their nationwide enrollment campaign with a renewed focus on health and wellness. While they historically reached enrollment goals, team members needed to better understand the available benefits programs and make the best choice possible for themselves and their families.

They also felt strongly that the campaign visuals and messaging did not reflect the vibrant company culture. This meant taking a refreshed holistic approach designed to increase both awareness and engagement.

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Our Approach

We took a strategic approach to the open enrollment campaign starting with a cohesive communication plan. To match their playful company culture, we decided to “Gamify” the campaign using personalized, fun messaging and creative assets. Our goal was to inspire team member to take action by selecting the best choice possible for themselves and their families. Solutions included:

Theme Identity and Brand
Open Enrollment Email Series
HR Collateral: HSA user guide, new hire benefits guide, termination documents
Dynamic Videos: campaign kick-off hype video and educational benefits series

Impact

PENN Entertainment is all about reimagining gaming and entertainment – they needed an open enrollment campaign that matched that energy and appealed to team members across the country. By partnering with REV Talent, PENN Entertainment took their brand to the next level by giving campaign materials a fresh new look and engaging employees every step of the way.