Events

In this Hot Topic Briefing, mid- to senior-level marketing and branding executives will be provided with vital strategies and methodologies needed to develop or reinvent strategic internal branding initiatives through developing effective measurements, ensuring messaging and communication consistencies, garnering buy-in from key stakeholders and building brand ambassadors who ‘walk-the-talk’.  Through an intense, highly-engaging and interactive day of knowledge exchange with industry-leading facilitators and forward-thinking practitioners, attendees will be immersed in strategic dialogue that will enable them to gain valuable insights and actionable tools to overcome the most significant challenges of strategic internal branding.

WHAT YOU WILL LEARN
Through attending this Hot Topic Briefing, mid-to-senior level marketing & branding executives will learn:

• Methods for developing proven internal branding strategies, ad campaigns, brand ambassador engagement models and metrics for measuring effectiveness
• Best practices for overcoming the challenges of corporate transparency through ensuring consistent delivery of brand values and experience at all touch points of the organization
• Actionable tools for attracting and retaining top talent who seek to represent great brands
• Insights for ensuring stakeholder alignment, messaging unification and brand value consistency
• Strategies for increasing the utilization of social media by brand ambassadors to sharpen the impact of their brand

SPEAKERS
Bill Flitter, CEO & Founder, Pheedo, Inc. (Committee Chair)
Rick Garlick, Ph.D., Director of Consulting and Strategic Implementation, Maritz Hospitality Research Group, Maritz Inc.
Paul LeBoffe, Partner, Shirlaws

07:30 A.M. – 08:00 A.M.                   
Registration & Continental Breakfast

08:00 A.M. – 08:15 A.M.                   
Chairperson Welcome & Executive Ice Breaker
Bill Flitter, CEO & Founder, Pheedo, Inc.

08:15 A.M. – 09:15 A.M.                   
Branding from the Inside Out: The Path to Profitability
How do you create a strong internal brand?  How does this ultimately drive profitability for a company?  This session discusses the important components of internal branding and the most important steps to creating a brand that is respected by both employees and consumers.
Rick Garlick, Ph.D., Director of Consulting and Strategic Implementation, Maritz Hospitality Research Group, Maritz Inc.

09:15 A.M. – 10:15 A.M.                   
The Missed Opportunity: Building An Internal Branding Campaign
Raving employees can be some of your best marketers.  If you treat your employees well, they will treat customers well.  But most of us focus our marketing efforts on customers, and skip employees.  This section discusses examples of how enthusiasm is contagious and how building an effective internal branding campaign can boost your brand by employees sharing their experience with others.  
Bill Flitter, CEO & Founder, Pheedo, Inc.

10:15 A.M – 10:30 A.M.                    
Break

10:30 A.M. – 11:30 A.M                    
Putting the “Cult” in Culture: How to Create Raving Employees
Why do the most successful companies seem to have a “cult-like” culture?  What are they doing that you’re not?  This section discusses how you can connect with your employees so that they become raving fans of your brand.
Rick Garlick, Ph.D., Director of Consulting and Strategic Implementation, Maritz Hospitality Research Group, Maritz Inc.
Paul LeBoffe, Partner, Shirlaws

11:30 A.M. – 12:30 P.M.                    
Herding Cats:  Nexters, Boomers and Other Challenges to Communicating your Brand in a Diverse Workplace
Generation, gender, culture, values, learning styles, and managerial styles all impact how we see the world and communicate with others.  So how do we connect with our employees so that they “own” our brand?  This section discusses assessment tools and other methods of clarifying the lens through which your employees perceive your brand and how you can communicate with them more clearly.
Rick Garlick, Ph.D., Director of Consulting and Strategic Implementation, Maritz Hospitality Research Group, Maritz Inc.
Paul LeBoffe, Partner, Shirlaws

12:30 P.M. – 01:30 P.M.                    
Networking Luncheon

01:30 P.M. – 02:30 P.M.                    
Follow Through: Implementing Your Internal Branding Campaign
A good strategy well executed is better than a brilliant strategy poorly executed.  Once you have a strategy for your internal branding campaign, what’s next?  This section lays out a road map – a strategic action plan – for how to implement a successful internal branding campaign through your entire business.
Paul LeBoffe, Partner, Shirlaws

02:30 P.M. – 03:00 P.M                     
Break

03:00 P.M. – 04:00 P.M.                    
Weighing Air: Measuring the Success of your Internal Branding Campaign
Once you’ve implemented your internal branding campaign, how do you know it’s working?  What are the elements of an employer brand to consider?  How do you measure them? Is it more difficult than weighing air?  This section discusses these questions and other aspects of evaluating the success of your campaign.
Rick Garlick, Ph.D., Director of Consulting and Strategic Implementation, Maritz Hospitality Research Group, Maritz Inc.

04:00 P.M. – 05:00 P.M.                    
Overcoming the Obstacles: A Live Case Study
Theory is great, but how do you take these principles and make them work in your own organization?  In this section, we will work with a volunteer from the audience to develop their internal branding campaign.
Bill Flitter, CEO & Founder, Pheedo, Inc.
Rick Garlick, Ph.D., Director of Consulting and Strategic Implementation, Maritz Hospitality Research Group, Maritz Inc.
Paul LeBoffe, Partner, Shirlaws