Appendix_7_20_RFP_31786-00186_Communications_Efforts_Report.pdf
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- Solicitation number
- RFP 31786-00186
- Issued by
- Davidson County, Tennessee
About this file
This document is a 2024 Communications Efforts Report detailing MetLife's contractual communications services provided to the State of Tennessee at no cost. MetLife executed eight comprehensive communication initiatives designed to educate employees about disability benefits and enhance enrollment engagement. The efforts included developing a pregnancy frequently asked questions educational flyer; creating and distributing a wellness email campaign targeting active eligible employees; designing a Tennessee-specific creative aesthetic for open enrollment communications; refreshing the member handbook with updated plan details and frequently asked questions; executing a direct mail awareness campaign featuring short-term disability messaging distributed to 72,964 employees; updating the 2025 plan year plan summary; enhancing the State's benefits microsite; and conducting an ABC Road Show presentation and recording an 18-minute informational video on short-term and long-term disability benefits.
From January 1, 2024, through February 5, 2025, the benefits microsite achieved 6,524 unique visits, 10,718 page views, and 5,334 unique visitors, with users spending an average of 127 seconds on the site, demonstrating strong utilization outside of open enrollment periods with peak activity in October 2024 at 899 visits. MetLife noted a decrease in short-term disability enrollment based on January billing data following the awareness campaign and indicated that additional review and potential discovery sessions with the State would be required to better understand this enrollment decline, despite noting that the direct mail campaign was not a directly attributable tactic for enrollment growth measurement.
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2024 Communications Efforts Report State of Tennessee
The following report outlines MetLife’s communications efforts in accordance with MetLife’s contractual provisions with the State of Tennessee.
All efforts and services noted below were provided as a standard service to the State of
Tennessee at no cost.
I. Pregnancy FAQs
MetLife developed an educational flyer with frequently asked questions regarding
STD pregnancy claims. This flyer was posted to the State’s microsite for employee education.
II. Wellness Email
Using the most frequent disability claims submitted to MetLife, an educational campaign was developed with helpful tips to avoid and/or mitigate disability. This campaign was sent to active eligible employees via email.
III. Creative Refresh
MetLife partnered with an agency to develop a new aesthetic for the State’s open enrollment communications. This aesthetic focused on a Tennessee-specific aesthetic – utilizing the State’s geography, flag, and other elements to create a more connected employee experience.
IV. Member Handbook
MetLife partnered with the State to refresh the member handbook with the creative refresh as noted in III. The handbook outlined plan details and frequently asked questions. The handbook was posted to the microsite and available for year-round review.
V. Disability Direct Mail Awareness Campaign
MetLife partnered with the State to develop and execute a direct mail awareness campaign to active eligible employees with the creative refresh noted in III. The campaign featured messaging around the importance of STD with a call to action to learn more by visiting the microsite and enroll during annual enrollment. The campaign was mailed to 72,964 employees.
2024 Communications Efforts Report State of Tennessee
While the awareness campaign is not a directly attributable tactic for enrollment growth, we do note a decrease in STD enrollment based on January bills. Additional review will be required by MetLife, along with potential discovery sessions with the
State to better understand this potential decrease.
VI. Plan Summary
MetLife partnered with the State to update the plan summary for the 2025 plan year.
The plan summary was posted to the microsite.
VII. Microsite Enhancements
MetLife partnered with the State to execute a variety of microsite enhancements and recommendations.
From 1/1/2024 through 2/5/2025, the microsite had the following utilization:
- 6,524 unique visits
- 10,718 page views
- 5,334 unique visitors
- 127 seconds average time spent on site
October 2024 had the highest volume at 899 visits. The microsite overall has strong utilization outside of open enrollment.
VIII. ABC Road Show/Recorded Presentations
MetLife participated in the State and Higher Education meeting held on 8/21/2024.
During the meeting, MetLife distributed the ABC Roadshow Flyer and addressed questions related to the disability plan.
In addition to the ABC Roadshow, MetLife attended multiple benefit fairs and spoke to employees about disability benefits using the approved flyer.
MetLife also recorded an informative 18-minute video specifically for State of
Tennessee employees. This video provided an overview of STD and LTD benefits.
The presentation covered essential details such as plan highlights, rates, benefit calculations, and frequently asked questions. Additionally, it guided employees on where to find further support and resources.
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