©2004, Patty Burke, Liz Arrington Entreprenuers Foundation Marketing Communications Roundtable Community Involvement: Internal Marketing Patty Burke February 1, 2005

– 2 – ©2004, Patty Burke, Liz Arrington Session Overview  Why Community Involvement Matters  Tips: Internal Messaging and Communications  How To: Building Pride and Ownership

– 3 – ©2004, Patty Burke, Liz Arrington Why Community Involvement Matters EF CEO and employee survey show desired goals:  Employee Motivation: –Outsourcing, offshoring create ‘us/them’ attitude –Employee passion and loyalty decreased; stock value, fears of lay-offs  Improve Management Trust –Corporate greed and fraud suspicion –CEOs not respected as a category  Team-building –Transient nature, cultural diversity of workforce – lack of cohesive sense of community

– 4 – ©2004, Patty Burke, Liz Arrington Why Community Involvement Matters  1. Consistent response from CEOs and employees: top benefit is employee motivation via improved company culture: –Sense of purpose, families together doing good things –Employee involvement, motivation, morale, retention –Team building, communication across levels  2. Employees perceive ‘Leadership’ as key benefit –Community involvement is a hallmark of a leading company –We look like a leader, CEO acts like a leader  3. ‘Giving back’ also consistently mentioned as employee motivation

– 5 – ©2004, Patty Burke, Liz Arrington Tips: Internal Messaging and Communications  Keep it short  Develop a program theme, ‘brand’  Repeat and reflect goals  Show progress and plans  Develop a regular update rhythm –Newsletter –Company meeting –Show CEO and executive support, but  Must be ‘employee-driven’

– 6 – ©2004, Patty Burke, Liz Arrington Content: Building Pride and Ownership  Focus communications content on employee and community impact –Sharing success stories and testimonials from participants –Sharing specific results from event or partnership –Demonstrating impact on larger needs of the community  Internal Marketing is critical for program sustainability –Create a communications ‘loop’ –Build anticipation and expectation of ongoing success