Communication Program – Innovation programs are important; and in many cases, new in terms of everyday consciousness. So why is it that so little goes into creating a buzz? After all, we are competing for people’s attention; whether internally or externally. To be top-of-mind, it takes more than a kick-off party, colorful balloons and some motivational posters. It takes a comprehensive campaign based on a sound strategy. Imagine if today's top brands didn't have comprehensive marketing strategies - they're awareness indexes are a big reason for their success.

Successful Innovation processes are driven by strong participation. To get people to think about your process, you have to cut through the mental clutter of their daily lives: whether they are thinking of the five jobs they now have due to downsizing, the car repairs or putting braces on their kids’ teeth, people's attention spans are getting increasingly short for any noise and will only stand to be interrupted by a message that has meaning for them; in a media that doesn’t make them reach-out…oh, and frequently enough to create a call to action, but seldom enough not to become annoying. Otherwise, be prepared for low particpation rates out-of-the chute that quickly cascade into disengagement at all levels.

Relevance, equity, clarity, timing, content and transparency are all imperative to create buzz-worthiness fit for viral transmission; which in the end, is often the best referal marketing one can ask for.

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