Star Treatment — GLS helps Securian Reward Top Performers

“How do I get a job like yours?” It’s a question Koleen Roach hears a lot. After all, she jets around to places like Costa Rica and New Zealand in search of spectacular venues for corporate incentives.

Koleen chuckles, “It’s not as glamorous as people think!” As Director of Recognition and Conference Planning for Securian Financial Group, Koleen plans about 50 meetings and events each year. She says most people don’t realize the behind-the-scenes work that’s required.

Then again, maybe that’s because she makes it look easy. “In the events business, you have to remain unflappable,” she explains.” Whatever happens, Koleen says, “You have to make people feel at ease. They are looking to you as a source of security and for assurance that all will run smoothly. And if things go wrong, you can NEVER, ever let the client feel the bumps. You have to be a bit of a human shock absorber.”

Securian and GLS have been doing business for over 18 years. Since Koleen joined the company in 1998, she has relied on GLS to print the marketing materials for its bi-annual Leaders Conference and all other Securian-sponsored meetings and incentives.

“GLS consistently provides excellent quality and service. There’s a trust level—it’s a great relationship and it’s difficult to think of working with anyone else.” — Koleen Roach, — Director of Recognition and — Conference Planning — Securian Financial Group

“GLS consistently provides excellent quality and service,” Koleen says. “There’s a trust level—it’s a great relationship and it’s difficult to think of working with anyone else.”

Koleen speaks highly of GLS Account Executive Jim Benedict. “Jim has always been outstanding! It’s wonderful to have a partner who can work through the diversity of short and long-term campaigns like the ones at Securian.” She appreciates Jim’s ability to suggest alternatives that improve the process.

Events like the Leaders Conference allow Securian to reward—and retain—the best Advisors in the business. It’s a week-long getaway that includes airfare, hotel, company-sponsored meals and events, world class speakers, and more. The 2005 Conference was held in Sydney, Australia, with a theme of Sensational Sydney.

According to Jim Benedict, it took a year to plan and execute Sensational Sydney. He worked closely with Koleen as well as Steve Peloquin of Peloquin Design, who created the maritime-inspired design and logo, and writer Chris Bauer. GLS coordinated the printing, finishing, packaging and mailing. “We worked as a very tight team throughout the campaign,” Jim says.

The marketing communications for 2005 Sensational Sydney reflected the educational, informative style preferred by most Advisors. Initially, Advisors received a tin box, silk-screened with Sydney’s latitude and longitude. Inside was a vibrant, 12-page brochure with enticing facts and photos of the city, and instructions on how to qualify for the trip.

A series of mailings followed, each building excitement about Sydney—Travel Guide books; “countdown clocks” set to alarm at the end of the qualification period; quarterly newsletters; leather luggage tags; engraved name badges, and more.

So, why are recognition programs so important to Securian? “Our company is about financial security,” Koleen explains. “For 125 years, our success has depended on our ability to provide that security to our clients.” In fact, long-term client relationships are among Securian’s most valuable assets—and it’s costly to replace the Advisors who cultivate them.

Koleen summarizes, “Our company is very committed to rewarding people for their productivity. We work hard to be the best.”

In the pursuit of excellence, it’s also important to be in good company. Koleen has two simple pieces of advice for creating effective communications: “Make sure you have a really good designer—internally or externally. And of course, tap into a great printer!”

For more information about Securian, visit www.securian.com.