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Internal Marketing — Cisco Talent Connection Organization Adoption

Internal communications, change management, organization adoption….many names same need–AUDIENCE ACTION.

» Situation:

How to capture the attention of a highly distracted workforce to understand a new career program, Cisco Talent Connection and take action by completing a profile.

» Action:

A fun character, a webisode series and a play on movie merchandising and viral shareability. A 1-2 punch, nontraditional communication tactics combined with traditional offer a winning combination.

Watch the webisode trailer to see what all the fuss is about.

Check out the quick overview of the launch plan including strategy and tactics:

» Results:

An internal campaign that accelerated adoption 10X faster than traditional methods.

 

About the author

Melissa Kennedy

I am an innovative, practical problem-solver with an MBA. Pioneered one of the first social media strategic plans for a Fortune 100 company, including monthly online TV program viewed by 120,000 customers. Created a scalable channel marketing service model and established a new customer communication channel through partner web syndication. Developed marketing plan for start-up technology firm. Launched first comprehensive marketing campaign for major science and technology university's $1 Billion fund-raising effort. Award-winning performance for 15 years across functions, industries and organizations.

My passion for results goes beyond professional pursuits. I am a global facilitator and co-organizer of Startup Weekends and serve as an advocate and volunteer for many local charities including Food Bank of Central/Eastern NC, North Carolina International Affairs Council and Connected Women of North Carolina. Plus, I have served as the President for the Triangle Interactive Marketing Association,