Objective: To award employees for submitting information which would assist in increasing sales.
Strategy and Execution: A Sherlock
Holmes theme was developed to inspire 550 full-time and 300 flextime
employees to submit "clues" about the company's customers and
competitors. Banners and posters announced "You Can be a Sherlock
Holmes" at the program roll-out, and buttons with Holmes graphics
(hat, pipe and magnifying glass) were distributed along with
theme-imprinted stickers to use on envelopes when submitting
information. Those submitting one clue received post-it pads reading
"from the desk of a certified bloodhound" and an award certificate.
For 10 clues, an imprinted Dr. Watson coffee mug was awarded at an
employee meeting, and a laser desk plaque with a magnifier was
presented for 25 clues.
advertiser's spokesperson noted that 82 people submitted at least
one clue, 16 made 10 or more, and two made 25 or more for a total of