This is a copyrighted, three-phase, nine-step approach to change management and communications. Inward Marketing educates, enrolls and inspires internal corporate audiences in support of major change initiatives such as mergers and acquisitions, large-scale software implementations, strategic redirection, reengineering and new management appointments. After implementing the Inward Marketing methodology, clients report that their change initiatives take hold, are enthusiastically supported, provide a return on investment, and are sustained over time.

Over the years we have come to learn three things that need to be taken into account when executing strategic change management:

1. People need to understand the underlying reasons why the change is happening and more importantly how the business works in general. If they don't they will never understand the consequences of their behavior and be willing to change.
   
   
2. People are people. As a result, during a strategic change initiative they will fall into natural demographic and psychographic segments that behave differently. A company needs to understand these differences and how to communicate with them effectively.
   
   
3. In today's MTV and Internet culture, people want to be entertained while they are being engaged in communication. Traditional forms of communication like: memos to staff, newsletters and videos of the CEO, don't work any more. Industry needs to borrow from the worlds of marketing and entertainment to create employee communications programs that get people's attention.
   

Inward Marketing™ provides validation, creativity and measurability of change acceptance.

Using advanced and innovative processes borrowed from external marketing disciplines, Inward Marketing™ creates a framework for any corporate initiative as with all Inward Strategic Consulting Disciplines, we use the facilitated Workshop in the change management process.

The Inward Marketing Workshop will gain consensus understanding of the following:

1. Problem/Need
2. Communication Program Goals
3. Obstacles and Opportunities
4. Identify Target Audiences
5. Influencers
6. Strategic Messaging
7. Communications Tactics
8. Tracking and Evaluation