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8:00 a.m.
Continental Breakfast & Networking
8:30 a.m.
Chairperson's Opening Of Day Two
Kathryn Yates, Global Practice Director – Communication
WATSON WYATT WORLDWIDE
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8:40 a.m.
Celebration: How To Reward Your Employees For Living The Brand, Thus Building A Stronger One
How do you find the time and appropriate methods to salute employee efforts to "live the brand?"
Recognizing employees for supporting brand values and culture is an important element in building a strong brand. But these "celebrations" of brand loyalty and behavior often get lost in the pressure of day-to-day responsibilities. Hear how FedEx uses moments in time - both large and small - to reinforce behavior that helps to build their brand worldwide.
In this session, you'll hear about:
- Corporate-wide efforts to celebrate the FedEx brand
- How to tailor programs to different operating companies under the same brand
- Examples of empowering management to reward individual employees
- Combining the best of old and new programs
- Using online resources to speed the process
Cindy Conner, Manager, Corporate Communications
FEDEX CORPORATION |
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9:35 a.m.
Morning Refreshment & Networking Break
9:55 a.m.
Launching A Successful Branding Campaign Amidst Radical Change
Global petroleum giant BP has set some ambitious goals for its U.S. Convenience Retail business. Its ampm convenience stores have a strong presence in western states such as California, where ampm opened in 1978, as well as internationally in Mexico, Brazil, and Japan. Now BP is extending the 30-year-old ampm brand by opening locations east of the Rockies. At the same time, it's expanding by moving to a franchise model. So along with this expansion comes a reorganization; by mid- to late 2009 the business's convenience retail sites will be 100% franchised and hundreds of jobs will be phased out.
Sound like a daunting task? It is. But despite the hurdles, BP's ampm branding initiative is gaining traction with employees as well as customers. In this case study, you'll hear the real-life story of how one company is extending its brand while undergoing some major changes. You'll find out:
- How to revitalize your brand and differentiate it from competitors
- How to get employees — even those whose future is uncertain — to support the branding effort
- What tactics you can use to make sure your message is consistent, internally and externally
- Why you should be using traditional — as well as nontraditional — methods to communicate your brand to employees
- How to measure the effects of your communications
Gary Hernandez, Communications Manager
BP U.S. CONVENIENCE RETAIL, BP AMERICA INC.
Kirsten Lambert, Principal
WATERMARK COMMUNICATIONS
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10:50 a.m.
Integrating Your Internal Brand Throughout A Wide-Spread Organization And Getting Buy-In From Employees At All Levels
Developing and dispersing an internal brand has its share of challenges in and of itself, but what if the organization is spread out over 33 states?
Love's Travel Stops & Country Stores, a nationwide chain of over 210 retail locations and sister companies plus subsidiary companies, used focus group data from their employees across the country to develop their internal brand and disseminate it with all of the communication vehicles at their disposal.
Attend this session and learn how to:
- Develop consensus with senior management on the internal brand
- Use your regular communications vehicles to promote and disseminate your internal brand
- Create buy-in for the brand from employees at all levels
Jenny Love Meyer, Public Relations Director
LOVE'S TRAVEL STOPS & COUNTRY STORES
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11:45 a.m.
Lunch On Your Own -- But Not Alone!
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.
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1:15 p.m.
Group Exercise: Brainstorm Solutions And New Ideas You Can Use
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.
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1:45 p.m.
How To Re-Energize Employees Around
A Re-Focused Brand Campaign
Started in 2000, New York-based JetBlue Airways shook the airline industry with brand new planes, live television, exceptional customer service and a stylish look, all with a goal to deliver their promise to "Bring Humanity Back to Air Travel". For the past eight years JetBlue has not only established themselves as a major player in the industry, but has also received high marks for their stand-out brand and superb customer service--recent honors include being ranked as Highest in Customer Satisfaction Among Low Cost Carriers in North America by J.D. Power and Associates and as a Most Admired Company by Fortune Magazine.
With skyrocketing fuel costs, and an ever-changing economic, competitive and social environment, JetBlue decided it was more important than ever to re-focus on their customer service and quality product. So, earlier this year the airline said good-bye to flying and all that goes with it and said hello to Happy Jetting in a national advertising and brand campaign. The brand change not only replaced words like "fly", "flying" and "flyer" with "jet", "jetting" and "jetter" but also highlighted what JetBlue offers that others don't. With this kind of statement, JetBlue had to make sure their crewmembers were behind the campaign and delivered on their promise; they did so through several internal components including an internal YouTube-style website.
In this session you'll learn how to:
- Align internal and external brand strategies
- Use senior leadership to deliver focused brand messages and lead the charge
- Re-energize and motivate employees around an advertising and brand campaign
- Get employees to feel ownership and stand behind a brand campaign
- Introduce new mediums for peer-to-peer communications – including using new social media tools like YouTube
- Successfully communicate and internally launch a brand campaign
Kimberly Ruvolo, Brand Manager
JETBLUE AIRWAYS
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2:40 p.m.
Afternoon Refreshment & Networking Break
2:55 p.m.
How To Develop And Maintain An Employee-Focused Intranet Portal And Online Newspaper: Using Web 2.0 Tools To Build Community And Build Your Brand
During this session, you will hear about the development and maturation of the Centers for Disease Control and Prevention's (CDC) employee communication program and its award-winning cornerstone product CDC Connects, the employee focused inTRAnet portal and online newspaper.
Through stories, practical steps and lessons learned, you'll hear how the CDC reaches out to their most valuable asset – their employees. In addition, you’ll learn how to:
- Focus employee communication on what is important
- Make your intranet a popular must-read news channel
- Make fresh news and accessible enterprise tools work together
- Build community using fresh content, photos, video & more to promote your internal brand
- Introduce an internal blog and use it to encourage employees to deliver your brand promise
- Engage employees in a two-way conversation: the pitfalls & payoffs
- Work toward synergy with external communications (media and marketing) for a united brand message
Kay Golan, Director Employee Communication
CENTERS FOR DISEASE CONTROL AND PREVENTION (CDC)
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3:50 p.m.
How Teamwork Makes The Brand Work:
The Power Of Using Matrix Teams To Roll Out And Build A Brand
Teamwork isn't limited to the football field or the basketball court at Ohio State. In this session, you will hear how Ohio State University (OSU) Medical Center used a matrix team approach to develop and implement a brand rollout to over 13,000 team members. Involving the right team members from across the organization – including human resources, information systems, marketing, finance, facilities, and senior leadership – helped to ensure a brand win, both during brand launch and in embedding a new brand into the organization's culture.
Attend this session and learn how a structured approach to using organizational teams in your branding efforts can:
- Help overcome the challenges of aligning different business units under a common brand banner
- Provide feedback to avoid mistakes
- Move branding from a marketing program to an organizational imperative
- Accelerate the brand-building process by harnessing expertise from across the organization – and accomplish more than any one team could alone
- Decentralize bringing the brand to life across an organization
- Build the brand through cultivating and rewarding employee behavior that represents your values, mission and brand
This session will also showcase what OSU Medical Center has accomplished in rolling out a new brand and building on the roll out over the following months using tactics such as retreats, manager events, a 24-hour staff event, environmental branding, videos, a recognition program, print and more.
Julie Scott, Program Director, Communications and Marketing
OHIO STATE UNIVERSITY MEDICAL CENTER
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4:45 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.
5:00 p.m.
Close Of General Sessions
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Speakers & Key Highlights • Who Will Attend • Benefits of Attending • Rave Reviews
Pre-Conference Workshops • Agenda Day 1 • Agenda Day 2 • Post-Conference Workshops
Venue & Lodging • Registration Fees • Discounts & Policies • Association Partners
Register Now • Forward To A Colleague
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