G6 Hospitality — the parent company behind Motel 6 and Studio 6 — operates one of the largest economy lodging networks in the United States. That scale comes with a workforce as diverse as the communities they serve. And that workforce had a benefits problem.

The existing benefits package wasn't meeting employee needs. Satisfaction was low. Enrollment was lower. And the ripple effects were showing up where they always do — in retention numbers and recruitment conversations.

The decision was made to overhaul the benefits program entirely. New offerings. New structure. New costs. But a new benefits package means nothing if employees don't understand it, trust it, or sign up for it.

Two obstacles stood in the way:

Cost barriers were keeping participation rates critically low. Employees who needed coverage weren't enrolling because the price felt out of reach — whether or not it actually was.

Language barriers were compounding the problem. A significant portion of G6's workforce speaks Spanish as a primary language. Benefits materials written only in English weren't just inconvenient — they were exclusionary. And exclusion doesn't drive enrollment.

G6 needed a communication partner who understood that benefits communication isn't just about information. It's about access.

Re:form Communications was engaged to close the gap between a benefits program G6 had invested in and a workforce that wasn't yet connected to it.

1. Benefits Communication Strategy.
We built a comprehensive communication plan designed around the real barriers to enrollment — cost perception and language access — not just the features of the new benefits package. The strategy addressed every stage of the enrollment journey, from initial awareness through active sign-up.

2. Bilingual Communication Materials.
Every employee deserves to understand their benefits in the language they think in. We developed a full suite of bilingual English/Spanish communication materials — ensuring that G6's Spanish-speaking workforce had equal access to the information they needed to make informed enrollment decisions.

3. Cost Barrier Messaging.
Perception is reality when it comes to benefits enrollment. We developed targeted messaging designed to reframe the cost conversation — helping employees understand the actual value and affordability of the new offerings in plain, direct language that cut through the noise.

4. Multi-Channel Enrollment Campaign.
A single email isn't a communication strategy. We designed a multi-channel campaign that met employees where they were — across digital, print, and in-person touchpoints — to drive awareness, understanding, and action throughout the enrollment window.

5. Manager Enablement.
Frontline managers are the most trusted communication channel in any hourly workforce. We equipped G6's managers with the tools, talking points, and confidence to answer employee questions and actively support enrollment — turning a top-down communication effort into a ground-level conversation.

A workforce that had been underserved by its benefits program — and underinformed about its options — gained access to a new package they could understand, afford, and actually use.

Enrollment barriers came down. Language was no longer an obstacle. And a benefits investment that G6 had made in its people finally had the communication infrastructure to deliver on its promise.

When you serve a diverse, distributed workforce, communication isn't a translation problem. It's a strategy problem. Re:form solved it.

SERVICES DELIVERED
• Benefits Communication Strategy
• Bilingual (English/Spanish) Materials Development
• Cost Perception & Enrollment Messaging
• Multi-Channel Communication Campaign
• Manager Enablement & Talking Points
• Enrollment Journey Mapping
• Multicultural Workforce Communication