8:30 a.m. to 11:30 a.m.
MORNING POST-CONFERENCE WORKSHOP C

Continental breakfast will be provided at 8:00 a.m.
for the morning workshop attendees.

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 behavior 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.

11:30 a.m. to 1:00 p.m.
Afternoon Break / Lunch On Your Own

1:00 p.m. to 4:00 p.m.
AFTERNOON POST-CONFERENCE WORKSHOP D

Connecting The Communication Workplace To The Communication Marketplace: How To Design A Brand-Driven Communication Strategy To Deliver The Brand Promise

Some people make promises to customers. Other people deliver on those promises.

Your communication strategy should connect the workplace to the marketplace by engaging people in activity that delivers the brand promise to your customers.

• Makes sure people understand how they can influence customers
• Involves people in making customer-focused decisions
• Gives people the right information at the right times so they can make the right decisions on behalf of the customers and
• Makes sure people know what's in it for them when they drive increased customer satisfaction and loyalty

The ultimate outcome from an internal branding effort: increased customer loyalty that generates sales and revenues. If it's not achieving this objective, it's not doing its job.

You'll learn what companies such as FedEx, IBM, Honeywell, Toyota and Pepsi Bottling Group do every day to make sure their employees make the decisions that bolster the brand.

• How to build a business case for helping your company increase brand loyalty, sales and revenues
• About the components of the overall customer experience and how to determine which components contribute the most to the brand promise
• The basics of conducting and using customer experience research and applying what you learn to managing internal communication
• How to build an internal communication strategy that capitalizes on customer data while driving employee decisions and actions
• To use your own organization's information to create a plan to improve your brand when you return to work