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.

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

How To Use Blogs And Other Web 2.0 Technologies To Enhance And Improve Your Internal Branding Efforts

Existing forms of corporate internal communications, such as intranets, are often static, criticized and under-utilized. Recent innovations in online technology – often referred to as Web 2.0 – offer new opportunities to make your internal communications more interactive. You can create conversations, share information more quickly, get feedback, build trust and even use internal blogs as an early warning system for employee grievances.

• How blogs actually work
• How to rollout an internal blog successfully
• How HR strategies can protect you, your company and your internal bloggers
• How to manage positive and negative comments effectively
• How to build your brand inside your organization using Web 2.0

WORKSHOP LEADER: Cheryl Contee, Vice President at Issue Dynamics, Inc., specializes in helping Fortune 500 companies, major non-profit organizations and leading trade associations manage their brands and their campaigns online. Cheryl comes to IDI with extensive non-profit and business online content development, marketing, communications and fundraising experience. Cheryl consistently creates award-winning sites and is a pioneer in the field of blogger relations including blog creation/management, blog advertising, blog training and blogger outreach. Clients include: Blue Cross Blue Shield Association, Verizon, International Fund for Animal Welfare, The U.S. Holocaust Museum, Amnesty International USA, ACLU and many others. Cheryl is regularly invited to speak at major conferences and client events. Cheryl received a degree at Yale University with a major in Ethics, Politics and Economics and has an International Executive MBA from Georgetown University.

12:30 p.m. - 3:30 p.m.
AFTERNOON PRE-CONFERENCE WORKSHOP B
Lunch will be provided at 12:00 p.m. for the afternoon workshop attendees.

How To Align Your Organization Internally To Deliver On Its Brand Promise Externally

The most respected and highly valued brands in the world belong to organizations that are set up internally to deliver on the promise they make to their stakeholders – every time. Many of these organizations seem to have evolved organically over time, based on a passionate founder's vision or a particularly engaged workforce (think Nike, Harley Davidson, Virgin, Ben & Jerry's).

In this workshop, you'll begin by exploring what's going on behind the curtain of a few of these "super brands" and identify some critical lessons for creating alignment and ensuring coordination.

• Key stakeholder touchpoints
• Critical employee groups
• "Brand-right" behaviors
• Critical building blocks for delivery
• Metrics and milestones
• Tactics for engaging leaders, managers and employees

• An understanding of how and why "super brands" achieve the cache, equity and loyalty they enjoy
• A framework for creating alignment and coordination within your own organization to enable consistent and predictable delivery on the brand promise
• A wealth of ideas and inspiration for both strategic and tactical execution of this framework

WORKSHOP LEADER: Tracy Benson Kirker is the Managing Partner of On the Same Page and the Immediate Past President of Council of Communication Management (CCM). Tracy helps organizations improve their business performance and manage their investment in people, advising them on communication, change management and organizational effectiveness.