A modern digital presence for launching Sterling's FMLA service
Heigh10 launched Sterling’s FMLA service with a modern digital experience built to simplify complexity. We designed a dedicated website section, crafted targeted email and social campaigns, and developed marketing materials that turned compliance content into clear, engaging communication.
Background
Sterling Administration, a leading healthcare and financial wellness company based in Oakland, California, supports over 80,000 users across its expanding service portfolios.
As part of its mission to simplify complex healthcare and compliance processes, Sterling prepared to launch its Family and Medical Leave Act (FMLA) service. The aim was clear: create a modern, intuitive digital presence that could guide employers, employees, brokers, and general agents through the often-confusing FMLA landscape.
This wasn’t just about compliance — it was about building clarity, trust, and accessibility into a benefit that touches lives during critical moments.
Challenges
Launching FMLA digitally came with unique complexities:
- Complex regulations — FMLA requirements are dense, often overwhelming both employers and employees.
- Awareness and clarity — Sterling needed to communicate the value and ease of its service in a space crowded with legal jargon.
- Multi-audience messaging — Employers wanted risk protection, employees wanted reassurance, and brokers needed sales-ready materials.
- Digital-first impact — The service required a bold, modern identity to stand apart and drive immediate engagement.
Solutions
Heigh10 partnered with Sterling to design and launch a digital-first strategy that made FMLA approachable, clear, and compelling.
We delivered:
- Website: Built a dedicated FMLA section with streamlined navigation, simple explanations, and resources tailored to each audience type.
- Social Media Management: Created awareness and educational campaigns to demystify FMLA and drive audiences to the new service.
- Marketing Materials: Developed clean, professional collateral for brokers and employers, blending compliance accuracy with human-centered design.
- Email Marketing: Designed segmented campaigns targeting employers, employees, and brokers with tailored messaging that boosted engagement.
- Ongoing Support: Provided continuous updates, analytics-driven optimizations, and creative refreshes to ensure relevance and performance over time.
Results
The FMLA launch positioned Sterling as a trusted leader in compliance services, driving both awareness and adoption:
- FMLA-specific website pages saw a 60% increase in traffic within the first three months.
- Social campaigns generated 3.5x more engagement compared to prior compliance-related posts.
- Email campaigns exceeded industry benchmarks, with open rates 20% higher and click-through rates 17% higher than average.
- Brokers reported that sales conversations became smoother, thanks to simplified messaging and impactful marketing materials.
More than just a launch, the initiative reframed Sterling’s FMLA offering as modern, accessible, and people-first.
As one HR leader noted after adopting the service:
“Sterling made FMLA feel less like a regulation and more like a support system for our employees.”
