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 company'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.

How To Measure The Impact Of Employee Communication On The Brand

Advertising and marketing lay a strong foundation for perception of a brand, at least until people have contact with an organization. Once they buy its products or interact with its employees, their long-term impressions of the brand will be shaped by their experiences.

• Understand what the brand is
• Agree the brand attributes make sense
• Behave in ways consistent with the brand
• Believe the company acts in ways consistent with the brand

• Executive interviews
• Employee Focus Groups
• A content analysis
• An objective assessment by professional communicators from around the world to see how perception of the communication vehicles and their reflection of the brand varied in different cultures