Internal Marketing - Answer.

Casey Brothers Insurance (CBI) goes to Las Vegas.

Objectives.

To communicate the long-term benefits of the change to staff by August 2016.

Strategy.

Internal Marketing

Execution/Implementation/Tactics

Tactic
Supporters
Neutral
Opposers
Notice Board
Y
Y
N
Intranet
Y
Y
N
Video
Y
Y
Y
Roadshow
Y
Y
Y
CEO presentation
Y
N
N
Team Meeting
Y
Y
Y
Newsletter
Y
Y
Y
Suggestion Scheme
N
Y
Y
Application of power
N
N
Y
Financial Incentive
Y
Y
Y
Education
N
Y
Y
Negotiate
N
N
Y
Satisfaction Survey
Y
Y
Y

Controls/Evaluation.

Results of satisfaction survey

'visits' to intranet site and use of forum.

Attendance to CEO presentation.

Results of suggestion scheme.

Disciplinary rates.

Acceptance of any relocation package.

Acceptance of any redundancies/early retirement.