Events

In today’s economy, marketers’ ability to work BETTER with what they have now can make the difference between surviving and thriving. Every business has employees and customers, but not every marketer leverages those assets to extend brand impact, drive business results and improve loyalty.

In the Internal Branding and Internal Marketing: Strategic Integration to Market Leadership Forum, executives will learn how to effectively integrate and leverage internal branding and internal marketing to improve both the short-term and long-term success of their organizations. Hands-on lessons delivered by leading industry experts will equip attendees with strategies and tactics for converting their most valuable assets – their employees and customers – into brand warriors. Further, attendees will delve deep into proven approaches for taking internal branding efforts to the next level and leveraging internal marketing techniques to ensure full strategic organizational alignment. The Result: Enhanced Brand Impact for an Increased Bottom-Line and Long-Term Business Prosperity.  

Discussion Points:
Internal Branding and Internal Marketing: Methods for Achieving Strategic Organizational Goals

Leveraging the Structure of the Brand

Proven Techniques for Exploring and Mapping the YOUR Brand Experience

Bridging Marketing & HR to Garner Full Employee Commitment

Building the Culture: Aligning Employee-Focus with Customer-Focus for Marketing and Organizational Success

Top 3 Take-Aways: Learn How to:
Integrate Internal Branding and Internal Marketing Strategies to Drive Competitive Advantage

Map Your Customer’s Experience & Conduct Internal Audits to Maximize Effectiveness

Apply Tools and Techniques that are Best Suited for Your Organization to Leverage Its Brand and Employees

Facilitators
Sybil F. Stershic, President, Quality Service Marketing
Debra Semans, Senior Vice President, Polaris Marketing Research, Inc.

08:00 AM – 09:00 AM       
Registration & Continental Breakfast 

09:00 AM – 09:30 AM       
Welcome & Introduction: Understanding the Difference between Internal Branding and Internal Marketing
These terms are often used interchangeably, but in truth, there are significant differences on how and why companies apply them. We’ll spell out the similarities and differences, including which strategy is most appropriate in a given situation.

09:30 AM – 10:00 AM       
Your Brand: So What, Why Should We Care?
Brands are significant corporate and organizational assets, and yet many brands are not actively managed and leveraged.  We will discuss why brands are important, explore the total make-up of a brand, and give you tips about how to communicate with non-Marketers about the brand.

10:00 AM – 10:30 AM       
The Critical Factor: Brand Experience
As customers become more discerning, they demand more from brands.  By honing the Brand Experience, the brand-customer bond is strengthened – and hence, long-term beneficial relationships are sustained.  In this session, we will explore how different businesses with different situations deliver a Brand Experience.

10:30 AM – 10:45 AM       
Break

10:45 AM – 12:00 PM        
Hands-On Lesson in Brand Experience Mapping: Delving Deep into What Your Customers Actually Experience
What experience are you delivering with your brand?  Using a simple Brand Experience Mapping tool, we will look at the delivery of a common consumer experience.  Participants will simultaneously apply the tool to their situations, identifying brand experience improvements and enhancements they can make to improve brand loyalty.

12:00 PM – 01:00 PM        
Lunch

01:00 PM – 01:30 PM        
Hands-On Audit: How Much Internal Marketing Do You Need? … Plus Foundational Elements of Internal Marketing
In this session, attendees will complete a mini-audit to better assess the level of internal marketing needed in their organizations. Then we’ll outline and discuss the three basic elements underlying an effective internal marketing strategy.

01:30 PM – 03:00 PM        
Relationship-based Internal Marketing Tools for Employee
Customer Engagement
Attendees will be equipped with a sample of practical internal marketing tools & tactics to strengthen employee-customer care and build a positive service culture. Examples and best practices are drawn from a variety of industries and different-size companies. Attendees will be also encouraged to share their experience with and concerns about using these tools.

03:00 PM – 03:15 PM        
Break

03:15 PM – 04:30 PM        
Avoiding Common Pitfalls: Lessons-Learned in Applying Internal Branding & Marketing
The leading facilitators will share important tips on what works and what doesn’t when implementing internal branding and internal marketing initiatives.

04:30 PM – 05:00 PM       
Q&A

05:00 PM                              
Briefing Adjourn