8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Chairperson's Opening Of Day Two & Presentation:
A Global Transformation From The Inside Out: How To Reposition Your Organization And Make The Move From Good To Great

If you are a business traveler, chances are you've stayed at a Crowne Plaza. However, their name may not come to mind if you were asked to list some options in this crowded and competitive space. Hilton, Marriott and Sheraton tend to dominate the conversation when it comes to travel options in the upper/upscale category. Crowne Plaza intends to change that perception by transforming itself from an also-ran to a dominant player in this highly competitive segment. To get started, Crowne Plaza first launched the transformation process on the inside by engaging the key internal audiences needed to make this transition a success: owners, general managers, hotel employees and corporate employees.

• How to develop an internal communications strategy based on results from external research
• Why segmenting internal audiences helps speed the launch of a transformation
• What challenges to expect in communicating to a global audience in multiple languages
• How to mix old and new media to extend the reach and scope of your efforts

9:30 a.m.

Using Traditional And Social Media Tools To Educate Associates About Consumers - - Supporting A 24x7 Communications Environment

Based in Marysville, Ohio, The Scotts Miracle-Gro Company is the world's largest marketer of branded consumer products for lawn and garden care. Its Scotts®, Miracle-Gro® and Ortho® brands are market-leading in their categories and are the most recognized in the industry. The Company employees approximately 8,000 associates, 85 percent of whom work in supply chain, field sales, and Scotts LawnService locations outside Marysville.

In early 2011, ScottsMiracle-Gro launched traditional and social media tools to support its Consumer First strategy, which aims to help educate associates about the various types of people who buy and use its products.

• How the company is increasing associates’ focus on the consumer through The Vine, its new internal social network
• Three practical ways the company puts consumers literally front and center through its intranet, The Garden
• A novel tool that helps each associate understand the various consumer segments for its leading product line

Lisa Smith, Director, Associate Communications
ScottsMiracle-Gro

Today’s communicators have a new mission – to help align the way employees think, speak and act in ways that strengthen the culture, promote the brand and improve the customer experience. That’s no small order.

From a business standpoint, focusing communications on the brand and brand-right employee behaviors makes sense. Building your brand from the inside out is critical for companies faced with ever-increasing customer demands for exceptional experiences. Communicators must adjust their messages and tactics to make brand the driver of this focus on engagement. Oh, and your communications must be inspirational, too.

Highlights of this session will include how your organization can begin to:

• Explore the connection between reputation, brand, culture and engagement
• See how brand can help focus employee behaviors
• Review a variety of tactics to engage employees
• Examine how Nationwide and other companies have used the internal branding process

How To Create A Social Media Strategy To Unite A Global Workforce, Strengthen Employee Engagement And Reinforce Your Brand

Employees around the globe at NetApp wanted more voice within the organization - with each other and with leadership. They wanted their questions answered and ideas shared. Using this feedback, NetApp built an online community, NetApp Live, uniting its global workforce and reinforcing its brand.

Learn from NetApp's journey, #1 on Fortune's Best Companies to Work For in 2009 and #5 on Fortune's Best Companies to Work For in 2011, how to build an online community for employees, including, how to:

• Create a cross-functional team to drive the initiative
• Conduct an extensive RFP process
• Develop social media guidelines
• Identify the people and skills needed to manage the site
• Analyze the metrics to assess the impact and demonstrate your value

In this session, you will discover why NetApp realized that social media is an investment in their organization's future, and how it can be as well for your own organization.

Francesca Karpel, Senior Manager, Internal Communications
NetApp

Join a group of your colleagues for lunch with an informal discussion facilitated by one of our expert speakers. Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing employee engagement concerns.

2:00 p.m.

Group Exercise: Brainstorm Solutions And New Ideas You Can Use

You asked for it, you got it! Interact and discuss solutions to your employee engagement challenges with your fellow attendees and our experienced speakers. You will leave with new tools and hands-on experience and ideas for more successfully applying best practices to your own employee engagement initiatives.

2:30 p.m.

The Hard Side Of Engagement: How Communication Professionals Are Measurably Improving Business Performance And Advancing Their Careers

• Supporting change to driving change
• Getting the news out to creating better business results
• Worrying about budgets to celebrating big returns

• FedEx’s internal communication department led a project that improved U.S. exports by 23%, with a return on investment of 1,660%
• ITT Corporation’s employee communication function helped improve quality by 40% and created a new model for implementing lean transformations across the globe
• ConAgra Foods’ communication leaders reduced safety incidents by 36%, improved quality by 65%, productivity by 16% and reduced other supply chain costs by more than 60% in strategic manufacturing and distribution operations
• Owens Corning's communication team improved quality, safety, productivity and service in multiple parts of its operation

3:20 p.m.

Afternoon Refreshment & Networking Break

3:40 p.m.

How To Educate, Engage And Drive Employee Behavior Change To Support A Comprehensive Technology Transformation

BBVA Compass is in the midst of an aggressive technology transformation that will include a new core banking solution, positioning the company as one of the first major U.S. banks with real-time processing capabilities, allowing immediate posting of deposit and loan payments. The new technology platform will also improve product time-to-market allowing the bank to quickly adapt to evolving customer preferences while at the same time proactively addressing changing regulations.

While employees are excited to hear that the company is replacing numerous antiquated and disparate systems and tools, readiness and anxiety levels vary across the organization. A comprehensive communication strategy was created to educate, engage, and drive employee behavior change and technology adoption throughout the organization over the course of the 3 to 5 year transformation.

BBVA Compass is recognizing measurable results from an internal communication strategy that places a premium on educating through face-to-face dialogue, interactive content and engaging storytelling. You will gain an inside look at how BBVA Compass built, manages and refines this innovative communications program.

Highlights from this presentation that you will be able to apply to your organization will include, how to:

• Identify and leverage the right stakeholders and resources to build and
  manage an effective change communications plan
• Leverage the art of illustration to provide strategic context and outline
  the path for change
• Use measurement tools and flexibility to gauge and react to employee
  readiness and engagement

Ralph Evans, Director, Internal Business Communications
BBVA Compass

4:30 p.m.
Chairperson's Recap: Key Takeaways And What To Do When You Get Back To The Office

We’ll recap the highlights of the past two days and ask you to share key insights and next steps with the group.

Jason Anthoine, APR, Senior Vice President, Brand and Talent
MSL ATLANTA