Take internal branding from complexity to clarity through these interactive workshops guaranteed to jumpstart your conference experience. These workshops are a great opportunity to advance your learning and network with fellow attendees while taking a hands-on, common sense approach to mastering internal branding that will enhance your understanding of the informative case study presentations throughout the entire conference.

Choose A or B or BOTH for maximum value and learning

9:00 a.m. to 12:00 p.m.
MORNING PRE-CONFERENCE WORKSHOP A
Registration and continental breakfast will begin at 8:30 a.m. for the morning workshop attendees.

How To Develop A Successful Brand-Building Strategy From The Inside Out To Create An Organization That Lives And Breathes The Brand

An organization can spend dollar after dollar and hour after hour carefully planning the perfect image for your brand. However, all of this effort and investment will be rendered an exercise in futility if any aspect of the brand-building process is not properly managed. Building a brand is no longer just about choosing a logo and a catchy tagline, but about proactively managing customer experience, developing a sustainable customer promise and delivering on it.

This is not as easy as it sounds, especially in today’s tough economic times. The battle for the customer is intense with all players competing with similar products, services and promises. Internal branding relates closely to this process and is truly where it should all begin. Branding must be approached from the inside out, so that the entire organization lives and breathes the brand.

• Wield the latest internal and external market research tools in brand-building
• Develop a brand-building strategy, incorporating both internal and external input
• Leverage your internal brand to proactively manage customer expectations
• Ensure your brand aligns with your corporate culture
• Measure the effectiveness of brand-building efforts

WORKSHOP LEADER: Patricia McQuillan founded Brand Matters in 2000, a brand consulting firm with a focus and expertise in brand strategy, market research and internal brand development. Prior to forming Brand Matters, Patricia held the positions of Vice-President – Marketing, RBC Dominion Securities and Vice President – Marketing, TD Waterhouse, where she successfully introduced strategic marketing programs and built long-lasting brands. Earlier in her career, she engineered successive business turnarounds in the consumer packaged goods industry at Kraft Canada over a 6-year period as a Senior Brand Manager.

12:00 p.m. to 1:30 p.m.
Afternoon Break / Lunch On Your Own

1:30 p.m. to 4:30 p.m.
AFTERNOON PRE-CONFERENCE WORKSHOP B

A Step-By-Step Framework For Implementing New Internal Branding Processes For Organizational Effectiveness:
How To Operationalize Employees To Understand, Be Motivated, Inspired And Engaged Through Effective Internal Branding, Messaging And Fresh Creative Ideas

This workshop will teach you how organizations can take advantage of new ideas in internal branding planning that yield stronger employee engagement and commitment that ultimately saves time, money and effectiveness. The benefits of using these new approaches are: more enthusiastic employees; greater understanding of the company's vision; improved commitment; and new employee behavior that supports the organization's goals.

• An effective step-by-step framework for effective internal branding that covers the theory, messaging, tactical planning, program management and measurement processes to track results and impact
• The process of creating a message architecture and experiential tactical plan--message architecture is the process of building a comprehensive internal message that is clear and understood, relevant and personal and suggests the right behaviour one should adopt
• How to make internal branding effective to your audience in a meaningful way by understanding the importance of tactical resonance and message relevance
• How to create a message matrix - understanding the value of communicating the right message, to the right audience, at the right time. A message matrix is an easy road map or chart for effective planning
• Methods for tactical planning and group brainstorming that yield greater employee participation and internal buy-in that are fun and engaging
• Criteria and methods for measuring results

WORKSHOP LEADER: Allan Steinmetz is CEO and Founder of Inward Strategic Consulting, a national firm that specializes in internal/external branding strategies, change management, change communications, management vision alignment and market research. He is a sought after speaker and interactive trainer. Previously, he was Senior Vice President and Corporate Director of Marketing for Arthur D. Little. Prior to ADL, he was the Worldwide Director of Marketing and Communications for Andersen Consulting. Prior to Andersen he was with Young and Rubicam for ten years as Senior Vice President and Director of Marketing in a variety of roles.

Testimonials From Past Allan Steinmetz Sessions:

"This workshop helped me see the light at the end of a (very dark) tunnel.
Comprehensive, but great!"

"Very practical and useful!"

"This was an outstanding workshop – totally worth participating in this!"