Comcast
SUPPORTING THE JOURNEY OF PARENTHOOD
Comcast knows that families come in all shapes and sizes and that everyone’s journey through parenthood is different. What’s normal for one family is the new normal for another. With so many choices and challenges faced by new moms and dads, Charley worked with Comcast to support their introduction of an expansive family benefits program designed to support employees at every step of the parenthood journey. The program’s offerings, including pre- and postnatal care, surrogacy, adoption and paid parental leave benefits reflect Comcast’s “Wellbeing For You” commitment to providing comprehensive health and wellness support to meet every employee’s needs.
Charley collaborated with Comcast’s HR Benefits team to develop a name and identity for the program, and a communications system to launch this new initiative. To support an effective rollout, we created a four-part communications strategy, including an easy-to-understand employee educational guide, dedicated intranet mini-site, HR leader toolkit, and an engagement launch campaign to promote awareness and participation.
PROJECT SCOPE
Brand Strategy
Naming
Brand Visual System
Marketing Collateral
Employee Engagement
Digital Experience
Motion & Video
In developing the name myParenthood, Charley’s goal was to celebrate the uniquely personal experience of becoming a new parent and to represent the continued benefits support Comcast provides families along the journey, as their child grows.
Helping new moms and dads understand and navigate their benefits.
Ease of use was crucial in the strategy behind our employee-focused touchpoints. Knowing new parents are likely to be experiencing an overload of personal decision-making and planning at the time these benefits are needed, we designed a myParenthood program guide and branded HR benefits mini-site that are simple to understand and navigate yet offer a comprehensive education in how to access and use Comcast’s family benefits. Thoughtful details like a new baby preparation timeline and checklist, baby name ideas, and coupons for Comcast supported services rounded out the guide’s user-centric content.
Ensuring users will not have to read through pages and pages of dense information to find what they need was essential to the design of both the print and digital guides. With this in mind, we created a navigation menu structure that follows each phase of new parenthood — family planning, baby-on-the-way, parental leave, and childhood development support. The resulting design is fresh, colorful, and joyful while remaining authentic and inclusive.
Creating an emotional connection
To launch the myParenthood brand internally, we collaborated with the Comcast HR Benefits team in developing a messaging campaign strategy that included environmental graphics and signage, digital screens, an educational video and fun giveaway products that generated excitement and attention around the myParenthood program. Employees anticipating a new child were welcomed to the myParenthood community with diaper bags containing the guide, a branded coffee mug, baby onesie and photo frame. The environmental campaign centered around the Comcast campus and on-site cafés with branded messages that give everyone with children a smile and make them feel supported.
A toolkit for getting started.
An important part of the program launch, the myParenthood digital toolkit was developed to empower company-wide HR teams with the knowledge they needed to help employees navigate their benefit options. In addition to resource information covering the big picture and operational details of the program, conversation points for one-on-one meetings and a breakdown of different types of possible employee leave scenarios gave practical guidance on how to be an ambassador of the program. The toolkit experience was designed to visually mirror the campaign with bright, energizing graphics and easy-to-use information to help the HR teams ensure a high-quality employee experience across the organization.
