The AmerUS Group is a financial services conglomerate with over $22 billion in assets. As the group was acquiring more diversified holdings, management became concerned that human resource procedures were inconsistent throughout the organization. CEATH Company was asked to develop a consistent personnel handbook that could be used across all sectors of the company. Using an innovative sports team motif, CEATH developed a team member handbook that was well received.

AmerUS then asked CEATH to develop a larger manual for supervisors. The sports team motif was continued, with supervisors seen as coaches of their teams. The manual provided clear explanations of each personnel policy, indicated the company’s values upon which each policy was based and provided advice to new coaches from experienced coaches.