1. Communicating for Action SM : Influence Opinions, Change Behavior November 18, 2014

2. Name, role, company Company or product you admire Favorite book or movie 1 Introductions

3. COMMUNICATING FOR ACTION © Planning Model 2

4. Who needs to act for you to be successful? Internal Channel Customer Influencers 3 Audience Inventory

5. Segment Desired behavior Mindset and routines Barriers Rewards 4 Audiences Analysis

6. Audience need + your service or product Your unique capability or feature that has audience relevance Address a customer barrier to action 5 Getting to Key Messages

7. 6 Messages and Proof Statements

8. MESSAGE PYRAMID 6

9. “Romeo and Juliet” Stage setting Conflict Resolution Outcome 8 Elevator Story

10. Direct delivery Person-to-person Third-party Collateral Intercept Destination Research 9 Delivering Messages

11. Insights and Strategy Internal Comm CollateralMarketing Public Affairs 10 Integrated, Business-focused Approach Investor Relations Advertising Digital Comm CSR

12. Questions? Thank you! Julie Steininger Standing Partnership jsteininger@standingpartnership.com 314-287-6351 11 Questions and Wrap-up