Winning Hearts And Minds
This is a one day brainstorming workshop designed to develop and clarify an organisation’s core essence as the foundation for an effective communications strategy that builds the attractiveness of a brand/product or service, helping it to sell more effectively to existing and potential new customers/clients/stakeholders through being authentic.
An effective communications strategy built on core values that are lived everyday in the business, will bring measurable value through becoming a brand that people know they can trust and rely on to deliver against its promises.
WHO FOR?
The senior management team of private or public sector organisations wishing to sell their products/services/policies more effectively through the development of an effective communications strategy.
OBJECTIVES
- To raise the brand attractiveness to make it THE product/service of choice through connecting with the aspirations and needs of customers/clients, and demonstrating this understanding with an effective communications strategy to convey key messages of resonance.
- To raise awareness of the business imperative of good communications; the significant profitability benefits gained when organisations get it right, and the damage and punitive costs you get it wrong.
- To raise awareness of senior executives of the their level of understanding around the needs & aspirations of their customers/clients, assess how well they are meeting them, and identify gaps in provision.
- Clarify the key messages for the organisation to connect with the unfulfilled needs and aspirations of their target customer/client group.
- Identify the range of channels to convey key message(s) that build awareness, demonstrate authenticity and enhance trust and reputation of the brand.
- Identify next steps forward.
APPROACH
Our approach is interactive and experiential, facilitating brainstorming sessions where participants engage in problem solving and innovating new ideas and solutions around the art of good communication that build high levels of personal awareness, motivation, engagement and responsibility for implementation.
In addition, our approach is integrated with good corporate governance where key values are embedded into the practices of the organisation to build trust and dependability i.e. the organisation delivers on its promises not some of the time, but all of the time.
A good communications strategy embedded in good governance is the ultimate source of empowerment within an organisation and can help to:
- Increase customer trust and loyalty through consistent delivery of good quality service, monitored through effective quality assurance programmes.
- Add value to all right holders including shareholders and stakeholders.
- Avoid responsibility and accountability conflicts, saving on management time and your organisation’s reputation.
- Attract, recruit and retain good people by becoming an employer of choice through the business values and ethics your business demonstrates.
- Improve advertising and marketing outcomes by avoiding hype and spin.
- Win more new business through trust, reputation and word of mouth.
- Improve deal negotiation skills with customers, who’ll be happy to pay the right price.
- Improve the effectiveness of business strategies through having the right systems and procedures.
- Safeguard integrity in financial reporting.
WORKSHOP OUTLINE
Topics to be covered include:
- Communications – The Art of conveying messages that resonate with the needs & aspirations of customers and other stakeholders. .
- When Companies Get It Right…… Real case studies from the corporate world
- When Companies Get It Wrong ……. Real case studies from the corporate world
- QUIZ – How well do you understand the needs & aspirations of your clients?
- Connecting With the Zeitgeist – what are the current realities/challenges/concerns of the business.
- Developing Simple Core Message(s) For Achieving Resonance.
- Conveying Authentic Message(s) – Generating key strategic approaches. Some of the main communications disciplines are public relations, internal communications, corporate communications, direct marketing, advertising, branding, public affairs and investor relations. These are aimed at different audiences and use different tools and activities to convey a message.
- The Way Forward.
LEARNING STYLES
The workshop will place great emphasis on practical and experiential learning based on the real challenges of the business/organisation, for improving individual effectiveness.
Participants will be encouraged to a keep personal learning los to record their learning, and chart their progress in meeting objectives. The learning methodology will also include:
- Work on ‘live’ business issues.
- Peer group working.
- Profiling questionnaires and self-assessment tools.
- Personal performance review.
- Goal setting – Personal Action Plans.
LeaderGen draws its communications consultants from journalism, and the professional services community, ensuring that we are able to assemble teams with the most relevant and appropriate experience and capabilities. At LeaderGen, we take enormous pride in every aspect of our work, with the exceptionally high client and staff retention records to prove it.
COSTS
Available on request. Please email your requirements to workshop@leadergen.com and we will be happy to assist you.