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Introduction/Summary

From an internal to external movement –. Let’s unify the company and promote pride in the CORA brand. A grassroots approach to highlight our story through testimonials, employee spotlights, personal stories, etc… and let our voice be heard, shared, and celebrated.

As marketing has shifted from traditional channels to social media, online reviews, and personal referrals, will serve as our movement to drive awareness and positivity. Through various ambassadors and a playbook of tools/recommendations, we plan to take the stories gathered (People Leaders) and be CORA catalysts.

ALP: Igniting a movement around the “I am story”

Growth Cohort : External – Creating a movement in which everyone outside of CORA is a part of the STORY.

Proposal:

Vision: To increase brand awareness in the community

“Scaling” the “ Story”

Brainstorming ideas- here is where you can gather information for marketing and creating brand ambassadors.

· A program scalable across the entire organization where employees can sign up to do all sorts of different community outreach/volunteering events , with each event given some sort of point value that can translate to some sort of incentive . This would be ongoing with yearly calendar / sign ups.

· Brand Ambassadors to represent company, to represent the brand in a positive light, helping to increase brand awareness and sales. They are meant to exemplify our identity in our core values.

· Partnerships. Example: partnering with a University- setting up a company pro-bonus clinic where PT students and clinicias can help underserved populations.

· Advertising focused on our free services, balance assessments etc. Really telling/living the serve all that is community people love free and if free leads to buy all the better. – T

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I AM X company

In 2019 we “chose” X company. In 2021, we have “become” X company. We have many different regions across many states that each have their own unique flavor and contributions to how the X company Story has evolved over the years. We are now tasked with creating a movement around the X COMPANY story that impacts the company both internally and externally.

The statement “I am X company” can serve as a catalyst to create a movement to unify the company internally and promote pride in X company and the PT profession as a whole. The tag line can also celebrate the company externally with testimonials and contributions made by patients, community members, and referral sources that make us who we are. Taking a grassroots approach to highlight how the individual regions of the company all contribute to the overall company culture and story writing of X company can lend itself to each employee and consumer having their voice heard and contribute their “chapter” of the story to our continuously evolving story and personifying our brand.

Internally Focused:

All our small contributions and stories as individuals, clinicians, staff members, etc all add a piece to the total structure that is X COMPANY (remember the Lego pieces at 2019 meeting. We all gave a “piece” of ourselves and chose to be part of the company). Now each of those pieces can be shared as a “chapter” in the X company story.

Branding internally with therapist and staff around the company highlighting their individual contributions that they have made to X COMPANY and the profession can spark a snowball effect of stories. We each have a story that ADDS to the X COMPANY STORY.

Implementing Ashley’s amazing Yammer platform idea could be the medium to share these moments and create a scalable and sustainable way to connect our team and continue to write the X company Story. A platform like this has network effect which means the more users that contribute to the platform, the more valuable the platform becomes. Yammer is a perfect way to deliver this.

To do within the CLU groups…

-Highlight the 7 pillars as a starting point to unify the company culture with the X company Story

-Assign researchers within the CLU cohort to go out into the community and find the unique attributes of each community and how we can integrate them into the fabric of the story

-Identify regional ambassadors to operate and scale the grassroots approach to continuing to write the story. What makes Tennessee unique from Florida? What makes us all the same? How do we share the same story, but at the same time be so different from one another? Getting people across the company involved to create a unified effort and vision for writing the next chapters in our story.

-Create X company “swag” to promote the movement internally and unify the staff. (Remember Buzz lightyear…)

Externally:

Personify the brand and put a face to the movement with “I am X company”

Similarly to how our staff has weaving the fabric of our company culture, our patients, referral sources, and community members have helped us write our story UP UNTIL THIS POINT and will continue to do so.

Highlight testimonials in social media, marketing materials, and community outreach events to focus on how all these parts together make X company who we are. “I am a part of this”. Create a landing page on our website for testimonials and expanding on the X company story/I am X company movement.

Pathways to recovery from MDs and school staff.

How else do we engage? Where? With who?

Questions?

What is a symbol that can be used to represent this idea of “I am X company”. Our logo? The Delta? The stripes?

Can we create marketing materials with the stripes from the logo painted across people as if we are now part of their identity? Create shirts that have the stripes like a soccer uni kit? What is something tangible that could be held or shared across the company for photos or joint messaging? Lego blocks….

Is this viable? Meaningful? Scalable? Sustainable?

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Introduction/Summary

From an internal to external movement – I AM X compay. Let’s unify the company and promote pride in the X COMPANY brand. A grassroots approach to highlight our story through testimonials, employee spotlights, personal stories, etc… and let our voice be heard, shared, and celebrated.

As marketing has shifted from traditional channels to social media, online reviews, and personal referrals, I AM X COMPANY will serve as our movement to drive awareness and positivity. Through various ambassadors and a playbook of tools/recommendations, we plan to take the stories gathered (People Leaders) and be X COMPANY catalysts.