Driving enrollment and engagement for a leading SaaS company

Cleo worked with a large, global SaaS enterprise to support its working parents from family planning to parenthood to return to work. Learn about how we designed a marketing strategy tailored to the employees of each region to ensure strong enrollment and engagement.

Situation Overview

Between 2016 and 2018, a growing SaaS enterprise with an increasingly global workforce completed an evaluation of their benefits program and recognized an increasing need for a family benefits solution that filled the gap between parental leave and childcare programming. Consistently ranked at the top of several “Best Workplace” lists, this employer partner doubled down on its support for working families through a series of initiatives such as expanding parental leave from 16 weeks to 6 months and creating an on-site childcare center.

In true commitment to the philosophy of treating its employees fairly and supporting its workforce, this employer partner sought out options to further support its working parents — building one internally or partnering with external benefit providers. Cleo, with presence in 55 countries and support provided in 10+ languages, was identified as the optimal solution to support its global workforce while employees transitioned to and back from parental leave.

Our Solution

Cleo is the support system for working families. With Cleo, your people are able to confidently navigate every stage of their family’s journey, from family planning to parenthood to return to work and beyond. How does Cleo do this? Our high-touch, high-tech model helps families derive more value from their benefits by combining 1:1 dedicated support with our Cleo Guides, evidence-based programs and a single, unified app that can surface all of their employee benefits in one place. Furthermore, we work with our employer partners to ensure strong enrollment and engagement post-implementation.

Implementation Strategy

Cleo aims to be a true partner with employers, working together to meet the goals of your HR and Benefits teams. We worked with this employer partner on an enrollment and engagement campaign to ensure successful implementation of Cleo. A key factor to success was aligning objectives with the company’s global teams across Benefits, Communications, and HR. However, equally key to global adoption was meeting with regional leads to curate content relevant to each market so that employees all over the world felt included — this benefit is truly for everyone.

The initial implementation kicked off with a Global Email Launch delivered across all of the employer partner’s geographies of operation. Communication about Cleo continued on a quarterly cadence with support from Cleo. To introduce regional stakeholders to our model and regional Cleo Guides, we hosted a monthly “Guide Fireside Chat.”

Enrollment & Engagement Results

Enrollment was strengthened when access to the benefit is made simple through an integration with this employer partner’s Family Leave process. In the first 6 months of implementation, we more than exceeded our enrollment target for the period and found that parents love Cleo’s approach of providing 1:1 guidance with evidence-based programs in an easy-to-use app.

After just 9 months of enrollment, families continued to engage with Cleo in a meaningful way with an average of 6 Guide interactions per month. These Guide interactions, along with a family’s 16 in-app touch points per month, demonstrate the continued value of our Baby programs as a supplement to longitudinal healthcare needs from conception through postpartum.