Branding and Promoting Internal Audit November 2010 Branding and Promoting Internal Audit Salem Chapter of the IIA Salem, Oregon November 3, 2010 Shenandoah Group

Some Questions to Ponder Branding and Promoting Internal Audit November 2010 Some Questions to Ponder Are their any residual myths in your organization about Internal Audit? Are new employees, including temporary, given orientation about governance, risk management, compliance (GRC) and its relevance to their roles? Does internal audit tell its story at new employee orientation? At all-hands meetings? At initial meetings of all engagements? Is the Internal Audit “brand” comparable to Dollar Stores or Nordstrom , General Motors or Ford, Susan Boyle or Lady Gaga? Shenandoah Group

Branding and Promoting Internal Audit November 2010 Top Ten Brands COCA-COLA MICROSOFT IBM GE INTEL NOKIA DISNEY McDONALD'S TOYOTA MARLBORO Shenandoah Group

Branding and Promoting Internal Audit November 2010 Hallmarks of Branding Consistency of product and service delivery Services and deliverables have a signature “look” Continuous commitment to quality and excellence Effective communications/marketing plan Shenandoah Group

Consistency of Product and Delivery Branding and Promoting Internal Audit November 2010 Consistency of Product and Delivery Disciplined Internal Audit processes Risk-assessment Audit planning Risk-based engagements Reporting Follow-up Repeatable, definable processes with owners, objectives, metrics Shenandoah Group

Services and Deliverables have a Signature “Look” Branding and Promoting Internal Audit November 2010 Services and Deliverables have a Signature “Look” Reports have differentiated formats Assurance engagements Consulting engagements Investigations Formats are defined, stable, and evaluated Shenandoah Group

Continuous Commitment to Quality and Excellence Branding and Promoting Internal Audit November 2010 Continuous Commitment to Quality and Excellence Professional certifications On-going training Robust Quality Assurance process Cogent reports Concise, balanced tone, readable, risk focused, timely Shenandoah Group

Effective Communications / Marketing Plan Branding and Promoting Internal Audit November 2010 Effective Communications / Marketing Plan Ownership clear Clients’ and stakeholders’ needs assessed Appropriate media Web page PowerPoint decks for all occasions Face-to-face meetings Shenandoah Group

Some Marketing Approaches Branding and Promoting Internal Audit November 2010 Some Marketing Approaches Executive call program for senior staff New employee orientations Management and executive development training Staff profiles on web or in brochure Description of services on web or in brochure News on entity portal Shenandoah Group

Branding and Promoting Internal Audit November 2010 Marketing Approaches Web page with push communications eNewsletter Lunch and learn for non-audit staff Debrief management after audit committee meetings Presentation decks for all occasions Attend affinity–group meetings Shenandoah Group

Branding and Promoting Internal Audit November 2010 Branding and Promoting Internal Audit Requires an Internal Audit strategy with an compelling vision, internalized values, and engaging mission Coupled with a marketing and communications plan That tells a story of transformation That acknowledges and debunks the myths Shenandoah Group

Branding and Promoting Internal Audit November 2010 The Pay-Off Internal Audit will be positioned for greater influence in the organization Value to clients and stakeholders will increase when Internal Audit becomes a change agent within the entity Internal Audit will become a core competency rather than a mandated burden Shenandoah Group

Branding and Promoting Internal Audit November 2010 Contact Information Jim Key, Partner Shenandoah Group, L.L.P. PO Box 1323 Beaufort, SC 29901 U.S.A jckey@hargray.com 1.843.812.6647 Shenandoah Group