Running head: HOW WAFC AND “FEED YOUR FUTURE” CAN BENEFIT SMITH’S

EMPLOYEES 1

Final Communications Campaign

How WAFC and Feed Your Future Can Benefit Kroger/Smith’s Employees

Brenda Homer

Janet Petersen

Carma Howard

Mandy Ho

Clara Gundersen

Salt Lake Community College

Business Communications/ BUS-2200-504-F18

December 5, 2018

Lon Schiffbauer
HOW WAFC AND “FEED YOUR FUTURE” CAN BENEFIT SMITH’S EMPLOYEES 2

How WAFC and FEED Your Future Can Benefit Smith’s Employees

Rodney McMullen Chairman and CEO of Kroger said “Many Kroger associates can

attest to the life-changing power of education. We care about our nearly half a million associates’

growth and development, and we believe investing in education will support and encourage

lifelong learning and reinforce our ‘come for a job, stay for a career’ opportunity culture. Making

education benefits available to more associates and at more generous levels than ever before is

the best way to support their future (McMullen, 2018)” We believe that the WAFC Retail

Management Certificate is a fantastic way to build the confidence of our associates in realizing

that retail is not just a part time job, that there is real science, thought and innovation going on in

the retail world. We want our associates to be aware of the many opportunities that are available

with Kroger/Smith’s. Education benefits are just a piece of the puzzle that makes Smith’s a great

place to work and shop.

Purpose/Objective

Over the last three years the enrollment of Smith’s employees in the WAFC education program

has steadily declined with a marked decline in 2018 from 136 enrollees in 2016 to only 69 in 2018 (Retail

Management Certificate, 2018). Our goal is to promote the educational benefits of working for Smith’s, in

particular the promotion of the WAFC Retail Management Certificate, and increase enrollment for 2019

and beyond. In connection, we will promote the “Feed Your Future” education benefit provided by

Kroger/Smith’s. We will be using a number of channels used currently by Smiths to promote the

education benefits provided by Kroger/ Smith’s.

HOW WAFC AND “FEED YOUR FUTURE” CAN BENEFIT SMITH’S EMPLOYEES 3

Audience

The target audience of this communication campaign is to provide all current Smith’s employees

that wish to promote into management positions, increase responsibility, or continue their education.

Stakeholders include Kroger / Smith’s Company, SLCC instructors, WAFC and other colleges supporting

the education offered through Kroger education program.

All Kroger associates nationwide are eligible to participate since the Retail Management

Certificate is open to the public and is offered 100% online nationwide through our approved college

partners (Retail Management Certificate, 2018). Feed Your Future benefits are available to all associates

who have been employed by Koger/Smith’s for at least six months (McMullen, 2018).

Demographics

Smith’s has a large population of eligible employees; current headcount of the Smith’s

division is 19,221 associates through Period 10 November 10, 2018.

Average associates per state:

ID-532

MT-532

WY-931

AZ-532

NM-3,152
HOW WAFC AND “FEED YOUR FUTURE” CAN BENEFIT SMITH’S EMPLOYEES 4

NV-6,251

UT-7,182 (House, Jason, 2018)

Graduates from WAFC are:

54% Female 46% Male

50% older than 37

67% > 10 yrs., service

60% Career Boost, 35% Promotion, 25% Increased Responsibility

85% Full time

73% Supervisor / Management

82% complete < 2 years 28% in 1 year

77% pursue additional education

Data extracted from Retail Management Certificate Graduate Survey from 2015 to present, 98% response

rate. (Retail Management Certificate, 2018)

Messaging Goals

Feed Your Future supports all full and part-time associates, wherever they are on their

personal education journey, whether they are pursuing GEDs, MBAs or professional

certifications. We want employees of Smith’s to feel proud of their work environment and to feel

empowered to start a job and stay for a career. The opportunity to continue education gives the employee
HOW WAFC AND “FEED YOUR FUTURE” CAN BENEFIT SMITH’S EMPLOYEES 5

the power of motivation. “The Retail Management Certificate is an accredited business

program that will give you the skills you need to get started or advance your career in the retail

industry. The certificate has been recognized as a part of the White House’s Upskill Initiative,

and leading organizations and foundations including the ACT Foundation and the U.S.

Department of Labor. (Retail Management Certificate, 2018)”

We will inform the associates of the available classes for the WAFC Certificate and the

advantages of enrolling. In addition we will inform associates of the financial advantages of

taking classes available tuition free for the WAFC Certificate, including the tuition

reimbursement program for up to $3,500 annually from “Feed Your Future” with a yearly grant

advance of $500 annually for tuition, application fees, test preparation, testing fees or books

(McMullen, 2018).

We will inform as part of the campaign information regarding the available schools that

Kroger/Smith’s partners with that provide the WAFC Retail Management Certificate.

Listed schools include:

 Central New Mexico Community College

 College of Southern Nevada

 Mohave Community College

 Salt Lake Community College

 Truckee Meadows Community College (Reno area)

 Umpqua (Online only; all areas could participate in their program) (Cook Lisa

M., 2018)
HOW WAFC AND “FEED YOUR FUTURE” CAN BENEFIT SMITH’S EMPLOYEES 6

The advantages for employees that continue their education are, according to the

2017 Department of Labor Report

The BLS 2017 report, "Labor Force Statistics from the Current Population

Survey," describes income outcomes by educational attainment for 2014, the last year

with available labor department statistics.

Median weekly earnings for workers without a high-school diploma were $488,

compared with $668 for those with a high-school diploma. Workers with some college or

a two-year associate degree earned $761 and workers with bachelor's degrees or

advanced degrees earned $1,193 – about two-and-a-half times the weekly earnings of

workers without a high-school diploma and roughly twice the earnings of high-school

graduates.

The Department of Education's 2017 IES Report

The Department of Education's IES report describes income outcomes for young

adults 25 to 34. In 2014, workers without high-school diplomas earned $24,000 annually;

workers with high-school diplomas earned $30,500; workers who completed some

college earned $31,900 and workers with a bachelor's degree earned $49,900. Workers

with a master's degree or higher earned $59,200. (Patrick Gleeson & Updated July 01,

2018)
HOW WAFC AND “FEED YOUR FUTURE” CAN BENEFIT SMITH’S EMPLOYEES 7

By providing this information we will give our employees the tools that they need to

reach their financial and education goals with the added benefit that a more educated work force

will enable Kroger and Smith’s to grow into the future.

Required Courses for Certificate

 Human Relations/Organizational Behavior

 Computers in Business

 Business Communications

 Principles of Management

 Principles of Marketing

 Human Resources for Managers/Supervisors

 Financial Management/ budgeting or Accounting for Managers

 Retailing (Capstone Course)

By providing this information in an easy to find format our associates will have increased

access and desire to take advantage of the education benefits provided by Kroger/ Smith’s, thus

increasing enrollment.

Think:

We want our audience think that the company cares about the employee’s future, and the

future of the company as a whole

Feel:

We want our audience to feel that education is now within the reach of every employee.

We want every employee to feel empowered to grow personally and with the company.
HOW WAFC AND “FEED YOUR FUTURE” CAN BENEFIT SMITH’S EMPLOYEES 8

Do:

We want our audience to take advantage of the education benefit provided by

Kroger/Smith’s. To enroll in school and learn that advancing education is beneficial to not just

the employee but to the company as well.

Channels/Media

 First, we plan on creating a video/power-point that will be used in added to

Smith’s Learning Management System (LMS). This information will then to be

loaded to all new associates LMS group at the six-month anniversary of

employment. This LMS class can also be viewed on demand by any associate

who is interested in learning about the education opportunities. Currently this

information is available on the corporate website “FEED” however the

information is hard to find and access. By adding the information to LMS

employees will then know about the programs available and where to access the

forms needed to pursue the programs.

 Second, we will be creating a trifold brochure to be added to the Say Hello- new

hire orientation packet at Smith’s and add a short video segment to the current

presentation. We have communicated with Stephanie Taylor, Smith’s Division

Training Manager. She was excited to add this proposed brochure to the current

orientation packet.
HOW WAFC AND “FEED YOUR FUTURE” CAN BENEFIT SMITH’S EMPLOYEES 9

 Third, we will be designing a poster that is to be displayed in Smith’s breakrooms

promoting the education benefits at Smith’s. Including the website and directions

to find the required information.

Tactical Planning

Who What (Message) How (Channel) When (Timing)

(Audience)
 Clear statement of key Online LMS Automatic upload to
Current messages. training video. LMS group on 6-month
Employees of  Education is a benefit anniversary.
Smith’s with at for all associates
least 6 months  WAFC certificate is a
length of service great first step to
ongoing education
 How to enroll in WAFC
 What schools are
available
 View current and past
graduates of WAFC
through testimonials
New employees  Kroger/Smiths can aid Trifold brochure Given at Say Hello-
of new associates with new hire orientation
Kroger/Smiths. education benefits
 WAFC is one of the
education benefits
available
 Feed Your Future
benefits available to
employees

All current In breakroom Required for all

Kroger/Smith’s  Promote the WAFC/ poster. breakrooms to display
employees Feed Your Future
education benefits.
HOW WAFC AND “FEED YOUR FUTURE” CAN BENEFIT SMITH’S EMPLOYEES 10

Debrief

We enjoyed putting everything that we learned throughout the class into one final project

and seeing how well it all came together. We feel strongly that this project is something that will

benefit all current and future associates of the company.

The project went well for us because it was a topic that directly involved all of us.

Because we are all participating in the Smith’s education program and are benefiting from it, we

found it easier to know where the shortfalls of communication were and what would be

beneficial for future associates.

Our challenges on this project were mostly due to external issues in our personal lives.

All of us had commitments or unseen life events that pulled our attention in different directions

and made it more difficult than normal.

Some of the lessons that we learned are that everyone has different viewpoints but if you

work together on a great team that is open to discussion and changes that you can create a

successful project.

Conclusion

Our goal is to promote the importance of education and the value of the WAFC Retail

Management Certificate. Kroger/Smith’s is offering great incentives to continue education but

many associates are unfamiliar with the how, what and why of enrolling. This communication

campaign is designed to change that. We want to let our Smith’s employees know how valuable

education can be, and how easy it is to apply to receive education benefits from Smith’s.
HOW WAFC AND “FEED YOUR FUTURE” CAN BENEFIT SMITH’S EMPLOYEES 11

References

Cook Lisa M. (2018, 11 05). RE: WAFC. Internal e-mail.

Global Partnership for Education. (2018, 10 30). Retrieved from

https://www.globalpartnership.org/education

House, Jason . (2018, 11 05). Smith's Employee Count. intra department email.

McMullen, R. (2018, 10 30). Feed Your Future. Retrieved from Feed: https://vpnb-

cdc.kroger.com/wps/wcm/myconnect/157775a4-d1a0-4346-9285-

25b47da5052e/,DanaInfo=feed.kroger.com+Feed+Your+Future+Brochure_FINAL.pdf?

MOD

Patrick Gleeson, P. D., & Updated July 01, 2. (2018, July 1). The Average Salary Without a

College Degree. Retrieved from Chron: https//:work.chron.com/average-salary-college-

degree-1861.html

Retail Management Certificate. (2018, 11 04). Retrieved from retailmanagementcertificate.com