How the ShareSave plan works
Superdry sets the option price at the start of the savings period, with a 20% discount.
Employees enter into a three year contract saving between £5-£500 per month.
At the end of the contract, employees have a choice. They can take back their savings in cash, or purchase shares at the option price.
What was Superdry trying to achieve?
Instantly recognisable communications
So they connect more effectively with Superdry employees.
A focused approach for their target audience
To ensure communications resonated with Superdry's store-based employees.
Engaging employees in the creative process
To make sure that the communications relaunch met its objectives, we worked with Superdry to make sure employees were engaged throughout the creative process. A survey was sent to their employees before we started concepting, and the results heavily influenced the creative concept and chosen communications channels.
The survey found that:
The majority of respondents would like to be communicated with via email
Employees wanted to hear more testimonials from previous 'ShareSavers'
The most common things respondents were saving for was a ‘house deposit’ or ‘travel plans.’ Younger respondents were saving for different things, such as tattoos!
The most common reason for respondents not joining ShareSave in the past was a lack of information about the plan
And from this, the brand was built
Using strong photography showing a mix of modelled imagery and staff
Focusing on aspirational messages - repeatedly using ‘Super’ in text headings
Keeping the tone of voice informal, and the wording simple and clear
Building the campaign
The interactive ShareSave brochure
The brochure uses clear and simple language to explain the plan in detail. All communications directed employees to the brochure to find plan information, how to apply, FAQs, testimonials and even an online calculator to see how much their savings could be worth in the future. It’s available on all devices, so it’s easy to access for all employees, wherever they're based.
Employee testimonials
One of the key pieces of feedback from the employee survey was that employees wanted to hear from previous 'ShareSavers' and their experiences. The brochure featured a range of testimonials from different participants, and was shared separately with employees.
Online calculator
The brochure also featured an online calculator. This allowed employees to see their potential return based upon differing share prices and contribution amounts over the three years. A mobile-friendly version was also created for a smoother user experience.
Posters for head office and in store
Posters featuring the new ‘Super’ headings and imagery were placed in both the head office and the retail stores. These targeted employees who did not have access to emails during the day, and pointed them to the interactive brochure.
Manager training collateral
A range of training collateral was also created for managers to allow them to train their teams on the benefits of ShareSave. The employee survey showed that the younger demographic wanted more face-to-face communication about ShareSave – so a ‘Manager Information Sheet’ and employee flyer were produced for store managers to use during store huddles.
'Label design' posters
Superdry’s head office were also provided a range of ‘ceiling hanging’ posters, inspired by Superdry's motto: “concentrate on the detail”. They were in the style of Superdry’s own price labels, but were hung from the ceilings at head office to increase awareness and understanding of the plan.
Award-winning results
When the invitation closed, Superdry was delighted to see a take-up rate of 11.7%, almost double that of the previous year's take-up of 6.19%. We were also delighted to see that Superdry was recognised at the ProShare Awards 2017, winning 'Best Share Plan Communications, for companies with under 5,000 employees'.
Do you want to increase your plan take-up?
We can help develop a range of communications for your equity plan, increasing take-up and driving engagement.