The document summarizes a presentation for a healthcare marketing summit on using events to build organizational culture. It discusses how events can create connections between internal and external audiences by delivering more than just information. It advocates designing events for true engagement of both audiences and viewing events as a platform requiring both business-to-business and business-to-consumer insights. The presentation also outlines how strong organizational culture can drive business success by increasing metrics like earnings, customer satisfaction, and retention. It provides examples of how culture-building events represent the culmination of symbols, stories, and rituals that make up an organization's culture.

1. HEALTHCARE MARKETING SUMMIT
NOVEMBER 1, 2018

2. SHARI GLICKMAN
SVP, BRAND STRATEGY

4. For organizations that need highly engaged people to
realize their mission, August Jackson is the brand engagement
agency that puts purpose into practice.

5. Create connections with and between audiences
Deliver more than an information exchange
Cultivate communities of purpose
EVENTS MATTER
DESIGN FOR TRUE ENGAGEMENT

6. BOTH INTERNAL AND EXTERNAL AUDIENCES
HAVE SIMILAR INTERESTS AT HEART
MEETING OF THE MINDSETS

7. E V E N T S A R E A B U S I N E S S - T O - E V E R Y O N E P L A T F O R M T H A T R E Q U I R E S B 2 C - D R I V E N
I N S I G H T S F O R D E S I G N A L O N G W I T H B 2 B - D R I V E N F U N D A M E N T A L S F O R D E L I V E R Y .

8. Employees Customers Consumers
Internal Externalvs.
Business to Business Business to Consumervs.Community of Believers & Advocates

9. NOT THE OTHER WAY AROUND
CULTURE DRIVES BUSINESS

10. EVENTS ARE ONE OF THE MOST POWERFUL BUILDERS OF CULTURE,
AND CULTURE IS THE MOST POWERFUL DRIVER OF ORGANIZAT I ONA L
SUCCESS.
GROUP
ENGAGEMENT

11. CULTURE DRIVES BUSINESS
NOT THE OTHER WAY AROUND
increase in earnings
greater share price
higher innovation
higher retention
stronger earnings per share
greater customer
satisfaction levels
increase in sales
“You can have the best
products and you can have
the best services, but the
environment that you create
around the work that you
do permeates everything
in a positive way, if you do
it well.”
TIM RICHMOND
ABBVIE SENIOR VICE PRESIDENT,
HUMAN RESOURCES
“Our commitment to growing our
culture and diversity and inclusion
is one of the reasons
I think this is a great place to
work. Our executives and our
HR organization truly believe
we need diversity and inclusion,
and a strong culture, to be
successful.”
WHAT EMPLOYEES
ARE SAYING
FORTUNE 100 BEST COMPANIES
TO WORK FOR 2018
“Companies that
proactively manage culture
demonstrate revenue growth over
a 10-year period
that is, on average,
516% higher
than those who
do not.”
JOHN KOTTER &
JAMES HESKETT
STUDY ON CORPORATE
CULTURE AND PERFORMANCE

12. CULTURE DRIVES BUSINESS
NOT THE OTHER WAY AROUND
increase in earnings
greater share price
higher innovation
higher retention
stronger earnings per share
greater customer
satisfaction levels
increase in sales
EMPLOYEES
COMMIT
15% greater
productivity
26% less turnover
70% of employees
who agree their
company
performs well
financially said
their boss speaks
to them often
about culture
CUSTOMERS NOTICE
30% greater
customer
satisfaction
levels
20+% increase
in sales
REVENUE GROWS
28% increase in
earnings
65% greater share price
30% higher innovation
40% higher retention
147% stronger earnings
per share

13. CULTURE-BUILDING TOUCHPOINTS
Logos & Icons
Themes & Rallying
Cries
Still & Moving Images
Immersive
Environments
Mementos & Artifacts
Leaders & Champions
Awards
Objects of meaning
that inspire and connect
people to a shared identity
and purpose
Narratives that capture
the essence of the culture
and the ways those
stories are shared
Narratives
Message Map
Content
Success Stories
Videos
Presentations
Social Networking
Crowd-Sourcing
Repetitive activities or actions
that connect people together
through a common practice
Gatherings
Shared Gestures
Planning & Training
Community Givebacks
Recruitment &
Retention
Recognition & Reviews
Engagement Surveys
S Y MB OL S
S T OR IE S
R IT U AL S

14. Events serve as cultural cornerstones that represent
the culmination of all these touchpoints.
CULTURE-BUILDING TOUCHPOINTS
SYMBOLS STORIES RITUALS

15. DRIVEN BY AUDIENCE NEEDS & BENEFITS
THE HUMAN CONNECTION

16. EVENTS ARE AN OPPORTUNITY TO NOT ONLY PROVIDE PRODUCT -BASED
SOLUTIONS ,
BUT TO ALSO CREATE PATIENT -BASED POSSIBILITIES .
INDIVIDUAL
ENGAGEMENT

17. HIERARCHY OF NEEDS & BENEFITS
FOUNDATIONAL INFORMATION ELEVATED THROUGH ENGAGEMENT
Self-Actualization
(achieving individual potential)
Esteem
(from self and others)
Belonging
(love, affection, being part of group)
Safety
(shelter, removal from danger)
Physiological
(health, food, sleep)
Maslow’s
Self-
Expressive
Benefits
(Expanded Possibilities)
Emotional Benefits
(More Complete Care)
Functional Benefits
(Fastest and Easiest to Use)
Functional Attributes
(Advanced Healthcare Product)
Sample
What are our key
audiences ultimately
trying to achieve?
What are their day to
day challenges we are
helping to solve?

18. HIERARCHY OF NEEDS & BENEFITS
FOUNDATIONAL INFORMATION ELEVATED THROUGH ENGAGEMENT
Self-Actualization
(achieving individual potential)
Esteem
(from self and others)
Belonging
(love, affection, being part of group)
Safety
(shelter, removal from danger)
Physiological
(health, food, sleep)
Maslow’s
Self-
Expressive
Benefits
(Expanded Possibilities)
Emotional Benefits
(More Complete Care)
Functional Benefits
(Fastest and Easiest to Use)
Functional Attributes
(Advanced Healthcare Product)
Sample
Why we do it
How we do it
What we do

19. DESTINATION
DISCOVERY
EMPOWERING KIDS WITH THE
HEART & SCIENCE OF POSSIBILITIES

20. SLIDE TITLE
SUBTITLE COPY

21. THANK YOU