Class:
Internal Promotion

Type:
Under $10 Per Recipient

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.

Results:
The 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 400 submissions.