• Read Today's Bugler.
• Download:   Integrated Employment Branding Presentation
• Download:   Roses in the Thornbush: How Marketing Can Leverage the Value of Recruiting                     and How Recruiting Can Leverage the Value of Marketing   

         Department-Level Demographic Targets
                  Age Groupings
                  Regional Groupings
                  Historical Groupings
                  Key Intersections

We recommend performing a thorough demographic analysis of the existing organization as a method for establishing a baseline. The core questions involve treating the inside of the organization as if it were a marketplace and asking the following questions:

• Who are my employees?
• What are they like?
• Where can I find them?
• How can I find them?
• How can I keep them?

• vAge Groupings
• Regional Groupings
• Historical Groupings
• Key Intersections In the Data

• To influence: change or maintain consumers' specific behaviors,
• To inform: creating new knowledge, meanings, or beliefs,
• To persuade: change beliefs, attitudes, and intentions,
• To transform: modify the images, feelings, and emotions,
• To remind: increase the activation potential of brand name or other product meaning.

1. Determining the Communication Objectives
2. Designing the Message: Content (rational, emotional, or moral appeals), Structure (draw conclusions, argument order), Format (layout, words and sounds, web design, banners, sales pitch), Source (expertise, trustworthiness)

3. Specific Message Tailoring Core Hook and Tailoring (What is the memorable tagline?) Graphic Images Level Of Playfulness Profession Specifics

4. Positioning (How will your brand compare with others in the same or adjacent markets?)

- John Sumser © TwoColorHat. All Rights Reserved.

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