Lisa Ludwig Campbell
pezworld@gmail.com

Experienced internal communication practitioner/consultant, specializing in strategic planning, implementation and measurement. Skilled at writing employee communications that are compelling, creative and technically accurate. Subject matter expertise in employee benefits, wellness, total compensation and human resources topics.

Available for full-time or freelance work in employee, internal and benefits communication.

2013 - Present - Kaiser Permanente - Pasadena, California
Communications Consultant, Human Resources Communications
  • Writing and project management of employee benefits communication materials for Kaiser Permanente employees in all regions, including leadership messages, change brochures, scripted PowerPoint presentations (employee benefits orientation, open enrollment) and associated collateral
  • Key focus is on communication to multiple unionized employee groups

2012 - 2013 - Lisa Ludwig Campbell Communications - Woodland Hills, California
Principal
  • Employee communication consulting, from strategy development to implementation
  • Skilled writer with subject matter expertise in benefits, total rewards and general internal communication
  • Projects have included:
    • Benefits open enrollment materials, including Affordable Care Act content
    • Scripting of benefits videos
    • Newsletters
    • Promotional materials

2008 - 2012 - Fidelity Investments - Woodland Hills, California
Senior Consultant, Benefits Consulting
  • Developed and delivered strategies for effective retirement, health, wellness and other employee benefit communication through:
    • Assessment - understanding executive and other stakeholder perspectives about communication and audience needs for information in advance through interviews, focus groups and surveys, whenever possible
    • Audience identification and segmentation - determining which groups should receive which messages
    • Media selection - employing the right method for each type of communication (print, electronic, in-person, audiovisual, personalized)
    • Timing - creating a plan for deployment that disseminates the right information at the right time
    • Message development - crafting the right words and level of detail for each audience, using creative approaches as appropriate
    • Project management - coordinating graphic design, programming and other processes provided by others to ensure all media met client needs while remaining timely, accurate and consistent with branding and other standards
    • Measurement - evaluating the success of communication efforts to make adjustments in-progress or for future efforts
  • Implemented engagement strategies through creation of innovative articles, presentations, new web tools, print, online and audiovisual media, including:
    • Newsletters and articles (online and print) on personal financial planning topics, including the importance of saving for retirement and investing appropriately through asset allocation
    • Scripted PowerPoint presentations on key benefit change topics for executives, key stakeholders and others to deliver
    • Online video vignettes with sample characters, using humor to provide education on basic benefits concepts and key messages
    • Total rewards statements detailing personalized benefits and compensation information and program details
    • Personalized online microsites, communicating investment, savings, Roth 401(k) and other special topics
    • Promotional postcards and other media using an advertising approach to create attention and entice the reader to pursue further education
    • Brochures and email messages covering various stages of a communication effort, including announcements, detailed decision guides, comprehensive summary plan descriptions and reminder messages

2006 - 2008 - Countrywide Financial - Simi Valley, California
VP, HR Strategic Communication
  • Responsible for enterprise-wide employee benefit communications, including strategy development, writing and project management of annual enrollment, retirement and executive benefit and compensation programs through electronic, print and audiovisual media
  • Co-wrote and edited the enterprise-wide weekly e-newsletter
  • Developed the strategy and plan for new corporate wellness initiative, including:
    • Evaluation of potential benefit programs, vendors and rewards in collaboration with company Human Resources and Benefits leadership
    • Crafting of key executive messages announcing the wellness initiative and encouraging active participation
    • Creation of highly visible poster series (all corporate locations) highlighting important wellness concepts in an engaging and personal way
    • Design and maintenance of internal wellness intranet site
    • Solicitation and drafting of actual employee wellness success stories, published in weekly e-newsletter
  • Managed the employee services function (including service awards, employee discounts, company-wide events) with three direct reports

2005 - 2006 - Watson Wyatt Worldwide - Los Angeles, California
Communication Consultant
  • Developed communication strategies for complex health care and retirement plan changes, including consumer-driven health plans, Health Savings Accounts and Health Reimbursement Accounts for employee and retiree audiences
  • Drafted communication for printed and electronic media
  • Managed the design and production of communication projects involving a variety of media and messages
  • Facilitated focus groups to assess employee opinions about company initiatives

1992 - 2004 - Stromberg Consulting - Venice, California (Stromberg Consulting is a unit of Ketchum Inc., which purchased Sheppard Associates in 1999.)
Consultant (Most recent title under Sheppard Associates was Vice President)
  • Acted as communication strategist, project manager and lead writer for various employee communication client projects, including newsletters, intranet sites, brochures, personalized marketing materials, executive/leadership presentations, employee handbooks and enrollment materials
  • Worked with clients to develop comprehensive communication strategies and creative concepts in theme and design
  • Interviewed top client executives to understand their perspectives on change initiatives and employee communication
  • Facilitated focus groups to gather input on a variety of topics from employees, management and human resources
  • Created strong and compelling messages in all types of communication topics, including change management, corporate communications, benefits, compensation, recruiting and company strategy
  • Extensive experience designing, administering and analyzing employee communication and benefit surveys
Benefits Consultant
  • Assumed primary account management responsibilities for the production of personalized employee communication media, including benefit statements and enrollment forms, for large clients
  • Acted as liaison between client, computer programmers, design and production functions
  • Wrote marketing and technical copy for benefit communications
  • Drafted calculation logic for personalization program
  • Analyzed client input databases for data anomalies
  • Determined client design preferences and supervised production of pre-printed text

1988 - 1992 - Price Waterhouse - Los Angeles, California
Consultant, Employee Benefits Services
  • Analyzed and developed salary administration policies and procedures
  • Reviewed and analyzed executive cash and incentive compensation levels
  • Developed salary structures for rank-and-file employees, including job analysis, job evaluation, and job documentation
  • Designed and implemented primary salary surveys
  • Projected benefits under various compensation and retirement programs
  • Prepared government filings and annual reporting for retirement and welfare plans
  • Reviewed employee benefit plan audits for potential tax liability
  • Consulted with clients on a variety of benefit plan administrative issues

1985 - 1988 - Hewitt Associates - Santa Ana, California
Actuarial Assistant
  • Determined annual funding and expense requirements for large defined benefit pension plans
  • Directed maintenance of employee databases for pension plan valuations

Education
University of California - Berkeley, California
Bachelor of Science, Business Administration, May 1985
Concentrations: Finance and Marketing

Awards
2013 Hermes Creative Awards
Platinum Award
  • Primary script writer of the Tesoro Corporation benefits open enrollment video, "Aren't You Glad You Have Choices?" (for Hill, Barolet & Associates)

2012 LACP Inspire Awards Corporate Publishing Competition
Silver Award, Video Communications
  • Primary script writer of the Tesoro Corporation benefits open enrollment video, "Aren't You Glad You Have Choices?" (for Hill, Barolet & Associates)

1995 Employee Benefits Communication Competition
Award of Excellence, Business Insurance magazine
  • Acted as project manager and lead writer for the Sun Microsystems, Inc. Benefits and Services Resource Guide, which earned an award presented in the multi-subject booklet category