8:00 a.m.
Continental Breakfast & Networking

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

Michelle Mahony, Principal
BRIDGE CONSULTING

8:40 a.m.

Connecting Your Employees To Your Brand: How An Integrated Training, Communication, And Measurement Program Is Critical To Engage Your Workforce

Hyatt Corporation recently launched an ambitious new hotel brand – Hyatt Place. Positioned in the select-service hotel segment, Hyatt Place promises an unprecedented level of authentic hospitality service with "style and innovation" for a hotel brand in this segment. To make this vision a reality, the Hyatt Place concept requires a multi-tasking associate that is capable of providing any service that is requested by a hotel guest.

You'll hear the inside story on how an integrated (and ongoing) training, communication and measurement program has been critical in enabling Hyatt Place to fully engage each associate and ensure a complete understanding of the overall concept. A comprehensive approach to employee engagement (frequent interactive round tables, surveys, information sharing platforms) ensures that each associate stays connected to the brand, as does the Hyatt Place brand assurance program, which measures the branded service delivery.

• The process of building the brand from the ground up
• Connecting that brand vision with the workforce – what are the
  actual building blocks required
• Effective techniques for a non-traditional workforce
• How Hyatt Place's internal branding efforts have served as a game-changer,
  redefining the concept of "Select Service" in the marketplace

Elaine Scales, Vice President Brand Standards & Quality Assurance
HYATT CORPORATION

Rob Rush, CEO
LRA WORLDWIDE, INC.

9:25 a.m.

Everything Matters: The Nuts And Bolts Of Launching A Global Brand - - From Building Consensus To Execution

DLA Piper, the world's largest international legal practice, 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 DLA Piper’s worldwide network of 8,000 people in 25 countries.

• Building consensus and forming the project team
• Establishing the foundation for the brand
• Making creative decisions
• Execution and living the brand

Jodi Krohmer, Director, Internal Communications
DLA PIPER

10:30 a.m.

The Power Of A Winning Brand Culture -- During Good
Times And Bad

The company culture is a key component in the achievement of an organization's vision, mission, strategies and goals. A strong company culture consists of highly engaged employees who are collaborating and producing measurable business results. But is your company culture strong enough to withstand challenging times?

Tasty Catering was recognized nationally as one of the "Top 35 Winning Small Workplaces" by the Wall Street Journal and named the "2008 Best Place to Work in Illinois" by The Business Ledger magazine in conjunction with the Illinois Chamber of Commerce and the Illinois Chapter of the Society for Human Resource Managers. This presentation will focus on the role its sustainable company culture has played in succeeding through four recessions.

• Build a company culture that is employee-led versus leadership-mandated to deliver your brand promise
• Establish an inclusive environment with communication, professional development, recognition, and benefit tools
• Cultivate collaboration to empower and inspire employees to support your brand
• Defeat low morale and productivity problems commonly associated with a recession
• Create opportunities to continually challenge and grow your employees and brand

Tom Walter, CEO & Founding Partner
TASTY CATERING

11:15 p.m.

7 Easy Steps To Use Your Organizational Values And Vision To Ensure Customer Engagement At Every Point Of Employee Contact And Grow Your Business

Customers drive sales and profitability. But how do employees interact with and engage customers? Is there an expectation on the part of a customer about how an employee will represent the brand? Absolutely.

So how do managers know if their employees are equipped and enabled to engage a customer in a positive, trust-based relationship that will generate new sales, and create wildly enthusiastic advocates for your business or product?

In this insightful presentation, ITW-Redhead, a manufacturer of construction fastening products for concrete, steel and building materials, will share best practices for getting employees across your organization to "snap-to" the shared values and vision of the organization, and engage customers simply and clearly in a seamless team effort. You'll leave this session feeling equipped with what you need to ensure your employees engage your customers in a positive manner.

• Determine where your organization is breaking down and where it is strong
• Align your organization in 7 easy steps
• Ensure customer engagement at every point of employee contact
• Motivate employees and grow your business

Mike O'Reilly, General Manager
ILLINOIS TOOL WORKS (ITW) – REDHEAD

Chuck Thomas, President
CT CREATIVE

Join a group of your communication, marketing and HR 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.

How To Build Employee Engagement For New Branding Initiatives And Measure Your Results

In July 2008, Exelon Corporation, a utility holding company, launched an environmental and climate change strategy that is sweeping in scope, aggressive, ambitious and long-term. Buy-in and engagement among the employee population is critical to seeing the strategy through to its full potential.

This session will discuss the process and challenges of employee communications around "Exelon 2020: a low-carbon roadmap," and share how Exelon is adapting its engagement approach to better connect employees to the strategy.

• Why employee engagement matters
• The difference between involvement and engagement
• How to know if you're overthinking the whole "engagement thing"
• Why measurement MUST happen

Howard Karesh, Director, Internal Communications
EXELON CORPORATION

3:15 p.m.

How To Clarify The Shared Commitment Between A Firm And Its Employees Using An Employment Value Proposition

Booz Allen Hamilton is undergoing some of the most dramatic growth and change in its 94 year long history. With a new focus on public sector as the core business, Booz Allen needs to articulate an employment value proposition (EVP) that will attract and retain the mission-critical talent that will enable the firm to continue to carry out its mission – to deliver enduring results to clients – as it grows.

• Leveraged external, normative employment satisfaction data from authoritative sources (e.g., the CLC)
• Conducted customized research using third-party experts (e.g., the Center for Work Life Policy)
• Conducted original primary research with current workers into the drivers of employment satisfaction

1. Communication to be sure all audiences clearly understand
   the promises made by the EVP
2. Training to be sure managers and recruiters can confidently
   present the EVP value statements
3. Alignment of People Services teams, to be sure that the EVP are used as the foundation for projects and focus as well as able to be fulfilled in daily processes
4. Alignment of business processes and culture, also to be sure
   the EVP promises will be fulfilled

This case study will highlight the science of EVP research and the art of EVP embedding so you too can clarify the shared commitment between your employees and your organization.

Rosie Allan, Senior People Services Manager
BOOZ ALLEN HAMILTON

David Jackson, Worldwide Partner
MERCER

4:00 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.