8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.
Chairperson's Opening Of Day Two

Gordon Rudow, Co-Founder & CEO
BONFIRE COMMUNICATIONS

8:40 a.m.

A Legacy Of 21st Century Leadership:
How To Use Strategic Internal Communication To Engage Employees And Drive Organizational Outcomes

In this session, you will hear about an innovative, research-based approach designed to build and exercise 21st century leadership competencies. No one questions the important and vital role that managers play on employee performance and retention. Now, see how a long list of possible managerial activities and competencies was reduced to the "vital few accelerators" that have the most impact on improving both employee engagement and leadership effectiveness. Using this approach, time-oppressed managers can edit their "to-do" lists to retain only those activities that create positive energy by recognizing and appreciating what is working (success), which produces greater engagement and momentum for change; ultimately achieving "breakthrough" increases in organizational results.

• The value of using an appreciative inquiry-based approach to leadership development
• The "vital few accelerators" that drive outcomes of employee engagement and leadership effectiveness -- developing others, performance management (results-driven performance) and communication
• How to apply the "vital few accelerators" on-the-job

Jim Trinka, Director, ATO Training and Development
FEDERAL AVIATION ADMINISTRATION,
U.S. DEPARTMENT OF TRANSPORTATION

9:30 a.m.

Reinvigorate Your Values And Brand With Web 2.0 Collaboration Technology And Intranet Communications

IBM's most important innovation wasn't a technology or a management system. IBM's most important innovation was "the IBMer" - legions of employees who were, and are, defined by what they value. After 90 years, IBM decided it was time to re-establish those values. The results of that effort have made an impact on IBM's brand, management systems, and business strategy.

• Foster employee behavior that reflects a values-driven brand
• Use technology - specifically online, collaborative tools - to extend your brand internally
• Empower employees to be brand ambassadors

Kevin Winterfield, Internal and Executive Communications
IBM

10:50 a.m.

Branding For Prospective Employees And New Hires: Take A Walk In Their Shoes

There is no better time to put your best brand foot forward than on orientation day; or, even before your new hires become new hires! American Eagle Outfitters sells cool clothing and accessories to customers who want to make a great first impression, and will give someone else about 15 seconds to do it. Hear how this leader in specialty retail gets its employees ready to rock, shares its growing family of brands with a diverse and scattered population of 28,000+ Associates, and boldly states it's a place to live your life, love your job.

• The key elements you need in place to attract the right new hires
• Engaging employees in the business and brand -- from the building to the benefits
• Getting the voice of the brand right by listening and keeping it simple
• Preserving a brand-centered culture – easy steps to 'stay small' during growth
• Branding ideas for building a culture that cares – giving back where you work and play

Richard Borden, Director, Internal Communications
AMERICAN EAGLE OUTFITTERS

11:40 a.m.

*** From conference attendee to speaker! ***

With over $23 billion in annual revenues (sitting 109 on the Fortune 500) and over 8,000 employees worldwide, Tech Data is the largest publicly traded company in Florida. And yet, almost no one knows who they are, even in their own community. Talk about your brand challenges!

Tech Data is the quintessential middle man, distributing hundreds of thousands of IT products from great brands such as Apple, HP, IBM and Microsoft. Their greatest brand challenge has been to articulate their value when they are, by design, invisible to their customers and subservient to the great IT brands.

After attending the August 2007 Advanced Learning Institute Internal Branding Conference, they developed an employee-centric plan to reinvigorate their stagnant brand. Working with their colleagues in HR and around the company, they have found their story and how to articulate their difference. They systematically worked through the entire executive ranks to present the case for a brand refresh, and received tremendous support in very unexpected places. While in the middle of their brand refresh project, with some employee communication tools in circulation and many on deck, their initial focus groups with employees have been very positive, but their story is still very much a work-in-progress.

• How to build a logical argument for branding and gain support from even the Chief Financial Officer
• How to turn a mundane story (pick, pack & ship) into something employees can get excited about
• A look at some key tools that were developed to connect employees with the brand
• Where we are headed to tomorrow

Marjorie Bulone, Supervisor, Corporate Communications
TECH DATA CORPORATION

Join a group of your communication and marketing 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 internal branding concerns.

You asked for it, you got it! Interact and discuss solutions to your internal branding 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 branding initiatives.

2:30 p.m.

Everything Matters: The Nuts And Bolts Of Launching A Global Brand

Formed in 2005 by the merger of three regional firms, DLA Piper, the world’s largest law firm, needed to capitalize on what made it unique and valuable to its clients, prospective clients and recruits. Doing so meant not only conducting the market research typical of large-scale branding programs, but also looking deeply and extensively within the newly formed firm to understand what was unique and true about its people, approach to client service and culture. This insight led to the development of a solid brand strategy that was then extended through internal and external communications, design and language, and ultimately resulted in a organizational change program focused on building consistent brand behaviors across the firm's worldwide network of 8,000 people in 25 countries.

During this session, you'll hear about the challenges and opportunities behind every step of a global brand launch, from building consensus and forming the project team, to establishing the foundation for the brand and making creative decisions, to execution and "living the brand."

Jodi Krohmer, Global Director, Internal Communications
DLA PIPER

Bill Schroeder, Global Director, Brand Management
DLA PIPER

3:40 p.m.

How To Harness The Power Of Internal Branding To Improve Your Organization's Effectiveness

The U.S. Equal Employment Opportunity Commission (EEOC), the federal agency responsible for enforcing the nation's laws prohibiting employment discrimination, for the first time in its 42 years recently brought branding to its 53 quasi-autonomous field offices throughout the nation and its Washington headquarters. The effort involved rewriting the agency's 50-page Communications Handbook and style guide for the first time since 1988, outlining guidelines on form and content of news releases, speeches and other messaging devices; instituting uniform news release letterhead; generating buy-in from throughout the ranks; and overcoming resistance among some dedicated - but hidebound - staff.

By creating a strong and consistent national presence, this government agency increased its visibility, enhanced its credibility, and improved effectiveness as an enforcement agency.

• Generate branding buy-in among widely dispersed employees at various levels-from the front line staff to senior managers
• Overcome resistance among those asked to supplant their local identities
• Harness branding to boost national presence

Charles Robbins, Communications Director
U.S. EQUAL EMPLOYMENT OPPORTUNITY COMMISSION

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.