Here at TVG, we think about what makes up an ideal workplace. What do people want out of their employer? Room to advance; a place where they can explore different avenues to reach a goal; challenging but surmountable tasks; open communication on all levels; or learning and growth opportunities? This is the “human factor” to the brick and mortar.

Every employee out there will want a competitive wage and benefits package — that’s expected. But making your company attractive to the best candidates requires more than a salary and a health care plan. Remember, a company is staffed by human beings and they should be treated as such. Your best workers are the ones who want to make a difference, to excel in their field and continue to grow. It’s important for them, as well, to be recognized for a job well done.

At TVG, we also know employee communication plays an essential role in developing a connection between a company and an employee. An employee is more likely to work hard if they feel connected to the company. Whether it be through a company discussion board, newsletters, emails from the CEO or an employee survey, it’s vital to provide a way for employees to feel they have a relationship with the company and that their voice is heard. One tool we use for our clients is Pulse® Feedback Software, a proprietary employee engagement software that allows companies to connect with employees in real-time.

Good workers can be hard to find, so when you have one, it’s important to provide the incentive for them to stick around. When you invest in your employees, you make an investment in your company. People want to work for a company that acknowledges hard work and appreciates effort. And, when you show you’re willing to listen and help them, they will be willing to help you.

As the social media craze took off in the business world, many organizations rushed into creating network accounts and blogs.  Now as we enter 2010, companies seem to be taking a step back and ensuring the proper planning and policies are in place for social media strategies. 

The Vandiver Group has been working with companies to develop and implement these social media policies and is now offering a Social Media Policy Workshop for organizations.

The workshop will review the following:

• Ethical standards for bloggers, social networks and online marketing.
• Creating an environment where consumers trust you in social media- the importance of ethical online practices.
• Case histories where  employee guidelines and corporate standards could have avoided a brand and communications crisis.
• The new FTC guidelines for online marketing and promotion.
• How to develop and implement a corporate social media policy.
• Managing employee use of social media- guidelines and training.
• How to maintain brand consistency and standards within social media
• Special considerations and guidelines based on your industry.

The TVG workshop can be scaled for an organization’s communications staff or for an entire employee population. All attendees will also have the opportunity to work with the TVG social media team to develop a complete and customized social media policy.

To schedule your workshop contact TVG at 314-991-4641 or info@vandivergroup.com.

A challenge in the traditional practice area of media relations is the client who wants “ink.” Granted, with Web 2.0 and integrated marketing, we don’t hear a lot of requests for ink for the sake of ink. A more common practice is to develop the strategic communications plan to push a brand – and use all the tools in the toolkit and not just media relations. And in case you don’t know, to many buyers of our services “ink” is equivalent to the front page of the Wall Street Journal.

Pardon me while I take a sip of coffee.

And if you are ever in the market for a great cup of coffee, stop by TVG! Deana makes the BEST coffee. Which brings me to my point.

The February 9 WSJ article is called “Starbucks Plays Common Joe – Coffee Empire Seeks to Seem Less Expensive in Recession.” The point of the story is that McDonald’s Corporation has gone cup-to-cup against Starbucks in an advertising campaign to promote their custom coffee as a reasonable and cheaper alternative. Starbucks did the research and knows that consumers’ perceptions of cost differ from the reality of a cup o’Joe at Sbux. Starbucks is left splitting hairs saying that while you can get a $4 cup of coffee with them, their average price is below $4. What does Starbucks get out of the article?

1. Artwork with the Starbucks logo on a coffee cup;
2. A table of regional prices;
3. Quotes by Howard Schultz, CEO;
4. Reference to a loyalty card program;
5. Info on a summer discount program; and
6. Quotes by Michelle Gass, EVP of marketing and category.

And who walks away with the stronger message?

Consider this paragraph, third from the end in the story:

“A spokesman for McDonald’s, William Whitman, declined to specifically address Starbucks new promotions, but said: ‘Affordable luxuries are in greater demand today because everyone’s looking to get more from a dollar. Our customers know that’s what they’ll get at McDonald’s.’”

Now compare this to the quote from Dunkin’ Brands, Inc., Francis Allen, brand marketing officer for Dunkin’ Donuts:

“’We believe we are the faster and more affordable alternative’ to Starbucks.”

Your take away as a spokesperson should be this:

1. Always mention your company name in your quote.
2. Use proper nouns instead of pronouns when possible.
3. Remember that even when the story is about a competitor and you didn’t pitch it, place it or do anything other than answer the mail – stick to your core, key messages.
4. Have concrete key messages that speak to your customer, not to your company. Think about how Whitman’s comment “our customers know…” as compared to Allen’s “We believe we… ”.

And yes, I’ll take a Venti, skinny, vanilla latte please, and thanks for reading.

One of the reasons the Greater St. Louis community was so invested in the topic of the acquisition was the role that A-B has established in the community over the years. In addition to the advertising that A-B is famous for and the economic support A-B provides to worthwhile causes around the region and the nation, the brewer has a continuing relationship with the St. Louis community through support of local institutions, universities, sports programs and much more.

A-B’s place in the St. Louis community is an excellent example of how important community outreach is to a company’s communications plan and to the impact that loyalty resulting from that outreach can have on a company. At TVG, we work with a variety of companies to support their marketing, advertising and PR with targeted community outreach programs.

In order to maintain visibility and an identifiable and recognizable image in the cities in which you do business, it is important for company leaders and employees themselves to become active participants in community organizations and activities in the region.

When developing a community outreach plan you must determine the appropriate relationships for your company and line of business. Possible venues include education institutions, professional societies, and local civic or business organizations.

Targeted involvement and philanthropy helps build your external image, reinforce your brand, strengthen relationships with other business and civic leaders, boost your recruiting and support employee morale and professional development.

This community outreach element is often pushed aside for expensive advertising, but no brand can fully connect with its customers if it doesn’t get involved in their community and daily lives.

Contact us at tvg@vandivergroup.com or send comments to blog@vandivergroup.com.