Outlines a communication campaign that can be used to help organizations move past Covid-19 and start back into work. We apply a behavioral science perspective to inform how this communication campaign is rolled out.

1. COVID-19
Field Awareness
and Reassurance Campaign
© The Lantern Group, Inc

2. Create a powerful, authentic incentive communication campaign that is
rooted in behavioral science to inform the field of your company’s incentive
and awards plan for COVID-19 and the path toward normal.
• Accompanies the beginning of “return to live” customer activities for sales
• The field will be facing adversity, this will help them focus on getting back out there and
not worrying about how they will be getting paid
• Genuine and focused on care, reassurance, and protection (not “Flashy/Promotional”)
Intent

3. Concept A: We Care

4. Develop a cohesive brand and logo that will immediately identify communications within the campaign.
1. Campaign Brand
We Cares: About You
We Cares: About Your Health
We Cares: About Our Patients
We Cares: About Your Future
Concepts only – full brand and logo would be
need to be officially developed based on the
companies needs and branding guidelines.
“WE” to be replaced with company name
(i.e., Lantern Group Cares).
Brand Highlights:
WE CARE reinforces the key message of the company's commitment to its people. Custom taglines are used to focus the object of
that care in variable ways depending on the audience and content of a specific communication.
It is direct yet simple and does not come across as pushy or opportunistic. It highlights within this campaign that the decisions and
programs that are being put in place put care as the central theme to build a connection and trust with the organization.
Recommendation: WE CARE

5. 2. Community Action Email
We recommend initiating the campaign with an “action email” that engages the field with some
simple activities and reflections. The email would be focused on having the field rep provide a recent
photo of themselves that represents their hope for the future. Additionally we would have them respond
to a few specific questions – to help frame their thinking about how they can thrive moving forward.
Photo:
• We would ask each field representative to provide us with a recent photo of themselves. The photo could be focused on the future or
represent who they are. We want these to be casual and fun.
• These photos would be used within a collage in the campaign launch video that would be shared across the field organization, to
highlight the faces of the company in images shared on the field hub (or similar palatiform), and to build “employee cards” (see next
pages for more details).
Questions:
• The e-mail to ask up to six (6) questions to the field to capture their thoughts, prime optimism, and help positively frame their thoughts
on the journey forward. These questions will require short answers and be quick and easy for people to fill out.
• The final questions would be developed as we build out this campaign, but could be similar to:
 How have they seen “care” happen in the past few months – either at work or in their personal lives?
 What is one positive thing that has come out of this crisis for you?
 What is a quote, personal motto or credo that has helped you cope throughout this crisis?
 What is something fun that most people don’t know about you?
 Is there anyone you would like to recognize for their efforts or support over the past 2 months?
Talks to the Emotion
Focuses on Community
Frames a Positive Mindset
BEHAVIORAL BENEFITS
Checks in - Personal Level

6. 3. Campaign Launch Video
“The Faces of Our Company”. A short video (less than 45 seconds) that utilizes the photos
sourced in the community action email. Video introduces the campaign / brand to the field,
engages the emotions, focuses on the community, and let’s them know what is coming.
Screen opens on one
employee headshot sourced
from community action email.
Camera zooms out and additional
employee headshots animate in.
Key information would be shared
throughout this along with
inspirational music underlying
the soundtrack.
Camera continues to zoom out
until screen is filled with field
employee images & introduces
“We Care” logo* w/ teaser of
what’s coming.
1 2 3
*Note: Logo / text is a placeholder and would be officially developed during campaign.
BEHAVIORAL BENEFITS
Introduces Campaign Brand
Talks to the Emotion
Focuses on Community
WE CARE
Our Collective
Journey to Normal

7. 4.The Faces of Our Company
The pictures submitted in the community
action email would be used on the field hub /
central field tool as a way of recognizing and
highlighting the community of people and
how they are each working through this time.
Images would be created with notes sourced
from the email questions to fit the requirements
of the home feed of the field hub.
Each day, new images of different field members
would be posted to the main feed of the field hub
and highlight a few of their answers to the
questions poised in the action email. This serves
as a way to build a community and connection
between team members.
Focuses on Community
Focuses = Caring over
Business
Get to Know Team
Celebrate Successes
BEHAVIORAL BENEFITS

8. 5. Employee Care Cards
We are proposing sending out a deck of Employee Care Cards to each field
sales representative. These would include their picture, some fun facts about
them, and could potentially include a short positive line from their manager. In
addition, we are recommending that the Incentive Team also participate in this and
that their “cards” are included in each of the decks. Each sales team would have
their own deck.
These cards are a fun way to get people to connect and find out more about them
– in this age of social distancing, it can be vital to building a sense of the larger
team and community.
Key points:
• Cards show people's faces and highlight some key “stats” about them (similar
to baseball cards)
• The stats used are designed to help people connect and build interpersonal
understanding
• Positively reinforces their contribution to the company through the manager
message
BEHAVIORAL BENEFITS
Talks to the Emotion
Focuses on Community
Get to Know Team

9. 6. Key Policy Videos
Whiteboard videos that address the key IC policies and procedures surrounding IC
Protection, IC Goals, the Q2 plan, or any other relevant topics. We recommend that each video
open with the “WE CARE” logo from the teaser video to reinforce the caring and community
message. Each video is short and focuses on one topic to ensure that it engages the attention of the
field participants and does not cognitively overload them with too much information.
Protection Video: Overviews how the company’s IC plan is
protecting the earning potential of their representatives.
IC Goals: Reviews how IC goals will be handled during this time, helping people
understand the measures that are being put in place to adjust to the uncertainty that is
inherent in the current economy. Transparently shows how goals are being thought of.
Q2 / Annual Plan Video: Highlights the key aspects of the Q2 plan and how individual
representatives will have the chance to earn and how the company is addressing
concerns over how COVID-19 will affect sales in Q2 and beyond.
Provides Transparency
Helps Build Assurance
Simplifies the Message
Potential Subjects
BEHAVIORAL BENEFITS

10. Concept B: Our Journey Forward

11. Develop a cohesive brand and logo that will immediately identify communications within the campaign.
1. Campaign Brand
Concepts only – full brand and logo would be
need to be officially developed based on the
companies needs and branding guidelines.
Brand Highlights:
OUR JOURNEY FORWARD reinforces the fact that the company is moving forward together with the field. It showcases the
connection between the field teams and home office ─ and that this is a journey that everyone is taking together.
It reinforces the idea of community and showcases that the company understands the challenges and unknowns that the field has
faced. Collectively we will tackle the transition from this time of crisis into the future with safeguards, protection, and new polices for
peace of mind.
Our Journey Forward: To the Future
Our Journey Forward: Together
Our Journey Forward: Beyond
Recommendation: Our Journey Forward

12. 2. Journey to Normal Video
This engaging video would highlight the journey that people are currently going through. It
shows the lows and the highs but ends with a positive, hopeful, and realistic look at what the future
will bring.
Utilizing an animated infographic style, it would showcase a typical reps journey over the past three
months from right before the outbreak and their positive hopes for the year, through the initial
confusion of shelter in home, to the emotions they experience as they worry about the future, their
family and friends, their finances and their job, to finally ending up with a hopeful look at what is
coming down the road to provide some assurance of a prosperous future. This hopeful look forward
would introduce the “OUR JOURNEY FORWARD” brand and what to expect in the coming weeks.
Helps Build Assurance
Talks to the Emotion
Demonstrates Understanding
Frames a Positive Mindset
For the Future
The message of this video would highlight that people have been through a lot of stress, that
there is still more uncertainty and stress to come, but that the company is working through
this with a focus on protecting the field and that “we” will come out of this stronger.
We are proposing two videos: Long-form video 60-80 seconds that tells more of the
story and a 20-30 second trailer video that touches on the key aspects of the journey.
Animated video of reps navigating through the past 3 months w/ brand reveal and
“what's coming” at end. Concept only – look and feel / style would align with brand.
BEHAVIORAL BENEFITS

13. 3. Our Journey Videos
Provides Transparency
Helps Build Assurance
Simplifies the Message
Protection Video: Overviews how the company’s IC plan is
protecting the earning potential of their representatives.
IC Goals: Reviews how IC goals will be handled during this time, helping people
understand the measures that are being put in place to adjust to the uncertainty that is
inherent in the current economy. Transparently shows how goals are being thought of.
Q2 / Annual Plan Video: Highlights the key aspects of the Q2 plan and how individual
representatives will have the chance to earn and how the company is addressing
concerns over how COVID-19 will affect sales in Q2 and beyond.
Potential Subjects
Whiteboard videos that address the key IC policies and procedures surrounding IC
Protection, IC Goals, the Q2 plan, or any other relevant topics. These videos would align with the
“OUR JOURNEY FORWARD” brand. Each video is short and focuses on one topic to ensure that it
engages the attention of the field participants and does not cognitively overload them with too much
information.
BEHAVIORAL BENEFITS

14. 4. Our Journey Webinars
We recommend that the IC team holds a series of webinars to highlight the key decisions that
will impact the field as they move forward over the next few months.
These webinars can help reassure the field of the decisions that are being made and can offer support
“beyond just business” by showing that the IC team understands the stress and uncertainty that the field
has been put under. Graphics would be lifted from the “Journey to Normal” video and reflect the journey
theme. Separate webinars would be done as necessary for the different sales teams.
We recommend that these webinars be structured in three parts:
What we’ve come through: highlights the uncertainty and confusion that was present
at the beginning of this crisis, addresses the emotional stress of the past two months,
and highlights the resiliency of the company with some success stories.
Our current state: show how the company is addressing the IC and other reward
issues –a peek behind the curtain at what is going on in the home office. This should
focus on the number of variables and alternatives that are being discussed.
The Journey forward: highlight a few key steps that will happen for sure over the next
month to help provide a sense of assurance while also pointing out that the company is
constantly examining the environment and their response and that things could change.
Provides Transparency
Helps Build Assurance
Simplifies the Message
Talks to the Emotion
BEHAVIORAL BENEFITS